I Saloni 2006: an unexpectedly great performance!
The show’s debut in the new Rho-Pero exhibition center was a resounding success that exceeded even
the most optimistic expectations: the planning couldn’t have been smoother, the layout was flawless and visitor numbers went through the roof. All in all, a surprisingly great performance.
The 45th Salone Internazionale del Mobile that ended last 18 April at the new Rho-Pero exhibition center was an absolutely record-breaking event. Milan’s world acclaimed furniture show, which this year included the biennials Eurocucina, Eimu and the new International Bathroom Exhibition, in addition to the International Furniture Accessories Exhibition and SaloneSatellite, attracted 2,578 exhibitors (including 600 young designers on hand at SaloneSatellite) whose stands covered a total area of 220,463 square meters. Unsurprisingly, the display space was all sold out even though the new venue is significantly more spacious than Milan’s old downtown trade fair center, and the “onslaught” that the organizers of the event, Cosmit, predicted at the end of last year’s event actually did materialize. The impressive figures speak for themselves: 223,138 trade visitors passed through the gates, making for an increase of +15.96% compared to the 2005 show, and +17.65% compared to 2004, the last edition to stage the same events (the Saloni plus Eurocucina and Eimu). More visitors from countries other than Italy also attended the show: this year there were 123,391 overseas visitors (+22.50% compared to last year and +27.52% compared to 2004 ). This increase in visitors from abroad significantly underlines the growing international appeal of the Saloni, which has become a benchmark for the residential and office furniture market. But there has also been an upswing in the number of Italian trade visitors (+8.78%). Local attendance figures had been sluggish for some time, reflecting a relatively prolonged slump in the industry; this year’s arrivals put the Saloni shows back on the map as the driving force of the furniture trade. The figures were also fantastic for Open Day on Sunday: although it was Election Day, a whopping 21,312 people thronged in to visit the show, marking another increase over last year’s event. The press also turned up in force: 4,128 journalists covered the shows, including 2,065 members of the press from 65 different countries, representing all five continents. SaloneSatellite, the mascot of the Saloni and the only hall open to the public every day with no admission charges, was visited by over 100,000 people, again confirming the show’s leadership in the young talent arena. But the world class product offerings were not the only factor that determined the success of the Saloni: the amazing venue itself, and the efforts and commitment of all 2,578 exhibitors have to share the credit. Their visually stunning displays and compelling creativity generated a genuine show within the show. Ever since the Saloni’s inception, displays have set new standards and constituted an “added value” that no other furniture fair has ever equalled, channelling immeasurable creativeness and vitality into the presentation of each year’s batch of new products. The last, but certainly not the least important factor contributing to the Saloni’s success, is the venue itself, with its architecturally impeccable design and easy-to-negotiate layout; and of course all eyes were on its magnificent 1,300 meter “sail”. Audiences and critics alike displayed much interest in the Saloni’s parallel event, Il diavolo del focolare (The devil of hearth and home), the show devoted to the new roles and functions of the woman and the home of today; the exhibit will run at the Triennale di Milano until 30 April. Saloni 2006: this has been the start of something good!
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