Evolution and innovation are the key words for the 62nd edition of the Salone del Mobile.Milano, which takes place at Rho Fiero Milano from 16th to 21st April. Participating at this annual event, EuroStyle always maintains connections with leading luxury European interior brands and updates the most impressive furniture products and trends to the interior design enthusiasts in Vietnam.
Starting from a strictly trade fair event , Salone del Mobile is increasingly becoming an inclusive, value-based, responsible context and fabric, generating relationships, narratives and projects relevant to the design community all year round. The event not only brings “beautiful” and “well made” products back onto a uniquely important international stage, but doing so with a new, bold, literally “out of the box” approach.
“A challenge that has called for vision, listening, the ability to analyze, enthusiasm curiosity and a good dose of resilience and elasticity to bring benefits to the entire design system with a view to constantly improving the trade fair experience. “ – EuroStyle representative shared.
The innovation in exhibition’s layout
The new layout of EuroCucina
At the request of the Salone del Mobile.Milano, and for the first time in a trade fair context, the studio has harnessed neuroscience to improve the visitor experience, analyzing visitors’ neurological, emotional and perceptual reactions to the various paths, and the location and distribution of the exhibition and rest areas.
After a number of experiments in a virtual environment, the loop-shaped circuit chosen for The International Kitchen Furniture Exhibition “EuroCucina” turned out to be more intuitive, simpler to navigate and easier to remember, while allowing the exhibition offering to remain meaningful along the entire route. In particular, it will now only take a 640 meter walk to visit all the stands, unlike the previous 1.2 kilometers.
The impressive communication campaign
Referring to Salone del Mobile.Milano 2024, another thing that can not be missed is the impressive communication campaign called “Where Design Evolves”. With Artificial Intelligence focus, the campaign was studied and created by Publicis Groupe with the scientific collaboration of Paolo Ciuccarelli , professor of design and founder of the DensityDesign Lab at the Polytechnic of Milan and of the Center for Design at Northeastern University in Boston.
Communication campaign “Where Design Evolves”
Thanks to the AI-driven processes, the conversations on relevant topics will be analyzed, the debates that animate the community, the voices of the brands, designers and visitors will be intercepted in real time. The most significant reflections will be channeled into a constantly evolving, fluid platform to understand, analyze and visualize the stories, relationships and emotions that the trade fair brings out throughout the year.
Multi-channel media platforms also contribute to the success of “Where Design Evolves”. We will see the communication campaign making its way around Milan on the tracks of the historic tramline (1, 5, 10) and on 500 buses. That’s not all, however. It will also conjure up the Salone del Mobile universe and its community in 13 Italian airports and in 350 metro stations and trains in Milan, Rome, Genoa and Brescia.
Salone del Mobile.Milano 2024 appear at many metro stations in Italy
The rich cultural program at the Salone del Mobile 2024
For this year’s edition, the Salone has prepared a cultural program made up of new forms of experimentation, comparison and in-depth analysis. It will be a widespread proposal accompanying the whole itinerary of the visit, with three large installations as protagonists.
“Interiors by David Lynch. A Thinking Room” – A installation completed by the famous filmaker David Lynch. Ms. Maria Porro – President of Salone del Mobile commented: “Entering his Thinking Room will be like crossing the threshold of a room that is, in fact, another world, an inner space.”
Interiors by David Lynch. A Thinking Room
“Under the Surface ” is the title of the second installation that invites and at the same time involves the visitors in immersive ways and impels them to think about the theme of the positive and respectful relationship with the most precious natural resource on earth and the role of the bathroom furniture supply chain in guiding us towards a more aware use of water.
“All You Have Ever Wanted to Know About Food Design in Six Performances” is the project that occurred in the centerpiece of EuroCucina. There will be a collaboration among six independent, international food magazines and artists, designers, chefs from around the world. Together they will present a new and original vision of the present and future of the ingredients that nature offers us.
SaloneSatellite – A hub for young designers
SaloneSatellite space at Salone del Mobile.Milano 2024
SaloneSatellite, which first took place in 1998, instantly become the meeting place par excellence for entrepreneurs/talent scouts and the most promising designers. The most authoritative event for “young” design will celebrate its 25th edition with 600 talents and 22 design schools, to highlight how this event has, for a quarter of a century, “weaned” and nourished more than 14,000 budding designers and established profitable relationships between cultures and projects from all over the world.
As the distributor of over 40 top-tier luxury interior brands, EuroStyle will present at Salone del Mobile 2024, exchanging strategies and updating the most impressive furniture products and trends to the interior design enthusiasts in Vietnam.
