Salone del Mobile.Milano Shanghai

19 – 21 November 2016 Shanghai Exhibition Centre

The presentation tour of the Salone del Mobile.Milano Shanghai
25 – 27 February 2016: Shanghai, Dongguan, Chengdu
Three stops to announce the new trade show in China


Market data confirm that Italy is the number one country in the world from which China imports furniture. The development of relations with the Chinese furniture market has proven to be a key priority to facilitate the entry and consolidation of Italian companies in the sector.

The stops


25 February, Shanghai - The official presentation of the Salone del Mobile.Milano Shanghai was held in the city that gives its name to the new exhibition, in the presence of more than 60 journalists and important Italian and Chinese authorities, during which the president of the Salone del Mobile.Milano Roberto Snaidero officially announced the November event, calling it a major step for the development of the market that also reflects the growing interest of Chinese consumers towards the excellence of Italian production.


26 February, Dongguan – Getting to know the Guangdong tiger. There are four tigers of the Guangdong region, and Dongguan is the foremost, given the period of strong development it is currently experiencing, which makes it an important international player in the sector. As such, it was chosen as the second stop on the tour to meet with major operators and distributors. Roberto Snaidero, accompanied by Giovanni de Ponti and the Italian delegation of Federlegno Arredo Eventi, announced the Salone del Mobile.Milano Shanghai in the presence of Chinese furniture dealers and the prestigious Guangdong Modern Convention and Exhibition Management Co., the International Famous Furniture Fair (Dongguan), the Chinese Furniture Dealers United Association and the Interior Construction Design Association.


27 February, Chengdu – Signing the agreement. The delegation concluded the tour in the most important economic center and focal point for transport and communications in southwest China, scoring a decisive victory for relations with the People’s Republic of China: the signing of the Memorandum of Understanding with the Sichuan Bureau of Expo Affairs, with the aim of consolidating relations between the two institutions and developing business opportunities between the Italian wood furniture industry and the Chengdu region. Roberto Snaidero placed his signature alongside that of the Director General of the Sichuan Bureau of Expo Affairs, Ms. Zheng Li, in the presence of the Consul General of Italy in Chongqing, Sergio Maffettone. Five pillars of cooperation were signed, including an urbanization plan aimed at developing this economic opportunity and making ‘Made in Italy’ more widely available in China.


December 2015

A trade fair in the prestigious Shanghai Exhibition Centre will take the excellence of Italian furnishing and lifestyle to the Chinese. The Salone del Mobile’s substantial cultural role will be underscored by the Master Classes and SaloneSatellite.


The launch of the first edition of Salone del Mobile.Milano Shanghai was announced to the Italian press in Milan. It will be held from 19 to 21 November at the Shanghai Exhibition Centre, an extremely prestigious venue that hosts top level cultural and arts events and is one of the city’s points of reference.

The debut of the Salone del Mobile.Milano Shanghai is a fundamental step in the Federlegno Arredo Eventi strategy for developing the Chinese furniture market which, after a period of research and scouting, has resulted in a series of operations and services over the last two years geared to facilitating the entry and consolidation of Italian companies within the sector.

The latest market data confirm the increasing business market opportunities: between January and September 2015 sales rose 19% and prospects are for even greater improvement, with growth predicted to hit 40% by 2019.

The huge input by the government, and Foreign Minister Paolo Gentiloni and Deputy Economic Development Minister Carlo Calenda in particular, ICE – Italian Trade Agency – and the leading Italian institutions present in China, has been fundamental from the outset.

In this new venture, Federlegno Arredo Eventi will also be able to rely on its strategic partnership with BolognaFiere, and with its President Duccio Campagnoli in particular, not least his exhaustive knowledge of the country and its market dynamics.


The Salone del Mobile.Milano Shanghai will extend over around 4,000 sqm, showcasing all the best Italian design and furniture has to offer. Manufacturers and visitors will take part by invitation only.
Successfully trialled in Russia, the Master Classes devoted to key issues in architecture and design and featuring leading representatives of the Italian design world, will also form an integral part of the Salone del Mobile.Shanghai.

The event will also feature SaloneSatellite, the launch pad for young designers under 35, a prime opportunity for interface between leading sectoral businesses and emerging young Chinese designers, increasingly making their mark at international level, and protagonists at the last SaloneSatellite in Milan.

While the exhibition proper will be reserved for sectoral manufacturers, several areas inside the exhibition space will be made over to leading proponents of the Made in Italy lifestyle, showcasing the best in Italian living.