{"id":21628,"date":"2021-05-27T00:00:00","date_gmt":"2021-05-26T22:00:00","guid":{"rendered":"https:\/\/www.designdiffusion.com\/2021\/05\/27\/welcome-to-the-supersalone-del-mobile-2021\/"},"modified":"2023-07-24T20:04:12","modified_gmt":"2023-07-24T18:04:12","slug":"welcome-to-the-supersalone-del-mobile-2021","status":"publish","type":"post","link":"https:\/\/designdiffusion.com\/en\/2021\/05\/27\/welcome-to-the-supersalone-del-mobile-2021\/","title":{"rendered":"Welcome to the Supersalone del Mobile 2021"},"content":{"rendered":"

Supersalone del mobile, the special event by Salone del Mobile.Milano, will take place at the Rho-Fieramilano fairgrounds from 5 to 10 September 2021<\/strong><\/h2>\n

Maybe Supersalone wasn’t the best name one could think of, maybe with a little more time a better name could have been found. Maybe, but there was and there is no time. So, Supersalone is the name of the next event by<\/strong> Salone del Mobile.Milano<\/a><\/strong>, which will be an exhibition rather than a fair, but will recall the fairs of the past, where anyone, not just retailers, could buy. We have to admit that when the first rumors about pre-furnished modular spaces began to circulate, the memory of those who were there immediately went to an unhappy experience in New York several years ago, where space limitations penalized companies to the point that some of the best Italian brands were unrecognizable.<\/p>\n

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Stefano Boeri at the press conference. Ph: Gianluca Di Ioia<\/figcaption><\/figure>\n

In light of yesterday’s press conference, however, what seems to be emerging is the search for a different format. An alternative to the traditional Salone, allowing companies to exhibit the products developed in the 18 months of pandemic, without deluding oneself into thinking that the September event is the 59th<\/sup> edition of the Salone del Mobile<\/strong> as it isn\u2019t the case (we say 59th<\/sup> because, despite the 60th<\/sup> anniversary, which falls in 2021, if we consider the missed editions, the 60th<\/sup> has not arrived yet).<\/p>\n

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The press conference. Ph: Gianluca Di Ioia<\/figcaption><\/figure>\n

Is the Salone del Mobile necessary?<\/h3>\n

The must-ask question, of course, is, was it really necessary to have a special event in September 2021, with the next Salone del Mobile.Milano scheduled for April 2022? Maybe not. But perhaps organizing a special event to slowly start going out from this strange tunnel into which the pandemic has put us could be a sign of optimism, and we need it more than ever.<\/p>\n

However, it should be made clear that it won\u2019t be the Salone del Mobile we are used to seeing. There will be neither 24 pavilions nor the classic division into stands<\/strong>. What the Supersalone del Mobile, or special edition 2021, will have in common with the Salone del Mobile.Milano is the venue, Rho-Fieramilano, and the organization, of course. There will not even be direct sales. As the president of Assarredo, Maria Porro, explained, companies will have a QR code that will direct potential customers to the network of retailers. There may be special prices, but this is part of the commercial policy of individual companies, in which the fair plays no role.<\/p>\n

The Supersalone del mobile<\/h3>\n

Let’s try to understand what Milan\u2019s Supersalone in September 2021 will look like. First of all, it will have a curator, Stefano Boeri<\/a>, aided by a team of professionals, architects and curators, graphic designers, experts in exhibition design. Andrea Caputo, Maria Cristina Didero, Anniina Koivu, Lukas Wegwerth, and Marco Ferrari and Elisa Pasqual from Studio Folder will collaborate with Giorgio Don\u00e0, co-founder and partner of Stefano Boeri Interiors.<\/p>\n

Watch The Archispritz with Giorgio Don\u00e0<\/p>\n