Now in its third edition, the competition – under the aegis of the Department of Commerce, Tourism and Services of the Lombardy Region – calls on young people to express brilliance and gain greater visibility. The goal is to collect and select innovative design ideas, translating them into prototypes that can be engineered and put on the market, through direct involvement of Lombard companies that use design as their primary means of innovating and competing.  The competition is open to young students and professionals under 35, individually or in groups, residing in Lombardy or graduates of design training programs in that region. Participants must not have already created products that are on the market or about to be commercially released. There are four theme areas, connected with the service industries:urban furnishings for shopping districts; furnishings of shops, public services and tourism structures; food & beverage packaging; lighting and signage in public spaces.