The Salone del Mobile.Milano, a global leader in design and furniture exhibitions, is embarking on the second phase of its Road to Salone 2024 with a strategic focus on the United States. Following a successful debut in Miami during the World Art Week, the exhibition is now turning its attention to Dallas and New York City for two pivotal events aimed at promoting its upcoming 62nd edition scheduled for April 16 to 21, 2024, in Milan.
The first stop in Dallas on January 23 was marked by a conference featuring Salone del Mobile.Milano President Maria Porro and celebrated architect Adam D. Tihany, a pioneer in the hospitality sector. The conference delved into the theme of contract design, concluding with a presentation in partnership with AIA Dallas and a meeting with Texan trade representatives. The discussions highlighted the dual value of the exhibition – as a commercial platform featuring over 2,000 brands and as a showcase for its evolution and metamorphosis.
Choosing Texas for this leg of the journey is significant, given its position as the third-largest U.S. state for authentic Italian imports, reaching nearly $5 billion in 2022. The design sector has played a pivotal role in this success, doubling its pre-pandemic figures to around $400 million in 2023, reflecting a 100% increase from 2021.
Moving to New York on January 25, the Salone del Mobile.Milano continued its U.S. tour with a press conference led by President Maria Porro. The event showcased the novelties of 2024 and engaged in a dialogue with two distinguished guests, Michele De Lucchi and Stephen Burks, both exemplary advocates of the Salone experience. A subsequent conference in partnership with AIA NYC, featuring Lombardini22, explored the evolving layout and exhibition experience, adding depth to the discussion.
New York, alongside New Jersey and the Tri-state area, represents a crucial launchpad for promoting various Italian sectors, with a special emphasis on design. Italian companies have solidified their presence, establishing flagship stores and specialized shops in Italian products on prominent avenues like Madison Avenue, 5th Avenue, Soho, and Meat Packing.
Carlo Angelo Bocchi, Italian Trade Commissioner in Miami, commented, “Bringing the Salone to lesser-known U.S. cities, such as Dallas and later Nevada and Illinois, is part of a post-pandemic strategy to promote authentic Italian design. We aim to present internationally recognized exhibition formats directly in the geographical areas with the highest growth in purchases and new residential settlements.”
Salone del Mobile.Milano President Maria Porro emphasized the internationalization aspect, stating, “The U.S. remains our first market outside the EU and a key market for exhibitors. We are here to engage with a knowledgeable, attentive, and discerning audience – professionals who are ideal visitors for the Salone del Mobile and the target audience for exhibiting companies.”
Marco Sabetta, General Manager of Salone del Mobile.Milano, highlighted the success of the international promotion tour and its impact on global promotion and incoming traffic. He underscored the importance of the U.S. phase, expanded to additional cities compared to 2023, to attract high-quality visitors already familiar with the event and prepared to explore its offerings.
The Salone, deeply rooted in Italian business culture and design excellence, continues to be a global catalyst. With exhibitors from 37 countries and participants from 31 countries in the SaloneSatellite, it draws 65% of buyers and industry professionals from 181 countries. The next stops on the Road to Salone will be Las Vegas on February 20 and Chicago on February 22, as the Salone del Mobile.Milano continues to inspire creative and professional relationships worldwide, setting the stage for the 62nd edition in Milan.
