Special event of the Salone del Mobile.Milano, the 2021 supersalone was inaugurated on September 5th to end on Friday 10th.
Debuted with an “unscheduled” speech by the President of the Republic Sergio Mattarella, the event developed on a new and transversal format. All with the guarantee of maximum safety for operators and visitors.
425 exhibiting brands, of which 16% foreign. To these are added 170 young students from 22 countries and 39 independent designers. In terms of visitor turnout, the attendance was over 60 thousand, in six days from 113 countries. More than half were sector operators and buyers (47% from abroad). Almost 1,800 accredited journalists from all over the world.
The synergy between physical and digital
The role of the new digital platform of the Salone del Mobile.Milano was also decisive, which, in the days of the 2021 supersalone, amplified the event, activating a new approach and unprecedented enjoyment both for visitors present at the fair and for remote users. .
Companies and products were told, the floor was given to the many people present, information was ensured and direct contacts multiplied. The data collected up to Thursday 9 September photograph a dynamic and growing community, 50% divided between Italian and international accesses, which has responded to all the proposed initiatives.
Over 22 thousand QR code scans through the new app, while the web has counted on 1.5 million page views with an average of 90 thousand users per day.
The new TikTok account of the Salone del Mobile.Milano, with 19 videos uploaded in the first 5 days of the event, had more than 630,000 total views. Two thousand streams for the first three episodes of the Super podcast! immediately entered the Apple Podcast Top 100 Italy. Social channels (Instagram, Facebook, Linkedin, Twitter) recorded 15 million impressions, 25 thousand interactions and 50 thousand video views.
Numbers that reinforce the desire to use every digital channel to continue spreading the active voice of the Salone del Mobile.Milano 365 days a year.
Maria Porro, the new president of the Salone del Mobile.Milano, commented at the end: “” Choosing to give life to this 2021 supersalone involved a good dose of courage and an important assumption of responsibility towards the whole system and the entire supply chain that needed a physical and concrete opportunity, not only symbolic and digital, to push on the accelerator of a restart … Now we look to the future, with a renewed awareness of the value and history of this collective heritage and with the desire to welcome the new challenges by working immediately on the sixtieth edition of the Salone del Mobile which will be held from 5 to 10 April 2022 “.