In a period marked by persistent global uncertainty and market fluctuations, Salone del Mobile.Milano 2025 has once again demonstrated remarkable resilience and a steadfast ability to attract the international design community.
Mirroring the success of its Euroluce-focused edition in 2023, the fair welcomed a significant 302,548 attendees, a figure that underscores its enduring appeal and importance within the global design calendar.
Notably, the 2025 edition witnessed a record percentage of international professionals, drawing visitors from an impressive 151 countries. This global representation, with foreign attendees constituting a substantial 68% of the total, highlights Salone’s pivotal role as a nexus for international business and collaboration within the design sector.
The fair showcased the innovations of 2,103 exhibitors hailing from 37 countries, complemented by a thoughtfully curated Cultural Programme designed to stimulate dialogue and explore forward-thinking perspectives. Feedback from attendees painted a positive picture, with a high visitor satisfaction rate of 88% and an overwhelming 94% of exhibitors expressing their intention to return, indicating stable and positive indicators for the event’s future. 
Geographically, China remained the leading country of origin for visitors, demonstrating a slight dip from the 2023 figures but a noticeable increase compared to 2024. European representation remained strong and stable, aligning with the current trends in Italian furniture exports, which currently stand at approximately €10 billion and account for 51% of the total. Within Europe, Germany exhibited strong growth in attendance, followed by stable numbers from Spain and Poland. Further afield, Brazil, Russia, France, the US, India, and Switzerland also contributed significantly to the international visitor profile.
Despite facing challenges such as US tariffs and broader market tensions, Salone 2025 proactively anticipated and engaged with new market opportunities. The presence of 350 investors and buyers from 50 countries, including 27 delegations from Asian and Gulf nations, facilitated through the support of the Italian Trade Agency (ITA), underscores this strategic focus. The doubling of attendance from the UAE and the significant signing of a memorandum of understanding with Saudi Arabia signal promising avenues for future growth and collaboration. Increased Japanese attendance, mirroring positive export trends, and continued strong representation from South Korea further solidify Salone’s reach in key global markets.
Looking to the future of the design industry, a significant 32% increase in student visits compared to Euroluce 2023 highlights the fair’s role in nurturing emerging talent. A total of 8,517 Italian and 6,543 foreign students attended, demonstrating the value placed on Salone as an educational and inspirational platform. SaloneSatellite, dedicated to showcasing young designers, attracted 39,000 visitors and featured 700 participants from 37 countries, underscoring its continued importance in discovering and promoting the next generation of design professionals.
The success of individual exhibitors further reinforces the vibrant ecosystem of Salone. Brands like LASVIT, showcasing breathtaking glass installations, garnered international acclaim and media attention, demonstrating how innovation and craftsmanship continue to captivate the design world. Their focus on honoring heritage while pushing creative boundaries, exemplified by pieces like ‘Splash’ and ‘Herbarium Radiant,’ resonates deeply with attendees seeking both beauty and narrative in design.
In conclusion, Salone del Mobile.Milano 2025 has successfully navigated a complex global landscape, reaffirming its status as a premier international design event. The record percentage of international attendees, coupled with positive exhibitor and visitor feedback, underscores its continued relevance and ability to generate significant business opportunities. By attracting diverse global participation, engaging with emerging markets, and fostering future talent, Salone 2025 has not only mirrored past successes but also laid a strong foundation for future growth and innovation within the design industry.
Source: GlassBalkan
