Chiara Decorato & Roberto Leva,

Connecting the global design scene

Salone del Mobile.Milano

Salone del Mobile.Milano

Office: Milan

Since 1961, the world of furniture and design has gathered annually in Milan at the Salone del Mobile.Milano. A must for companies, operators and visitors: an appointment that brings together excellence, creativity, innovation and technology, attracting almost 2,100 expositors to Milan’s fair area.

Over the course of more than 60 years, it has presented – and often accelerated – the story of design through an event of extraordinary scope, capable of anticipating expectations, desires and needs of designers and creatives. To continue significantly contributing to the furniture industry’s business and the growth of design culture – especially at a time of crisis and uncertainty for the sector – Salone del Mobile.Milano has entrusted Interbrand with the task of expanding its role over time and space, becoming the destination of excellence for the world of design. Salone del Mobile.Milano: a digital platform that transforms the way the global design community connects, interacts and operates, enriching the physical experience.

Interbrand worked with a technology partner to help launch this original digital platform, which offers content and services that open the design world to unprecedented perspectives, facilitating ways of communicating and interacting that are increasingly more omnichannel.

Top quality content, ease of navigation and usability are the key aspects of the platform that underpin this experience, transforming the way architects, dealers and operators, opinion leaders and consumers communicate and interact.

To fulfil this new role, Salone del Mobile.Milano is based on three pillars. Firstly, an area dedicated to companies to promote their products. Secondly, an area that showcases useful services and experiences for all visitors. Thirdly, the platform has an area curated by professionals and a number of authoritative design names. Salone del Mobile.Milano is, therefore, a constantly updated showcase for the world of furniture and design. However, it is also an opportunity to promote and accelerate the business of companies through the possibility of real time collaboration, the profiling of contacts and data enhancement.

The Salone del Mobile.Milano platform consolidates the physical experience of the event, amplifying its benefits 365 days a year through an ecosystem of services, products and content created specifically for designers and operators.

The platform thus becomes the primary destination for the design community: hosting brands, presenting new products, and offering increasingly interactive services. Ultimately, launching a change that began with the presentation of the platform, and that improved the physical experience of the Salone del Mobile.Milano, starting from that of 2022. Trade fair and platforms will interact to increasingly benefit designers, visitors and companies.

The platform attracted interest from the entire industry when it was launched, garnering favourable comments from designers and the press.