Future direction of Salone del Mobile: Discussion with Maria Porro on the possibilities for the world's largest furniture exhibition
Salone del Mobile Embraces Change and Innovation
In a significant move, Salone del Mobile, one of the world's most prestigious furniture and design events, unveiled its new initiative, the Milan Design (Eco) System, in November 2024. Led by its president, Maria Porro, this project aims to measure Salone's environmental, economic, and social impact and address key challenges and opportunities.
Maria Porro, who became the first female president of Salone del Mobile in 2021, has been instrumental in driving the event towards a more culturally inclusive and sustainable future. She believes that connecting Salone more closely with the city of Milan and engaging people from a young age is crucial for Salone's future as a cultural incubator beyond its role as a commercial marketplace.
The 2024 event saw a record-breaking 370,824 attendees, with 65.6% coming from outside Italy. The event also experienced a 32% increase in web traffic compared to the previous year. The success of Salone del Mobile 2024 was further highlighted by the increased student attendance, thanks to lower ticket prices introduced by Maria Porro, which resulted in a 28.6% rise in student attendance.
Furniture manufacturers are increasingly investing in monobrand rather than multibrand stores, providing an opportunity to show their portfolios in controlled environments on their own terms under their own roofs. This trend has posed challenges for Salone del Mobile, but the event is adapting by embracing themes like “Connected Worlds,” promoting sustainable materials and multifunctional design, incorporating advanced technologies, and fostering deeper human and environmental connections through design.
The "Connected Worlds" theme for 2025 invites reflection on the integration of nature, technology, and human culture, emphasising design’s role in building global unity and sustainability. Leading design firms showcased projects at the 2025 event that incorporate renewable energy, local materials, and social infrastructure, exemplifying a move towards greener, more resilient urban environments.
New exhibitors like esPattio bring regional design identities to the international stage, highlighting how local traditions inspire contemporary design and create emotional connections. Beyond traditional exhibitions, the city of Milan integrates food trucks, pop-up bars, and diverse culinary experiences during the Salone period, enriching the event’s dynamic and inclusive atmosphere for attendees.
Es Devlin created an installation called the Library of Light at Pinacoteca di Brera, with a focus on collaboration with students and a legacy impact beyond the installation’s duration. The article about this transformative event appears in the May 2025 issue of the Salone del Mobile website.
Unfortunately, other events in the industry have not fared as well. The Stockholm Furniture Fair is a shadow of its former self, while the 3 Days of Design in Copenhagen has successfully emerged as a blended commercial and cultural event that takes over the city itself. On the other hand, Cologne's annual furniture fair IMM Cologne was cancelled in 2025.
Maria Porro, who is also the great-granddaughter of Giulio Porro, the founder of the furniture brand that bears their name, and the director of marketing and communication at Porro, has taken her mission with Salone to Hong Kong and New Delhi to inspire and encourage new audiences. She views Salone del Mobile as the ultimate accelerator for business, allowing brands to reach audiences in one week that would otherwise take years to build.
Subscriptions to the Salone del Mobile website are available, and the full Milan Design Week 2025 guide can be found on the website. The next Salone del Mobile takes place from 8-13 April 2025.
- To foster a sustainable future, Salone del Mobile has started incorporating themes like "Connected Worlds," emphasizing the use of sustainable materials, multifunctional design, and advanced technologies, as well as promoting human and environmental connections.
- Beyond the traditional exhibitions, the city of Milan enriches the Salone del Mobile event with food trucks, pop-up bars, and diverse culinary experiences, creating a dynamic and inclusive atmosphere for attendees.
- As part of her mission to inspire new audiences, Maria Porro, the president of Salone del Mobile and director of marketing and communication at Porro, extends her initiatives to cities like Hong Kong and New Delhi, advocating for Salone del Mobile as a platform for global businesses and cultural exchange.
