Mary Porro, Chairman of the Furniture expo, was right, and with her the heads of the Salone and FederlegnoArredo (FLA) in having strongly supported and implemented the innovative project of the studio Lombardini22 for the 2023 edition of the Salone del Mobile (Milan, 18-23 April).
La new exhibition formula spread over a single floor, with more compact spaces, and for special areas such as Euroluce, on a loop layout that puts the exhibitors in sight and on an equal footing, is ready to go, surrounded by an extraordinary waiting atmosphere with its almost 2 thousand exhibitors. And it will be characterized by the mass arrival, as in the pre-Covid golden times, of operators from all over the world, including China and above all – reveals Maria Porro – with exceptional numbers as for the adults North American buyers. “It is also the result of our presentation road show in America, Asia, Europe of the new exhibition formula”.
A courageous choice which, after the great changes induced by the long Covid-19 lockdown, was inevitable, because many companies and especially SMEs had discovered virtual fairs with the side dish of webinars and the interactivity of the virtual and digital world, very less expensive than the real ones. The recovery of traditional exposures has only partially recovered, in some countries, the many SMEs that have given up being present.
At Salone 2023 there will be SMEs, attracted by the Euroluce biennial
How did SMEs respond to the Milan event? “In a positive way because the formula we have presented is tailored to their needs and requests and less dispersive than the traditional one - answers Porro - but I would like to underline that it is the Euroluce biennial the real new setting, able to value SMEs making them more visible. This decidedly original project is arousing interest – and some controversy – inevitably dictating trends in the trade fair sector, so much so that on 17 April will arrive in Milan the top of the association of manufacturers and importers of household products - the powerful National Kitchen+Bath Association (NKBA, 15 thousand associated companies) that organizes each year the first North American industry exhibition the KBIS, Kitchen & Bath Industry Show. “But we are also the first to adopt a digital system in such a widespread way that will allow easy and brand new navigation on the smartphone for each visitor, and each company with the QRcode will be able to guide the operators by personalizing the search and the path to the stand”.
Salone del Mobile 2023: what will be the major themes of the new edition?
No one better than Maria Porro who, among other things, belongs to a family company among the very first to embrace the essential elegance of Italian design, can show us them. Bearing in mind that only during and after the Salone will it be possible to take stock of the macro-themes. One of the most visible trends is that of re-editions of historical “pieces”., which will be present in many stands, also in the Fuori Salone. It is inevitable to ask Maria Porro whether it is nostalgia, self-celebration or a certain lack of inspiration. “Good question – she replies – I think the aim is to enhance the company's history but innovation is key. I remember about the phrase by Enzo Mari: 'young designer seeks courageous entrepreneur'. And it is precisely this continuous dialogue that has always characterized our sector that we feel the need for. It is not accidental that we wanted connect the Salone Satellite, dedicated to young designers (with 27 design schools from all over the world), a euroluce, presenting, for the first time, the over 80 projects of the past 24 editions which have since become successful products. And this also confirms the uniqueness of our Salon. That uniqueness that the architect Mario Botta, with regard to the new architecture of the city, has recently defined as an expression of an unmistakable Milanese spirit”.
We now look at trends that the Salone will dictate in this edition, the first of which is a widespread, generalized Minimalism. According to some, a certain homogenization would result, albeit towards the top of the range. Maria Porro rejects this interpretation. "There pursuit of purity is deeply rooted in path of Italian design and this search for essentiality creates comfort, warmth, beauty, all elements that make up the Italian specificity”.
Outdoor, the new success of Italian furniture
"A'other trend growing rapidly – adds Maria Porro – also very Italian, is that of the many proposals for theoutdoor”. However, forgetting the trivial and ugly furnishings that fade from the sun and rain. The Italian outdoors – and most of the companies have created important collections – is sumptuous, perfect, hi-tech, impeccable, but also suitable for the mini balcony. A worldwide success due to the fact that after the closure of Covid it has caused the prices of houses to skyrocket by 30-50% in all countries with even minimal outdoor space. “As you will see the home automation integrated in the furnishings but above all in the lighting projects that will be exhibited at Euroluce. These are projects related not only to digital technologies but also to studies in the field of neuroscience that create bright and illuminating atmospheres and furniture”.
La aesthetic research In Italy, it has always embraced the technological one also because the FLA supply chain imports as much as 80% of the wood it uses for production and therefore must constantly seek sophisticated uses of wood recycled several times, old or even coming from the disposal of railway sleepers. And with an example of these new sources for designers and furniture makers that we anticipate, exceptional and unique: vivarium it houses examples of StoneOak® and a Limited Edition made up of the very rare StoneElm, MarbleAsh and Medullary, millenary woods of extraordinary beauty, literally extracted from the heart of the earth, where entire forests collapsed five thousand years ago. A collection, exclusive in terms of technical and aesthetic qualities, dedicated to architects, designers and companies who want to compete with these rare and precious materials.
Salone del Mobile 2023: more and more sustainability
For some years i parameters of eco-sustainability of Italian wooden artifacts have achieved records equal to if not superior to those in Germany. Hence the consolidation and increase in sales on European markets, certainly more attentive to environmental protection than other markets. But already the scenario is changing all over the world: more than half of consumers worldwide - as reported by the authoritative Twice.com - would pay more for sustainable products according to 2019 Accenture research. A 2022 Conference Board survey indicates that more than 70 percent of Gen Z respondents say a brand's actions on climate influence their purchasing decisions. Companies are already gearing up, even in the US, forced by consumers who want to have information on the location of the sources of materials, the types of labor use or carbon emissions.
Contactless the trend of the moment
It's a trend unrestrainable which connects to the request of the maxim hygiene, and at the Show we will see really special news on the immateriality of the commands, according to a worldwide trend which it should be stressed, always derives from the new needs of consumers after the long Covid lockdown. It is also registered in the latest edition of Las Vegas KBIS (competitor of the Milan Show): Kohler for example, he had presented the suspended, remote-controlled faucet that descends and having a flexible arm that can be rotated through 180 degrees, is available where needed without creating splashes around or the shower head with magnetic coupling to the arm of the Moen for frequent cleaning or even the mirror that turns on and off with a wave of the hand or the drawers Reverso of the kitchen that open in both directions – ideal for the island – which can be maneuvered by touching them.
Italian furniture market: 2023 forecasts growing by +5%
This is the message, supported by thesurvey conducted by the Centro Studi on a representative sample of companies, which Claudio Feltrin, president of FLA, will shortly announce the growth forecasts – because we always talk about growth for the supply chain – for 2023. “It will be theyear of settlement in which we will have to forget the double-digit increases of the previous two-year period will declare – a + 5 %, towed especially from export. The internal market could be affected by the stop-and-go policy on construction bonuses, even if I wouldn't speak of a real slowdown in construction and its related industries that we will instead have starting from '24. 2023 will be the year of normalization. Investments for digital, ecological transition, human resources and internationalization will restart".
France, first buyer of Italian furniture
And after the first advances communicated in February here are the final balances for 2022 of the Study Center which will be communicated close to the Exhibition: 68 thousand companies – equal to 14,9% of the total manufacturing – 298 thousand employees – equal to 8% of the total – a turnover to the production of 56,5 billion euros – equal to 4,6% of the total – and a increase of 12,6% compared to 2021. Much of this +12,6% is due to the surge in export with the bang of US market at +25,5%, China stable in 7th place, Russia falling back, but with the Middle East and India which, based on orders, will grow even faster. But it's always there France the first buyer of Made in Italy of the house, followed by Germany and the USA. Furniture is the most significant product in the Wood-Furnishings supply chain which holds the record for sales abroad, but with a "healthy" progression because it is common to all sectors including components.
