Everyone in the crowded stalls of the Strehler Theatre, where the presentation of the 63rd International Furniture Fair in Milan, they expected, in addition to the usual round of official speeches, a list of negative trends and less than optimistic forecasts. But none of this materialized. The next edition of the world design event, which will be held by 8 13 to April at the Rho Fair, it promises to be a new record edition.
Not only for the 2.000 exhibitors, of which 38 foreign and 146 more brands, but also for the 169.000 mXNUMX of surface area, now sold out. The Salone continues to attract the protagonists of the business and design world, those who sign international contracts and choose the best products to furnish the most beautiful homes. As the president of the Salone revealed, Maria Visit, those who exhibit have many more possibilities to export. The Italian companies present have reached an export level of 53%, and the foreign brands even 54,5%, both values well above the average of the furniture sector.
Salone del Mobile: From Giant Stands to Cultural Experience
In light of these data, it is easy to understand the growing interest in stands, even if the years of gigantism are now over. In fact, from 2022, the formula of the Hall was completely renewed. “The Salone is therefore – states Porro – a great driving force for exports and successes on world markets”. To achieve these records it was necessary to select, refine and change the layout, abandoning the colossal and pyramidal stands, and instead focusing on a single-level surface as well as on a clear scenographic, cinematographic and experimental imprint, which enhances the cultural pattern.
In fact, most of the non-exhibition spaces are “illuminated” by cultural events that tell the most spectacular interpretations of famous artists, Oscar-winning directors and highly talented designers. This definitively denies that doing business requires only a long line of stands, glamorous stand-girls and expensive installations.
Fuorisalone and exclusive events: the impact of the Salone del Mobile
In fact, many international brands are investing in events, extraordinary happenings and showrooms, both in the city and outside, with the fuorisalone which also extends to Switzerland, because, as they say in Milan, "the Salone is the Salone everywhere". And so inside and outside the Fair, unique performances will take place Pierre-Yves Rochon, of the Oscar award Paolo Sorrentino and Robert Wilson. On the occasion of euroluce, furthermore, the first International Forum on Light will be held, where the culture of shadow and lighting merges with the most futuristic technologies that cannot even be found in the automotive sector.
But, to confirm a scenario of global design that we will have the opportunity to describe better later, here for the first time, collected the numbers that testify how the combination of industry and culture works very well. The Report Milan Design-Systema Polimi of the Salone and the Polytechnic has calculated that the latest edition, analyzed for months through thousands of data and testimonies, had an economic impact of 275 million for the country. The induced effect for Milan alone, measured by the Chamber of Commerce, led to an increase of 261 million.
But what counts, that is the media impact of the placements in the media and among the trend catchers of the Salon (just the press effect) is worth 24,8 million euros. Why is it so important? It was measured Launchmetrics and Lectra Co., number one of the companies specialized in scientifically defining the value, credibility and authority of a brand. “Milan and the Salone are unparalleled in the world in this field”.
