The 62nd edition of Salone del Mobile.Milano will take place at Rho Fiera Milano from 16th to 21st April with a bold, new approach to industry trade fairs.
Evolution and innovation are the key words for the next edition of the trade show which has designed an open ecosystem that seeks to optimise the layout and visitor paths within the showground, thanks to the contribution of neuroscience and the organiser’s adoption of a “human-at-the-centre” philosophy.
This year the organisers have undertaken a total redistribution of the pavilions with a view to grouping the exhibitors by content and visitor targets so as to amplify the value and meaning of the visitor experience. The 2024 event will bring together more than 1900 exhibitors, including 600 young designers under 35 years and 22 design schools. The internal exhibitions include Salone Internazionale del Mobile, the International Furnishing Accessories Exhibition, Workplace3.0, S.Project, EuroCucina with FTK (appliances), the International Bathroom Exhibition and saloneSatellite.
Within the single-storey layout, a number of aesthetic paths are planned with access to experiential spaces and rest/relaxation zones including a circular bookshop and arena, and a new design library.
In the EuroCucina/FTK and International Bathroom Exhibition pavilions, visitors will enjoy a new exhibition layout – reworked by Lombardini22, a leading group on the Italian architectural and engineering scene. The studio has harnessed neuroscience to improve the visitor experience, analysing paths as well as the location and distribution of exhibition stands and rest areas. Following extensive virtual testing, a loop-shaped circuit was chosen to create a more intuitive, simpler-to-navigate system – widened pathways will improve navigation, while cultural installations and quiet areas help visitors take a moment when needed. The organisers claim it will now take only a 640 metre walk to visit all the stands (unlike 1.2kms in previous years).
SaloneSatellite, celebrating 25 years in 2024, has moved to pavilions 5-7 with the theme of “Connecting Design Since 1998”. To celebrate this wonderful milestone, there is also an exhibition at the Triennale (16-28 April) that showcases the history of the exhibition.
Three significant installations are planned. “Interiors by David Lynch. A Thinking Room” will be installed in pavilions 5-7. Two identical and mirrored “thinking rooms” are conceived as symbolic doors that must be entered in order to immerse oneself in the event.
The second installation “Under The Surface” is designed and produced by Accurat, Design Group Italia and Emiliano Ponzi for the International Bathroom Exhibition and will be displayed in pavilion 10. This installation engages visitors in an immersive sense and pushes them to reflect on the subject of water sustainability.
The third installation will sit right in the centre of EuroCucina as a large, fluid stage that will host six independent and international food magazines to present an original vision of the present and future of the ingredients nature has to offer. “All You Have Ever Wanted To Know About Food Design in Six Performances” is the title of this installation involving six projects that unfold on a day-by-day basis. The magazines involved are Family Style (USA), L’Integrale (Italy), Linseed Journal (UK), Magazine F (South Korea), The Preserve Journal (Austria) and Farta (Portugal).
Morning Talks and Round Tables will be held at 11am each day in the Drafting Futures Arena, designed by Formafantasma who has reused the seatings from previous shows.
For those attending the show – ticket sales are now open!
For more information visit salonemilano.it/en
