The Salone del Mobile changes face, between artificial intelligence and neuroscience

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Everyone’s eyes are on visitors from China who, for the first time after the outbreak of the Covid-19 pandemic, can return to populate the corridors and stands of the Salone del Mobile in Milan, which will open on Tuesday 16 April at Fiera Milano in Rho and will continue until April 21st, with around 1,950 exhibitors (of which 600 designers from the Salone Satellite), 33% of whom are foreign. But in the meantime the world has changed and who knows if – as in the apparently very distant 2019 – the Chinese will still be the largest foreign representation at the event, or will they give way to buyers from other countries who, in recent years, have become increasingly important for the Italian furniture sector.

India, for example, in which more and more companies are investing to look for commercial partners, which still represents a small but growing slice of exports. Like the United Arab Emirates, which rose to ninth place in the ranking of destination markets for Italian furniture in 2023, according to data processed by the FederlegnoArredo study center, while Russia left, strong after the outbreak of the war in Ukraine and the subsequent sanctions.

The new formats of the Show

The world has changed and the Salone has changed too. President Maria Porro explained it well, recalling that in the DNA of this industrial sector, and therefore of the event that represents it, there is precisely the aptitude for change and innovation. And so the Show, after the special edition of 2021 and the transitional edition of 2022, has changed direction since last year, to make the visitor experience more attractive and engaging: new layout entrusted to the Lombardini22 studio (which this year revolutionizes the biennials dedicated to Kitchen and Bathroom), also designed thanks to the use of neuroscience and artificial intelligence; layout on a single level to facilitate flows; relaxation areas and meeting points; an increasingly rich program of cultural events; great attention towards young designers and young businesses; an ever greater interaction with the city.

The numbers of the event

This year the Show will fill over 174,457 m2 of net exhibition space with its various events: the Salone Internazionale del Mobile, the Salone Internazionale del Complemento d’Arredo, Workplace3.0, and the S.Project event, which together number 1,060 exhibitors (of which 31% foreign) on 129,209 m2. EuroCucina, together with its branch dedicated to technologies (FTK, Technology For the Kitchen) will see 105 exhibitors (of which 30% foreign) on 23,807 m2, while the International Bathroom Exhibition will have 185 exhibitors (of which 27% foreign) on over 17,941 .5 m2. A special mention this year goes to SaloneSatellite, which turns 25 and will feature the works of 600 designers under 35 and recent graduates of international design schools on a surface area of ​​3,500 m2.

Economic situation: a slowing 2023

There is a lot of anticipation among businesses: 2023 was not an easy year, but many entrepreneurs hope that 2024 will mark, if not yet renewed growth, then at least stability. According to the final data from FederlegnoArredo for 2023, the furniture macrosystem managed to contain the slowdown (-3.8%) compared to the supply chain as a whole (-7.8%), which was affected by the sharp decline in the wood system – 10.5%). With a total of 27.8 billion euros, the furniture industry has reduced sales compared to 2022, but still remains well above 2019 levels, with a similar trend for the domestic market (-3.7%, to 13, 1 billion) and for exports (-3.8%), which represents 53% of the total, with 14.7 billion euros. The trade balance remained at the levels of the previous year (+0.1%), for a total value of over 9.7 billion euros.