Road to Salone 2024

Salone del Mobile.Milano has long been the favorite trade show of design afficionados around the globe. And it rightly claims to be “the most important design exhibition in the world.” 

With the support of the Italian Trade Commission, the leadership team of Salone, headed by its president, Maria Porro, designed a road trip offering sneak peeks into everything that’s new about the 62nd edition, which is scheduled for April 16–21, 2024.   

An illustration of the dates and cities included in The Road to Salone tour.

After a successful run in Europe, where it stopped in Paris, Copenhagen, London and Berlin, Road to Salone 2024landed in the United States. 

On Tuesday, January 23rd, much to my surprise and delight the tour opened in my hometown, Dallas, for a pair of presentations and conversations. And best of all, I was invited to attend the press event and luncheon at The Joule Hotel. 

Carlo Angelo Bocchi, Italian trade commissioner, Miami and principal sponsor of the event explained that his charge is to promote Italian design nationwide in the U.S., and in collaboration with local branches of the AIA, to engage in open dialogue with the design community throughout the country.  

Americans, generally regard the “Made in Italy” label to mean good quality and “design products,” in particular, have an excellent reputation here, contributing to U.S. sales of Italian made products in the furniture, lighting, kitchen and bath sectors, of more than 1.2 billion euros in the first 9 months of 2023 (the latest reporting period). 

Study for the ongoing redesign of the new Salone del Mobile.Milano layouts. Sketch courtesy of Cristian Catania – Lombardini22

Marva Griffin, ambassador international relations and the founder and main curator of SaloneSatellite, where young talent is discovered and promoted, spoke of the rewards and great pleasure she has found in working with the many talented, young (under 35) designers she has had the privilege of “discovering” over the 25 years since the first one. 

She has been the driving force behind the growth of SaloneSatellite from a small corner of one of the less well-traveled buildings to a major feature of Salone. But what she spoke about most passionately is the pleasure of seeing the success and career growth of the talented young designers who won the coveted right to exhibit there.  

The Road to Salone team: Carlo Angelo Bocchi, Italian Trade Commissioner, Miami – Cristian Catania, Architect Lombardini22 – Federica Sanchez, neuroscience researcher – Erica Di Giovancarlo, Director ICE Agency of NY, Coordinator USA – Marco Sabetta, Gen. Man. Salone Mobile. Milano Maria Porro, President Salone Mobile.Milano – Marva Griffin, Ambassador International Relations – Andrea Vaiani, Dir. Events Salone Mobile Milano – Tito Armellini, Commercial Director Salone Mobile.Milano

In presenting plans for the 62nd edition, Porro focused on the many changes that have been implemented, explaining with floor plans how the re-design of its layout and routes, by Milanese studio, Lombardini22, is based on extensive neuroscience research. Rather than focusing primarily on the exhibitors’ spaces, the new layouts are intended to enhance the visitor experience with interspersed restaurants, bars and quiet areas where visitors can meet colleagues, rest, make plans and gather themselves for the rigors of trying to see everything, all the while knowing that it’s impossible. 

The new design also provides integrated presentation spaces for a wealth of scheduled daily talks by noted speakers.  There will also be a campaign created through AI by Publicis Groupe, based on design community dialog around important topics. All of this innovative work has been developed to enhance the tradeshow experience and connect the entire design ecosystem. 

Marva Griffin recounted her memories and expectations for SaloneSatellite. Photo Davide Colombino

The broad product-category focal points of Salone alternate every other year. This year in the biennial rotation, EuroCucinaand FTK – Technology For the Kitchenand the International Bathroom Exhibition, will be featured along with the 25th anniversary of the SaloneSatellite, which this year will include an extended exhibition in the city at the Triennale Milano, that will continue for a week after the fair.  

In explaining the goals of the Road to Salone American tour, Porro said, “The Salone is back on the road with the intention of communicating with an extremely important market, the American market, which, despite the reflections and economic complexities of the last year, is once again one of the main outlets for Made in Italy design products,  the second most important after France, accounting for a value of just over 1.2 billion euros, as well as being an incredible place of experimentation, not least in design terms.  

The SaloneSatellite exhibition at a recent Salone del Mobile.Milano. Photo by Ludovica Mangini

“It is also a point of reference for the contract sector, large residential projects and the hospitality industry, in which Italian design firms are increasingly involved and protagonists. The Salone’s role is becoming increasingly important and strategic, geared to supporting, promoting and communicating the excellence of Italian furniture in this market. The Salone represents a peerless link between the global economy and our furnishing manufacturing system, which we have a responsibility to convey around the world, while also being a magnet in Italy for all industry professionals in April. That is what we are working towards; that is why we are here.” 

At each American stop on the Road to Milan, the organizers have invited noted American designers to chat with Porro and the audience about topics of interest to the design community. In Dallas she chatted with a pioneer in the international hospitality sector, architect Adam D. Tihany of New York. He related his happy and successful experiences, although not without some stressful moments, curating two special exhibitions at Salone over the years. 

Salone President, Maria Porro presenting plans for the 62nd edition of Salone del Mobile.Milano. Photo Davide Colombino

After the presentations we enjoyed a most excellent lunch and then the Salone team  were off to part two of their Dallas visit – a discussion organized in collaboration with AIA Dallas, dedicated to the trade sector in Texas. 

On January 25th the tour reconvened in New York, holding a press event at the AKA Nomad Hotel, with a speech by Michele De Lucchi, architect and founder of AMDL CIRCLE and industrial designer Stephen Burks.Subsequently, in collaboration withAIA, NYC, De Lucchi and Cristian Catania, architect of Lombardini22 participated a discussion of the plans for  the re-design of the routes and layouts of the event. 

On February 20th the tour has an appointment in Las Vegas and on  February 22 in Chicago, where the event will be held in theWhite City Ballroom of the historic Chicago Athletic Club. The special guest will be Qiyao Li, associate principal of SOM,invited to talk about sustainability and urban regeneration in relation to the project for the Olympic Village at the Milan Cortina 2026 Winter Olympics and Paralympics.

Architect Adam Tihany relating his experiences as the curator of two “Special Exhibitions” at past editions of Salone. Photo Davide Colombino
Design devotees on the main thoroughfare, Corso Italia, at Salone. There’s another one on the skywalk above that’s almost as crowded. Photo officeinsight
And my personal favorite spot on the Corso Italia, a Volkswagen bus redesigned to serve as an Aperol Spritz bar. Photo officeinsight