INOUT 2023, the most important Italian tourism and hospitality marketplace, organized by the Italian Exhibition Group, reveals the visuals created to interpret the year of Utopia, the theme of the 2023 edition. As result of the integration between human and artificial intelligence, the images will characterize the events staged from 11 to 13 October at the Rimini exhibition center, including SIA Hospitality Design of which Camping Business is media partner.
2023: the year of Utopia and the creative union between past and future
The starting point was Utopia. Live. Believe: main theme and claim of the annual appointment of the key players of the tourism and hospitality communities. The theme, visually represented by a visual in which the golden spiral – which has always been a symbol of harmony and perfection – is superimposed on an image created with fractals, the result of the interaction between human art direction and artificial intelligence. This union between the rationality of Greek thought and the most current creative planning has given life to a generative spiral of utopian, multiple and possible worlds inspired by a new order for the development of the sector, of companies, of products.
Artificial intelligence applied to the visuals of the event
With Utopia the creative phase of TTG – INOUT 2023 had just begun. The use of AI for the co-creation of the visual representations of the individual trade fairs was the right way forward for a trade fair that has made innovation its diversifying factor.
Starting from the generative spiral triggered by the 2023 – Utopia theme, AI was provided with the key characteristics of the TTG Travel Experience and INOUT The Contract Community events, the marketplace that unites the four events in the indoor and outdoor sector: SIA Hospitality Design, SUN Beach&Outdoor Style, Surfaces, and the new Greenscape.
The result is stylistically homogeneous images, evocative of the various products handled by IEG’s Tourism & Hospitality Division, in a constant cross-reference between past and present, characterized by a stylistic hallmark that winks at the language of fashion.
“Our division has always been animated by an innovative approach, a utopian thought that has helped us to evolve over the years,” comments Gloria Armiri, Group Exhibition Manager – Tourism & Hospitality Division of the Italian Exhibition Group. “The work of analysis and strategy on the communication front takes months and our inspirations are as broad as possible. We listen to our communities, but we go further to take them further: a positive contamination with worlds outside our own such as technology, photography, fashion, and art help us to offer fresh and sometimes disruptive perspectives. The visuals of 2023 amaze, intrigue, convey a subtle irony. They are not visuals that traditionally accompany trade fair events, but our event is transformed every year and it is no longer just a moment in which supply and demand meet, but it is a stimulating communication platform, a circular marketplace that enriches through different forms and activities”.
From the rationale to the genesis of individual images
The fractal image suggests the dynamism of a sector that is recoding languages, solutions, perspectives, products. The golden spiral is, par excellence, the construction element in design with an inspiration to harmony and perfection. All this refers to the idea of a sector ready to provide new surprising visions to respond to the time of Utopia.
The next step was to use the Ai Midjourney platform to visualize concepts linked to an imaginary world of amazement and wonder, typical emotions of travel, with a photographic style. For each event, textual descriptions consistent with the single reference sector and utopian inspirations, typical of the main theme 2023, were selected and inserted. The result was unique and surprising.
“TTG – INOUT 2023 will transport exhibitors and visitors not only to one new world, but to multiple utopian worlds, projected towards progress and innovation,” concludes Gloria Armiri.
