Designer    Focus 03 Apr 2018

Studying the Salone del Mobile Manifesto Pt.2 – Networking, Youth, Communication, Culture

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 second part of a two-part focus, we explore the second four values, and what they mean for Salone del Mobile. Read the first part here.

Sharing ideas, needs, experiences, contacts, and networking in order to grow together is central to the manifesto. This means empowering one another ‘to increase the positive outcomes for the event and for the city,’ reads the manifesto. ‘Then, after the Salone, synergies can be forged that create the very reasons why these leading brands establish themselves in Milan, bringing projects and resources.’ Accordingly, the manifesto mentions a common goal of optimising the centripetal force of the Salone, to shore up and retain the investments that would otherwise be allocated elsewhere.

Salone del Mobile has been nurturing promising young designers for more than twenty years at the SaloneSatellite. ‘The event is a springboard for talented young people from across the globe, along with their own creations, prototypes of objects that could prove to be their passport into the world of design,’ explains the manifesto. Many of these young designers have been successful, finding the right companies to manufacture their creative designs at the event. This has been beneficial for companies also, as the manifesto argues; ‘These young creatives’ ideas often provide the lifeblood companies need for reworking the design of their own products. It is at the Salone del Mobile that demand and supply meet, with a view to commercial, creative and cultural interchange.’

The leading national newspapers have traditionally been located in Milan, and design and fashion publishing is strong here. Furthermore, the Salone attracts more than 5,000 journalists from all over the world. The manifesto reads: ‘Agencies, creatives and graphic designers create the integrated communication system and make up the great community that is mobilised for a week and amplifies the history of the Salone. A community that has expanded over the last few years, thanks to the digital world, to which the Salone looks with great interest and an eye for new projects. The aim is to harness these new tools to create opportunities for development and ways in which to improve its own dissemination of information, breaking down barriers and frontiers.’

Salone del Mobile provides an extraordinary opportunity to spread the culture of design, among other things. ‘It is a chance for different forms of expression and different languages to meet and cross-pollinate, triggering extremely high-level events and happenings,’ reads the manifesto. ‘It also provides an opportunity to experience and valorise the city of Milan’s immense cultural heritage to the full – the La Scala theatre, the network of City Museums, Palazzo Reale, the Pinacoteca di Brera, the company museums and Milan’s Historic House museums, and, especially, the Triennale.’

Salone del Mobile |