Furniture Phenomenon: Salone del Mobile.Milano 2023 Hosts Unprecedented Amount of Attendees

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As the largest global furniture fair, The Salone del Mobile.Milano, Milan Furniture Fair, held its 61st edition from April 16 to 21, 2023. Over the course of the six-day showcase, more than 2,000 exhibiting brands participated with 34% of them from 37 different countries including 550 young designers from 31 different countries and 28 design schools. 307,418 attendees were recorded, which is a 15 percent increase from the previous year. Particularly significant was that 65% of the buyers and industry professionals had visited from abroad. China reclaimed its place as the top country followed by Italy, Germany, and France. These remarkable recordings serve as positive confirmation of the event’s new format.

With attention to sustainability, the Salone is the first sectoral exhibition to attain ISO 20121 certification for sustainable events management in terms of research, quality of proposals, and implementable solutions. Salone serves as an international stage for innovative ideas and technological solutions in line with the United Nations Sustainable Development Goals. Further, the Welcome Project is a collaboration with the Municipality of Milan, the Fondazione Fiera Milano, and the city’s leading design schools to promote inclusion and hospitality. The one hundred students were placed throughout the city providing visitors with information on mobility, the fair, and Salone exhibitions.

Throughout the highly anticipated showcase, daily digital narrations were available on the Salone website, newsletters, app, and social platforms. Following the activation plan initiated in the weeks leading up to the event, the multichannel planning resulted in an enthusiastic response from the international design community. 30 million social media accounts were reached with 6 million video views and around 80 million impressions. One million visitors accessed the website with more than 7 million page views. Salone del Mobile.Milano app downloads tripled since the beginning of the year which registered more than 350,000 sessions during the fair and enabled more than 750,000 scans through the matchmaking service to support the visitor experience.

Maria Porro, President of the Salone del Mobile.Milano, claimed: “We have learned several important lessons from this edition. We have learned that it is indeed possible to redesign a huge event like the Salone in order to propel it into the future, that sustainability really is achievable when the entire system pulls together, and that new content can be devised and employed in order to generate knowledge, growth, and value.” The next edition of The Salone del Mobile.Milano will be held from April 16 to 21, 2024.

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