Red in Progress” is the first Salone del Mobile.Milano event in Saudi Arabia: three days of installations, Made in Italy design, B2B meetings, and cultural exchange
Mark your calendars: from November 26 to 28, 2025, the King Abdullah Financial District (KAFD) — the economic and architectural heart of the Saudi capital — will host the debut of “Red in Progress. Salone del Mobile.Milano meets Riyadh.”
A bridge event between Italy and Saudi Arabia, organized in collaboration with the Architecture & Design Commission and supported by the Italian Ministry of Foreign Affairs and ICE – Italian Trade Agency.
What happens during “Red in Progress”?
Three days, one common thread: the red of the Salone colors one of the Middle East’s most dynamic areas, becoming a driving force for relationships, creativity, and business.
Day 1: the spotlight turns on
- Official inauguration with Italian and Saudi institutions.
- Unveiling of the urban installation by Giò Forma: an immersive landscape of light, architecture, and product that transforms KAFD’s main plaza into an open-air design gallery.
- Guided tours with local architects, buyers, and developers.
- Start of B2B meetings: over 35 Italian furniture companies showcase their collections to Saudi designers, contractors, and interior designers.
Day 2: culture, talks, and shared visions
- Cultural program curated by Annalisa Rosso: roundtables, dialogues, and talks featuring prominent Italian and Saudi voices discussing the future of interior design, sustainability, and innovative materials.
- Focus on Vision 2030 and the opportunities it creates for architecture and design.
- Insights into education, supply chain, and the know-how behind Made in Italy.
- Professional networking in the business lounge: meetings between companies, institutional stakeholders, and investors.
Finally, day 3: design turns into project
- Workshops and themed presentations featuring case studies of projects already completed in Saudi Arabia by Italian companies.
- Tailored meetings between brands and local players to develop collaborations, fit-outs, and contract and residential supplies.
- Closing with a preview of the upcoming Salone del Mobile.Milano Arabia Saudita 2026 edition.
Why Riyadh?
Riyadh is emerging as the new epicenter of architecture and design in the MENA region, driven by an ambitious vision of urban transformation. By 2030, the Saudi capital will see the development of over 362,000 new hotel rooms, alongside a vigorous expansion of hotels, shopping centers, office spaces, and residential areas. This tangible growth is reflected in market figures as well: the furniture sector, currently valued at around €6.11 billion, is expected to rise to €8.06 billion in the next five years, mainly fueled by the residential and hospitality sectors. In this scenario, design is not only a functional necessity but also a strategic driver for quality and identity in new spaces.
In this context, Made in Italy is already a key player, holding a premium/luxury market share of around 36%.
A teaser that builds the future
“Red in Progress” is more than just a preview. It’s a vibrant lab of connections, exchanges, and real opportunities for everyone working in the design world. An unmissable chance for companies, architects, designers, and stakeholders ready to take center stage in Saudi Arabia’s emerging landscape.
Discover more about participating companies, the program, and content at:
salonemilano.it
