After 54 editions, Salone del Mobile still knows how to surprise. And this year it aims to leave everyone speechless. There are a great number of new developments in store for April, both at an organizational level and in terms of cultural initiatives that will join the exhibition circuit. The press conference called today by FederlegnoArredo Eventi at Unicredit Pavilion, in the heart of the scenic Piazza Gae Aulenti (Milan), gave us a glimpse of what is to come. No one was missing: the press, industry insiders, authorities – from the top representatives of Federlegno to Milan’s mayor, Giuliano Pisapia (and even the Deputy Minister of Economic Development, by videoconference). A grand event that formalized the official opening of the works, starting the countdown ahead of the fateful 12 April. Here is what awaits us at the next Milano Salone.
The first, important change relates to the exhibition area, which will be divided into two major stylistic areas: Design, which will cover 11 halls, and Classico, divided into three sections. Hall 3 will house the new xLux area, which is oriented around the types of product that are already established and appreciated in the US market, the Middle and Far East, developed by companies with a focus on contemporary trends and style; namely, linear, pure products, enriched with details, finishes and warm materials. This area will include fashion brands such as Borbonese, Fendi, Ferré, Roberto Cavalli etc.
The trade fair platform now includes the creation of a new web portal (online since yesterday at www.salonemilano.it) aimed at creating a community that is informed about trends and products both before, during and after the fair; the new advertising campaign comes next, “which aims to transform the brand into an icon,” emphasizes the Federation's Director, Giovanni De Ponti. It was created by Lorenzo Marini, who – with his eye for scrutinizing the world – wished to recall the advertising campaign of the 1965 Salone and to mark the event’s 55th anniversary; a concept well explained in this video. Finally, the first Salone del Mobile.Milano Award will be held this year, awarding prizes for specific categories (with the opinion of a respected jury that is still being selected), including: best designer, best young designer, best product in the kitchen, furniture and bathroom sectors, best staging, best classic furniture. The winners will be announced on 4 May.
Mixing business and culture is the Salone del Mobile.Milano mission. This year, within the ambit of the XXI Triennale International Exhibition, we will be holding the Rooms. Novel Living Concepts exhibition, curated by Beppe Finessi, at the Palazzo dell’Arte in Milan, from 2nd April to 12th September 2016. The exhibition is geared to underscoring the particular remit of interior architecture and providing a vision of home living projected towards the future. The upcoming edition of the Salone del Mobile.Milano also wants to pay particular homage to what came before “actual” design. The exhibition-event Before Design: Classic is a reflection on the classic soul of contemporary living and the short film by multi-award winning filmmaker Matteo Garrone – screened in Pavilion 15 – discusses classic Made in Italy taste and its currency in an audio and visual narration. The city event linked directly to the Salone del Mobile.Milano will be Space&interiors, organised by tMADE expo at The Mall Porta Nuova – Brera Design District: a fascinating display of surfaces, flooring, doors and interior finishings curated Migliore+Servetto Architects.