Home » Salone del Mobile, has rushed to tickets. First awakening of foreign buyers

Salone del Mobile, has rushed to tickets. First awakening of foreign buyers

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The construction sites inside the Fiera Milano exhibition center in Rho are finished. After two months of non-stop work, yesterday the curators of the project passed the baton to the companies and designers who in the coming days will have to define the last details to customize the pre-fitted spaces and insert their products, so that everything is ready, Sunday morning, to kick off the Supersalone, the special edition of the Salone del Mobile which will be inaugurated by the President of the Republic Sergio Mattarella.

A sector in recovery

After two and a half years, Italian design thus finds its most important international appointment, an indispensable engine of a sector which, despite the difficulties of the pandemic, has managed to engage the recovery in the last year and is now also growing compared to pre- Covid. According to the FederlegnoArredo Monitor, the furniture and lighting industry (29 thousand companies which in 2020 generated a turnover of 21 billion euros, down 8.9% compared to the previous year) recorded in the first sales growth of 51.7% compared to the same period of 2020, which even rises to 67.3% for the Italian market, driven by tax incentives. But above all, the increase is also confirmed in comparison with 2019, with an overall + 14.3% of revenues (+ 21.4% on the Italian market). The processing of Istat data on exports in the first five months of 2021 also confirms the positive trend, with an increase of 5.7% compared to the same period two years ago. «The recovery has been consolidated – observes Feltrin -. There are some concerns, linked to the spread of the Delta variant and the difficulties in procuring raw materials, but we are confident that growth will continue in the coming months and the year will close positively ».

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The challenge of the Supersalone

Inside the exhibition spaces (68,500 square meters on four pavilions) curated by architect Stefano Boeri and an international team of co-designers, 425 companies in the sector, 170 young creatives and 39 self-produced designers will exhibit, for a total of over 1,900 projects exhibited. Small numbers compared to those to which the Salone del Mobile has accustomed us in recent years (approximately 1,200-1,300 exhibitors and 400,000 visitors in 2019), but given the difficult situation linked to the pandemic, the organizers are satisfied. «The most important brands are almost all there and we have good feedback also with regard to visitors – explains the president of the Salone del Mobile, Maria Porro -. The data on pre-accreditation are positive and since Monday there has been a surge in ticket sales ». The number of selected international buyers was also positive, those included in the Ice Agency program, which will bring about 250 operators from all over the world to Milan, including Asia and the Americas.

Open to public

One of the main novelties is the opening to the public for the entire duration of the event (rather than just the weekend as it normally happens at the Salone), with the possibility of purchasing the products exhibited by the companies. But there are many elements of innovation introduced by this Supersalone and some, in the future, may even remain. «I believe that, as this year and a half has changed us, this Supersalone will also change us and leave us something – says Maria Porro – in particular on the digital and sustainability front. It is a turning point: it will be a completely sustainable event. From here there is no turning back ». It will also be a first test for the new online platform of the Salone, launched at the end of last June, fundamental in this historical phase in which arrivals from many countries are still limited due to the pandemic, which in the future can only confirm itself as one. necessary tool of knowledge and exchange with an international audience.

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Between culture and business

«It will be a show that will also have a cultural and popular profile, as well as a commercial one – adds Boeri -. We will have food design, schools, makers, the Compasso d’Oro exhibition, Forestami trees. We have brought the wealth of the city of Milan to the Salone for the first time and we are happy with this ».

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