Amazon Debuts at Salone del Mobile with House in a Box Installation

Amazon made its first appearance at Salone del Mobile during Milan Design Week 2019, partnering with AMA Albera Monti Architetti to create an installation at its Milan headquarters. The project, House in a Box, showcased affordable design products, high-end brands, and smart home solutions. Visitors could experience augmented reality tools like Amazon Augmented Reality, Amazon 360 Spin, and Discover for personalized recommendations. Two contemporary apartments were staged for a young couple and a student, furnished with items from brands including Huawei, Lavazza, Alessi, and Samsung. Amazon aimed to strengthen its physical connection with customers in the furniture sector, a key part of the Made in Italy market. Mariangela Marseglia, country manager for Amazon.it and Amazon.es, stated the company was pleased to participate in the event, offering visitors the chance to test products and explore delivery options. The Italian e-commerce furniture market reached €1.4 billion in 2018, up 53% from 2017, with mobile purchases growing 40% to €8.4 billion. Roberto Liscia, president of Netcomm, noted a turning point for Italian businesses embracing digital transformation.