Salone di Mobile 2021
The Milan fair and associated Design Week is an annual must for us. Besides the novelties at the fair, the entire city is interwoven with design exhibitions. We have been attending the Milan fair since 2005, so we can observe how it evolves and changes.
The 2020 edition was canceled due to COVID-19. The 2021 edition was moved from spring to autumn, and we were somewhat uncertain about what to expect. After all, it is an international fair with a vast reach and significant attendance from people all over the world. Travel in 2021 had not yet fully returned to pre-COVID levels, and a large number of foreigners could not enter the EU. Nevertheless, we decided to give it a try. However, we were the only ones in our circle who did. On the fair's website, the event was presented as completely normal, just additionally adorned with "super" and "sustainability" in every possible way.
The first curiosity was that we managed to easily find a hotel right in the center and for a reasonable price. Usually, all accommodations are absolutely full and hotels charge astronomical amounts. Upon arrival at the exhibition site, there was a crowd of people in front of the gate. The check was very thorough; those without a COVID pass could take a test on the spot, otherwise entry was forbidden. What completely took us by surprise was that the exhibition center was empty except for two halls. Normally, there are twenty-four. We had never seen it like this. We walked through the two halls in an hour. The classic exhibition booths had shrunk to something resembling a small exhibition. The entire hall was divided into aisles with an exhibition wall, and each exhibitor, mostly local, had a wall and about a meter of floor space in front of it. So something completely different from usual.
Unfortunately, even with this format, the organizers failed to fill both halls, so some kind of dead spaces were created at the ends, filled with hanging curtains to avoid the appearance of emptiness.
The opposite was the case with the city. All the spaces within the Brera Design District were prepared as always, just without the people. And we really liked that. Plus, they had time for us everywhere. Usually, visiting showrooms is like queuing for a concert.
At Gessi, they showed us a new feature in the form of magnetic presentation panels, on which you can assemble shower and wellness setups with clients. It's very clear and can be changed until the client is satisfied.
At Boffi, we were alone, unbelievable. At Boffi, they have a completely new exposition every year, and we had the luxury of being able to look at everything in peace and with perspective.
In conclusion? It was strange, but it reinforced a thought that has been in our heads for a few years. The pre-pandemic form of the fair began to be very uncomfortable. The enormous number of people, which increased every year, was frankly annoying. Moreover, we caught ourselves just skimming through the actual fair, sort of out of obligation. And the Design District is so full that we can't see anything. We've decided to take a break from the fairs. This year only confirmed it. Instead, we plan to visit several manufacturers either in showrooms or directly in production, just as we have already toured northern Italy. And it will be much better.
by Radka - 10. 8. 2023