“Supersalone” preparations in full swing for Special 2021

Published on : Thursday, May 27, 2021

Preparations for a new Special 2021 “supersalone” – a new format under Salone del Mobile.Milano event is in full swing as the event is slated for September 5 to 10 at Rho, Fiera Milano is beginning to take shape. Thanks to a new concept, an exceptional team of curators and the fact that it will be the first large design exhibition to open its doors, it promises to reaffirm the centrality of Milan and the Salone del Mobile.Milano on the international design, cultural and innovation scene.

“supersalone”: a highly auspicious name and logo, which serves as the manifesto for the event. This will be a unique occasion, a one-off event, powerfully and immediately attractive and communicative. It will be open every day, not just to professionals but also to the general public; it will not be a purely commercial event, but will foster original cross-pollinations, openings up, fusions and extroversions while fully respecting the health regulations and protocols imposed nationally to combat the spread of Coronavirus.

The proposed format will be that of a large design library, which will celebrate the renewed attention and care devoted to contemporary living spaces, designed to valorise and harmonise the new products and creations brought out by the companies over the last 18 months with their traditional products which, thanks to the debut of the Salone del Mobile.Milano digital platform, will be available to purchase at the culmination of a packed and engaging customer journey (part of the profits will go to a charitable cause).

Claudio Feltrin, President of FederlegnoArredo, had this to say: “Taking on the challenge of organising a special event – a “supersalone” – in such a difficult and complicated year is a tangible sign of the extent to which our entrepreneurs and the Federation have poured their hearts into overcoming the obstacles in order to bring the design community, the national and international buyers, the media and the general public back to the Rho fairgrounds, allowing them to take part in a globally unprecedented event that only the city of Milan is capable of hosting.”.

“We are well aware that September’s will be a different sort of edition and, given the current exceptional circumstances, it could not have been otherwise, but if there is a common thread that ties it to the Salone del Mobile.Milano it is the indisputable quality of the products on show and the prestige of our brands, which will be enhanced and valorised by the exhibition layout designed by Stefano Boeri and the specially-selected curators. I am quite sure that the result will be amazing, and I should like to thank all those who, from Fiera Milano to the local, regional and national institutions, have been and will continue to be by our side during this adventure. The design companies are ready to return to the international scene stronger than ever, and the September event will be the best possible way of announcing to the world that our sector is firmly in place and keen to embrace new challenges”, added Mr. Feltrin.

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