Stefano Boeri's Salone del Mobile vertical was presented today in Milan. The new exhibition concept of the 2021 special event of the Salone del Mobile will be based on continuous modular vertical walls, where design companies will be able to organize the display of their products.
It is finally taking shape "Supersalone", the 2021 Special event of the Salone del Mobile.Milano, scheduled from 5 to 10 September at Fiera Milano Rho, which, thanks to the new concept, an exceptional curatorship and the fact of being the first major design exhibition to reopen its doors, promises to reaffirm the centrality of Milan and the Salone del Mobile.Milano in the international panorama of design, culture and innovation.
Il "Supersalone" it will be open every day not only to operators but also to the general public; an appointment that will go beyond the confines of a purely commercial meeting to look at unprecedented contaminations, openings, mergers and extroversions while fully respecting the health rules and protocols adopted at national level against the spread of the coronavirus.
The proposed format by architect Stefano Boeri and an international team of co-designers - Andrea Caputo, Maria Cristina Didero, Anniina Koivu, Lukas Wegwerth and Marco Ferrari and Elisa Pasqual of Studio Folder, Giorgio Donà, co-founder and director of Stefano Boeri Interiors - is that of a large design library which will celebrate the renewed attention and care for contemporary living spaces and whose scenography will enhance and harmonize the novelties and creations put in the catalog in the last 18 months by the companies with their historical products which, thanks to the debut of the digital platform of the Salone del Mobile.Milano, can be purchased at the end of a rich and engaging customer journey (a part of which proceeds will contribute to a charitable cause).
The exhibition set-up will include long parallel partitions, designed for specific product categories, which will allow companies to tell their identity and their products on vertical walls, using, in some cases, even horizontal surfaces, both modular. A fluid and dynamic exhibition mesh that will allow the visitor to freely navigate within a huge national and international archive of creativity, excellence and know-how.
The parallel exhibition sections will be contaminated and interspersed with thematic areas and itineraries imagined by Studio Stefano Boeri Architetti and the five co-designers: arenas for sharing and in-depth talks, lounges reserved for companies' commercial and business meetings, areas dedicated to young people from design schools and exhibitions, by ADI of the chairs awarded with the Compasso d'Oro, food court designed and built in collaboration with Identità Golose - The International Chef Congress, social and relaxation areas.
A special program of meetings with some protagonists of the contemporary scene and thinkers of the future it will alternate with great live musical events in collaboration with the best and most representative experts in the sector. A new way of conceiving the exhibition space it becomes place with multiple meeting possibilities and, at the same time, an invitation to linger, to think, to feel and, therefore, an antidote against the hasty trivialization of so many exhibitions.
With a view to circularity and sustainability, all the materials and components of the set-up have been designed to be disassembled and subsequently reused. Furthermore, thanks to the Forestami project, it will be created at the East Gate entrance of the Fair a green reception area with 200 trees which, at the end of the six-day event, will be planted in the Milanese metropolitan area.
The setting up of Fiera Milano will be accompanied by Rho the new digital platform of the Salone del Mobile.Milano, which will debut on June 30th.
A digital integration designed to enhance the design on display but also to place the user at the center of the event before, during and after the visit. The exhibition spaces and thematic itineraries will interact with it in an unprecedented way, through QR codes, and the products can be viewed and booked for subsequent purchase. In short, a digital crossroads that will create new forms of integration and interconnection between different worlds, users and markets.
Milan Triennale it will be the hub in the city "supersalone", with a cultural proposal that, in addition to the institution's exhibitions, will present a series of unpublished projects.
""Supersalone" it is the fruit of the generosity and creativity of companies and Design professionals in a very delicate moment of economic recovery and relaunch e of culture. For the first time, the Salone del Mobile.Milano will open for all of its duration to the general public of consumers, offering them the possibility to choose and buy the best products of international design. Thanks to the choral effort of thousands of producers, operators, retailers, technicians, workers, fitters, designers and enthusiasts, for six days the Rho Fair will once again be the epicenter of Design international. I would like to thank FederlegnoArredo and the Salone del Mobile.Milano for the trust placed in me and for the courage in wanting to keep such an important appointment ", explains the architect Stefano Boeri.
President of the Lombardy Region Attilio Fontana 
Minister of Economic Development Giancarlo Giorgetti 
