Chorality and an unprecedented identity characterize  supersalone, the 2021 special edition by Salone del Mobile, curated by Stefano Boeri to be held from 5 to 10 September at Fiera Milano Rho, connected with the Triennale Milano and the events that will take place throughout the city.
A positive and articulated project that – in spite of gossips – gives space to the creativity and professionalism of the younger generations and combines the new digital portal with an extraordinary exhibition space.
A different event, starting with the logo and the auspicious name.

Stefano Boeri’s choice to create a completely different Salone from the one that is known all over the world as a unique and inimitable event was courageous and right (even La Scala in Milan on the occasion of the Premiere made a similar choice with great success!).

A new and different salone starting from the name, superlative (but modestly written without a capital initial) that evokes an undisputed masterpiece of design such as Gio Ponti’s Superleggera.
The supersalone comes alive and has the characteristics to overcome the pandemic and the difficulties of this terrible last year, to prepare the way for the 60th “real” edition of the Salone del Mobile in 2022.

Also new is the fluid and dynamic logo created by Studio Folder which takes care of the visual identity (forget Cerri’s iconic red and graphic rigor).
A water-green logo, fresh and a little irreverent, made more sparkling by bubbles that animate it and creating interesting games of empty / full (with cultured references to Ray Eames).

What will happen at the Fiera Milano Rho?

The president of FederlegnoArredo Claudio Feltrin emphasized its exceptional interpretation, but also its concreteness.
Maria Porro, president of Assarredo highlighted the centrality of producer companies and the phygital rethinking i (the new Salone portal will be presented on 30 June).

Some of the news already circulating are confirmed: it will not be just a b2b show, but open to the public for the whole week; low price admission.

supersalone: ​​a choral concept.

The curiosity was high above all for the new “choral” concept that wants to bring the experimentation back to the Fair.
The curator arch. Stefano Boeri illustrated this together with the international team of co-designers (Andrea Caputo, Maria Cristina Didero, Anniina Koivu, Lukas Wegwerth, Marco Ferrari and Elisa Pasqual of Studio Folder) who in collaboration with Giorgio Donà, co-founder and director by Stefano Boeri Interiors have created not only new exhibition models and itineraries, but also reflections and visions attentive to eco-sustainability as well as to the needs of exhibitors and the request from an increasingly sensitive public to the quality of living spaces, meeting and work.

Vertical exposure: Wall of Products and common areas.

The classic monumental stand and the logic of space occupation that develops on horizontal surfaces are abandoned.
The supersalone is mainly articulated around a “deconstructed structure”: the Wall of Products.

Many Walls where the products are hung generating interesting alienating effects, Walls that follow one another with different layout possibilities; Walls with different depths; Walls with passages open for paths to be reinvented; Walls that can be crossed by people and objects.

Walls that constitute a sort of design library that houses historical pieces of companies and products made in the last 18 months, which can be purchased by the public through the Salone portal.

Each pavilion (the sale of the spaces will begin on 7 June) will be interpreted as a micro-city and in the common areas beyond the Product Walls will offer visitors different sensory and cultural experiences: exhibitions, live events and shows, food and food design, talks with the designers.

There is also a Bosco del supersalone as part of the Forestami project promoted by the Municipality of Milan and the Lombardy Region.

Space for young people: Lost Graduation Show.

The Salone Satellite was a springboard for some of the most important designers in the world and supersalone wants to be faithful to this tradition with an exhibition dedicated to students who graduated during the pandemic offering the opportunity to resume the dialogue between manufacturing companies and designer that the covid has discontinued.

Re-use! stop the waste of ephemeral set-ups.

“It is not enough to recycle, it is necessary to reuse” explained Lukas Wegwerth, illustrating the character of the exhibition structures, conceived as Modular Kit, made with raw materials, easily assembled and disassembled in order to be reused in upcoming fairs and also shared with other institutions for new events .

A green soul that was missing at the Salone (the one with a capital S) and that could become the new identity of the trade show and enrich it for the future as well. Starting from the 60th edition which will be held in less than a year.

Text by Renata Sias