Opinion / Nolan Giles
Breathing new life
Though you might still spot the odd mask, a survey of the sunny streets of Milan’s Brera Design District shows just how far the city has come since those desolate early days of the pandemic. As I write, the area is buzzing with people; cafés and bars are packed. There’s also a steady stream of design aficionados flowing into Monocle’s pop-up space, a collaboration with Swiss modular systems specialists USM, which is housed at Brera’s Rossignoli bike shop. This is Salone del Mobile at its best, enlivening the Italian city and bathing in the kind of fine weather that it usually enjoys when it takes place in April.
The world’s biggest design event is very different from other major creative-industry happenings. While fashion weeks flood cities with journalists and foreign businesspeople, Salone attracts just as many Milanese to its citywide exhibitions at furniture showrooms, museums and, yes, bike shops. Speaking to a real-estate agent who looks after properties in Brera, where many of the events are held, I learned that there are very few vacant shops here in spite of the pandemic. A sprawling showroom space was recently leased out after bids from no fewer than five international furniture firms.
Industry events from motor shows to fashion showcases have much to learn from Salone and the same goes for the cities that support them. With urban shopping districts and hospitality precincts the world over still reeling from the pandemic, the sight of a city and its businesses piggybacking on a global event and celebrating it with all of their citizens is just what the doctor ordered.
For more from Milan, listen to our regular check-ins across Monocle 24 this week and pick up a copy of Monocle’s ‘Salone’ newspaper.