A story about the first moments of “supersalone”

We’ve done it! After a year and a half’s break, the Salone del Mobile.Milano has faced up to the period of uncertainty and is back with an event that aims to be a watershed. The first few hours of being open to the general public (not just professionals) have shown very clearly that “supersalone” has become a symbol of an undoubtedly complex but necessary restart, drawing in all the protagonists of the sector, from the companies to the public. It’s a feeling also shared by the many international visitors. “The first challenge we’ve overcome was to bring an international audience back to Milan in complete safety. The tickets (available online only) show that almost half of the visitors so far have come from 115 other countries, 89 of them non-EU,” said Andrea Vaiani, Exhibitions Director of the Salone del Mobile.Milano. 

While it’s true that the enthusiasm among the visitors in Corso Italia is palpable the minute you get to the Rho Milan Fairgrounds, the real surprise is when you go into one of the four pavilions devoted to the event: aside from the sense of openness and broad range produced by the installation, there’s an air of novelty. The layout, custom designed for this special occasion, required the companies to think up new ways of narrating their own images and identities, not least through innovative solutions for their stand set-ups. In the lanes packed with ideas, as well as the pieces displayed to their best advantage, there are also informative videos and imaginative installations. The brands have taken up the challenge launched by the “supersalone” curator, Stefano Boeri, and sought out new ways of presenting themselves, with creativity uppermost.