BLOG

SUPERSALONE 2021

A “supersalone” is about to actually happen. After a rocky year, who would have thought it possible? It brings hope, optimism, and enthusiasm in one word that manifests a big change for a brighter future (no matter what). An exclusive event for all the professionals of the living industry and design lovers out there who have an interest in interior design, architecture, decoration, and culture. All this to celebrate design and cherish timeless life values with an extraordinary vision on the event itself – “a unique, superlative occasion, a platform for collective endeavor that will rewrite the grammar of the Salone itself; an appointment that breaks the mold of a purely commercial encounter by fostering original cross-pollinations, openings up, fusions and extroversions while fully respecting the health regulations and protocols imposed nationally to combat the spread of Coronavirus” – emphasize the event hosting leaders.

Architect and designated curator Stefano Boeri at the press conference "supersalone" 2021. Photo credits: Gianluca Di Ioia

The world cannot stop changing, so we could not help but wonder: what’s our #superpower these days? All the preparations for the trade show are well under way, with a particular focus on the innovations and, of course, safety due to Covid restrictions. The “supersalone” project design, construction of the fair’s stands, and original presentation itself will be held in a special format ever shown before. Supersalone 2021 is being developed under the intelligent guidance of Stefano Boeri, the architect and designated curator, and other renowned co-designers who joined him for this adventure of a lifetime: Andrea Caputo, Maria Cristina Didero, Anniina Koivu, Lukas Wegwerth and Marco Ferrari, and Elisa Pasqual of Studio Folder. Sounds pretty exciting and bold as it promises to be everything but ordinary: “This was the concept, with a format that won everyone over – a great design library that will celebrate the renewed attention and care devoted to contemporary living spaces, designed to valorize the new products and creations brought out by the companies over the last 18 months along with their traditional products.” - highlight the Supersalone coordinators.

Architect and designated curator Stefano Boeri presenting the dream team at the press conference "supersalone" 2021.

Photo credits: Gianluca Di Ioia

The organizers of the famous exhibition Salone del Mobile Milano are getting ready to amaze. The guests will be surprised not only with the leading-edge fairground display of the fair but also with a big recreation area and a chill-out section, for instance, a food court in partnership with Identità Golose (International Chef Congress) - “… the fairground display would not consist of stands but of long parallel sets, designed for the specific good categories, which will allow the companies to narrate their own identities and their own products on vertical walls and horizontal surfaces, broken up by apertures that will mark out the itineraries. A fluid and dynamic exhibition layout that will allow visitors to navigate freely inside a huge national and international archive of creativity, excellence, and savoir-faire. With circularity and sustainability uppermost, all the display materials and components have been designed to be dismantled and reused.” – reveal supervisors along with Stefano Boeri at the "Supersalone" press conference.

The press conference "supersalone" 2021. Photo credits: Gianluca Di Ioia

Image credit: Stefano Boeri Architetti

Mindfulness, the principles of sustainability, and smart consumption will be another motto of the upcoming trade show, as all materials and structures have been designed to be recyclable. Furthermore, according to the Forestami project, every visitor will be able to enjoy a green welcome zone with about two hundred trees that are planned to be created at the eastern gate of the exhibition center. It was communicated that the installation of the trees would be transported to one of the central districts of Milan at the end of the “super” six-day exposition.

The press conference "supersalone" 2021. Photo credits: Gianluca Di Ioia

This time, “supersalone” will also provide some other creative and entertainment activities. Be ready for a new gastronomic experience – a truly food paradise for the gourmets, as well as prepare yourself for live music concerts and other kinds of a fun pastime, a thematic exhibition curated by ADI and trees contributed by the Forestami project is just the cherry on top (as mentioned above).

The special "Supersalone" 2021 fair by Salone del Mobile Milano will take place at Rho, Fiera Milano, as planned before, from 5 to 10 September. The forecast for the 59th trade show edition? Remarkable, one-of-a-kind, and beyond compare innovative. There will be plenty of opportunities for interaction and cooperation as the exhibition happens to be divided into thematic zones and areas. Besides the spaces for chilling and relaxation alongside small talk with creative minds, one can find conference rooms for business meetings, special areas for students of design schools, an exhibition of chairs curated by ADI Design Museum and awarded by Compasso d'Oro, and sure enough a special arena designed for speeches by industry experts. Besides all the benefits that the Supersalone 2021 offers, a physical presence is the main one though, the Salone del Mobile Milano has been working on the digital platform to provide the exhibition a truly global character and worldwide coverage.