Dezeen has teamed up with Milanese architect Stefano Boeri and Salone del Mobile to stream today's press conference revealing radical plans for the September event, which will be called Supersalone.
Boeri is the curator of this year's Salone del Mobile, which has moved from its traditional April slot because of the pandemic. It will take place from 5 to 10 September.
At the press conference, Boeri revealed his plans for the fair, which he claims will be "unmissable" and which will be rebranded this year as "Supersalone".
Instead of booths, the Rho fairground will feature products mounted on parallel walls designed by architect Andrea Caputo.
"The event we are working on will in effect be an unmissable event, open to both operators and the general public," Boeri told Dezeen in an interview earlier this month.
The special edition of the Salone del Mobile, the world's biggest and most important furniture fair, will for the first time be fully open to the public, who will be able to buy the products on show by scanning QR codes.
"In addition to the recent and best innovations of the companies, high-quality design products will be hosted for sale at prices dedicated to the occasion, to respond to the desire expressed today by thousands of families and companies to rethink the spaces of the home and work," Boeri said.
The Supersalone logo and graphic identity has been designed by Marco Ferrari and Elisa Pasqual of Studio Folder.
Boeri has assembled a curatorial team consisting of Caputo and Studio Folder plus curators Maria Cristina Didero and Anniina Koivu, and Lukas Wegwerth.
Koivo will curate an exhibition of student work with Didero will assemble a talks programme.
Salone del Mobile and parallel fuorisalone events will take place from 5 to 10 September 2021 in Milan. See Dezeen Events Guide for an up-to-date list of architecture and design events taking place around the world.