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Milan Design Week:

Major brands showcase in city centre instead of on fair grounds

It would seem that top European companies are bypassing Salone del Mobile.Milano this year, opting instead to showcase their products in their Milan showrooms and flagship stores, as well as other central venues. This decision comes despite the optimistic outlook for Italy's furniture industry and a year of anticipated expansion.


Notable brands like Design Holding's Maxalto, Roche Bobois, Luxence, and Versace Home have chosen to redirect their focus, citing the strength of their city centre locations and the need to prioritize their investments. This trend mirrors similar shifts seen in other trade shows, as brands prefer to unveil their collections in their own spaces.

The move has prompted a decrease in the number of exhibitors at Salone del Mobile.Milano, down to 1900 from around 2000 the previous year. Despite the reduced numbers, organizers emphasize the curated quality of the event, expecting to welcome over 300.000 visitors from key markets worldwide.


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