Salone del Mobile.Milano focuses on digital extension:

Published on : Friday, March 25, 2022

Storytelling goes digital for Salone del Mobile.Milano! The new ways of narrating the furnishing and design world has multiplied, leaveraging new channels to new communities! With digital at its heart, the industry is attempting to come up with a more wide-ranging development model!

The Salone del Mobile.Milano is also putting its bets on digital, with an ecosystem that starts with the live exhibition to then focus on its digital extension: the website is a year-round active showcase for the products of the exhibiting companies (on which the Salone 2022 previews will shortly be featured) and a huge variety of contents: a valuable resource for the design community that sees the fair as a point of reference. Articles, videos, portfolios are launched, reformulated, also on social media in a multi-channel effort designed to reach our audience in a more effective way.

The focus of the communication remains unchanged: that blend of craftsmanship, innovation and creativity that is design. The available methods continue to multiply. Companies are busy drawing up actual publishing plans for their own social media channels. Some brands are experimenting with TikTok, the Chinese video channel particularly favoured by younger people, to broaden their own audience. Then there are the incursions into the metaverse and the NFTs, viewed with some curiosity by those who sense new opportunities.

The Salone del Mobile.Milano was founded in 1961 as a vehicle for promoting Italian furniture and furnishings exports and soon became the most keenly awaited event in the world of furniture.  The 60th edition of the Salone del Mobile.Milano will take place between June 7 and 12, 2022 boasting a plethora of new things. The initial dates were postponed as Maria Porro, President of the Salone del Mobile.Milano, had this to say: “The decision to postpone the event will enable exhibitors, visitors, journalists and the entire international furnishing and design community to make the very most of an event that promises to be packed with new things, in total safety. As well as celebrating a major anniversary, the event will focus on the theme of sustainability, acting as a showcase for the progress made in this regard by creatives, designers and companies.


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