Better at the Fair or in the Quadrilatero? Because many brands choose to stay in Milan

Not just events, locations, contaminations and presences of automotive, technology and fashion companies. Away from the pavilions of the Milan Fair that host the Salone del Mobile, there are also many furniture brands that have decided to do it on their own.

No stands, no long taxi or subway journeys. What’s better than the Quadrilatero and its surroundings to meet architects, designers or simply curious people? Showrooms gathered in the Navigli area or a little further, many in beautiful historic buildings.

It is certainly not a war between the center and the exhibition pavilions because one needs the other, but it is certainly a trend, especially among the big names. Among these, for example, Cassina, Poltrona Frau, Giorgetti or Design holding with B&B Italia.

Between via Durini, via della Spiga and via Manzoni, there are many spaces. Nicola Coropulis, the CEO of Poltrona Frau, explains how thanks to the agreement with the owners of Palazzo Gallarati Scotti «which allows the use of new spaces, this year we were able to build a structured presentation of our collections and above all a ‘luxury immersive experience, tailored to customers.”

A choice that the company had made before the pandemic. «I can say – continues Coropulis – that those dynamics that we had intuited a few years ago were then confirmed. I wouldn’t change these choices.”