Design – After a horrible pandemic year, followed by months of uncertainty about the future of Salone del Mobile.Milano 2021, the design capital could finally breathe a sigh of relief as organizers unveiled the format and contents of an unconventional and promising edition renamed Supersalone. In 2020, the event was canceled due to Covid-19. Now back on track, it’s time for the design community and the whole city to roll up their sleeves, join forces and make a unique and exceptional event.
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“The Supersalone is the result of the generosity and the creativity of the companies and design professionals at an extremely delicate point in the recovery and relaunch of the economy and culture.” Explained Italian architect Stefano Boeri, curator of the event.
After the announcement, there was a calibrated sense of optimism among professionals. Indeed, Milan Design Week is not only the world’s most influential event on planet design but also Milan’s most important week in terms of business, tourism, and reputation on a national and international scale.
How will Supersalone be like?
For the first time, the event will be open every day to both professionals and the great consumer public, allowing them a chance to select and purchase the very best international design products.
Forget traditional booths and pavilions. At Supersalone visitors, will be able to explore the best of Italian and international design along a curated creative path conceived like a large design library. The layout will consist of long parallel sets designed for the specific goods categories. It will allow the companies to present their own identities and their own products on vertical walls and, in some cases, on horizontal surfaces, both of which will be modular.
The fair will also thrive with arenas for talks and deepening and dedicated lounges for commercial and business company meetings. Special areas are reserved for young students at design schools and a display of chairs awarded with the Compasso d’Oro curated by the ADI. The Supersalone experience will be completed with food courts conceived and set up in partnership with Identità Golose – The International Chef Congress -, as well as socialising and relaxation areas.
Supersalone is conceived and curated by Stefano Boeri in collaboration with Andrea Caputo, Maria Cristina Didero, Anniina Koivu, Lukas Wegwerth and Marco Ferrari and Elisa Pasqual of Studio Folder – all carefully selected by Mr. Boeri based on their abilities and skills as designers, curators, installation and graphic designers, will gather around the table.
On June 30, the fair also launches Salone del Mobile.Milano digital platform. Designed to promote the design on exhibit with original content and medium-specific language, the platform aims to put the user at the centre of the event before, during and after their visit.
All images: courtesy of Salone del Mobile.Milano. Watch the full press conference below.