I traveled to Riyadh specifically to cover the Salone del Mobile on behalf of Superstudio – or rather, “Red in Progress. Salone del Mobile. Milan meets Riyadh”.
Flying for a long time over the desert before finally glimpsing the city – a true oasis – was already striking. Then, by taxi, I found myself surrounded by skyscrapers and in front of the extraordinary metro station designed by Zaha Hadid Architects, where five lines converge inside an immense structure inspired by desert dunes. A sophisticated play of solids and voids lightens the monumentality of this almost pharaonic architecture.
Finally, I arrived at the KAFD, the financial district where the Giò Forma studio staged the Salone, masterfully reinterpreting it as a natural stage.
A kind of amphitheater entirely in red – the symbolic color of the Salone – with a long staircase flanked by modular transparent red niches housing the products of 38 Italian companies, carefully selected as iconic representatives of Made in Italy. A highly captivating setting, immediately striking for its originality.
The far-sighted vision of President Maria Porro perfectly aligned with Saudi Vision 2030, which promotes innovation and sustainability, encouraging connections between designers, architects, and strategic players from both countries.
The three days of the Salone were a real success, and the figures speak for themselves.
There were 350 B2B meetings, accessible through an online platform, where companies presented their brands and shared their projects. The meeting lounge, designed by Studio Lissoni, offered a comfortable, discreet, and secluded environment, fostering dialogue in a relaxed atmosphere.
The amphitheater was often packed, especially with young Saudis in traditional attire, as Italian architects and designers – including Mario Cucinella, Roberto Palomba, and Piero Lissoni – took turns on stage over the days, engaging in dialogue with local architects and experts on the theme of sustainable urban transformation. The masterclasses effectively narrated the history, evolution, and fascinating details of recent decades of Italian design.
In the mornings, local architects accompanied industry professionals to cultural events and visits to major projects in Riyadh, helping them better understand the spirit of a city in constant evolution – from the mud and raw-brick town of the early 19th century to today’s contemporary metropolis.
Maria Porro’s idea – “Not exporting Milan, but building with Riyadh” – was so successful that plans are already underway for a Salone del Mobile in Riyadh in 2026. Thanks to this initiative, Italian design has strengthened its presence in the rapidly expanding Saudi market, placing Made in Italy at the very heart of the Middle East.

MILANO MEETS RIYADH
King Abdullah Financial District, Riyadh