Maria Porro on the reasons for holding the Salone del Mobile.Milano in June
Text by Marilena Sobacchi
The decision to postpone the event is a mark of respect towards the entire international design community which will enable it to capitalise fully on the potential of an event packed with new things.
The Salone del Mobile.Milano has been rescheduled for June. From Tuesday 7th to Sunday 12th. A firm, mutual decision by those who make up the event and represent it body and soul: the companies, Milan and all the stakeholders. According to Mario Porro, it was first and foremost an act of concern, care and respect for those who wish to be there in person, to celebrate the 60th anniversary of the event and enjoy a unique, concrete and exciting experience. We met her and asked her to tell us about the reasons for and the reactions to this decision.
We've read about the new dates for the Salone del Mobile.Milano. A move from April to June. Driven by concern and respect for the exhibitors and visitors?
Yes, absolutely. The next edition will be really important: we will be celebrating the sixtieth anniversary of the event in person. The June date thus seemed the most appropriate in terms of enabling everyone to take part, particularly the exhibitors and visitors from other countries. The fact that we have made this decision now, at the very start of the year, is significant. It is a signal of the concern and respect we have for all the stakeholders. It means that companies will now be able to organise their stand installations to best advantage and that visitors will be able to plan their visits in detail.
How did the announcement go down with the exhibiting companies?
We listened to the exhibitors' needs. It wasn't an "imposed" decision, nor did it "come out of the blue." We conferred, with discretion and informality, on what might be the best period for the Italian and foreign companies in all the goods categories involved. We also settled on these dates after due consideration and evaluation of the international trade fair calendar. The week from 7th to 12th June is actually a window of opportunity in terms of programming international events and exhibitions.
Given the extra two months for organising the fair, can we expect a sensational edition (in terms of content)?
As always, the Salone del Mobile and the companies will pour all their energy, enthusiasm and creativity into organising this edition. The extra two months will help us all organise things to the very best of our abilities, including the logistics and the production, design and creation of stands. What's in the pipeline? The lanes of the Salone Internazionale del Mobile, the International Furnishing Accessories Exhibition and Workplace3.0 will be filled with a wide range of aesthetically pleasing high quality and well-researched products. EuroCucina and the International Bathroom Exhibition will showcase responsible and cutting-edge furnishing solutions. FTK – Technology For the Kitchen will give a taste of the future of large electrical appliances. S.Project, the exhibition devoted to design products and interior design solutions, will be back, and SaloneSatellite will give pause for reflection on inclusive design for all.
Apart from the 60th anniversary celebrations, what will constitute the common thread of the event?
As always, quality and creativity will be the distinctive hallmark of the event. Along with sustainability and respect for the environment which, as of the last edition, have been the loud and clear messages the Salone aims to interpret, carrying forward a process of long-term reflection on and transformation of the organisation of the event itself.
What will happen on the digital platform over the next few months?
The digital platform is the new identity of the Salone del Mobile.Milano, tasked with expanding all the power and range of the trade fair. It is via this platform that we reach out to all our public, especially those who cannot be physically present. It will be an extremely useful tool for negotiating the trade fair and for organising people's visits. Over the next few months it will feature a great deal of editorial and company-specific content, which will help us draw closer to the Salone – I'm thinking in particular of a special and extremely new programme of podcasts. Unmissable! So ... stay connected!
18 January 2022