Preview – Salone del Mobile 2024
Lead flexibly
Arriving at Kantstraße 79 in Berlin's Charlottenburg district, the listed red-brick ensemble reveals itself as a surprise: walking through the rather discreet entrance leads to an extended inner courtyard with several buildings that served as a courthouse and women's prison until 1985 and most recently housed the archives of the land registry. Grüntuch Ernst Architekten have rededicated the unique complex with an eye for detail and created the Hotel Wilmina, the Lovis restaurant and the Amtssalon cultural centre. The project is one of the most exciting currently being realised in the German capital and provided an ideal stage for the press event of the world's largest and most important furniture fair. For the second time, the Salone del Mobile.Milano leading team is travelling to locations around the world to present the concept for the upcoming edition to local journalists.
Berlin is the third stop this year after London and Paris for President Maria Porro and SaloneSatellite founder Marva Griffin Wilshire, who welcomed the renowned industrial designer Konstantin Grcic as guest of honour. This approachability already shows an aspect that will also be important at the upcoming Salone del Mobile: Human Centric Design. The human being takes centre stage – be it for the design of products or the planning of the trade fair layout. The Milan Furniture Fair has been held annually since 1961 and since then is an indicator for developments in the sector and for future topics in the industry. The Salone del Mobile team's commitment to a hands-on mentality and openness to new ideas is key to its continued importance, especially in times of international crisis – as demonstrated in 2021 with the Supersalone and this year's new layout for the Euroluce Biennale: "We have learnt in the process that we can do things differently," says Maria Porro.
In order to be able to react flexibly to the diverse requirements and offer both exhibitors and visitors a trade fair that fully fulfils their wishes, the team uses a scientific approach: in recent months, numerous surveys have been conducted in the industry on behalf of the Salone del Mobile – "we have to listen," says Maria Porro. She adds: "The biggest challenge facing the Salone today is to place people, i.e. visitors and exhibitors, but also their connection to each other, back at the centre of the event and to keep them there. (...) Because the Salone is above all a place of encounter and exchange, of debate and discussion on the subject of design". The hall layout for the upcoming 62nd edition of the furniture fair, which will take place in Milan from 16 to 21 April 2024, has been adapted to the latest insights by designer duo Formafantasma, just like for the last edition. "The Salone is democratic, so it is important to offer every exhibiting company the same opportunity for visibility," says Maria Porro. Visitors should also not have to waste time walking unnecessary distances and have more opportunities to network.
In 2024, the EuroCucina biennials including FTK Technology For the Kitchen and the International Bathroom Fair are part of the Salone del Mobile programme and will be complemented by on-site presentations and digital offerings. Talks, lectures and new, interdisciplinary and experience-orientated offers are also planned for the duration of the trade fair. At the same time, the Salone del Mobile is expanding its educational programme to include formats such as the "Design Forward" podcast. "I prefer the Salone, the trade fair programme, to the events in the city. I think the real currency is the trade fair, you build and design your statement, your message. And on equal terms for everyone, even if there are booths of different sizes," says Konstantin Grcic. That the topic of sustainability is moreover a high priority in all plans for the Salone del Mobile is demonstrated by the ISO 20121 certification for the sustainable management of events.
The Milan furniture fair will also be celebrating a major anniversary next April: The Salone Satellite is celebrating its 25th anniversary. Marva Griffin Wilshire founded the most important platform for young designers in 1998 and has been curating it with great dedication ever since, supporting the young creatives on their way with an extremely warm-hearted care even outside of the annual event. Next year, the exhibition will be accessible free of charge to enable young visitors in particular to experience the SaloneSatellite. The 25th anniversary of the SaloneSatellite is to be celebrated with a major exhibition at the Triennale.
As the world's most important furniture fair, the Salone del Mobile responds in the best possible way to the current uncertainty in the industry: The team experiments with new ideas, finds new approaches, listens to the needs of exhibiting companies as well as visitors and focuses on the common path. "Trade fairs are still relevant, but they need to be redesigned, and we do this with a scientific approach and a constant endeavour to listen," says Maria Porro.
