Here comes the ‘Supersalone’

New names and formats, with five co-designers alongside Stefano Boeri

More details have been added to the announcements made in recent days regarding the Salone del Mobile.Milano in September, during a press conference held at the Milan Triennale on Wednesday 26 May.

First of all, a new name: the event will be called ‘Supersalone,’ with a new logo to underscore the exceptional character of the initiative.
Then there is a new format: the fair will be structured like a “big library of design” that displays the creations inserted in their catalogues by companies over the last 18 months, along with their historic products – creations available for purchase at the end of a “customer journey” (part of the proceeds will be set aside for a good cause). Everything will also be visible on the new digital platform of the Salone, to be activated starting on 30 June.
New curators will join the team helmed by Stefano Boeri for the project: Andrea Caputo, Maria Cristina Didero, Anniina Koivu, Lukas Wegwerth, and Marco Ferrari and Elisa Pasqual of Studio Folder. The team will collaborate with Giorgio Donà (co-founder and director of Stefano Boeri Interiors) in the creation of an original exhibition itinerary.

Supersalone, exhibition area. © Andrea Caputo
Supersalone, exhibition area. © Andrea Caputo

The arrangement calls for long parallel partitions developed for the specific merchandise categories, allowing companies to narrate their identity and products on vertical walls, and using the horizontal surfaces in certain cases, all in a modular format. A sort of great archive of national and international design.

With an eye on sustainability, all the installation materials can be dismantled and reutilized elsewhere. Along these lines, at the East Gate entrance of the fair, thanks to the project ‘Forestami,’ a zone will contain about 200 trees, which at the end of the six-day event will be planted in the metropolitan area of Milan.

Supersalone, aree comuni. © Andrea Caputo
Supersalone, aree comuni. © Andrea Caputo

The whole exhibition area will be punctuated by theme areas and paths: arenas for talks and discussions, lounges set aside for companies to interact with business contacts, areas for young talents from design schools, and the display curated by ADI of the chairs that have won the Compasso d’Oro prize. The food courts will be created in collaboration with Identità Golose and the International Chef Congress, alongside areas for socializing and relaxing.

Triennale Milano, finally, will be the hub in the city of the Supersalone, with cultural offerings, exhibitions and a series of special projects.