Opinion / Nolan Giles
No fair
Last week, industry contacts confirmed to me a rumour that Salone del Mobile, the world’s biggest design event, would move its Milan showcase from April to June due to the pandemic. I was, ironically, making my way around a huge Italian trade fair. Pitti Uomo, one of the most important fashion showcases on the global menswear calendar, had braved cancellations from big brands and international travellers to put on a safe – and genuinely well-received – event that went off without a hitch. And it did it in Florence, in the first half of January.
Milan Fashion Week began immediately afterwards on Friday, with a classic Prada show featuring actors Jeff Goldblum and Kyle MacLachlan, stunning a live audience and setting the media abuzz. On Monday, Salone del Mobile quietly, officially, announced the postponement. I’m sure the design industry let out a collective sigh – but how many of these were sighs of frustration rather than relief? I imagine it’s more the former.
“Moving the event to June will ensure a strong presence of foreign exhibitors and professionals, which has always been one of Salone’s strong points,” read the official line behind the move from event president Maria Porro. “It will give the participating companies time to plan their presence at the fair as thoroughly as possible.” On the idea that the event could be a more international one, it makes sense – although it seems like pure guesswork that more people will travel from abroad to Milan at this delayed juncture. The preparation part, however, is nonsense.
Most brands involved in the event, many of them small businesses, will have already spent significant sums on venue hire, staff, travel and accommodation, all in preparation to be in Milan in April. I know of many small and medium-sized companies that have worked extremely hard to meet this deadline, shelling out on everything from building leases for new showrooms to multiple flights and transport to move furniture across Europe, which is not cheap. All of their plans will now go into disarray.
Organising a global event around a pandemic is an unimaginably tough task. But two years in, there are lessons to be learned from other events that have gone ahead successfully. I’m hoping that organisers such as those at Salone can learn to be brave and stand behind their initial plans.