ISA, the future of professional design on display at Host Milano 2025

ISA made its mark at the 44th edition of Host Milano 2025, the global showcase for catering and hospitality, held from 17 to 21 October. The company presented an ambitious stand, designed to showcase a cutting-edge vision of professional furniture, emphasising tailor-made customisation and maximum flexibility in the solutions offered. This participation also marked another chapter in the established collaboration between architect and designer Sergio Brioschi and ISA, a partnership based on the fusion of engineering excellence and design creativity.
The stand stood out from the outside for its immediate and striking visual identity: the light blue horizontal slats on a blue background left no doubt as to the company’s identity, recalling ISA’s iconic brand. Four symmetrical entrances, open on all sides, invited the public to immerse themselves in an environment that balanced aesthetics and functionality.

Once inside, visitors were guided through different thematic areas. Each corner represented the synthesis between ISA’s high technology and a careful selection of quality materials, elements designed to enhance the uniqueness of each project. The entire exhibition was conceived to narrate a journey of innovation, aesthetics and customisation, with modern and highly evocative visual aids, in full coherence with the company’s mission.
More than just an exhibition space, it was a truly immersive journey where design excellence meets the frontier of technology, and where every detail is a promise for the future of professional furniture.

ISA’s themed corners

Pastry area

In the pastry area, the stars of the show were the Metro Vision and Flat P80 centrepiece display cabinets with Gliss glass cases, artfully arranged with creations by Master Ernst Knam, who honoured us with his presence at our stand.
Metro Vision is an innovative display solution that expands ISA’s Metro range. This solution is integrated with the Metro ST and Metro Self systems. Designed for pastry shops, delicatessens and other settings, it combines technology, versatility and design. Metro Vision offers dual functionality: it can operate as a grab & go display, ideal for dynamic environments, or as a served display for a more traditional service. In terms of installation, it can be wall-mounted to optimise space, or freestanding (presented at Host 2025) to offer complete visibility and immediate access to products. The design is elegant and fully customisable in terms of finishes and materials, allowing it to adapt perfectly to the style and identity of any venue.

Gliss, on the other hand, is an innovative glass display cabinet designed by ISA for maximum versatility and integration with the Flat P80 and Drop-in P80 models. Also ideal for centre-room installations, its glass structure enhances product visibility and accessibility. Its distinctive feature is the opening system with overlapping sliding glass panels, an elegant detail inspired by jewellery shop windows that ensures practical and easy access. Thanks to its total transparency and sleek design, Gliss enhances products by eliminating visual obstacles and making the display a distinctive feature.

Bakery area

A sensory journey into authenticity: the Bakery area, inspired by the refined elegance of French boulangeries, combines the elegant and customisable design of the Elite P90 display case with the modularity of the Le Panier furniture element to celebrate taste and artisan tradition.
The Elite P90 is a display cabinet that combines elegant design and advanced functionality to show off every product to its best advantage. Every element contributes to a refined setting: the uprights, which can be painted in different colours to meet customer requirements, stylishly frame the glass structure, enhancing the display cabinet’s visual impact and giving it a strong and distinctive identity. The display case is fully customisable and raised, ensuring optimal product visibility.

Inspired by the refined elegance of boulangeries, Le Panier was designed to celebrate authentic taste and artisan tradition. Its design features soft lines and details that combine to create an intrinsically warm and welcoming atmosphere, suitable for both vintage and contemporary settings. Its main strength lies in the modularity of its structure, ensuring flexible adaptation to any space. In short, Le Panier is more than just a display structure: it is a piece of furniture that transforms any room into an authentic corner of taste, where attention to detail expresses craftsmanship and authenticity.

Genesis area

The ISA Genesis family is expanding and, at Host, the innovative Bridge mini-bar was presented alongside the Place wine cellars. The architect Sergio Brioschi, who designed and developed the Genesis collection, was present at the ISA stand to talk about this project aimed at the hotel industry, meeting rooms, executive offices and business lounges, as well as living spaces in the home.

Genesis Place is a line of wine cellars that combines sophisticated design and innovation, serving as a true piece of furniture that can be adapted to different spaces. It offers extensive customisation of external finishes in HPL, laminate, stoneware, etc., and internal finishes in satin-finish or black-painted steel. It is available for freestanding or built-in installation, in single or dual temperature versions for the ideal storage of red and white wines.

Gastronomy area

The corner dedicated to the gastronomy concept has been set up with the Deluxe P100 line, a modular display system that allows for a wide range of services – from ice cream and pastry to gastronomy and fresh meat displays – with a continuous, functional and aesthetically uniform display solution. The Deluxe P100 range can meet any layout and customisation requirement to meet specific display, storage and style needs.

At Host, the Cerea brothers – Enrico Cerea, 3-Michelin-star executive chef, and Rossella Cerea, general manager of the company – owners of the renowned 3-Michelin-star restaurant Da Vittorio, were guests at the ISA stand, which, in collaboration with the Joseph Di Pasquale architectural firm, was chosen to carry out the DaV Cantalupa di Brusaporto project, providing its savoir faire and manufacturing expertise.

Cristal Tower Wine

Cristal Tower Wine expands ISA’s range of vertical display cabinets, establishing itself as an elegant and versatile solution for wine display. An evolution of the previous Cristal Tower model, it was presented at Host 2025. Its design is characterised by total visibility on all four sides, combined with high-quality materials, which give the product solidity and a contemporary style, ideal for the most sophisticated environments.

Spazio ISA, an experiential space that is more than just an exhibition

Host was also an opportunity to open the doors of Spazio ISA for the first time, ISA’s new showroom in Milan at Via Morimondo 23, in the heart of the Navigli area, a historical and cultural symbol of the city and one of the most charming and lively neighbourhoods located south-west of the historic centre.
Spazio ISA is not just an exhibition space, but has been conceived as a true dynamic hub of excellence, designed to go beyond the boundaries of product presentation. The aim is to be a centre for meeting, exchange and constant dialogue between the company, its customers, the multifaceted world of architects and professionals in the Ho.Re.Ca. sector and beyond.
During Host, we had the pleasure of welcoming our first guests to this unique setting, offering them a privileged perspective on the future of professional furniture and refrigeration technology. Spazio ISA is destined to become a permanent landmark in Milan, an exclusive address where innovation meets design to anticipate market trends.

Thank you to all our visitors and collaborators for the energy you shared with us.
Thank you to the big ISA family! It was a fantastic HOST!

Discover all the new ISA products presented at Host and download the catalogue HERE.