The charge of the 109

The premiere of iSaloni Worldwide in Shanghai in 2016 was such a hit with the public and critics alike that the organisers – not least the president of the event – were forced to focus on raising the bar even higher this year. As Claudio Luti, president of Salone del Mobile.Milano, explains, “for this second edition we decided to do away with entrance tickets and ask those interested in visiting iSaloni Shanghai to apply for accreditation online, thus allowing us to select the right people from a qualitative standpoint. This step will also be an important marketing tool as it will help us to get a better idea of who the visitors are, where they’re coming from and what they do”.

Luti believes that “China is perhaps the market with the greatest potential for growth when it comes to the furniture sector – just look at how many Chinese people come to Milan Furniture Fair every year. However, China – and this is generally valid whenever you’re tackling a market that’s poles apart from Europe in geographical and cultural terms – requires careful attention and observation. You need to understand the people and their habits, gauge their expectations and interests. Once again this year, we’ve organised additional events featuring Italian designers to give the Chinese public a taste of what Italian design is all about”.

There is already a waiting list to exhibit at the event. In addition to all participants in the first edition returning for this year’s event, a number of new companies will be taking part this year, with all spaces taken.

After Moscow, the wind continues to blow east, dispelling dark clouds and opening up a range of opportunities for both the present and – above all – the future of the furniture sector.