eauty is the keyword at the 59th edition of Salone del Mobile 2020, which was presented at the splendid setting of the Università Cattolica of Milan‘s Aula Magna. The trade fair will take place this year at the Fiera di Rho from April 21-26, 2020.
In this case, Beauty means the ability to create projects and environmentally conscious designs every year. Each of Salone del Mobile’s high-profile brands and designers strives for harmony in form, the right materials and the highest levels of sustainability.
“The 2020 edition of Salone del Mobile.Milano will uphold the ethical and virtuous direction taken up by furnishing companies” explained Claudio Luti, president of Salone del Mobile. “The word ‘Beauty’ – which, not surprisingly – has been added to the ten key terms in the Salone del Mobile.Milano Manifesto – infers a push towards a better future and is the driver that will allow the trade fair to strengthen and consolidate its global leadership role and the keystone that will allow us to predict the future lifestyles of the new generations.”
Important and relevant themes will be at the center of this edition: an ethical approach to design, but also research into sustainable solutions in a global context, especially taking a look at the next generations—who are more and more interested in the intrinsic value of their purchases for their homes and offices. A “smart” sustainability that uses the circular economy in an intelligent way will be discussed as well. “There is a need for story-making”, Francesco Morace remarked, “instead of storytelling, so as to give shape to a more inclusive and intergenerational Salone”.
As mayor Beppe Sala explained “Salone is extremely Milanese. It incarnates the spirit of this city: openness, internationality, a capability of putting different things together, attentiveness to the young.” Indeed, the numbers confirm that Milan is the capital of design and the world of furnishing: 2200 exhibitors of which around 25% are foreigners and about 600 young designeqrs. This is yet another reason Salone del Mobile.Milano is ready to welcome sector professionals and enthusiasts to the latest releases.
Beginning with a new special initiative created by Davide Rampello that will explain the Salone del Mobile’s manifesto in a video in Palazzo Reale’s Sala delle Cariatidi. “La scatola magica” will introduce the Salone’s manifesto through 10 words interpreted by Italian filmmakers who will present beauty as an ethical vision of design. It is an audio-visual installation that will show 10 short films by 10 leading filmmakers: Claudio Giovannesi for Culture, Francesca Archibugi with Emotion, Pappi Corsicato for Enterprise, Daniele Ciprì for Milan, Wilma Labate for Design, Stefano Mordini for Quality, Bruno Bozzetto for System, Luca Lucini for Communication, Donato Carrisi for Ingenuity and finally, Gianni Canova together with the film students of the IULM University to speak about Young People.
The trade show will instead bring these seven sections to life: the Salone Internazionale del Mobile, the International Furnishing Accessories Exhibition, the biennial Workplace3.0, EuroCucina with its accompanying FTK (Technology For the Kitchen) and the International Bathroom Exhibition. Not forgetting S.Project, the crosscutting space dedicated to décor and technical interior design and the Salone Satellite—dedicated as always to talents under 35 talents, who are invited this year to express themselves on Designing For Our Future Selves: design that is inclusive which focuses on autonomy, comfort, movement, usability, interaction and safety.
Lastly, 27 schools and universities will offer an up-close view of the world of craftsmanship through forms, colors, materials, cultural processes and territorial know-how. They will demonstrate the fact that craftsmanship, today more than ever, is an expression of contemporaneity because it is locally-sourced design that values natural materials and offers sustainable solutions.