comunicazione del made in italy

#SUPERSALONE 2021: the communication of furniture and design returns in person for everyone

One day before the debut, in the presence of the President of the Republic Sergio Mattarella, the results of the Salone del Mobile surpass all expectations, as communicated today by the President of FederlegnoArredo Claudio Feltrin.

Mayor Sala certainly didn’t doubt it, as he underscored yesterday how the Salone was already a success “for having been organized in a moment of exceptional complexity, and for having brought together the best efforts of many, despite the scepticism of some.”


Ever since the sixties, the Salone del Mobile has been able to look to society’s trasformazioni, analysing challenges and taking advantage of opportunities by adopting new points of view. Now more than ever, when we have been so unexpectedly overwhelmed by change, there is a strong need to find and share different perspectives to look to the future with renewed and sustainable enthusiasm.

The inauguration of the event is proof of the indubitable and all-Italian ability of never giving up, facing down emergencies and seeking opportunities hidden in changes.


When the decision was being made on whether to organise the event in April, we from Barabino & Partners were advocating for holding the event. A decision aligned with the tendencies of the time, the reliable political leadership of the President of the Council of Ministers, the first signs of a recovery as well as the strategic and symbolic value of the Salone del Mobile.

We shared and supported FederlegnoArredo’s decision to not give up on this iconic event of international importance, synonymous with Made in Italy’s excellence and a chance to spotlight a well-deserving entrepreneurial sector that, together with food and fashion, is a staple of Italy worldwide.


If Covid has undermined habit and certainty, the Salone reinvented itself also thanks to the extraordinary design capacity of Architect Stefano Boeri and his team, which has always been part of his DNA: “I have always witnessed a Salone that, in its every edition, was able to stimulate conversations” explained Maria Porro, President of the Salone del Mobile.

This year, she continues, “We broke the mould […] It was not easy but having chosen a new path and taken the opportunity to deliver fresh brand and product visions is a sign of how strong our design is, as it marries cultural traditions, the creativity of its protagonists and the industry’s innovative capacity, allowing us to look to the future with confidence.” An event was born that, according to the president of FederlegnoArredo Feltrin, benefits the supply chain and reaffirms the leadership of our sector, of the city of Milan and of the Sistema Italia: “to FederlegnoArredo, the “supersalone” represents a sign of recovery that, while we wait for Salone del Mobile 2022, will support internationalisation processes and provide visibility to the Made in Italy throughout the global markets” for a growing sector that has recorded in the first part of the year a +14% from 2019 and +51.7% over 2020.


Against this backdrop, the #Supersalone enters the stage from the 5th to the 10th of September in Fiera Milano, Rho, for the first time entirely open to the public, curated by the great Stefano Boeri and a select international group of co-planners.

Close to 70 thousand square meters host over 1900 projects (by exposition brands, self-production designers and young people who have graduated in 2020/2021), an extremely rich public program with over 40 illustrious speakers (including architects, innovators, visionaries, entrepreneurs, artists and politicians), a film festival in collaboration with Milano Design Film Festival, four food courts designed by Identità Golose and home to nine of the biggest icons of Italian cuisine, and a large exhibition of ADI/Compasso d’Oro.

It has all been planned to capitalise on the meeting points of different sectors, experimenting on new expositional formats while respecting the values of sustainability and recycling of materials, involve and excite visitors.


Here at Barabino & Partners, having always been communicators of the Made in Italy both in Italy and abroad, we are proud of having been part of this extraordinary adventure that tells a story of quality, beauty and innovation as well as resilience of the furniture industry to Italy and the world.

categories: news / eventi