Event name: Molteni &C MDW25
Sector: Design & luxury
Client: Molteni &C
Event: Milan Design Week 2025 / MDW25
Event type: B2C / open house / brand experience
Location: Milan
Venues involved: 3
Dates: April 2025
Solutions: Digital registration, QR code, app check-in, multi-location access control
Registered attendees: 30,000+
Check-ins completed: 22,000+
During Milan Design Week 2025, Molteni &C opened some of its most iconic locations to the public through an immersive experience dedicated to design, architecture and contemporary elegance.
To handle a large flow of visitors while keeping a premium experience consistent with the brand’s positioning, Molteni &C chose SharEvent as the platform for digital registration and multi-site access control.
THE CONTEXT
For MDW25, Molteni &C created a public trail through three strategic locations in the heart of Milan:
- Molteni &C Milan Boutique – Via Solferino
- Palazzo Molteni
- Museo Poldi Pezzoli
The experience let visitors immerse themselves in the brand’s installations and spaces during Milan Design Week, one of the busiest international moments for the design and luxury sector.
The goal was an entry experience that was simple, elegant and perfectly coordinated across the different venues.
THE CHALLENGE
The main organisational challenge was handling an extremely high volume of registrations and entries spread across several locations, while maintaining:
- smooth entry flows
- centralised access control
- fast check-in operations
- on-site staff able to work independently
- a user experience worthy of a luxury brand
During Milan Design Week, traffic peaks and high visitor numbers make reliable, fast and simple digital tools essential.
Molteni &C needed a solution that could support:
- online public registration
- automatic QR code generation
- entry spread across several venues
- real-time monitoring of arrivals
- check-in handled independently by staff
THE SOLUTION BUILT WITH SHAREVENT
To support the initiative, SharEvent implemented a complete digital platform for managing registration and access control.
The solution comprised:
- a dedicated registration landing page
- an online sign-up form
- automatic generation of personal QR codes
- confirmation emails
- a centralised organiser dashboard
- check-in through the sharevent.com
- real-time monitoring of entries
- multi-location management
- data export and final reporting
The whole experience was designed to reduce operational friction to a minimum and offer a process that felt effortless for visitors and the on-site team alike.
SIMPLE, SMOOTH ENTRY
The user flow was designed to be quick and immediate.
After registering online, every attendee received a personal QR code for entry to the Molteni &C locations during MDW25.
On arrival, visitors could check in at any of the venues by having their QR code scanned.
The whole validation process was handled in real time through the sharevent.com used by the welcome staff.
This approach made it possible to:
- speed up entry
- avoid queues and congestion
- simplify the staff’s work
- keep the quality of the hospitality experience high
Centralised multi-location management
One of the most important aspects of the project was running the three venues at the same time.
Thanks to SharEvent’s centralised infrastructure, the organising team could monitor in real time:
- the number of check-ins completed
- how visitors were distributed
- the flow of arrivals at each location
- the operational status of each venue
The platform gave a unified view of the whole event, simplifying coordination on the busiest days.
An on-site team working independently
A key element of the project was how simple the platform is to use.
The Molteni &C staff handled every check-in operation themselves through the sharevent.com, with no need for continuous technical support on site.
This allowed:
- faster operations
- quick onboarding for staff
- less management complexity
- maximum flexibility during the event
The app’s intuitive design let the team concentrate on welcoming people and on the visitor experience, while keeping entry flows under control throughout.
The results
The SharEvent solution let Molteni &C run a high-attendance B2C experience during Milan Design Week 2025 while keeping operational control, ease of use and quality of welcome.
With digital registration, a personal QR code and app-based check-in, the public could reach the locations quickly and in an orderly way, while the organising team monitored arrivals in real time.
The result was an entry flow that was smooth, scalable and consistent with the brand’s premium identity.
THE VALUE OF INVISIBLE TECHNOLOGY
For a luxury brand, technology has to be present but discreet.
The goal was not simply to digitise entry, but to create an experience that was elegant, simple and consistent with the language of the brand.
Through SharEvent, Molteni &C was able to offer:
- intuitive registration
- smooth entry
- centralised monitoring
- scalable visitor management
CONCLUSION
The collaboration between Molteni &C and SharEvent during Milan Design Week 2025 is a concrete example of how technology can support high-attendance events while keeping a premium experience perfectly integrated with the brand’s identity.
With a platform that is simple, scalable and built around the user experience, it was possible to handle more than 30,000 registrations and over 22,000 entries across three iconic locations in the heart of Milan.