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Event Details


The Salone del Mobile.Milano anticipates 2024, starting from neuroscience, AI and a new research hub in the service of the Event and the city, an ecosystem unique worldwide. 
Conscious of having to evolve in an agile and fluid way so as to retain its place as the spearheading event in the furnishing and design industry at international level, the Salone del Mobile.Milano (scheduled at Rho Fiera from 16th  to 21st April 2024) is rapidly progressing its path of evolution and metamorphosis, expanding its field of action, consistent with an agreement to collaborate with the Department and School of Design at Milan Polytechnic University on setting up a permanent observatory to analyse the Salone del Mobile/Milano Design Week ecosystem and its impact on the community in terms of sustainability, inclusion, circularity, growth and skills transfer.
The re-design of edition number 62 started by listening to visitors, exhibiting companies and stakeholders, all involved in various ways, during field interviews or more specialist round tables to identify perceptions, desires and needs. Given that a human centric approach implies putting human beings at the centre of strategic and business decisions in an increasingly holistic perspective, the Salone decided to put its faith in neuroscience. The organisers analysed the emotional and unconscious behaviour of the people who walk through and man the pavilions and stands, in order to design useful and original experiences based on real behaviours and new emotional, experiential and relational engagements designed to foster quality events and contacts.
Given that neuroscience shows that the brain is prompted to get out of its own comfort zone by art, culture and aesthetics, which can become extremely powerful channels for opening the mind to innovative and original approaches to interpreting reality, the Salone has chosen a formula that will give new voice and space to forms of cultural cross-pollination, which informed the success of Euroluce and The City of Lights this year.
The springboard for young designers under 35, founded and curated by Marva Griffin Wilshire – will mark its 25th anniversary with a special edition in Pavilions 5 and 7 at the fairgrounds, and a large exhibition in the city at Triennale Milano, from 16th to 28th April 2024, which will narrate the trade fair world and its protagonists, its role as an international hotbed of talent, the relationships and magic it weaves every day and the many surprises it has heralded.
The new Salone del Mobile.Milano communication campaign was devised and produced by Publicis Groupe – whose brief was to condense the identity, themes and protagonists of the event, along with its evolution, into a visual, distinctive and original narrative – with the scientific collaboration of Paolo Ciuccarelli.
The Salone del Mobile.Milano ramps up its digital offering with two new narrative formats 
A new Salone del Mobile.Milano web series featuring the homes of some of the most renowned international designers. 360° stories delving into every last detail: from the choice of materials to that of colours, by way of furnishing and lighting.
Produced on a monthly basis, it aims to discuss the importance of design as a key to deciphering trends and changes in the contemporary world. Each edition presents a thematic press review with insights, news and titbits, taking a close look at the design industry and the world of design, and highlighting the connections between design, culture and society

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