A few years ago, those who went to the Salone del Mobile and arrived in Milan were surprised to see who for the first time was attracted by the showrooms of the great fashion houses with a lot of noise. In the meantime, car manufacturers, watch brands and electronics companies have long since become accustomed to using the Salone del Mobile as a platform for presenting their products to furniture dealers, the media and the growing influx of design tourists who come to the Lombard metropolis every spring. For this purpose, it is preferable to pair with an established or at least emerging designer, rent a magnificent building, a disused warehouse or a green courtyard, and create a fantastic installation.
The Salone del Mobile is much more than just a showcase for the furniture industry: it is a market of ideas, fruitful cooperation and creative talent. The large exhibition centre with its traditional exhibition architecture, where furniture is in fact the main hub, is flanked by galleries, museums, shops and showrooms where young designers and brands, interest groups and art academies present their creative concepts and design - scattered throughout the city, so as not to come into contact only with a professional audience. Many companies that have nothing to do with living and furnishing in the strict sense of the term, but certainly with design, love to enter.
These not only offer more than just the most spectacular locations and sumptuous aperitifs, but a handful of intruders are also convincing with exhibitions and installations that provoke thoughts that go far beyond surfaces, silhouettes and proportions.
