With a new name and format, “Supersalone” is the one-off event taking place from 5th to 10th September at Rho Fiera Milano. MiND joined the long-awaited online press conference about this year’s edition of Salone del Mobile in Milan. Here is what we will see.
What will be this new “super” format be like then? First of all, Salone 2021 will be curated by architect Stefano Boeri and another five designers, personally selected by the curator: Andrea Caputo, Maria Cristina Didero, Anniina Koivu, Lukas Wegwerth, Marco Ferrari, Elisa Pasqual of Studio Folder. Secondly, it will be open every day, not just to professionals but also to the general public while fully respecting the health regulations to combat the spread of Coronavirus.
The format will be a large design library, serving as the bases for product and brand storytelling and exhibitions, which will celebrate the renewed attention and care devoted to contemporary living spaces, designed to valorize and harmonize new products and creations.
There will be no stands but customizable, flexible and reusable display systems, in other words, long parallel sets allowing the companies to narrate their own identities and their own products on vertical walls and on horizontal surfaces, both of which will be modular.
In fact, reusability and sustainability will be this year’s focus, with all the installations, display materials and components designed to be dismantled and reused, as well as a forest of trees at the Rho fairgrounds that will be replanted in downtown Milano.
Supersalone Common Areas.
Moreover, along with the fairgrounds there will also be public spaces such as lounges for commercial meetings, areas for relaxation, areas reserved for design schools and young students, food courts, arenas for expert talks and live music events – in sum, an exhibition space with multiple opportunities.
Given the current exceptional circumstances, September’s will be a different kind of edition, one that is changing the cards and questioning formats to create others. An example is the launch of the new Salone digital platform on 30th June, an online catalog of the event for the public who will not be able to physically participate where you can buy the products directly from a retailer.