Salone del Mobile.Milano Shanghai 23-25 of November 2017

22 Nov 2017

Expectations are rocketing for the 2nd edition of the Shanghai edition of the Salone del Mobile fair (salone del Mobile.Milano Shanghai) held from 23 to 25 of November 2017 at the Exhibition Centre of Shanghai (SEC).

The 1st edition reached outstanding results, with 20.750 visitors from China’s first tier cities and from more central locations like Sichuan, Hubei and Henan provinces. Such high attendance confirmed the foresight of the three-years project designed to combine the Italian market knowledge with the growing demand for quality goods showed by the Chinese market. The success of Salone del Mobile.Milano Shanghai edition has been possible thanks to the crucial support of the Italian government and institutions.

This year, the area of the event will be bigger than in 2016 and there’ll be more than 100 Italian design brands (+63%). The exhibition will bring together interior designers, retailers, suppliers and experts in design and furniture that will bring the Italian excellence to China.

Just like in 2016, two main appointment cannot be missed: the Salone Satellite, created for designers under 35, and the Master Classes, with three days of training programmes. The Salone Satellite aims to support the creativity of new Chinese generations: 50 young designers from the best universities and relevant design Schools of the People’s Republic of China will participate. During the Master Classes, participants will have the opportunity to meet famous architects and designers such as Mario Bellini, Piero Lissoni and Giancarlo Tintori, who will present and share concepts and impressions of design evolution in China and all over the world.

As in any such great event, it will be essential for participating brands to interact with Chinese clients, and WeChat is just the perfect tool. Dedicated and targeted ADV campaigns can draw the attention of brand enthusiasts and relevant sector players to take part in the fair and direct them to the brand’s exhibition point. By giving Chinese participants handy services like in-app payments and catalogue displays the brand will provide its clients with the best experiences. During the fair users tend to consult WeChat in order to obtain more information regarding the products they may be interested in: An Official Account on WeChat can help and simplify the brand communication. In Europe, Digital Retex (Tencent Trusted Partner) has developed strong expertise on the design sector and can support Italian and European brands to identify the right target in China to reap the benefits of this flourishing market.

More and more design brands recognized the importance of Salone del Mobile.Milano Shanghai and the related business opportunities. During the Milan Salone del Mobile in April and on the 1st edition of the Salone del Mobile.Milano Shanghai, many design signs have launched a presence on WeChat with an Official Account.

On the 2nd edition of Salone del Mobile.Milano Shanghai stands out the participation of Poliform, Italian furniture leader that interprets housing projects with different and innovative choices both aesthetic and compositional. Poliform has observed a close attention and appreciation to his own design and has materialized the interest for the Chinese market with the opening of an Official Account on WeChat (ID: poliform_official), in order to enable visitors to have direct interaction with the brand.


Salone del Mobile.Milano Shanghai 2017 Preview

Salone del Mobile.Milano Announces 2017 Shanghai Lineup