By After two stops in Miami (last December during the World Art Week) and New York City (in January), the Salone del Mobile.Milano concludes its U.S tour in Texas, in the city of Houston, with a new strategic date for the trade show, which will take place in Milan, April 8-13, 2025. Featuring more than 2,000 exhibitors from 37 countries, the first The Euroluce International Lighting Forum, five days of talks and roundtable discussions, more than 30 world-renowned speakers and three magnificent installations between show and city, shaped by the visionary approach of acclaimed artist Robert Wilson, Oscar-winning director Paolo Sorrentino and French architect of luxury hospitality venues, Pierre-Yves Rochon.
In addition, the announcement that 2024 (after 2022 and 2023) also ended with another record of Italian sales in the U.S. of genuine products: with a total of 76.4 billion USD, which is another +5% over 2022 (which was 73 billion), but most of all, this is + 55% over 2020, the negative peak of the pandemic. Furniture and building contribute to this result with more than 3.7 billion USD and +42% over 2020.
In Houston, on February 20, the management of the Salone del Mobile.Milano and the Italian Trade Agency Miami, the office responsible for the design industry in the U.S. – which worked on setting up and coordinating the Salone’s mission in the United States – created, in collaboration with the main American associations of architects, designers and builders, a meeting opportunity dedicated to the main news, activities and events of the 63rd edition of the trade fair.
Texas is the third U.S. state for authentic Made in Italy purchases (with more than 5 billion USD in 2024), and design competes with this national production success, having doubled the pre-pandemic data and reaching approximately 300 million USD (+100% over 2021). Texas (along with Florida and Arizona) is also the site of new housing developments and is increasingly becoming a tech location par excellence. The activity and development of IT and electronics companies and start-ups, first and foremost in Dallas and Austin, the so-called Silicon Hills, is a continually growing trend at the expense of historic sectors, such as aerospace and oil, while Houston remains the American and world capital for aerospace and oil.
Carlo Angelo Bocchi, Italian Trade Commissioner Miami states: “The new record of Italian sales in the U.S. comforts us on the post-Covid path undertaken by our companies. These companies are innovators, sustainable and take care to use design to improve every aspect of daily life, bringing it well-being and quality. The product selection goes against the price selection, which never belonged to Italy, and bringing the Salone (one of the most well-known trade fairs, with international content) to a city like Houston continues to nourish the American passion of architecture offices, designers, builders, engineering companies for a production that is seen as unique and up-to-date, as well as increasingly innovative and looking to green solutions in the area of sustainability and circular economy.”
The meeting in Houston, within the context of the Salone’s international tour, represents a unique opportunity for the trade fair, which strengthens the dialogue with a key market, creates strategic connections and establishes a global platform of business and innovation. Meeting designers, companies, stakeholders and international media representatives directly makes it possible to share visions and strengthen ties with the design community. Each stop on the tour is an opportunity to share the Salone’s commercial and cultural value, building quality relationships and expanding the network of speakers who come together in Milan each year for a unique and strategic industry experience.
Andrea Vaiani, Exhibitions Director at the Salone del Mobile.Milano comments: “It is truly a pleasure to return to the United States, a country that re-establishes itself as a user of the highest value for the Salone brand, with 7,023 professionals at the 2024 edition (+16% vs 2023), corresponding to 6th place among 150 countries of origin. We are here to talk about the upcoming Salone, an extraordinary show for its content, innovation and strategic vision. An essential event for the industry, which will combine the excellence of global design, with exceptional figures, leading companies and new emerging businesses. There will be more than 2,000 exhibitors – 38% from abroad – and 148 brands, including debuts and returning brands, spread over more than 169,000 sq m of exhibition space, entirely sold out. An edition that will mark the anticipated return of Euroluce, with more than 300 brands from 25 countries. SaloneSatellite will fill another large space, with 700 designers under 35 and 20 international schools and universities. All these numbers attest to the Salone’s strategic role as a platform for business, innovation and internationalization – a level of excellence further confirmed by the economic value of the exhibiting Italian and foreign brands, which together generate more than 16 billion euros in revenue. A high-profile cultural program will stimulate new visions, with three site-specific installations: Villa Héritage by architect Pierre-Yves Rochon, La dolce attesa by Paolo Sorrentino and Mother by the undisputed genius of Robert Wilson. Particularly important, because it is the first of its kind, is the focus on lighting design with the debut of The Euroluce International Lighting Forum. And finally, the trade show’s offerings are rounded out by the Talks and Roundtables on Drafting Futures, featuring leading figures from the contemporary scene.”
Luca Adornato, Director of Marketing and Communication for the Salone del Mobile.Milano adds: “The common thread that ties all these activities, events and talks at the 63rd edition of the Salone del Mobile.Milano together is the communication campaign, Thought for Humans, by Dentsu Creative Italy. A concept that reaffirms the heart of design: being created by and for humans, responding to their needs, values and experiences. We have therefore chosen American photographer Bill Durgin, whose innovative artistic language explores the relationship between body and material. His shots reveal the most profound essence of design; showing how materials harmoniously blend with the human body, the campaign also alludes to the entire production process, to its environmental impact and, especially, to the value of the project as a whole. For humans, thinking means putting at the center of the project not only the object, but also its meaning, its function and its relationship with the person who experiences it and with the space it inhabits.”
Adornato then concluded by explaining how the trade show’s innovative character also continues through its digital dimension: “The Salone del Mobile.Milano’s digital platform does not only support the physical event; it also serves to enable business, networking and knowledge. We have recently renovated our website to offer the user an even more intuitive and customized experience, with optimized access to exclusive content, interactive tools like maps and wayfinding, and advanced matchmaking services to facilitate valuable connections. For exhibitors, the Salone introduces dedicated digital services to broaden their visibility and optimize meetings at the show. For visitors, in addition to the online ticket office and interactive browsing, the customized showreel video service will again be available, allowing the visitor to receive a digital summary of the trade show experience.”
