Plan your presence at this year’s Fuorisalone in Milan


Milan is an international hub of trade shows, that draw visitors from all over the world and boost their respective industrial clusters from one edition to the next. The Milan Design Week – whose main events are the Furniture Show and the FuoriSalone – is one of the most famous and anticipated and has risen to the status of cult event for designers, architects and entrepreneurs. For a week, the regional capital of Lombardy turns into one massive open-air art installation, with hundreds of events popping up in surprising and unusual venues, and concerts, exhibitions, cocktail parties and DJ-sets rippling across the surface of the Milanese nightlife. The next edition of the International Furniture Show will take place from April 17th to 22nd in the Rho exhibition district and, as usual, brands and individual designers are already planning their presence. And, of course, just as many are looking with interest at the corresponding Fuorisalone – and so should you!

How to attend this year’s Fuorisalone

The first thing you should bear in mind is that it’s never to early to start planning your attendance. The second thing you should bear in mind is that Fuorisalone is not a trade show and is not controlled by a central body or committee. Brands participate not by signing up, but by hiring a venue and setting up their own stores, show-rooms, pop-up shops and parties. Each brand tells its own story and they all conflate into an exciting collective chorus for the benefit of thousands of visitors, tourists and professionals. If you need help doing any of that, you are in luck: we can assist you with every detail of your event planning!

Need help planning your presence at this event? Call us now!

What do you need?

The first thing you need, in order to make the most of your Fuorisalone experience, is a clear set of goals. What do you want to achieve? Are you looking to increase your brand awareness, gain exposure and talk to the media? Are you looking for investors and sponsors? Are you hoping to expand your international business to Italy or sell on the Italian market? Are you looking for a distributor, retailer, representative or associate? Your main goals will dictate the course of action and type of events you will need to organise. If you have a selection of products to showcase, make sure you choose the most innovative and unique one and tell a story around them. Create context, design an installation or make them pop-up unexpected during a flash mob. Go full guerrilla or stick to tradition: there’s no right or wrong style when it comes to promoting your brand, just effective or ineffective strategies.

Find the right venue

Showcasing your brand in Milan is an exciting challenge. There are thousands of amazing venues to choose from, but you will need to act quickly if you are to secure the perfect one for your event. The trick to making your event stand out is looking beyond traditional venues: in recent years, alternative options have been emerging in most districts. From reclaimed industrial spaces to unique landmarks. Get creative with your event venue and make sure you craft the ultimate brand experience for your attendees.

Hire a venue in Milan

Promote your event at Fuorisalone

Your goals will determine the kind of audience you should be looking to attract to your event. This is a particularly delicate passage in your planning efforts: getting the wrong crowd in the right place is no use and it may even damage your brand. Rely on professional consultants with a strong local network to get you in touch with the right media, the best prospects and the perfect industry connections to get your brand noticed where it counts. Once you know your target, you will be able to design a promotional strategy and provide the right incentives and the best entertainment for your attendees.

contatta-smart-eventi-1 Are you thinking of organising your event in Italy? Talk to us! Call us at +39 02/97381544 or email at
referenze-smart-eventi-1 Check out our portfolio HERE.

Newsletter Subscription

Privacy Policy and I consent to process my personal information for promotional purposes, as stated in point 2) of Privacy Policy (required)

Related Articles

About author View all posts


She is a part-time digital nomad. She would go full-time, if only she could stay away from Berlin for long enough without pining for a Pretzel. She was born in Italy and she enjoys life as an expat, but visits home often enough and can still remember how to bake a perfect lasagna. She is passionate about writing, marketing, languages and the systematic demolition of cultural stereotypes.

Leave a Reply

Your email address will not be published. Required fields are marked *