The Salone del Mobile.Milano, which will take place at Rho Fiera from 16 to 21 April 2024, once again proves to be in the vanguard, aware that it must evolve in order to maintain its role as the leading event for the furnishing and design sector at an international level. 

It has in fact decided to broaden its field of action, confirming a collaboration with the Department and School of Design of the Milan Polytechnic to analyse the cultural-socio-economic nature of the Salone del Mobile/Milano Design Week ecosystem in a scientific, authoritative and super partes manner.

A permanent observatory at the service of the city 

The common objective of the Salone del Mobile.Milano and the Milan Polytechnic's Department and School of Design is the definition of a permanent observatory that will develop a system for surveying, observing and interpreting what happens in the city during those days and will promote actions to guarantee greater sustainability, inclusion and circularity of the kermesse as a whole. Maria Porro, President of the Salone del Mobile.Milano, explains: 'The Salone has always inhabited Milan and was the spark that ignited the many independent initiatives that animate that week. We believe that it is essential to liaise with the institutions, stakeholders and all the other players on stage during those days, in order to be able to play that social and institutional role in the best possible way, which will enable the Show to generate further positive value for the benefit of the city and the community".

Maria Porro, President of Salone del Mobile.Milano

Anticipations for the next edition 

Following the success of last year's new Euroluce design (87% of visitors defined that experience as memorable), the re-design of edition number 62, which started by listening to visitors, exhibiting companies and stakeholders and supported by neuroscience, will concern all the pavilions. 

With this in mind, the routes of EuroCucina will be redesigned, with FTK - Technology For the Kitchen integrated into its spaces, and the International Bathroom Exhibition - pavilions adjacent and connected for the first time, with an optimisation of time and space that will further simplify the visit, making it richer and more efficient, offering equal accessibility and visibility to all exhibitors.

Two large installations 

There will be two major installations: one, in the spaces of the International Bathroom Exhibition, will create a scenographic stage where data, research and innovations related to the challenges of safeguarding the planet and its resources will converge; the other, in the Furniture pavilions, will represent a staging of spaces and furnishings according to the extraordinary vision of an internationally renowned director. Finally, at EuroCucina, there will be many appointments and experiences related to Food Design. 

The SaloneSatellite, founded and curated by Marva Griffin Wilshire, will celebrate its first 25 years with a special edition at the fair, located in pavilions 5 and 7, and a major exhibition in the city at the Triennale Milano, from 16 to 28 April 2024, which will tell the story of the event's universe and protagonists.

The communication campaign

The new communication campaign studied and realised by Publicis Groupe 

Innovative and contemporary, the new communication campaign of the Salone del Mobile.Milano is studied and realised by Publicis Groupe. "Where Design Evolves" is the body copy that encapsulates the essence of the Exhibition, transcending the idea that it is a mere destination and highlighting how, on the contrary, it is the stage on which design happens, evolves and defines the future. For the key visual, the agency chose to use generative Artificial Intelligence to understand, analyse and visualise the stories, relationships and emotions that the Salone brings out throughout the year.