More than 60,000 people attended the special event Salone del Mobile.Milano, which set the seal on the recovery of the city, of the entire system and the country as a whole. It also acted as a flywheel for the 60th edition of the event, scheduled for 5-10 April 2022. SuperSalone, the special 2021 event of Salone del Mobile.Milano closed showing an extremely positive outcome. It all took place with a guarantee of maximum safety for professionals and visitors alike, thanks to the Green Pass checks and testing hubs at the entrances, allowing them to work at and visit the fair in a risk-free manner.
425 brands showcased their wares, 16% of which from countries other than Italy, with an additional 170 young design students from 22 countries and 39 independent designers. In terms of visitors flows, over 60,000 presences were recorded over six days, from 113 countries. Over half were trade operators and buyers (47% from outside of Italy). Almost 1,800 accredited journalists attended from all over the world.
The new Salone del Mobile.Milano digital platform also played a decisive role, amplifying the event during SuperSalone by launching a new approach and seeing unprecedented uptake by visitors both at the fair and remote users. Companies and products told their stories, many of the figures present had a chance to speak, information was exchanged and direct contacts multiplied. The figures up to Thursday, 9th September provide a snapshot of a dynamic and growing community, with 50% Italian and 50% international logins, responding to all the initiatives on offer The QR code was scanned 22,000 times through the new App. 1.5 million web pages were viewed by an average of 90,000 users a day. The new Salone del Mobile.Milano TikTok account, onto which 19 videos were uploaded during the first 5 days of “supersalone”, had more than 630,000 views in total, while the first three episodes of the Super! Podcast were streamed 2,000 times, immediately making their way into the Top 100 Italian Apple Podcasts. The social channels (Instagram, Facebook, LinkedIn, Twitter), registered 15 million impressions, 25,000 interactions and 50,000 video viewings. The figures bolster the desire to harness every possible digital channel to continue to broadcast the live voice of the Salone del Mobile.Milano, 365 days a year.
“We are closing this edition of the Salone del Mobile.Milano with great satisfaction and huge emotion. It was important to take that first but decisive step, to make our presence felt and send a signal to the country as a whole. We did it. Thanks to all the hard work everyone put into it: the companies who hedged their bets on it, the curator Stefano Boeri and all the team of co-curators, and the organisers, the riggers, the designers and the cultural and communication professionals who all believed in this event, together. Deciding to go ahead with this SuperSalone took a good dose of courage and meant taking on a lot of responsibility – for the system as a whole and for the entire supply chain, which needed a physical and concrete occasion, not just symbolic and digital, to press the accelerator for a restart which – as we saw this week – is already in gear. We also had to guarantee the best possible conditions in terms of safety for our visitors,” said Maria Porro, President of the Salone del Mobile.Milano “We are now looking to the future, with a renewed appreciation of the value and the history of this collective heritage, keen to embrace the new challenges by getting straight to work on the 60th edition of the Salone del Mobile.Milano, which will be held from 5th to 10th April 2022,” she concluded.
Echoes of agreement also come from the city. Over the last few days, there have been 35,000 visitors to Triennale Milano, which is hosting the exhibition il Salone / la Città, an exhibition devised by the Italian Design Museum at Triennale Milano for the Salone del Mobile.Milano. It has been so successful that it has been extended for another week, until 19th September.
See you at the next edition in Milan from 5th to 10th April 2022.