supersalone Milano is taking shape, the Special 2021 event of the Salone del Mobile Milano, scheduled from 5 to 10 September at Fiera Milano Rho. An appointment that, thanks to the new concept, an exceptional curatorship and the fact of being the first major design exhibition to reopen its doors, promises to reaffirm the centrality of Milan and the Salone del Mobile.Milano on the international scene.
supersalone Milano was born as a unicum, a moment of great attractiveness and communication, open every day not only to operators but also to the public. An appointment that will go beyond the confines of a “only” commercial meeting to look at contaminations, openings, mergers in full compliance with the health rules and protocols adopted at national level.
The architect Stefano Boeri and the co-designers Andrea Caputo, Maria Cristina Didero, Anniina Koivu, Lukas Wegwerth and Marco Ferrari and Elisa Pasqual of Studio Folder are the team that will collaborate with Giorgio Donà, co-founder and director of Stefano Boeri Interiors, for define the event.
The proposed format of supersalone Milano is that of a large design library that will celebrate the renewed attention and care for contemporary living spaces. A scenography to enhance the novelties and creations put in the catalog in the last 18 months by companies with their historical products which, thanks to the debut of the digital platform of the Salone del Mobile.Milano, can then be purchased.
The exhibition set-up will include long parallel partitions, designed for specific product categories, which will allow companies to tell about identity and products on vertical walls, using, in some cases, even horizontal surfaces, both of which are modular.
With a view to circularity and sustainability, all the materials and components of the Milan supersalone set-up have been designed to be disassembled and subsequently reused.
In addition, at the East Gate entrance of the Fair, thanks to the Forestami project, a green reception area will be created with 200 trees which, at the end of the event, will be planted in the Milanese metropolitan area.
The exhibition will be interspersed with thematic areas and itineraries imagined by Studio Stefano Boeri Architetti and the five co-designers. As arenas for sharing and in-depth talks, lounges reserved for business meetings, areas dedicated to young people from design schools and exhibitions, food courts designed and created in collaboration with Identità Golose – The International Chef Congress.
supersalone Milano will have a special program of meetings with some protagonists of the contemporary scene and thinkers of the future, alternating with great live musical events in collaboration with the best and most representative experts in the sector.