Inside and outside the salon

There was an unusual heat in Milan last week. The temperature rose to 30 degrees. It seemed that the air warmed up from the hundreds of thousands people who rushed to Milan to see the world's novelties at the Salone del Mobile exhibition and in the city itself at FuoriSalone.

There were a lot of people, much more than last year. On many stands it was necessary to defend the queue to get inside, mainly from the Chinese and Russian speakers. Indeed, when the results were calculated, it turned out that for 6 days, 434,509 people from 188 countries visited the exhibition! It turned out to be almost 100 thousand, or 26% more than the previous Salone del Mobile in 2017.

The exhibition was visited by 434 509 people from 188 countries, photo © Evgeny Utkin

And if you take into account all the events in the city itself, you can say with confidence that more than a million have taken part in the festival of design - almost like the entire population of Milan.

This year the exhibition was devoted to sustainable development and ecology (sustainability), so I was hoping to see especially a lot of environmentally friendly materials, natural wood ... but looking at the exhibition - and it occupied the entire exhibition area, 24 large pavilions -  I did not find great innovations in the field of ecology.

Yes, there was a wooden bicycle on one stand - but it was put to attract attention, and not as a functional element. Yes, it was possible to find chairs from cardboard - but this has been showing for many years. Of course, the Riva 1920 stand showed furniture and interior items from the rarest varieties of wood, and some stands were decorated with eco-friendly furniture (Walter Knoll), but as a concept, I did not find it.

Stand Riva 1920 (left) and wooden bicycle (right), photo © Evgeny Utkin

Furniture stand Walter Knoll, photo © Evgeny Utkin

Everything was as always, except for the unexpected heat and large lines in the cupboards for water. A pair of pavilions of the pompous empire style - they were called "classics"; a pair of xLux pavilions, they were exhibited with brands that first proved their name in fashion, and then began to create furniture and interior items, for example, Roberto Cavalli, and with old good brands of furniture.

At the exhibition were presented both brands - that came from fashion and traditional furniture brands, photo © Evgeny Utkin

A couple of pavilions were devoted to bathroom equipment, and it was possible not only to look at different baths and shower rooms. Here you could try lying on the surface of the Dead Sea without soaking the body, or rather try "dry floating" on a special couch Zerobody of company Starpool. It could be experienced by yourself - lie down in weightlessness, relax and listen to music.

«Dry floating»  on a special couch Zerobody of company Starpool, photo © Evgeny Utkin

The main part of the exhibition was devoted to "design", there were Molteni, DADA and Kartell, and many other giants of the furniture industry. In addition, every two years an exhibition of kitchen equipment is held (it alternates with light exhibition), and there, of course, it was necessary to come at lunchtime.

There was possible not only to look at all this kitchen equipment, but also to feel its result with the help of chefs, who cooked their dishes and gave them a try. For example, risotto with beets (a very unusual dish for Italy), or just a pizza.

Exhibition of kitchen equipment, photo © salonemilano.it, Evgeny Utkin (right), photo © Evgeny Utkin

There were many closed and open parties, installations in the city. As always, the design centers were: st. Tortona, the center, the Triennale in the Park Sempione, the courtyards of the Milan State University. Ikea surprised visitors by arranging two exhibitions - one "serious", with its main developments, and one comic where they presented "novelties" of design.

For example, the Diät table, for diet lovers - in the center of it there was a huge hole, so you could put quite a bit of food only on the corners, or the wardrobe Åktenskåp, in which it would be convenient to hide your lover - there is a chair, a lamp and magazines to read ...

Very unusual dish for Italy - risotto with beets, photo © Evgeny Utkin

The furniture industry is a significant branch of Italy, it employs about 320 thousand people. It produces products for 41 billion euros, 38% is exported. Therefore, the exhibition was visited by the retired Premier (but still acting before the appointment of the new government) by Paolo Gentiloni, and one of the main contenders - the leader of the "Five Stars" movement Luigi di Maio. Although many foreign visitors did not even recognize them. All were focused on novelties of design, and the Italian prime minister, one former, another not yet appointed, did not cause interest. Thank God that they were recognized by the Italians.

Evgeny Utkin, Milan, Italy

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