Salone del Mobile answered the siren call of the Chinese market in 2016 with Salone del Mobile.Milano Shanghai, a three-day fair showcasing products from selected Italian brands from its Milan edition.

The inaugural Shanghai edition and its second edition last year drew more than 40,000 high profile visitors, cementing its status as an important commercial and cultural bridge between Italy and China.

“Exports of Italian furniture to China rose 42 per cent in 2017,” said Amedeo Scarpa, Director of the Italian Trade Agency (ICE) in Beijing. “It testifies to a strong, growing interest in the Italian lifestyle,” he added. Scarpa said that ICE’s budget for Made in Italy promotional activities has been increased fivefold by the Italian government.

Salone del Mobile.Milano Shanghai 2017

The fair is currently gearing up for its return to the Shanghai Exhibition Centre on 22 to 24 November 2018.

“Shanghai is a fundamental strand in the internationalisation of the Salone del Mobile.Milano has undertaken over the last few years geared to bringing prime Italian manufacturing to the Chinese Market,” said Claudio Luti, President of the Salone del Mobile during the fair’s press conference in Shanghai last week.

Salone del Mobile.Milano Shanghai press conference

“Our objective is to strengthen the links between two cultures, both with a wealth of history and experience behind them, and both keen to communicate the quality, originality and creativity of Italian furnishing to further build on Made in Italy’s strong powers of attraction,” he adds.

The Salone del Mobile.Milano Shanghai 2018 will showcase curated products from a total of 119 Italian brands. These brands are classified into two categories: the Design category (72 brands) describes as products that embody “functionality, innovation and great looks”, and the xLux/Classico category (47 brands) that “marry classic elegance and contemporary design”.

The Shanghai fair’s design talk series the Master Classes will see three renowned architects – Michele de Lucchi, Stefano Boeri and Roberto Palomba in conversation with Chinese design young guns like Yung Ho Chang, Liu Yichun and Furong Chen. The talk series aimed to explore how Chinese and Italian thoughts on the development of the design industry differs, run parallel, and converge.

The SaloneSatellite Shanghai, a showcase platform for Chinese designers and design students under 35, will also be back. Three top talents from the showcase will be chosen by an esteemed industry panel to receive the SaloneSatellite Shanghai Awards and an invitation to take part in SaloneSatellite 2019 in Milan.

The press conference culminated in the Red Night party at the Cha Villa, which was bathed in ‘Salone red’ light for the occasion. The event was attended by around 400 architects, interior designers, real estate promoters and sectoral professionals.

Salone del Mobile.Milano Shanghai will run from 22 to 24 November 2018 at the Shanghai Exhibition centre from 10am to 6pm. Admission fee applies, by invitation only and with compulsory preregistration. No ticketing on site available. Click here for more information.