Dear Stephen,
I'm an A&D rep in the Northeast for one of the major manufacturers located in the Midwest.
This year, my company has selected me to attend #SalonedelMobile, and I'm so excited! It's my first time going, but my company has a lot of A&D and end-user clients attending from our region. My boss is going too, as well as several people from the New York City office, and there are lots of exciting events that I'm looking forward to! We'll be hosting several of them.
I get the sense from my A&D clients that there is just as much excitement to attend Salone as there is to attend #DesignDays or even #NeoCon in June.
This is my first time going. Any tips?
Signed,
Excited About Salone
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Dear Excited,
Salone del Mobile is in Milan from April 8th to the 13th this year. Even if you're not going to be there, and you're reading this, everyone should visit the website: www.salonemilano.it to see what an exciting tradeshow for our industry this is!
Almost all the major manufacturers are participating this year and have a role in the events. American manufacturers have discovered that A&D firms love to attend because there are many products on display that they may be currently specifying, as well as plenty of inspiration for the future. Not to mention the host of Italian companies that sell their products in the United States. Even end-users have people attending from major banks, law firms, and hedge funds; it's as critical in the furniture industry as Chicago's Design Days at #FultonMarket in June, so yes, you're correct — everyone is very excited!
Hands down, #Haworth owns Salone when it comes to the contract furniture industry. Why Haworth? Because Haworth's subsidiary #LifestyleDesign is headquartered in Milan and has all those beautiful ancillary brands that designers love to specify for the home or office — brands like #Cappellini, #PoltronaFrau, #Cassina, and #JanusetCie, to name a few...
What advice can I give you for a first-time attendee of Salone, you ask? First things first: wear comfortable shoes!Because you will be walking a lot. Also, this is very important: learn how to work the M1 red underground line. Salone is at the Rho Fiera station, which is the last stop on the red line. The trains are the lifeline of Milan; if you want to be able to meet your customers and get places on time, learn the transit. Don't rely on Uber — you'll be stuck in traffic forever!
Be sure to keep track of how long it will take to get to your destination. Google everything in advance, and the Google Maps app on your phone can usually get an accurate ETA with regard to transit and walking to your destination.
If you're entertaining customers in the city beyond one of the parties your company is throwing, be sure you have your reservations ready to go! Whether it be breakfast, lunch, or dinner, my advice is make your reservations now.
Also — be sure to notify your clients you're going to be at Salone, because all the American sales reps will be fighting for their attention. Everyone wants to get their hands on an American designer or end user during the fair, trust me... and of course, there will be plenty of smart dealers in attendance.
As far as some other tips, my general advice for travel is to create a list of every item you will need and use it as a packing guide. Then, as you're walking out the door with your suitcase, stop and check your list. You won't believe how helpful this can be for any trip.
On your Salone list, however, should be a portable phone charger and an adapter plug. Speaking of which, you may need a voltage converter from US 110V to Italian 220V. Do some research on this because hotels run out of them, and Airbnbs rarely have them either. Remember, you frequently have to pay to go to the restroom in Milan, so be sure to always have some euros.
On another note, there are multiple apps related to Salone, including the official Salone del Mobile.Milano app; download it now to figure out how it works. Like at any tradeshow, it's just as important to see your competitors' products as it is to sell your own, and as I always caution, avoid having too much to drink at all costs. Last but not least, it's Italy: you should absolutely dress to impress.
As for me and The Viscusi Group team, we're going to be all over the fairgrounds looking to say hello, and as always, my best meal will be at my Aunt Netta's — she's a seamstress who lives in Milan.
I know you'll love Salone as much as I do, and you'll be begging to go back next year.
Ciao!
Stephen