UPDATED | Salone del Mobile.Milano 2024: recoeds performances

The top 15 market geographies saw China make a great comeback, followed by Germany, Spain, Brazil, France, the United States, Poland, Russia, Switzerland, Turkey, India, the United Kingdom, South Korea, Japan, and Romania. An atlas that has thrown open new business opportunities, also thanks to the numerous delegations from the United States, India, the United Arab Emirates, the United Kingdom, France and Saudi Arabia.

There was a larger media presence than last year: 5,552 accredited journalists and communication professionals for a total of 6,976 presences (49.8% from abroad), attracted by an event that successfully interpreted and narrated the new design frontiers to the world.

Salone del 2024 - Ph. Ruggiero Scardigno

Public interest over the weekend (the days in which the fair was also open to nonprofessionals) was consolidated, with 36,122 fans attending, testament to the fact that an extremely high calibre offering, rounded off by a Cultural Programme of international range, serve as both a powerful magnet for industry professionals and an unmissable opportunity for design fans who visit the fair to scope new proposals and triggers for reflection.

There was also an increase in the number of Italian and foreign students, which stood at 14,683, including 9,066 Italians (+35.9%), marking an average growth rate of 28.6%, young people who, on the occasion of the 25th anniversary of the unstoppable ‘factory’ of new talent, SaloneSatellite, accepted the invitation to discover the potential of a sector that generates meaning and beauty, through a mix of multidisciplinary skills, in line with the blue and green transition process that anticipates the future of the new generations.

Lastly, the digital community’s use of the Salone’s multichannel platform exceeded expectations, with over 1 million interactions (+50% on 2023) with a 60% engagement rate, and 90 million impressions (+15% on 2023). The app achieved excellent results in terms of service use from the matchmaking which saw a rise of over 39% and interactive map navigation, with more than 450,000 searches.

The 62nd edition of the Salone del exceeded all expectations: it was a record edition. We saw exceptional results, thanks to the confidence of an ecosystem that, yet again, recognised the international leadership of the event. With an amazing 370,824 presences, the Salone has reconfirmed its position as a matchless bridge for dialogue with the new market geographies, an intercontinental city open to innovation, in which competition stokes the competitiveness of a key sector for the country’s economy and more besides. A great ‘factory’ of meaning and lasting value, products and jobs, and tangible and intangible culture. 

During the process of redesigning the format and the experiences, we kept both industrial and manufacturing and the visitors as our focus, in a bid to stimulate both sides with a stunning Cultural Programme capable of creating new connections between the powerful roots of the design culture and the definition of new future visions. 

The celebrations for our own SaloneSatellite, which has been intercepting and promoting new young talents for 25 years, is confirmation of this. The success of this edition is also due to the success of the Kitchen and Bathroom Biennials, in which research and development are the synthesis not only of innovation processes but are also an expression of the ability of both sectors to intercept the habits and desires of daily living. We have already started to plan for 2025, conscious that the Salone del Mobile is an opportunity for everyone, for the wood-furnishing supply chain, for Milan and for the entire Made in Italy system. 

What is important is to keep working together, large or small, companies and institutions, keeping sight of the formidable intuition that has driven us for 62 editions: creating and being a community. My thanks go to all those who have made this challenge not only possible but concrete, inclusive, brilliant. Like the blue velvet of David Lynch’s Thinking Rooms, a tribute to the generative thought that moves the world.

—— Maria Porro  

President of the Salone del

Salone del 2024 - Ph. Andrea Mariani

It has been a truly exceptional edition, amply justifying the extraordinary work put in by the exhibitors over the last year. Yet again, the entrepreneurs have risen to the challenge, and after 62 years, we can say with certainty that we are the undisputed leaders, capable of attracting design from all over the world to the Rho Fiera Milano pavilions, confirming the Salone as the industry’s most important international trade fair. The secret Genius, vision, determination and that peerless ‘industrial craftsmanship’ that only our products can express. These companies and the wood-furnishing supply chain are the economic drier of this umpteenth success, of which we are proud, and which it is our duty to continue to valorise, as an expression of the great system that is Italian design. We have done, and will continue to do so, in the knowledge that the Salone del  is first and foremost a business fair that enables even the smallest of companies to present themselves to the sort of huge and specialised audience that they would be hard pressed to reach individually.

—— Claudio Feltrin

President of FederlegnoArredo

Salone del 2024 - Ph. Romano Dubbini

Significant recognition of the Salone’s international position of leadership and of the industry as a whole also came from the presence of high-ranking government and institutional figures, including the Minister for Business and Made in Italy, Adolfo Urso, who chose Milan and the Salone to celebrate the country’s First National Made in Italy Day. 

The support of the ITA - Italian Trade Agency also proved invaluable, with invitations to 220 buyers and 240 journalists from 64 different countries providing an opportunity to meet the exhibiting companies. The close collaboration with Rho Fiera Milano was also crucial, contributing to the realisation of the event.

Salone del 2024 - Ph. Romano Dubbini

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