"No Salone Without Milan": In Conversation With Claudio Luti
The president of Salone del Mobile in Milan discusses the future of trade fairs post-Covid-19 and the plans for Salone
Having cancelled the 2020 edition of Milan’s major trade show in Italy because of the Covid-19 pandemic, Salone del Mobile organisers are diving into preparations for next year’s event, which will also mark the fair’s 60th anniversary.
We spoke to Salone del Mobile president Claudio Luti about the future of the event and fairs more generally. What does he envision for the future of trade fairs? Will visitors still worry about crowds? While the effects of the pandemic will surely still be felt, Salone will start from its strengths and not shy away from transformation. “We’ve always innovated,” says Luti. The classic fair model will remain the event’s soul and primary format, while digital content will be more prominent and sustainability will become a determining factor for the success of all fairs. But one thing is certain: there can be no Salone without the city of Milan.
We spoke to Salone del Mobile president Claudio Luti about the future of the event and fairs more generally. What does he envision for the future of trade fairs? Will visitors still worry about crowds? While the effects of the pandemic will surely still be felt, Salone will start from its strengths and not shy away from transformation. “We’ve always innovated,” says Luti. The classic fair model will remain the event’s soul and primary format, while digital content will be more prominent and sustainability will become a determining factor for the success of all fairs. But one thing is certain: there can be no Salone without the city of Milan.
What kinds of changes will you make to your classic formula? Will you still focus on the Milan fair as a meeting point, or are you planning other solutions – maybe smaller on- or offline versions that are spread out geographically?
Salone del Mobile has its roots in Milan. It was born and evolved in this city, which has managed to foster a high concentration [of design talent], which is its engine. During the week of the event, the city is the place to be. There can be no Salone without Milan.
Even if we introduce new digital services, nothing can replace the direct experience. We strongly believe that design and products should be seen and touched and that Salone must be experienced first-hand: it is an emotion and a tactile feeling that does not allow for surrogates.
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Salone del Mobile has its roots in Milan. It was born and evolved in this city, which has managed to foster a high concentration [of design talent], which is its engine. During the week of the event, the city is the place to be. There can be no Salone without Milan.
Even if we introduce new digital services, nothing can replace the direct experience. We strongly believe that design and products should be seen and touched and that Salone must be experienced first-hand: it is an emotion and a tactile feeling that does not allow for surrogates.
Find a local interior designer on Houzz for customised advice to work with the latest global trends
How are you drafting the next 2021 edition in Milan and sister editions around the world and what changes will we see at the fair?
Next year’s edition will be the first real meeting for many companies and professionals in the industry after months of social distancing. It will also be a fundamental step in the history of the Salone, which will celebrate its 60th anniversary. It’s going to be a great party.
We are planning it, as always, with all of our energy and creativity, collaborating with participating companies. We are envisioning it, for the first time in our history, with multiple parallel events: alongside Salone del Mobile, the International Furnishing Accessories Exhibition, Workplace3.0, S.Project and SaloneSatellite, we also intend to host the following biennial events: Euroluce, already scheduled for 2021, EuroCucina, with its sideshow FTK (Technology for the Kitchen), and the International Bathroom Exhibition.
It is also true that, because of the pandemic, we may not be able to host large crowds as in recent years. We can’t predict it with certainty yet, but we will be ready to serve up an uplifting event nonetheless. For example, we are studying how to enhance the experience and digital options for the Milan edition. For the Moscow and Shanghai editions, we have more time to think. We are constantly monitoring the situation and will soon decide which direction to take.
Next year’s edition will be the first real meeting for many companies and professionals in the industry after months of social distancing. It will also be a fundamental step in the history of the Salone, which will celebrate its 60th anniversary. It’s going to be a great party.
We are planning it, as always, with all of our energy and creativity, collaborating with participating companies. We are envisioning it, for the first time in our history, with multiple parallel events: alongside Salone del Mobile, the International Furnishing Accessories Exhibition, Workplace3.0, S.Project and SaloneSatellite, we also intend to host the following biennial events: Euroluce, already scheduled for 2021, EuroCucina, with its sideshow FTK (Technology for the Kitchen), and the International Bathroom Exhibition.
It is also true that, because of the pandemic, we may not be able to host large crowds as in recent years. We can’t predict it with certainty yet, but we will be ready to serve up an uplifting event nonetheless. For example, we are studying how to enhance the experience and digital options for the Milan edition. For the Moscow and Shanghai editions, we have more time to think. We are constantly monitoring the situation and will soon decide which direction to take.
What changes do you foresee for the trade fair sector as a whole?
We are facing a cultural shift of epic proportions. Trade fairs, too, will have to evolve, focusing, for instance, on the ecological footprint of installations, transport and visits, which will change in a sustainable way. We are used to only looking at visitor numbers as an indicator of success without considering the impact on the environment.
From now on, these events might be smaller. It will be very important to develop new forms of communication with entrepreneurs, designers, architects, professionals and customers. Going to fairs is not just about seeing, selling or buying new products. It is, above all, about meeting colleagues, discussing, living and sharing sentiments in order to gain an understanding of how the world is evolving.
The digital component will be important. Promotion and virtual experiences, on the one hand, and the physical fair, on the other, will complement each other. But will virtual tours and showrooms, augmented reality and 3D images compensate for the real experience? I doubt it. Believe me: the beauty and excitement of visiting trade fairs to personally meet and touch new things will always be the priority.
We are facing a cultural shift of epic proportions. Trade fairs, too, will have to evolve, focusing, for instance, on the ecological footprint of installations, transport and visits, which will change in a sustainable way. We are used to only looking at visitor numbers as an indicator of success without considering the impact on the environment.
From now on, these events might be smaller. It will be very important to develop new forms of communication with entrepreneurs, designers, architects, professionals and customers. Going to fairs is not just about seeing, selling or buying new products. It is, above all, about meeting colleagues, discussing, living and sharing sentiments in order to gain an understanding of how the world is evolving.
The digital component will be important. Promotion and virtual experiences, on the one hand, and the physical fair, on the other, will complement each other. But will virtual tours and showrooms, augmented reality and 3D images compensate for the real experience? I doubt it. Believe me: the beauty and excitement of visiting trade fairs to personally meet and touch new things will always be the priority.
Your turn
Which points in this interview resonated with you the most? Share your thoughts in the Comments below, like this story, save the images, and join the conversation.
More
Missed last year’s wrap-up of the world’s major trade fairs? Catch up here with The Hottest Home Design Trends From Around the World
Which points in this interview resonated with you the most? Share your thoughts in the Comments below, like this story, save the images, and join the conversation.
More
Missed last year’s wrap-up of the world’s major trade fairs? Catch up here with The Hottest Home Design Trends From Around the World
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The pandemic has already changed and will continue to change the world. Today, everyone is planning the “new normal,” the same way we are planning a new Salone. Of course, we are taking this situation into consideration as an essential variable. However, in a sense it is nothing new. We have always innovated: at each new edition we question ourselves, look at society around us, look carefully at needs and wants, and do our best to understand what’s driving trends and take on suggestions for how to improve ourselves and to act as a truly irreplaceable stimulus for exhibitors’ projects and businesses.
Testament to that are not only innovations in recent years that have led to new exhibition formats in response to the needs of the market and companies, but also the hundreds of thousands of people who come back to Milan every year because it’s an exciting experience, and to encounter designs and products that can only be found here.