#Designgoeson: Milan’s Salone del Mobile has been rescheduled; it will be held from 5 to 10, September 2021. Here’s why the Salone del Mobile cannot be replaced and why some things are already changing
The exacerbation of the Covid-19 health emergency, which is affecting almost every country worldwide, has prompted the decision to postpone the Salone del Mobile until 2021. The board of the Salone del Mobile tried to stick to the June dates scheduled last February, but the much-worsened situation left no choice but to postpone it.
First announced April 13 to 18, 2021, the 60th Anniversary Salone del Mobile.Milano will be held from 5 to 10 September 2021. The 60th anniversary of the Salone del Mobile will host, in addition to the Salone Internazionale del Mobile, the International Furnishing Accessories Exhibition, Workplace3.0, S.Project and the SaloneSatellite. All biennial exhibitions will also be held in 2021. In addition to Euroluce, already scheduled for 2021, there will also be EuroCucina, with its collateral event FTK – Technology for the Kitchen and the International Bathroom Exhibition.
Discover also the Salone del Mobile 2019
Salone del Mobile.Milano: a 60-years-long story
It has never been easy to define the Salone del Mobile di Milano. Born in 1961 as a furniture fair, also to promote exports, the Salone del Mobile has always been focused on the cultural aspects of the show. Already in 1965, a large exhibition space was dedicated to shows with no commercial end, just to spread the value of design. And, since the 1970s, companies have invested heavily in exhibition design, creating a culture of exhibition design as temporary architecture.
Milan Design Week and Fuorisalone
Over the years, the Salone del Mobile has grown into the world’s leading lifestyle event, also thanks to the Fuorisalone, the set of collateral events held in Milan during the Salone. That’s how the Milano Design Week was born, an event that attracts over 400,000 people every year. 400,000 people that sleep, eat, move, engaging over 23,000 local businesses in their daily activities. Salone, Fuorisalone, Milano Design Week have, thus, become complementary to the city, an essential part of Milan’s yearly cultural and tourist offer. Moreover, the pavilions of Rho Fieramilano, are well connected to the center of Milan and, thanks to high speed trains, to the cities of Turin and Bologna.
Discover also DDN Phutura, DDN Fuorisalone event
Is it possible to replace the Salone del Mobile? No, here’s why
Despite the demand for a digital platform to somehow replace the Salone del Mobile, it is clear that no kind of virtual communication can replace the Salone del Mobile.Milano. Both for its deep connection with the city of Milan, which hosts about 400,000 people every year, and for the “physicality” that characterizes furniture as a product, in particular a high-quality product such as Italian furniture.
The entrepreneurs interviewed by Designiffusion.com in the #Designgoeson section generally agree on some key points. A leitmotiv is that the only thing that can replace the Salone del Mobile di Milano 2020 is the Salone del Mobile di Milano 2021. Another fundamental point is that in the near future it will be necessary to invest a lot in communication, taking advantage of all the tools made available by new technologies.
Read the interviews of #Designgoeson
Therefore, the scenarios that are currently being outlined seem to lead to a slightly different future. While it will be difficult for some time to consider completely replacing trade fairs, it is also true that the experience of isolation has forced everyone to deal with remote working. Discovering, as a result, that different commercial, administrative and communication functions can be easily carried out from home. And this will probably lead to many changes, which will certainly not be immediately noticeable but in the long run they will affect also communications.
Read also Eurocucina 2018