Unconventional times require unconventional actions. And so, a bit like Clark Kent, the Salone del Mobile in Milan has decided for this year to stop the traditional clothes, those of a fair with 2,500 exhibitors and 400,000 visitors, with pharaonic and expensive stands that occupy the entire exhibition area of Fiera Milano in Rho, to wear those of the Supersalone. It will be called just that – «supersalone» – the special event of the Salone del Mobile 2021, scheduled from 5 to 10 September, curated by architect Stefano Boeri and a team of international designers.
The alternative to the Salone
The story is well known: given the still unresolved situation of the pandemic – with the economic crisis affecting many companies, limited international travel and restrictions on the conduct of major events – many furniture companies had opposed confirmation in recent months. of the Salone del Mobile for this year. The Show is in fact a huge event, one of the largest on an international level, and requires huge investments by exhibiting companies to set it up and take part in it, but also a great logistical and operational effort that many did not feel able to support.
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However, Claudio Feltrin, president of FederlegnoArredo (the association representing companies in the sector and managing the fair through the subsidiary Fla Eventi), observes, “it was not possible to give up for the second year this event which for our sector is basic”. Hence – after a long labor and an endless series of meetings and discussions – the decision to confirm this year’s appointment, but transform it into a different, unprecedented, special event. “Super”, in fact. A “unicum” that acts as a bridge, as a sort of preview, to the actual Salone del Mobile – the one we have always known – in April 2022.
The main novelty of the Supersalone, as the president of Assarredo Maria Porro explains, is that alongside the traditional B2B event, there will also be a B2C appointment: “The event will also be open to the general public of non-professionals every day and not only at the weekend, as in the past ». Furthermore, the pieces exhibited at the fair will all be purchasable, at special prices, by visitors. There will obviously be spaces reserved for business and for meetings between exhibitors and buyers.
The project signed by Boeri
The proposed format is that of “a large design library, which will celebrate the renewed attention and care for contemporary living spaces and whose scenography will enhance and harmonize the novelties and creations cataloged in the last 18 months by companies with their historical products which, thanks to the debut of the digital platform of the Salone del Mobile.Milano, can be purchased at the end of the visit ». A portion of the proceeds will contribute to a charitable cause, the organizers specify.