425 brands, 170 young creatives and 39 makers are returning to the stage, for a total of over 1.900 projects on display. There are three keys to understanding: restart, safety, sustainability. And an unprecedented opportunity: the new digital dimension and experience.
From the 5 to the 10 September, in the first four pavilions of Fiera Milano, Rho (a total of 68.520mq), over 1.900 projects (by exhibiting brands, self-producing designers and young graduates in 2020/2021), a very rich public program with more than 40 illustrious voices (including architects, innovators, visionaries, entrepreneurs, artists and politicians ), a film festival in collaboration with the Milano Design Film Festival, four food courts conceived by Identità Golose and animated by nine of the greatest interpreters of Italian cuisine and a large ADI / Compasso d'Oro exhibition aiming to capitalize the points of contact between different sectors, experimenting with new exhibition formats, involving and motivating visitors. And, above all, to rekindle - metaphorically speaking - the engines of the city of design par excellence: Milan. This, in summary, the "Supersalone", an event strongly desired by the Salone del Mobile.Milano and curated by the architect Stefano Boeri.
“The strength of the Salone del Mobile.Milano has always been the desire to team up, to experiment and also to risk, without ever losing sight of the final objective: the good for our companies and for our exhibitors. I have always experienced an exhibition which, in each edition, has been able to question itself, to look at the transformations of society, to analyze challenges and seize opportunities. To change point of view. This is what we did by choosing the path of a supersalone " says Maria Porro, President of the Salone del Mobile.Milano. “We broke the mold in order not to remain stuck in a situation that could have impoverished the system and compromised the leadership of Milan. It was not easy, but having chosen a new path and seized the opportunity to provide new visions of brands and products is a sign of how great the strength of our design is, which, combining cultural traditions, creativity of the protagonists, innovative capacity industry and territories, allows us to look to the future with confidence ".
A "supersalone" that collects and exhibits the best research, productions and experiments carried out by an entire sector in the last 18 months, but which is, at the same time, projected towards the future, representing an important moment of choral visibility and a relaunch driver for the furniture and design sector.
The recognition of this importance and its symbolic value is confirmed by the presence of high governmental and institutional authorities - first of all the President of the Republic Sergio Mattarella - which have always testified to how much the Salone represents one of the engines of the Italian economy, thanks to the fertile relationship it manages to create between businesses, cities and territories. The Salone del Mobile.Milano will give him as a gift a reproduction of the manifesto of the first edition of the Salone (1961) in an exceptional setting, designed by the designer duo Formafantasma and created by the young architect-craftsman Giacomo Moor and the cabinetmakers Gigi Marelli and Giordano Viganó with the wood of the fir trees felled by the storm Vaia in Val di Fiemme.