THE NEW CORPORATE GEOGRAPHY

The MAG - 06.23

By Cristina Morozzi

The recent Salone del Mobile 2023 proved to be a resounding success, with an impressive 15% increase in turnout compared to the last pre-covid edition.

One of the most notable changes in the Fuori Salone was the emergence of new districts hosting numerous events, including the Portello district in the Fiera Milano City area.

Additionally, some renowned brands such as Cappellini and Porro have inaugurated new spaces in the city centre, which have already captured the attention of visitors. Cappellini, located on Via Borgogna at 8, boasts two floors and a garden, while Porro has moved from Via Durini to Via Visconti di Modrone, where it now occupies a brick, glass, and metal building covered with ivy. The building features six windows facing the street and is already a popular attraction among visitors.

Another exciting development during the Salone del Mobile was the reappearance of Meritalia, which showcased a temporary exhibition at the Triennale on the ground floor, opposite the "Design Museum". Meritalia has also joined the "Radical design" Foundation, which comprises other esteemed brands such as Gufram and Memphis, and features an eclectic collection of furniture pieces designed by renowned artists such as Gaetano Pesce, Karim Rashid, Afra & Tobia Scarpa, and Mario Bellini.

The new geography of the Fuori Salone highlights a trend that favors historic pieces from the 70s and 80s, which are still very much in demand. Designers such as Gaetano Pesce, Mario Bellini, and Tobia Scarpa continue to be active and proactive, despite their advanced age, and are still able to amaze and even scandalize with their traditional yet colorful products, including screens and desks.

Several companies with historical archives also made an appearance during the Salone del Mobile, presenting pieces signed by radical avant-gardes of the late 1970s. For instance, Poltronova re-edited the Butterfly motif, originally created by Archizoom, for a new carpet collection, which was well-received by visitors.

Overall, the furniture sector in 2023 seems to favor a balance between prudence and audacity. While the new generation of creatives proposes projects that are sensible and pragmatic, the "masters" of the industry continue to push boundaries and amaze visitors with their historic militancy, always in the spirit of transgression.