Three questions to Maria Porro
Anna Moldenhauer: What was the key factor in developing the concepts for the presentation in China?
Maria Porro: First of all, China is a strategic market offering interesting business opportunities for Made in Italy products. It ranks seventh in 2023 in the top 25 export destinations for the wood-furniture industry and by the end of the year, Italy confirmed itself as the leading furniture exporter to China. An interest that was reaffirmed during the 2024 edition of Salone del Mobile.Milano, where China regained the top spot for number of visitors after the long post-pandemic transition. Salone del Mobile.Milano aims to maintain and stimulate this market that seems to be struggling, although its high-end segment remains very dynamic and of great interest for Made in Italy. As a trade fair event, another important goal we have is to support exhibiting companies in seizing new opportunities for growth, development, and distribution in this region. At the same time, we want to strengthen our leadership in thought and vision, which today goes beyond traditional design, embracing the interaction between culture and projects, architecture, and art.
For Salone del Mobile, the special projects in Shanghai and Hong Kong are the result of a process of creating new formats, both performative and exhibition-based, designed specifically for foreign markets. The aim is to strengthen internationalization efforts, foster international dialogue on living spaces, and experiment with multidisciplinary languages and practices within the culture of design. The Salone chose West Bund Art & Design – of which it is a Project Partner for this occasion – as the venue to return to China, as it is a cultural landmark in Shanghai, attracting galleries and visitors from all over the world. This prestigious event, a crossroads for the Chinese contemporary art scene, shares with the Salone a focus on innovation, creativity, and serving as the ideal platform for exploring the intersections between the two worlds.
In your opinion, how does the Chinese furniture industry differ from the European one?
Maria Porro: There are many substantial differences which I try to summarize in a few paragraphs. The industry in China is dominated by a few very large manufacturers with massive production capacities, complemented by a growing number of smaller, design-focused firms that cater to the luxury and premium markets. Many Chinese companies focus heavily on exports, although the domestic market is rapidly expanding. The European furniture industry, on the contrary, is more fragmented, with numerous small to medium-sized enterprises that often specialize in niche markets or artisanal production. European furniture companies tend to be family-owned businesses that have been passed down through generations, emphasizing legacy, craftsmanship, and strong brand identities. Chinese furniture has more recently embraced a blend of traditional and modern aesthetics and there is also a rising interest in luxury and high-end furniture due to the growth of the middle class and wealthy consumers, leading to increased demand for customized, unique pieces.
European furniture, Italian in particular, is known for luxury furniture with a focus on craftsmanship, materials, and design innovation. European designs also tend to push boundaries in terms of sustainability and eco-friendly materials. The European Union has stricter environmental regulations that manufacturers must adhere to. The Chinese furniture industry excels in large-scale production, often at competitive prices, which has made it a global leader in export volume, while the European industry focuses more on bespoke, high-quality, and sustainable materials and innovation.
Can you give us a sneak preview of the Salone.del.Mobile and SaloneSatellite 2025 in Milan?
Maria Porro: It will be a more and more sustainable edition from either the exhibitors and visitors’side. I can say very little now about the many projects we will be presenting. I can say that being the year of Euroluce there will be a great focus on light either at the fair either in downtown Milan. We are developing additional engagement strategies for industry professionals focused on training and research.
