It will be "supersalone": work is underway for the 2021 Special Event of the Salone del Mobile.Milano
During the press conference on May 26 at the Triennale Milano, Salone del Mobile. Milano presents its new format of the event - “supersalone”, scheduled from 5 to 10 September at Fiera Milano Rho.
The curator of the event, architect Stefano Boeri is supported by an international team of co-designers: Andrea Caputo, Maria Cristina Didero, Anniina Koivu, Lukas Wegwerth and Marco Ferrari and Elisa Pasqual of Studio Folder - chosen by him on the basis to their skills and competences as designers, curators, exhibition designers, graphic designers. A team that will collaborate with Giorgio Donà, co-founder and director of Stefano Boeri Interiors, able to combine openness, enthusiasm, awareness and rigor in the definition of innovative paths that will be able to enhance projects and products in a context made of proximity, reflection and sharing . The proposed format is that of a large design library that will celebrate the renewed attention and care for contemporary living spaces and whose scenography will enhance and harmonize the novelties and creations put in the catalog in the last 18 months by companies with their historic products that, thanks to the debut of the digital platform of the Salone del Mobile.Milano, can be purchased at the end of a rich and engaging customer journey (a part of which proceeds will contribute to a charitable cause).
" supersalone "is the result of the generosity and creativity of companies and design professionals in a very delicate moment of recovery and relaunch of the economy and culture. For the first time, the Salone del Mobile.Milano will open for its entire duration to the general public of consumers, offering them the opportunity to choose and purchase the best products of international design. Thanks to the unanimous effort of thousands of manufacturers, operators, retailers, technicians, workers, fitters, designers and enthusiasts, the Rho Fair will once again be the epicenter of international design for six days. I would like to thank FederlegnoArredo and the Salone del Mobile.Milano for the trust placed in me and for the courage in wanting to keep such an important appointment.
- Stefano Boeri
The exhibition set-up will include long parallel partitions, designed for specific product categories, which will allow companies to tell their identity and their products on vertical walls, using, in some cases, even horizontal surfaces, both of which are modular. A fluid and dynamic exhibition mesh that will allow the visitor to freely navigate within a huge national and international archive of creativity, excellence and know-how. With a view to circularity and sustainability, all materials and components of the set-up have been designed to be disassembled and subsequently reused. In addition, at the East Gate entrance of the Fair, thanks to the Forestami project, a green reception area will be created with 200 trees which, at the end of the six-day event, will be planted in the Milanese metropolitan area.
The exhibition set-up will be contaminated and interspersed with thematic areas and paths imagined by Studio Stefano Boeri Architetti and the five co-designers: arenas for sharing and in-depth talks, lounges reserved for commercial and business meetings of companies, areas dedicated to young people of design schools and the exhibition, curated by the ADI, of the chairs awarded with the Compasso d'Oro, food court conceived and created in collaboration with Identità Golose - The International Chef Congress, social and relaxation areas. A special program of meetings with some protagonists of the contemporary scene and thinkers of the future will alternate with great live musical events in collaboration with the best and most representative experts in the sector. A new way of conceiving the exhibition space that becomes a place with multiple possibilities for meeting and, at the same time, an invitation to linger, to think, to feel and, therefore, an antidote against the hasty trivialization of many exhibitions.
Triennale Milano will be the hub in the city "supersalone", with a cultural proposal that, in addition to the institution's exhibitions, will present a series of unpublished projects.
In this scenario, the mix between digital and physical presence will ensure a highly engaging experience. The new platform of the Salone del Mobile.Milano, which will debut on 30 June, was in fact designed to enhance, through original contents and specific languages of the medium, the design on display but also to place the user at the center of the event. before, during and after the visit. The exhibition spaces and thematic itineraries will interact with it in an unprecedented way and the products can be viewed, booked for subsequent purchase. In short, a digital crossroads that will create new forms of integration and interconnection between different worlds, users and markets.
The current trend re-evaluates the centrality of the home and the need to invest in the place where you live, in rethinking private and common spaces by designing the furnishings in a lasting way, based on the new logic dictated by current events. The September event will be the precious appointment in which companies will have the opportunity to present the products of 2021 not yet on display. At a time of great change, the ability to reinvent oneself will be the main driver of this unique edition which, thanks to great teamwork, will be the event that marks the restart not only of our sector, but of the whole country. A choral moment, finally in presence, in which the design sector with all its energy will be able to best express the quality that distinguishes it, a quality that needs to be experienced. In recent months we have learned that it is no longer possible to ignore a digital presence and the innovative platform of the Salone will be a great opportunity for companies, a new media designed not only to present products, but to offer services, support and close interaction with the physical event, a large common home where made in Italy design reveals its continuous research and innovation to the world.
Maria Porro, president of Assarredo
"supersalone", therefore, as a unique project in line with the exceptional nature of the times, which will appeal not only to sector operators and the international design community, but also to the general public who will be able to access the exhibition center for the entire duration of the 'event. This is how the Salone del Mobile.Milano wants to be the promoter and catalyst of actions, thoughts and feelings that will allow the entire sector and the entire supply chain to restart with optimism in September.
Photography
Gianluca di Gioia
Salone del Mobile.Milano
www.salonemilano.it
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