A new success for the Salone del Mobile: visitors + 12%. The debated new “fluid” layout with scattered office and S.Project pavilions has satisfied exhibitors and the public.
The 58th edition confirmed its attractive strength, the very high quality level and the capacity for involvement. The stands are increasingly spectacular, but the design addicts complain about the lack of concrete signs of innovation.

The 58th Salone del Mobile, with 2,418 exhibitors (34% foreign from 43 countries), closed with the record attendance of 386.236 visitors from 181 countries, (+ 12% compared to the 2017 edition which matched Euroluce and Workplace3.0).
As underlined by the new title “Salone del Mobile.Milano”, the link with the city is increasingly strong, well explained in the “De-Signo” installation and in the special events (Aqua installation, Concert at La Scala, conference at Palazzo Marino).

Great satisfaction on the part of President Claudio Luti who declares “… A global success achieved thanks to the decisive and convinced support of the institutions – including ICE which recognized the Salone del Mobile. Milan as a fundamental player for the development of Made in Italy in the world – and Confindustria”.

Fuorisalone

Link with the city also means Fuorisalone / Milano Design Week, an increasingly event which has now invaded all the Milanese neighborhoods and suburbs: 1.348 events in 950 locations (1.876 brands and 1.285 designers).

An engaging and attractive phenomenon from a tourist point of view, but extremely dispersive for those wishing to identify new design trends.

So many scenographic installations unrelated with industrial design and an infinity of worthless junk – copies of copies of copies … – displayed with some wow titles with top list words in search engines.

But everyone look satisfied when people gorge to the buffets and stand in line to see insignificant things! Maybe I have a distorted vision of design …

Widespread office: satisfied exhibitors and visitors.

After so much criticism and some defection, the choice to distribute office producers in various pavilions proved to be valid.
However, it should be useful for the visitors a map on the catalog to identify the path linking the over 50 companies of Workplace 3.0: a number significantly higher than expected.

It is not clear how this solution will develop in 2020, because of the coexistence with Eurocucina.
According to gossip, a new event dedicated to the Workplace will take place next year. For the moment is rumors … we are waiting for official communications to give any updates.

S.Project: fantastic scenery, but without a common thread.

The high curiosity and expectations for the new S.Project pavilion have been widely satisfied thanks to the variety of production types and spectacular stands.
The main attraction was B&B Italia (Design Holding: Flos and Louis Poulsen) with the huge stand introduced by a stimulating interactive journey that illuminated the main steps in the company’s history and its iconic products alongside designers’ caricatures.

Boffi and De Padova‘s stand was also immense, with ponds inhabited by small crocodiles among the settings.
And the level – of sets and products – of all other exhibitors has not been less.
Instead the identity of this new “S.Project” was unclear, without an apparent logic in the selection of companies neither a fil rouge.

Products: very high quality, but little innovation.

“What’s new? Did you see something beautiful?“ It is really difficult to answer the ritual questions of the fair days …
Obviously the new products are beautiful and made with impeccable quality, competence and attention to detail.
But there is a lack of something absolutely sensational, something that can be really remembered becoming a new masterpiece.

This is confirmed by the “inspiration” of the 1980s and the Bauhaus (100 years anniversary) and re-editions – sometimes updated by new materials – of iconic products. Who is looking for something more in design than answers to the demands of marketing feels the lack of the real Made in Italy Design strength..today we can only find in the Design Museum.

Text by Renata Sias