Designer    Focus 29 Mar 2018

Studying the Salone del Mobile Manifesto Pt.1 – Emotion, Enterprise, Quality, Design

The first ever Salone del Mobile Manifesto explores the eight key values of Milan Design Week – emotion, enterprise, quality, design, networking, youth, communication, and culture. In this, the first part of a two-part focus, we explore the first four values, and what they mean for Salone del Mobile.


“The Salone is an emotion first and foremost, transmitting positivity, enthusiasm, initiative and cheerfulness. Companies that work and design are proud to invest in an event on which the eyes of the world will be trained; architects and designers channel their creativity in order to express it at the Salone,” reads the manifesto. It continues to describe how the event’s organisers work closely with the involved companies throughout the year, in order to provide them with the best possible platform: “Emotion lies in putting together a project that will, in turn, transmit emotion and empathy.”


More than 2,000 companies take part in the Salone del Mobile, 30% of them from abroad, showcasing furnishing products that range from traditional to designer. Behind the images of theatrical-looking stands and detail-oriented displays, lies the work of the factories, the local production network, and the more distant network represented by the Veneto, the Marches, Tuscany and Apulia. The manifesto explains: “It is this industrial network, this manufacturing system, made up of small, very small artisan enterprises alongside the big manufacturers, that creates a solid basis for a successful fair, featuring foreign exhibitors amongst the top producers, enabling it to present the very best of a sector and its creative and productive fabric to the rest of the world.”


“Quality these days means sustainable quality, which involves keeping a close eye on all the parts of the production process – from design to industrial development, financial planning and the marketing and communication process, right up to after-sales service,” says the manifesto. In this vision, sustainable design is a new way of doing business that takes the end life of products into account: “It is the sort of design that increasingly encompasses the principles of the circular economy and greater environmental awareness, that considers an object well beyond its function alone, fostering and encouraging practices of sharing and reuse.”


“The designers and architects along with the companies and the success of the home furnishing system, owe their fame partly to the Salone and partly also to the industrial city of Milan. It has welcomed them and believed in their creative abilities, nurtured so many great Italian architects and designers, not just from the city itself, who have gone on to leave their mark, their prestigious signature all over the globe,” states the manifesto. Of course, it celebrates the legendary design influence of Salone del Mobile: “Great masters whose projects were launched at the Salone del Mobile, who have netted Compasso d’Oro awards for designs for everyday objects, are now putting their stamp on multi-award- winning architecture in Dubai, New York, Beijing, London, Sydney, Tokyo, Chicago and many other international cities.”

Salone del Mobile |