The Italian catwalk: Fuorisalone 2016
In April, the annual furniture fair “Salone del Mobile” takes place in Milan. At the same time, the “Milan Design Week” transforms the fashion capital of Milan into a vibrant city full of exhibits, events and parties.


Milan or Madrid? Or just to be in Italy is key? You got it! In April, the annual furniture fair “Salone del Mobile” takes place in Milan. At the same time, the “Milan Design Week” transforms the fashion capital of Milan into a vibrant city full of exhibits, events and parties. That’s because over the last 30 years the “Fuorisalone” has grown around the furniture fair into a hip happening with a cool schedule of events that turns Milan into a true design mecca. The world of free thinkers makes a pilgrimage there each year to experience the newest trends and to have a great time. “Really, it’s a unique combination of art, design and music. It’s unbelievably inspiring”, says my colleague Francesca Dal Bosco, Gore retail account manager. Francesca and Valentina Savi, marketing communication manager, are organising the event for the GORE-TEX brand.

The “Salone” and “Fuorisalone” offer notable brands from the automotive, fashion, nutrition, and technology industries, among many others, a creative and unique communication platform. What’s really special about it in particular is that there is not one management organisation behind Fuorisalone – companies, artists and creatives organize themselves.

Fuorisalone: A finger on the pulse since the ‘80s

The first Salone del Mobile took place in 1961 and has truly become established since then. Over the years, more and more companies take advantage of the hype of the fair to exhibit their new products in a variety of showrooms all over the city or simply to organise a cool party. This movement planted the seeds of Fuorisalone. In 1983, for the first time, the “Abitare” design magazine wrote about the growing developments taking place alongside the furniture fair, and the story truly began to unfold. In 2015, Milan counted 400,000 visitors to Fuorisalone and registered 1,200 official events in the city. It was no longer just about a fair; in fact, Milan was alive and pulsing on every single street corner.

Zona Tortona: That’s where we want to go

With so much life and so many options in the city, the question is of course, where to go first? In principle, you can never go wrong since luckily the Fuorisalone is concentrated in three areas of the city: the “Lambrate” quarter northeast of the city centre, the “Brera” design quarter in the centre of town, and the hotspot “Tortona” southwest of the centre. This year, GORE-TEX is again on hand – in fact, right in the heart of Fuorisalone on Via Tortona. For years, the Zona Tortona has had the reputation of being the creative core of the city. By the way, anyone who is looking for a good party just needs to wander around the city and just step right into one or another of the rear courtyards, say Valentina and Francesca.

The GORE­TEX® METEOMORPHOSIS, in any weather 

My Italian colleague Valentina let me know that we could look forward to a true metamorphosis. “Visitors to the GORE-TEX area can expect a truly impressive stage with an innovative weather installation that allows you to experience the brand in the sun as well as in the rain.” Plus, we can look forward to seeing a select range on exhibit! Limited edition styles from brand partners Herno, Nanamica, Asics, Camper, Frau, Clarks, Adidas, Nike ACG and JLindeberg will be shown. “Some of the styles are available now, for example from the Camper brand in the Via Montenapoleone”, adds Valentina.

By the way, one can attend the event for free. Just download an invitation here and register.

Catch the live feed!

If you can’t make it yourself to Milan, there is a small consolation: We will start news feeds live from Milan on April 11, one day before the official start of events, on our social media channels FacebookTwitter and Instagram.

 

Fuorisalone 2016 ­ Milan

12th – 17th April 2016
Superstudio in Zona Tortona
Via Tortona, 27