salone del mobile.milano

Salone del Mobile.Milano Revolutionizes Design Through Neuroscience, April 16 – April 21, 2024

Conscious of having to evolve in an agile and fluid way to retain its place as the spearheading event in the furnishing and design industry at an international level, the Salone del Mobile.Milano is progressing in its path of evolution. It is expanding its field of action, consistent with an agreement to collaborate with the Department and School of Design at Milan Polytechnic University on setting up a permanent observatory to analyze the Salo de Mobile/Milano Design Week ecosystem. The event is taking place at Rho Fiera from the 16th to the 21st April 2024.

The re-design of edition number 62 of Salone del Mobile.Milano started by listening to visitors, exhibiting companies, and stakeholders, all involved in various ways. They were all involved in different ways during interviews or more niche-focused round tables to identify perceptions and needs. Given the fact that a human-centric approach implies putting human beings at the center, Salone decided to put its faith in neuroscience.

By applying neuroscientific principles, the organizers analyze the emotional and unconscious behavior of the people who walk through the pavilions and stands. This was done to design useful and original experiences based on real behaviors and new emotional, experiential, and relational engagements, and designers to foster quality events and contacts.

The Salone is back on the road with the intention of presiding over an extremely important market, the American market. 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. The Salone’s role is becoming increasingly important and strategic, geared to supporting, promoting and communicating the excellence of Italian furniture. 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. That is what we are working towards, that is why we are here.

Maria Porro, President of the Salone del Mobile.Milano

The upcoming edition of Salone del Mobile will be focusing on optimizing the experience of all those making the most of the trade fair and the city. To this end, the pathways at EuroCucina and the International Bathroom Exhibition are being redesigned with linked pavilions thus optimizing time and space to further simplify visits, making them fuller and more efficient. This will be achieved by shelving the classic arrangement and reworking the layout concentrically.

Neuroscience promotes that the brain is prompted to get out of its comfort zone by art, culture, and aesthetics. This means that the aforementioned can become powerful channels for opening the mind to innovative approaches to interpreting reality.

The beginning of the Salone will present a calendar full of talks and workshops, designed to be educational but also engaging. They would aim to enrich the fair with debates and conversations between the brilliant figures on the contemporary design scene.

There will be two large installations figuring out a scenic stage on which data, research, and innovation related to the challenges of safeguarding the planet and its resources will converge. For the people visiting EuroCucina, there will be several events and experiences related to Food Design.

SaloneSatellite is the springboard for young designers under 35. It is founded and curated by Marva Griffin Wilshire and it will mark its 25th anniversary with a special edition at the Salone del Mobile.Milano and a large exhibition in the city at Triennale Milano, from 16 to 28 April 2024.

While innovation is concerned with the digital side of things, Salone’s online platform will have an even more important role, namely, to broaden and strengthen connections to create a fully rounded experience that will prove engaging all year round. Therefore, the matchmaking service and the system for booking appointments on the stands will be crucial for exhibitors. Visitors, on the contrary, will be able to find the online ticketing and exhibitor wayfinding quite useful.

During the 2024 edition environmental, economic, and social responsibility will be a top priority with a focus on reconfirming the good practices that saw the trade fair achieve ISO 20121 sustainable events management certification in 2023.

To promote visits at an international level the Salone del Mobile.Milano has just wrapped up a European tour in Paris, London, Berlin, and Copenhagen. The tour will continue in the United States as an opportunity to reflect on the challenges facing the design world and what home living will look like in the future.

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