Following the conclusion of the Salone del Mobile Milano 2026, VERMOBIL has looked back on the presentation of its renewed brand identity and exhibition concept under the name True Italian Outdoor. Rather than creating a conventional trade fair stand, the Italian outdoor furniture brand introduced an open meeting space inspired by the traditional Italian village square.
© VERMOBIL
The concept was rooted in everyday outdoor life in Italy. "There is a moment in Italy when the light softens and the squares begin to fill up. Chairs are brought out of the houses, tables are pushed together, voices mingle." According to VERMOBIL, this is not an event, but "a daily ritual: being together, outdoors."
With The Village, the brand aimed to create an environment centred around interaction and connection during the fair. "The Village is not a stage set, but a statement of intent." The open nature of the space was intended to encourage spontaneous conversations, collaborations and exchanges.
The scenography referenced Italy in the 1960s, drawing inspiration from the Amalfi Coast and cultural references to stars of Italian cinema, including Sofia Loren, Monica Vitti and Anna Magnani. Rather than nostalgia, the concept focused on a contemporary interpretation of Italian simplicity.
The exhibition space consisted of fragmented settings and informal meeting points. Market crates were used as design objects, counters became gathering spaces and visitors leafed through catalogues while lemonade was served. "It is in this suspension between function and informality that the project finds its balance."
© VERMOBIL
During the fair, VERMOBIL also unveiled a renewed visual identity developed in collaboration with Paris-based agency Cake Design. The new slogan reads: "VERMOBIL. True Italian Outdoor."
Metal remains at the centre of the brand's philosophy. "Metal — steel, stainless steel, aluminium — is not just a material, but expertise." During the Salone, VERMOBIL reaffirmed its decision to continue manufacturing in Italy in order to maintain a balance between quality, price and identity.
The new collections also formed part of this evolution. The company presented designs by Patrick Norguet, Florent Coirier, Marcello Ziliani and Nicola Bonriposi, including the Virna lounge collection, Pupa hospitality chair, Orme table collection and the expansion of Volée.
Meer informatie:
VERMOBIL Style Srl
Antonion da Migliano, 1
06055 Marsciano,
[email protected]
www.vermobil.it
Italy
