Held in the Aula Magna of the Catholic University of Milan, the press conference for the 59th edition of Salone del Mobile was very well-attended and extremely animated. At this conference, a number of important announcements were made, like the addition of the new word Beauty to the Manifesto, the confirmation of the new exhibitive Workplace3.0 and S.Project formats, the return of EuroCucina and the International Bathroom Exhibition.
Claudio Luti, President of the Salone del Mobile, introduced the keyword of this year, which is added to the Manifesto born 2 years ago: 2020 is the year of Beauty, a term that encompasses all the 10 previous words. The entire Manifesto will be told by the installation for the Salone 2020 designed by Davide Rampello in the Sala delle Cariatidi of Palazzo Reale, a beauty understood as an ethical vision of the project, intrinsic in human DNA, to be told through the 10 words of the poster interpreted by as many authors of Italian cinema.
The other unmissable topical issue of this 59th edition is sustainability.
The Mayor of Milan, Beppe Sala, referred to Milan’s ties with the Salone as a driver of creatives, businesses and visitors in a city that has (re)discovered its own “beauty” and places sustainability, social responsibility and young people firmly at the center, while Francesco Morace shared his thoughts on how the sector might look in the future: sustainability will be smarter, services will be shared, beauty will be a common good, and communication will face up to the great challenge of authenticity.