An amazing 2024 edition: the Salone del Mobile.Milano welcomed +17,1% visitors and +26,8% operators
With 17.1% more visitors than in 2023, the Salone del Mobile.Milano 2024 saw a record-breaking turnout with 361,417 presences overall (100,000 more than in 2022). An excellent result for professional attendees, which were up 26.8%, 65.8% of them from abroad.
These figures confirm, yet again, the pivotal role played by the event in the internationalization of the companies within the industry, the value of the relationship networks and also the catalytic force of an event that has exceeded the boundaries of the trade fair dimension, driven by the second phase of the redesign of the layout and visitor paths in some of the trade fair pavilions, with a special focus on EuroCucina / FTK, Technology For the Kitchen and International Bathroom Exhibition biennials in particular, two sectors strongly committed to experimenting new aesthetics and functions in highly technical projects increasingly geared to a sustainable approach.
Salone del Mobile 2024: international attendance
The top 15 countries saw China make a great comeback, followed by Germany, Spain, Brazil, France, the United States, Poland, Russia, Switzerland, Turkey, India, the United Kingdom, South Korea, Japan, and Austria.
An atlas that has thrown open new business opportunities, also thanks to the numerous delegations from the United States, India, the United Arab Emirates, the United Kingdom, France and Saudi Arabia.
An increase in journalists and media participation
There was a larger media presence than last year: 5,552 accredited journalists and communication professionals for a total of 6,778 admissions (50.4% from abroad), attracted by an event that successfully interpreted and narrated the new design frontiers to the world.
Growing numbers for design enthusiasts looking for inspiration
Public interest over the weekend (the days in which the fair was also open to nonprofessionals) was consolidated, with 32,567 design enthusiasts attending, testament to the fact that an extremely high caliber offering, rounded off by an international Cultural Programme, serve as both a powerful magnet for industry professionals and an unmissable opportunity for design fans who visit the fair to look for new proposals and triggers for reflection.
Many young talents at the SaloneSatellite
There was also an increase in the number of Italian and foreign students, for a total of 13,556, including 8,368 Italians (+25.5%), marking an average growth rate of 18.8%. On the occasion of the 25th anniversary of the unstoppable ‘factory’ of new talent, SaloneSatellite, these young people accepted the invitation to discover the potential of a sector that generates meaning and beauty, through a mix of multidisciplinary skills, in line with the blue and green transition process that anticipates the future of the new generations.
Visiting government and institutional authorities
Significant recognition of the international leadership of the Salone and the industry as a whole also came from the presence of high-ranking government and institutional figures, including the Minister for Business and Made in Italy, Adolfo Urso, who chose Milan and the Salone to celebrate the First National Made in Italy Day.
The support of ITA – Italian Trade Agency also proved invaluable, with invitations to 220 buyers and 240 journalists from 64 different countries providing an opportunity to meet the exhibiting companies. Contributing to the realization of the event was the crucial close collaboration with Rho Fiera Milano.
The Salone del Mobile 2024 achieves great results
The record numbers seen in 2024 are testament to the accomplishment of a year’s work that has seen the Salone again committed to reworking the exhibition layouts and visitor paths, following the success of Euroluce 2023, with the introduction of new work and rest areas created in collaboration with Lombardini22 and harnessing the input of neuroscience.
Find out more about the new exhibition layout here
The keyword was Evolution, the body copy for the innovative communication campaign that tracked the Salone’s international Road Show, which involved 16 capital cities, from the Far East to India and South Africa, by way of Europe and North America. The tour forged new relationship networks, amplified by the Salone’s digital platform, communicating content and visions to an extended community, thanks to the many dedicated insights and to the special guests who joined the Salone as it made its way around the world for a shared reflection on the transformative power of design practices. They included Patrick Jouin, Konstantin Grcic, Luca Nichetto and Felicia Arvid, Barber Osgerby, Adam D. Tihany, Stephen Burks, Michele De Lucchi, Lombardini22, Skidmore, Owings & Merrill LLP (SOM).
