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29 November 2019


China is the new design frontier: the 4th edition of the Salone del Mobile.Milano Shanghai notches up another success. The Salone del Mobile.Milano Shanghai has shown itself yet again to be the unrivalled showcase for Italian brands looking to the East. The plentiful, enticing and multifaceted array of goods was much appreciated by cultured, perceptive visitors who recognize and understand the value of our manufacturing quality of made in Italy.

Now into its fourth edition, the Salone del Mobile.Milano Shanghai brought the very best of Italian manufacturing and design to the SEC – Shanghai Exhibition Centre. The event boasted a packed and wide-ranging program of business and cultural debate, valorizing the offerings from the 127 exhibiting companies, including 25 new brands, with their blend of quality, craftsmanship and technological innovation, responding to demand from the new Visitor numbers of over 20.000 testified to the marked increase in extremely select professional attendees and to substantial and concrete interest in an event that has become increasingly recognized throughout China. The development potential is encouraging: the Italian brands have shown themselves capable of identifying appropriate sectors and channels for pursual and are positioning themselves on the market with a precise and powerful identity.
Claudio Luti, President of the Salone del Mobile, had this to say: “We are closing the fourth edition of the Salone del Mobile.Milano Shanghai with a great deal of satisfaction. The buzz and palpable optimism of the last three days have validated our instincts. China has reached a historic point at which it can embrace innovation, quality and beauty. Italian products, in other words, whose intrinsic value they now recognize. What now remains for us entrepreneurs is to continue along the path of interface and dialogue with a great deal of realism, perseverance and a pinch of Italian creativity, while maintaining this cohesion, which means working together and with the institutions in order to boost our credibility and achieve real results. I believe this formula does represent the bedrock of our ability to create interesting business opportunities for Made in Italy as a whole.” Italy is the leading furnishing supplier to the Chinese market. Conscious that maintaining this pole position can never be taken for granted, the Salone del Mobile.Milano Shanghai continues to invest energy and resources in order to come up with products and projects tailored to the dynamic demands of this country. “The success of the 2019 edition of the Salone del Mobile.Milano Shanghai is all down to the teamwork that has cemented Italy’s leadership position in a market with huge potential.
The satisfaction of the entrepreneurs and the very real support of the institutions inspire us to keep on investing energy and resources in an event that, in only four years, has become the jewel in the crown of the internationalization policy with regard to Made in Italy manufacturing,” said Emanuele Orsini, FederlegnoArredo President. The huge volume of positive feedback from the companies, the public and the stakeholders is confirmation that the Salone del Mobile.Milano Shanghai’s strategy, which is also geared to presenting the event as an opportunity for experiences, meetings and cultural exchange, is a key component of its “winning formula,” successfully condensing goods, protagonists and energy from East to West into a relatively small space, underpinning the commercial and cultural bridge between Italy and China with its great potential benefits for both sides. The three Master Classes organized by the Salone are also testament to this, all packed out with over 2,000 Chinese attendees: three leading exponents of international architecture and design – Rodolfo Dordoni, Patricia Urquiola and Ferruccio Laviani – matched by an equal number of gifted Chinese designers – Li Hu, Zhao Yang and Chen Fei Bo – shared their professional and design experiences, taking stock of the current situation within the sector. The contemporary story of Italy’s excellent savoir faire was interwoven with the experience of the Chinese designers and the research that goes into successfully coming up with original products and new housing models for China for the coming years. This year also marked the fourth edition of Salone Satellite Shanghai, involving 53 young designers, confirmation of the fact that China is a true hub of opportunity, research, ideas and experimentation.
The award-winners will be invited to the next edition of Salone Satellite, held as part of the Salone del Mobile Milano 2020.

For more information contact Mrs Marva Griffin or Mrs Patrizia Malfatti, Press Office Salone Milano:

Foro Bonaparte, 65 / I-20121 Milan, Italy / Tel. +39 02 80604248 / E-mail: