2010 Milan Salone Latest Report | Masato Kawai's Milan Salone Stroll (1)

Special Feature: Milan Salone del Mobile 2010

Masato Kawai's Wanderings at Salone del Mobile (1)

This year's Salone trends...
Held every April, the Milan Salone is the world's largest furniture fair. This year, new products were unveiled at the main venue, Fiera Milano, as well as in showrooms and special exhibition spaces throughout the city. Over the next three installments, interior journalist and stylist Masato Kawai reports on his impressions and observations from the 2010 Salone, with a generous dose of personal opinion!

Photos and text by Masato Kawai

Exhibits Focused on Eco-Friendliness and Greenery

First, let's start with overall impressions. The furniture and brands that particularly caught my eye and resonated with me seemed to fall into three main categories.
1 | Products mindful of the environment, using waste materials or recyclable components.

2 | Green-themed products that bring the symbiosis of plants and living spaces closer.

3 | Proposals offering a wide range of color options, encouraging consumers to enjoy coordinating their spaces.

A venue showcasing Italian design

Pesce's exhibition at the Triennale

Exhibition by Dutch design schools

Categories 1 and 2 felt like a natural evolution of recent trends, with products showing increased maturity. Specifically, two brands stood out: Italy's "ORTOFABBRICA," known for outdoor furniture, and America's "environment," now available in Japan.

"ORTOFABBRICA" expanded its "VEGETALE" line of iron furniture designed by Angelo Grassi and introduced lamps with shades made from vegetable fibers, such as tomato. They created a pleasant, garden-like atmosphere.

"environment" presented new lighting made from DuPont's "Tyvek" non-woven fabric, foldable armchairs, and tables with wooden frames and leather tops. Their display, combining these new items with their existing lineup of products made from recycled materials, felt like a timely reflection of current trends.

ORTOFABBRICAThe "VEGETALE" bench, with legs that double as planters

environmentThe "e'PACK" series foldable chair

Another notable brand utilizing reclaimed wood is "RIVA," known for its solid wood furniture. They repurposed timber used as foundations for buildings in Venice, where piles are driven into the lagoon. Prominent architects and designers presented various furniture and art pieces made from this reclaimed material.

Three Brands Showcasing Color

Regarding the richness of color palettes, the proposals from "Cassina" and "Vitra" were particularly emblematic. "Cassina" presented Le Corbusier's LC2 with upholstery and frames in unprecedented color combinations. "Vitra" showcased Antonio Citterio's new sofa collection, styled in distinctly different ways for each space.

Both brands succeeded in making interior coordination feel fun and accessible by translating sophisticated designs into more casual expressions.

RIVAA table using solid wood as its structure, designed by Luca Scacchetti

CassinaLe Corbusier's LC2, deconstructed into novel color schemes

VitraSpatial arrangement of Antonio Citterio's new sofa, "Suita Sofa"

LINTELOOA striking display of high-backed sofas filling a corner of the room

Finally, I'd like to introduce "LINTELOO." This is a new brand from the Netherlands that launched last year. This year, they presented a new collection by Paola Navone, a leading Italian designer, and it was truly exceptional.

The collection's main focus was sofas upholstered in fabrics with unique color palettes. The spacious seating and the relaxed texture of the fabrics were particularly appealing. This collection beautifully married the expansive vision of the Dutch design scene, which fosters many designers with strong artistic voices, with Navone's skill in imbuing any product with a sense of refinement. As a brand, it was my most significant discovery this year.
That concludes the first report. In the next installment, titled "Latest Sofa Trends 2010," I will present a curated selection of sofas unveiled by various companies at this year's Salone. From minimalist designs to avant-garde pieces, the variety is immense, so please look forward to Masato Kawai's Wanderings at Salone del Mobile (2). Until next time!

Masato Kawai's Wanderings at Salone del Mobile (2)to be continued

Masato KAWAI
An interior journalist and stylist from Tokyo.
He specializes in spatial styling and production for magazines, catalogs, advertisements, and exhibitions.
He also engages in writing for various media outlets, drawing on his extensive experience.
Based on his rich experience,
he also develops his writing activities across various media.