Returning to Florence for PDays last week felt both familiar and necessary. After years of attending industry events across Europe and beyond, I’ve learned that the real value of these gatherings lies not in the exhibits, but in the conversations - those honest exchanges that reveal where the market is truly heading, and that fill the day until the dinner, then at dinner, and even after dinner! (parking IS a passion, and sometimes a mission! No doubt)
That said, the stand experience this year added a very tangible yet absolutely digital layer to those discussions. Visitors were not only observing, they were interacting. They could engage directly with our solutions, challenge our assumptions, and collectively explore where the industry is heading. JMS management system was there, with its tile-based dashboard fully operational, ready not only to be managed but, if needed, configured in real time, almost at the touch of a few fingertips. More than a product demonstration, it was a statement: systems should adapt to operators, not the other way around. And when design is done properly, how quickly a well-designed system can turn curiosity into understanding!
In Italy, parking infrastructure is at a turning point. Cities are under pressure to reduce congestion, improve air quality, and digitize services, yet systems on the ground often remain fragmented. The gap between ambition and execution is still evident. What I heard at PDays confirms this: municipalities are ready to act, but they need partners who can translate strategy into resilient, scalable, and future-proof solutions.
This is where a shift in mindset becomes essential. Too often, the relationship is framed around the delivery of components, rather than the co-creation of outcomes. Our role is not simply to provide technology, but it is to act as design partners and enablers of efficiency, contributing expertise where it matters the most: at the very beginning, when visions are still being shaped. Cities do not need suppliers who merely adapt and respond, they need partners who challenge, refine, and elevate their projects. This requires trust, openness, and a willingness to work side by side, from concept to execution.
If we truly want to build infrastructures that stand the test of time, we must start dreaming together (yes, allow me the "dreaming" scenario) and of course with discipline and responsibility. We need to stop designing in isolation. Success comes only when we build the vision together, because only shared ambition and such a collaborative approach can translate ambitions into tangible, sustainable solutions that serve not only operators, but ultimately the citizens who experience these systems every day. In the end, the real success of any project is measured by its impact on the urban ecosystem and the quality of life that it enables.
This trend was equally evident at Intertraffic Amsterdam in March, where the industry gathered on a global stage with a clear focus on data-driven mobility and integrated platforms. Those conversations mirror what we are seeing in Italy, as the market accelerates towards more connected and user-centric environments: not all cities are moving at the same pace, but the trend is widespread and marching fast.
At HUB Italia, our team has been moving in this direction for years, culminating in this year Smart City event in Naples, bringing operators and public authorities to the same table. Innovation in parking today is about building ecosystems connecting access, payments, enforcement, and mobility services into a seamless experience.
Our role, as I see it, is to act as a trusted partner for cities navigating this complexity: combining global expertise (which HUB Parking has plenty of!) with a deep understanding of local dynamics.
And one last note from the stand: if you left Florence with a four-frame photo strip in HUB colors stuck into your notebook, you’re officially part of the team spirit now…just don’t blame us if it ends up as your new favorite bookmark!