{
  "id": 3450453,
  "title": "Da Jakarta a Miami, il Salone del Mobile stringe intese all’estero",
  "url": "https://urgent.news/2026/08/26/da-jakarta-a-miami-il-salone-del-mobile-stringe-intese-allestero",
  "topic": "business",
  "section": "Business",
  "published": "2026-08-26T06:32:01.000Z",
  "source": {
    "name": "Il Sole 24 Ore",
    "slug": "il-sole-24-ore",
    "url": "https://www.ilsole24ore.com/art/da-jakarta-miami-salone-mobile-stringe-intese-all-estero-AJxLsJu"
  },
  "original_language": "it",
  "account": "In the past two years, the United States, Hong Kong, and Osaka hosted significant events, including the Expo Universale in Hong Kong and Osaka. This year, Jakarta will host a major event, confirming the growing interest of Italian design companies in Southeast Asia. The Milan Salone del Mobile has launched its new international roadshow, which, apart from promoting the new edition of the Milan event (which will take place from April 13 to 18, 2027), is a broader project. Each stop features a communication strategy and a format tailored to the specific market, based on connections and interests to be activated. The journey begins in Indonesia, where the Indonesia Design Week will take place from September 18 to October 18 at the Indonesia Design District (IDD) PIK2. The event will showcase a selection of products from the SaloneSatellite (the Salone's exhibition reserved for designers under 30) from its founding to the present day. Following stops in major European and international cities, the Salone will visit Riyadh next year, where the first Saudi Arabian edition of the Salone del Mobile will take place in November, postponed from 2025 due to war in Iran and the Middle East crisis. Maria Porro, president of the Salone del Mobile, explains that the program will cover some cities that have become regular appointments for the Salone, while adding new destinations chosen due to the interest of the markets they represent or due to the hosting of special events, with which the Salone establishes strategic alliances. These alliances are based on the story of design or the world of interior and decoration, as well as on the sector of major projects, which is experiencing strong expansion for furniture companies and is the focus of the Salone Contract, set to debut in the 2027 edition of the Milan event. This year, the international tour has a triple nature: promoting the Contract project, involving interior designers and decorators, and telling the world of the Salone and its values to the press. Porro adds that this year, the tour's international focus will be on promoting the Contract project, engaging interior designers and decorators, and promoting the Salone's world and values. The Salone is a complex ecosystem, composed of many realities and a diversified offer, which is why its promotion can be varied and adapted to the markets and target audiences. For example, cities such as Shanghai, New Delhi, London, New York, and Chicago, which host some of the world's most important architecture studios or are impacted by major real estate projects, will focus on the Contract Salone. Through partnerships with local events or entities, such as the Boutique Design Festival in New York (BDNY), the Salone will organize a talk. Similarly, a three-year alliance with Art Basel, one of the most important international art fairs, began in the past year, ensuring that the Salone's events in Miami and Hong Kong during the festival promote the new Raritas project, which debuted last April. This project allows for the presentation of artistic and design realities with great potential, but not yet industrialized. The choice to bring the SaloneSatellite collection to Jakarta aims to establish connections with emerging talents in a scene of design in great ferment. The international tour is therefore a promotion and scouting (of designers, exhibitors, and partners). The decision to open to new markets partly reflects the Salone's global soul, but also, unfortunately, \"the closing of other countries or the difficulties of some historically and traditionally consolidated geographies, such as the United States, which will still be part of the tour.\" The staff is working on organizing stops in Canada, \"a very important territory, especially Vancouver and Toronto, but also Montreal,\" Porro explains. There is a culture that appreciates Made in Italy, and after a phase in which the real estate and decoration market slowed due to some restrictive policies on housing purchases for non-residents, the situation is now recovering. The global journey aims to support Made in Italy, especially during a period of strong slowdown in exports due to American tariffs and the war in Iran, which has halted hopes for the Middle East, a region with some of the most dynamic geographies in recent years for the sector. Porro explains that the market is supported mainly by major projects, which is why they are investing heavily in the Contract Salone. However, international competition is becoming increasingly fierce, with China and Spain presenting increasingly interesting and high-quality companies, driven by industrial policies favorable, primarily energy-related.",
  "summary": "Eventi, mostre, convegni: parte il roadshow globale della manifestazione. Porro: «Focus su mercati strategici. Per ogni Paese un approccio differente»",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}