Every April Milan transforms into the world capital of design. The Salone del Mobile and the Fuorisalone bring hundreds of thousands of visitors, buyers, journalists and industry professionals to the city. For brands, it is the opportunity of the year to launch products, tell stories and create memorable experiences.
Zona Tortona has been one of the most active districts of the Fuorisalone for years, with an exceptionally high concentration of installations, exhibitions and temporary showrooms.
Why Fuorisalone is different from other events
The Salone del Mobile is a trade fair: prefabricated stands, corridors, visitors in sequence. The Fuorisalone is an experience: people choose what to visit, they move through the city, they discover unexpected places.
This means your installation must do two things:
- Attract: it must be visible and intriguing enough to convince people to stop
- Tell a story: it must communicate the brand's identity in a coherent and memorable way
The choice of space is an integral part of this narrative.
How we've hosted Fuorisalone events
Over the years we have welcomed installations and presentations from brands such as Whirlpool, Samsung and many other players in the design and technology sector.
The Samsung — Resonance case
During a recent Design Week, Samsung used Spazio Bergognone 26 for a multisensory installation combining technology and design. The space was completely transformed with luminous elements, mirror surfaces and immersive sound design.
The open plan configuration allowed for the creation of distinct thematic zones within a fluid path that guided visitors through the brand experience.
The Whirlpool — Fuorisalone case
Whirlpool chose our space to present their new line of home appliances in a context that emphasised contemporary domestic design. The ceiling height and large windows created a light and airy atmosphere, perfect for showcasing the products.
Ideas for your installation in Zona Tortona
Immersive installation
Use the entire volume of the space: 360° projections, suspended installations, interactive floors. The area and height of Spazio Bergognone 26 allow for creations that would struggle to find space elsewhere in the city.
Temporary showroom
Create an environment that simulates the context of use of your products. A living room, an office, a creative workshop: the neutrality of the space adapts to any scenic requirement.
Launch event
Combine a product presentation with a social moment. The courtyard can host an outdoor cocktail area, while the indoor spaces are dedicated to the presentation.
Workshops and talks
The movable walls allow you to create an auditorium for parallel talks and workshops alongside an exhibition area. Perfect for brands that want to position themselves as thought leaders in their sector.
Checklist for planning your Fuorisalone
- [ ] Define the creative concept and the brand's key message
- [ ] Calculate the square metres needed for the installation and visitor flow
- [ ] Check technical requirements (power, connectivity, special structures)
- [ ] Plan the days for installation and dismantling
- [ ] Coordinate with audio-visual and lighting service providers
- [ ] Organise communications: invitations, PR, social media
- [ ] Arrange welcome staff and security
Is Fuorisalone approaching? Contact us now to check space availability during Design Week and build your proposal together.