The Exhibition, an international point of reference for the furniture and design sector, accelerates the important process of transformation and evolution of the trade fair event through a concrete revision of the exhibition format. This change was achieved through a work of listening, as explained by Maria Porro, President of the Salone del Mobile.Milano, at the press conference to present the event which was held on 15 February at the Teatro Franco Parenti in Milan. “We have collected the needs of those who organize and experience the Salone, exhibitors and visitors, with more than 2,300 interviews and thematic working groups". - said Maria Porro- “Thus was born the idea of an exhibition on one level to facilitate flows and we did an almost "urban planning" job on the internal design of the pavilions. Starting with Euroluce, the biennial dedicated to the world of lighting, which has changed so profoundly in recent years, we have redesigned the itineraries by integrating company spaces with interdisciplinary cultural contents concerning the relationship between light, architecture, art and science. A metamorphosis that in the future will affect the entire Exhibition which has the ambition to contribute to redesigning the exhibition model.”
A new exhibition model
A total of 1,962 exhibitors will participate in the Salone del Mobile.Milano 2023, including over 550 young talents under 35 and 27 design schools. The Salone, which this year sees the presence of the Salone Internazionale del Mobile, the International Furnishing Accessories Exhibition, Workplace3.0, S.Project, Euroluce, the SaloneSatellite, will therefore have a layout on one level, aesthetic paths and cultural spaces, experiential spaces and rest and relaxation areas, will offer conferences, vertical workshops, thematic exhibitions, bookshops, site-specific installations, to offer visitors "an unforgettable event" as Maria Porro defined it.
In his greeting, the mayor of Milan Giuseppe Sala expressed himself as follows: “We are happy that the Salone del Mobile.Milano is returning to its traditional place in the city's calendar of events with a new formula. Milan is ready to welcome designers, planners, architects and manufacturers, as well as visitors and tourists who love design and the innovative variations that the Salone, inside and outside the spaces of the Fair, will be able to offer them".
Euroluce, “The city of Lights”
The biggest changes will be seen at the Euroluce biennial (halls 9-11 and 13-15), starting with the new layout which, from a stand-centric one, will move to a layout based on man and his experience of visiting the fair, thanks to an irregular, smart and more usable circular route. Rethought by the Lombardini22 studio, the innovative layout aims to ensure a better connection between the four pavilions, simplify the visit itinerary and create an increasingly engaging and contemporary business platform.
Concept and thematic common thread that will guide the biennial will be "The city of Lights". Integrated in the spaces of the Euroluce biennial, the cultural component, under the artistic direction of Beppe Finessi, envisages a polycentric and multidisciplinary project that will unfold in a broad schedule of events, exhibitions, installations. Many authors involved who, with their design, linguistic and aesthetic diversity, will bring about immersive and reflective experiences that will have light as object and subject. Objects, photographs, drawings, sculptures, installations, videos will be the content of five large exhibitions, a large site-specific installation and twelve individual architectural and exhibition interludes, designed by Formafantasma, which will represent moments of poetry and rest in the exhibition itinerary. Aurore, the large square and arena in pavilion 13, designed by Formafantasma, will also be the venue for a series of conferences, with a particular focus on lighting, technology and sustainability, held by some of the brightest voices on the contemporary lighting project scene .
Another "cultural garrison" will be the bookshop specializing in design, art and illustration curated by Corraini Editori.
SaloneSatellite: focus on design schools
Over 550 will be the protagonists of the 24th SaloneSatellite, which will be located inside the Euroluce pavilions. This year's theme will be “Design Schools – Universities BUILDING THE (IM)POSSIBLE. Process, Progress, Practice”. By placing design schools and universities in the spotlight, the SaloneSatellite aims to underline the indelible contribution they have made and continue to make to the training of new designers and the development of design.
SaloneSatellite will also pay homage to designers and lighting companies with the special exhibition “Sate-light. 1998-2022 SaloneSatellite young designers": symbolically set up on the border between the two spaces, it will present most of the lamps designed by the young people who have participated in the various editions of the SaloneSatellite over the years and have entered production thanks to the collaboration with the many companies that have bet on these promises.
The great and awaited guest of the SaloneSatellite will be Gaetano Pesce, invited to tell the main steps of his long career and his interdisciplinary contribution to the world of design, but also to convey inspiration, energy and passion to the young talents who will listen to him.
Salon interpreter of changes
Environmental, economic and social responsibility will also be a priority in the 2023 edition of the Salone del Mobile.Milano, which has embarked on the path that will lead it, at the end of the event, to achieve ISO 20121 certification for the sustainable management of the event.
“The ability of the Salone del Mobile.Milano to experiment, innovate and interpret changes is the mirror of the dynamism and desire to do more and more and better by the wood-furniture companies that have made Italian design, design for excellence in the world” commented Claudio Feltrin, President of FederlegnoArredo. “The 61st edition, with the Euroluce biennial, will be able to release the energy that our companies, large and small, have used to bring the supply chain to a production turnover of almost 57 billion euros in 2022 with a +12.7% compared to 2021”.
The important collaboration between Federlegno Arredo Eventi also continues with the ICE Agency, which once again this year has made important and invaluable support available to the Exhibition to bring the largest number of qualified foreign operators to Milan, testifying to the country's ability to create a system for the benefit of businesses and territories.
Perfect combination of digital and real
One of the keys to understanding the next edition will be the perfect combination of digital and reality, which will allow for an exponential enhancement of the experiences, narratives and contents that will happen every day. For this reason, the activity of the digital platform will intensify before, during and after the days of the Exhibition.
The official App of the Salone del Mobile.Milano will be updated with new functions and services, including augmented reality and wayfinding. It will again be possible to purchase tickets, access the details of the products on display and scan the related QR Codes to find out all their technical characteristics. Sector operators will be able to book appointments with companies to directly meet the interlocutors of their interest, while for brands it will be easier to get in touch with visitors to their stands thanks to matchmaking.