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Milan-Moscow: closer than ever

The 12th edition of the Saloni WorldWide Moscow, the benchmark fair for interior concepts, reflects a generally positive trend. 

The advertising claim – “Design Without Borders. Milan is closer than you think” – underscores the fact that Salone del Mobile.Milano and MADE expo are continuing to take their Milan events to Moscow – the former with the Saloni WorldWide Moscow and SaloneSatellite WorldWide Moscow and the latter with MADE expo WorldWide – Russia being one of the prime markets for the Italian furnishing sector.

Italy was Russia’s 2nd furnishing product importer again in 2015. The economic crisis led to a slowing down in imports between late 2014 and early 2015, even though there was no fall in the consumption of durable goods such as furniture, or in housing demand in 2014, thanks to the liquidity invested to offset the lower purchasing power threatening the rouble. The consumer bracket attracted by Made in Italy, in particular, was less affected by a loss of purchasing power than other income groups. Positive estimates for the next 6 years suggest that Russia will continue to lead purchasing with imports of BBF (Bello e Ben Fatto/Beautiful and Well-Made) furnishing from Italy. Further testament to the strong Russian market interest in Italy’s home furnishing sector and Made in Italy, were the 14,388 accredited Russian visitors to the Salone del Mobile.Milano 2016, in 2nd place after China.

The fact that this is our twelfth year in Moscow is proof of the complete faith Russian consumers and those in its geopolitical basin have shown in us, not just because of the range of top quality and technically innovative goods representative of Italy’s design culture on offer, but also because we have opened up a direct channel, true “design without frontiers”, in which economies, situations and even language barriers take second place”, said Roberto Snaidero, President of the Saloni WorldWide Moscow.

Pier Paolo Celeste, Director of ICE Moscow, had this to say: “This Salone marks ICE’s renewed commitment to leveraging all the aspects of a curious, constantly evolving and changing market, marked by an ongoing appreciation for Made in Italy in its ever-changing forms and its quest for avant-garde materials.”

There has been robust response from the about 300 participating companies destined for Pavilions 7 and 8 – showcasing the very best from last April’s Salone del Mobile.Milano – who see the event as an unmissable opportunity to gain a foothold in the Russian and post-Soviet markets, increasingly drawn to high-end classic, designer and luxury pieces. The Salone del Mobile.Milano debut of the latter segment, known as xLux, attracted great interest. Over 30,000 visitors, consisting of trade members, the general public and the press are expected – who recognise the event as the only vehicle for quality furnishing on the Russian market, not least because of the wide range of goods – furnishings, upholstereds, lighting systems, kitchens, accessories, bathroom furniture and textiles. 

SaloneSatellite WorldWide Moscow is also in its 12th edition, showcasing young designers from Russia and the post-Soviet republics, providing interface with the exhibiting firms and great visibility for those taking part. This marks the 3rd edition of MADE expo WorldWide, the event devoted to interior architecture, in which several leading Italian door and surfaces companies are taking part, in complete synergy with I Saloni WorldWide Moscow, also at Crocus Expo-2 on the same dates. The main MADE expo event, which became a European benchmark for the world of architecture and construction, will be held in Milan from 8th to 11th March 2017. 

The Master Classes, organised in partnership with ICE - Italian Trade Agency, are an opportunity for focus, reflection and discussion on design-related issues, in which leading design figures have taken part in the past. The Master Classes in Pavilion 6, devoted to design and interior architecture this year, will be moderated by Olga Kosyreva, CEO and founder of Design Lectorium, and feature 3 architects of the 11 architectural practices that took part in ROOMS. Novel Living Concepts, the great Salone del Mobile.Milano exhibition at the XXI Triennale International Exhibition in Milan: Duilio Forte, Claudio Lazzarini and Carl Pickering, Francesco Librizzi.

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