Meeting with Claudio Luti, President of Salone del Mobile.

The idea to liven up the presentation of design products with events between social and performance is more and more popular. Born along with Fuorisalone, then extended during the presidency of the Salone del Mobile of Claudio Luti, to the very own Salone.

“The Fuorisalone is evolving with a wider offers and finds its strength in the large cultural and business machine of the Salone del Mobile. They both have a specific identity but represent two complementary entities. The Salone is the business place where companies exhibit new products, meet clients and conclude commercial agreements. The Fuorisalone has become the story of the culture of design, an overview of events that transform the city into a showcase where sharing the urban reality allows the contamination with other worlds”, explains Luti.

But can this coexistence be considered a new way to conceive fairs?

“Of course fair events can’t close up to themselves. For years during those days the Salone interacts with a unique spirit of vitality and internationality in Milan, rather than a coexistence I like to think of a positive complementarity where the two offers integrate with each other for professionals, companies, architects, designers, cultural operators, media who come in the city during the most important design week of the world. As president of the Salone, I dream of an increasingly international fair, with top quality offers in a city that is able to host the design community with high profile services and cultural proposals, to create unique emotions and experiences. Superstudio and Superdesign Show are part of this integrated system project and play an important role within the collective effort to make Milan bigger”.