Stefano Boeri unveils 'Supersalone' phygital format for Salone del Mobile 2021
In September 2021, Stefano Boeri took over as curator of the Salone del Mobile following Claudio Luti's departure, unveiling 'Supersalone,' a unique blend of physical and digital experiences at Rho Fiera. This innovative format merges business-to-business and business-to-consumer approaches, allowing public access for the first time. Attendees can utilize QR codes for e-commerce and connect with exhibitors. A flexible module will assist smaller companies in showcasing their products. The event features discussions on education, the history of Compasso d'Oro, food design by Identità Golose, live performances, and a tree forest at the entrance for future planting. Sustainability is a key focus, with all components designed for reuse, aiming to engage Milan's 100,000 design enthusiasts and families alongside Fuorisalone.
Key facts
- Stefano Boeri curated the special September 2021 edition of Salone del Mobile.
- Claudio Luti resigned as president before the event.
- The format is called 'Supersalone' and is phygital (physical + digital).
- The event will be held at Rho Fiera.
- It opens to the general public (B2C) for the first time.
- QR codes enable e-commerce and direct contact with companies.
- All exhibitors use a common flexible module to eliminate stand competition.
- A forest of trees will be planted at the entrance and later around the venue.
- Sustainability focus: all elements are designed for reuse.
- Team includes Andrea Caputo, Studio Folder, Anniina Koivu, Maria Cristina Didero, and Lucas Wegwerth.
- Boeri expects reduced international buyer presence but aims to attract local design enthusiasts and families.
- The event aims to complement Fuorisalone.
Entities
Artists
- Stefano Boeri
- Claudio Luti
- Andrea Caputo
- Anniina Koivu
- Maria Cristina Didero
- Lucas Wegwerth
- Beppe Finessi
- Lukas Wegwerth
- Marco Ferrari
- Elisa Pasqual
- Giorgio Donà
- Nina Bassoli
- Mario Piazza
- Giulia Ronchi
Institutions
- Salone del Mobile
- Rho Fiera
- Studio Folder
- Identità Golose
- Compasso d'Oro
- Museo del Compasso d'Oro ADI
- Fuorisalone
- Superstudio
- Artribune
- Fiera Milano
- Stefano Boeri Interiors
- ADI
- Milano Design Film Festival
- Triennale di Milano
- Museo del Design Italiano
- Adi Design Museum
- Corriere della Sera
Locations
- Milan
- Italy
- Rho
- Fiera Milano Rho
- Porta Est
- Porta Sud
- Porta Ovest
- Cargo 1
- Triennale di Milano
- Rho Fiera