The profession facing the challenge of change. The strategic role of the project

The essay analyzes the exhibition design sector in Italy, highlighting the gap between the legal definition of the allestitore (exhibition builder) and the actual complexity of this professional role, which encompasses technical design, logistics, safety management, and material handling. Drawing on the experience of the NSBVN – Sustainable Exhibit Cluster and the project Exhibit 2.0: The Ecological Turn, it underscores the limitations of a fragmented regulatory framework and the need to rethink operational practices in light of the ecological transition. The chapter emphasizes the strategic role of clients in promoting sustainability criteria — with particular attention to material reuse and end-of-life management — and reflects on the importance of dialogue between designers and builders to ensure coherence and reduce environmental impact. Within this framework, the essay introduces the figure of the eco-allestitore, a new hybrid professional profile trained through online courses, technical libraries, regulatory toolkits, and open-access resources — capable of combining creativity, efficiency, and ecological responsibility.