Salone di Milano is one of the most important design fairs in the world as well as an important event in the cultural and business tourism calendar. It engages and drives a diverse community of professional and non-professionals, year after year.
After being suspended for a couple of years, data suggests that the 3 days-long 2021 September edition – THE SUPER SALONE – has been patronized by 60,000 people, of which 70% domestic visitors – approx. 42,000 people. 50% of visitors were buyers and traders, of which 47% foreigners.

waiting for next year’s 60th edition planned for april 2022, this year’s event – super salone – adopted a ‘special’ format.
who were the patrons of this edition? how did they react to the new planning of space within the pavilions and the introduction of ‘identita’ golose’ culinary stations?

Super Salone has been a unique event aimed to reply to the exceptional needs of the times we are living. It has been addressed not only to industry operators and members of the international design community, but also to the public that was able to access the fair for the entire duration of the event.

In consideration of ‘social distancing’ requirements, we adopted an exhibition model inspired by the concept of proximity, that allowed space for analytical observation of the objects on display.
We have chosen a narrative – alternative to the usual ‘total living’ approach – that offered the visitor an opportunity to interpret freely the exhibition and to reflect on the sense of fluidity and multi-functionality entrusted to everyday objects in recent months.

As food is the result of ‘design’ and is also a ‘product’, we decided to introduce ‘Identita’ Golose’ Food Courts as an element for overall visitor experience; an opportunity to taste original recipes created by some of the most renown Italian chefs and artisans. A menu that represents an invitation to embark onto a culinary journey offering quality at an accessible price.
It has been a success. Visitors experienced a sort of festive, happy moment perfectly integrated to the whole presentation.

you have been strengthening salone digital platform as well as enhancing its presence across social media. what is the intended function of your omnichannel?

In our vision, digital channels are at the service of the physical event and vice versa.

Conceived to enhance a B2B and B2C experience, they support strategies of the exhibiting companies, as well as propose complementary editorial content intended to amplify Salone’s thought leadership and authority. Content is planned with the goal to sustain the interaction among members and stakeholders and includes industry news, original content – on furnishing, design, architecture, technology – and interviews with relevant players and visionary operators within the industry.

Partners, writers, photographers, video makers and illustrators are called to offer an opinion on furnishing and design as well as to explore varied subjects that could highlight innovative ideas. Brands are able to virtually exhibit their products in breakout rooms and virtual showrooms. The world of design business – architects, designers, specialized media – but also design and design lovers have an environment where they can engage and interact before, during and after the fair.

what is the profile of your digital community, does it overlap or is it significantly different from your ‘physical’ following?

The digital platform community is very similar to our physical one – with an equal participation by Italian and international members – (50%) design lovers, (44%) insiders – agents, wholesale distributors, retailers, buyers, contractors, architects and designers – and a 6% by journalists and communication operators.

At a social media level, our audience – 300,000 followers on both FB and IG, of which 60-65% are women –
this includes a higher component of followers not directly involved in the business but looking for design insights and inspiration.

It is for this collective community that we are continuously trying to improve our content creating podcasts, introducing ‘breakrooms’, and boosting live chat and virtual showrooms potentials.

are the ‘learnings’ accumulated during this period from your off & online extended community going to modify the range of products and services offered?
what is your strategic vision for the future of business events in italy and what do you think is needed to make this possible?

I believe in the value of ways and processes that inform the collective planning and building of an institution that has been successful for six decades.

The pandemic has given us the opportunity to re-think what works and what could be improved.
That is: provide ‘direction’ to visitors, facilitate a full enjoyment of content, and deliver moments of reflection and further depth.

We have been through a cultural and epochal moment of change.
Future trade fair events would need to nourish a new design evolution reflecting our times. For example, events accounting for the ecological footprint of installations, transport and visits that will need to be re-designed in a sustainable way. We are working to reduce as must as possible Salone’s footprint and believe a sustainable fair could also be more resilient to shocks and emergencies in view of a long-term development.

In line with this, we are shaping initiatives that adopt innovation at both digital and environmental levels: from tools for the periodic verification of companies’ performance and needs, to new environmental and quality certifications, advanced communication strategies that could interpret the objectives of the European and world agenda.

what is the role of events like yours in the promotion of cities and their cultural and business ecosystem towards domestic and international visitors?

In general, fairs are central to the promotion and support of territorial economic development.
On one side, they contribute strengthening the image of cities and districts and enhancing their visibility as tourist and cultural destinations. On the other, fairs help to capture new clients and create new business opportunities.

Our event, for example, sustains off-season tourism in Milan, attracts international visitors and improves landscape and cultural excellence recognition, in this way enhancing the beauty of the Metropolitan City and the entrepreneurial activities of its territory.