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The Red Night: the Salone del Mobile.Milano returns to Shanghai

24 November 2023

An exclusive event, testament to the strategic importance of the Chinese market for Made in Italy design


After a three-year absence, the Salone del Mobile has made its return to China to support the Made in Italy companies through the processes of development, growth and marketing, previewing the 62nd edition of the trade fair in Milan in April and future projects for the Salone del Mobile.Milano Shanghai.  The Salone del Mobile lit Shanghai up in red once more on the evening of 7th November, with its Red Night, the sector’s most keenly-anticipated networking event, promoted in collaboration with ICE – ITA, the Italian Trade Agency, the Ministry for Foreign Affairs and International Cooperation, FLA China and VNU Exhibitions Asia, an organising partner of the Salone del Mobile.Milano Shanghai since 2016.

A community of over 300 businesses, architects, interior designers, creatives, buyers and communication professionals were involved in the event, held at the iconic postindustrial SYSTEM landmark tower, in the heart of the city’s French Concession, which was turned for the occasion into an immersive stage, featuring interactive performances and site-specific installations designed to narrate every facet of the project.

Maria Porro, President of the Salone del Mobile.Milano, had this to say: “Thanks to the Salone, our companies have built up a widespread distribution network and China continues to be an important market for Made in Italy as a whole. That is why we are here. To re-establish relationships after the lengthy hiatus caused by the pandemic which was, however, an opportunity for us to redesign new relationship and business systems and new business strategies. Over the last three years, the Salone has redesigned the trade fair concept, putting visitors at the centre and maintaining close relations with all the markets with which it could not have direct contact. With China especially.

It was a two-way operation: it required trust, understanding and commitment from both sides. It is absolutely crucial and responsible to pause and analyse data and information, putting them into the right perspective, and broadening our outlook so as not to miss out on the many opportunities that this country has to offer Made in Italy. The People’s Republic of China is still our main client for extremely high quality, creative and innovative products. The Chinese upper class is sensitive, curious, informed, and loves the craftsmanship, the quality and the know-how of our country.”

In her welcome speech, Maria Porro reiterated her keenness and commitment to returning to China in person with the event, announcing the international promotional tour for the 62nd edition of the Salone del Mobile, which will make stops in seven large European and US cities after Shanghai. She also talked about how the Milan trade fair is taking shape, with an increasingly human-centred layout, with the focus on visitors, along with EuroCucina and the International Bathroom Exhibition, the SaloneSatellite 25th anniversary celebrations, and the packed schedule of cultural events and talks, that will again be held in the trade fair pavilions to stoke open discussion between business and design culture.

In the run-up to the return of the Salone del Mobile.Milano Shanghai – which has proved right from its first edition in 2016 that it is able to meet the expectations of both markets, thanks to a range of goods from more than 120 leading Italian brands, which stand out for their innovation, creativity and manufacturing quality – the Salone is renewing its invitation to the entire Chinese community to its 62nd edition in Milan, a peerless meeting place and opportunity for exchange and sharing for all sectoral professionals in both countries.


Salone del Mobile.Milano

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