It will be a “supersalone”: work is underway for the Salone del Mobile Special Event 2021. The Salone del Mobile comes with a new name and a new logo – “supersalone” and a prominent new curator: Stefano Boeri, the Milanese architect who became world-famous for his buildings called vertical forests.

“Supersalone”, which will take place at Fiera Milano Rho from 5 to 10 September 2021, is taking shape and, thanks to its new concept, promises to reaffirm Milan’s important position to the design world. The “supersalone” will remain unique, an unrepeatable moment of great attraction and communicative power, open not only to the professional world but also to the general public.

The proposed concept is to be a kind of design library celebrating contemporary living. The exhibition halls will be divided by long, parallel partitions designed for each product category, allowing the exhibiting companies to show their identity and their products mainly on vertical walls.

Supersalone; Rendering: Salone del Mobile

Rendering: Salone del Mobile, Milano

baunetz interior|design – the online magazine for interior architecture and design – writes: “Stefano Boeri has developed an open stand concept with designer Andrea Caputo that is reminiscent of large-format shelves. Companies can rent different lengths depending on their budget. The products are presented on the outside – either as a display area turned vertical. Or horizontal shelves emerge from the walls on which products are presented. The third form of staging uses the interior spaces of the walls, which can be entered via arched or cubic recesses, some of which open outwards as windows.” (English translation by Wüst-und-Wüst editorial office)

In the spirit of the circular economy and sustainability, the Supersalone intends to design all materials and components of the exhibition in such a way that they can be dismantled and subsequently reused. In addition, thanks to the Forestami project, a green reception area will be created at the entrance to the East Gate of the fair, with 200 trees that will be planted in the Milan urban area at the end of the six-day event.

The fair will be interspersed with thematic areas and routes: Arenas for exchanges and in-depth discussions, lounges dedicated to commercial and business meetings of companies, areas dedicated to young talents from design schools and social and relaxation areas.

A special programme of meetings with some of the leading figures of the contemporary scene and thinkers of the future will alternate with live musical events. The Triennale Milano – the museum of Italian design – will be the “supersalone” hub in the city, with a cultural offer that will present a series of new projects in addition to the exhibitions.

«”supersalone” is the result of the generosity and creativity of design companies and professionals at a very delicate moment of recovery and revitalisation of the economy and culture. For the first time, the Salone del Mobile.Milano will be open to the general public of consumers for its entire duration, giving them the opportunity to choose and buy the best international design products, said the curator and architect Stefano Boeri on the occasion of the media conference on the new concept.»