Salone del Mobile 2025 returns to Fiera Milano, Rho from April 8–13, bringing the world’s design community together once again. This year’s theme, “Thought for Humans,” shifts the focus to human-centered design, sustainability, and craftsmanship. Milan, a city where design shapes everyday life, will host immersive experiences both at the fair and throughout its streets.
The countdown has already begun. Milan’s historic trams, wrapped in the Thought for Humans campaign visuals, will crisscross the city leading up to the event. The campaign will also appear in 13 airports, 350 train and metro stations, and across 500 city buses, making design part of the daily commute.
Salone del Mobile 2025 is more than an exhibition. It is an experience that connects design, art, and innovation with everyday life.
Milan as the Global Capital of Design
For six days, Milan becomes the world’s design capital. More than 2,000 exhibitors from 37 countries will showcase new ideas across 169,000 square meters of exhibition space. Beyond the fairgrounds, over 100 citywide showrooms and installations will transform the city into an open-air design gallery.
Visitors can explore Brera, Tortona, and Isola, where historic spaces meet cutting-edge innovation. Milan’s design districts offer curated exhibitions, showroom events, and late-night openings, making them a must-visit during Milano Design Week.
Thought for Humans: A Campaign Rooted in Design
Since its first edition, Salone del Mobile has partnered with renowned designers and artists to create memorable campaigns. From Massimo Vignelli’s 1994 corporate identity to Mimmo Rotella’s 2004 poster, each edition has shaped the fair’s visual storytelling.
This year, the Thought for Humans campaign, developed by Dentsu Creative Italy, highlights the connection between design and the human body. American photographer Bill Durgin created striking images that blend materials like wood, metal, bioplastic, and textiles with the human form.
His work reinforces the message that design is not just about objects—it is about how they interact with human life.
Milan’s trams will serve as moving exhibitions, carrying the campaign’s visuals across the city. Large-scale displays in airports, train stations, and metro hubs will further amplify the message. This marketing approach makes Thought for Humans one of Salone’s most immersive campaigns yet.
Immersive Experiences: From Art to Light
Salone del Mobile 2025 offers more than exhibitions. It features a multidisciplinary cultural program, merging design with art, film, and architecture.
- Pierre-Yves Rochon’s Villa Héritage (Pav. 13-15) – A visionary interior design project celebrating the fusion of heritage and contemporary luxury.
- Paolo Sorrentino’s La Dolce Attesa (Pav. 22-24) – An installation by the Oscar-winning filmmaker, reflecting on the emotions behind waiting and anticipation.
- Robert Wilson’s Mother (Castello Sforzesco, April 6 – May 18) – A breathtaking dialogue between light, sculpture, and Michelangelo’s unfinished Pietà Rondanini.
- Euroluce International Lighting Forum (Pav. 2, April 10-11) – A deep dive into the future of lighting, featuring discussions on AI integration, sustainability, and biophilic environments.
A Platform for Emerging Talent
Salone del Mobile is a launchpad for new talent. SaloneSatellite 2025 will highlight 700 designers under 35 and 20 international design schools, showcasing the theme “New Craftsmanship: A New World.”
This space bridges traditional craftsmanship with contemporary innovation, encouraging fresh perspectives on sustainable design. Visitors will see how young creatives are shaping the future while honoring artisanal traditions.
The Historic Trams: A Moving Exhibition
This year, Milan’s historic trams become part of Salone’s storytelling. Wrapped in the Thought for Humans campaign visuals, they will crisscross the city, turning public transport into a mobile art installation.
Beyond Milan, the campaign reaches major transit hubs across Italy. Displays in 13 airports, 350 metro stations, and thousands of train and bus screens will ensure that design is visible to travelers and commuters alike.
By integrating the campaign into Milan’s daily life, Salone del Mobile reinforces its role as a cultural force beyond the exhibition halls.
Planning Your Visit to Salone del Mobile 2025
For those attending, Salone del Mobile 2025 runs from April 8-13 at Fiera Milano, Rho.
- Tickets and event details: salonemilano.it
- Milan will host hundreds of thousands of visitors, so early accommodation booking is recommended.
- Sustainable travel options include free shuttles from Milan Malpensa Airport, in partnership with BusForFun.
Experience Milan Through Design
Salone del Mobile 2025 is more than a trade fair. It is a celebration of how design shapes daily life. Whether exploring state-of-the-art exhibitions, discovering Milan’s design districts, or seeing the campaign come to life on historic trams, this event is an unmissable journey into the future of design.
For more coverage on authentic Italian travel and design, stay tuned for our special features on Milano Design Week 2025.
