More than 40 top designers and furniture producers from around Austria will be representedat the world’s most influential design event, the Salone Internazionale delMobile/Fuorisalone, which will take place from 9 to 14 April. For the eighth time already, ADVANTAGE AUSTRIA will be showcasing a top-class selection of the latest design products from around Austria parallel to the Milan Furniture Fair. This year, the event will be held in the Sala Reale, which once served as the royal family’s private waiting room at Milan’s central station. The exclusive location opens its door for the first time in historyduring “Fuorisalone”, and will host the Austrian exhibition under the motto “Pleasure &Treasure”, a concept created by the international renowned and recognised architectsVasku & Klug.
From imperial waiting room to design pool
“The Austrian exhibition will be an extraordinary scenographic experience”, promise architects Michael Vasku and Andreas Klug. “We are transforming the magnificent Sala Reale, once the waiting room of the Royal House of Savoy, into a design pool.” Visitors willhave to wade through a sea of foam to find their way to the exhibits. Furniture and interior products from more than 40 Austrian designers and manufacturers are set to be showcased using this explorative approach.
Design exhibition illustrates every facet of interior design
The exhibition will showcase a wide range of products from the field of Austrian interior design – from home accessories such as table mirrors to office furniture, tableware and lighting. The exhibits themselves were selected by a jury of four experts based on criteria such as degree of innovation, craftsmanship as well as formal, aesthetic and functionalqualities. “The level of the submissions was very high”, explained Reanne Leuning, ProjectManager and Director of Creative Industries at ADVANTAGE AUSTRIA. “We are very muchlooking forward to presenting the high-quality design objects to a specialist internationalaudience in an integrative and charming way.”
Sala Reale – royal waiting room to open its doors for the first time
The Sala Reale in Milan’s central station will serve as this year’s exhibition venue, despitebeing rarely accessible to the public. The venue will open its doors for the first time to showcase the Austrian exhibition as part of the Design Week. Working together with design experts, ADVANTAGE AUSTRIA in Milan, Consul Gudrun Hager, visited various locations to examine their originality and assess staging possibilities. It was the exclusivity andcomplexity of the Sala Reale that captured the imagination: the venue’s splendour is
combined with urbanity and industriousness thanks to its connection to Milan’s central station. “The Sala Reale is a hidden gem in a great central location and is a genuine local secret”, highlights Gudrun Hager. “The venue spans 400 square metres over two floors andwill be used to stage our chosen design highlights from across Austria in a unique way.”
Positioning Austria as a design nation
The Salone del Mobile is the world’s leading furniture and design trade fair, opening itsdoors to over 400,000 visitors from 188 countries every year – and that’s not includingguests at the shows of the Fuorisalone, which takes place at the same time each year. The Austrian design exhibition as part of Milan Design Week is thus hugely important, offering exhibitors the ideal opportunity to meet trendsetters and VIPs, to discover potential partnersfor future cooperation and to identify new distribution channels. “With its global appeal,Milan Design Week represents a dynamic stage and source of inspiration for the creativeindustries”, claims Michael Otter, Director of ADVANTAGE AUSTRIA. ADVANTAGE AUSTRIA has been organising the group exhibition since 2010, supporting designers and manufacturers in branching out to an international audience and anchoring Austria as a powerful design nation. The event is supported by “go-international”, an initiative of the Austrian Federal Ministry for Digital and Economic Affairs and the Austrian Federal Economic Chamber, in addition to the Austrian Furniture Industry and the Austrian Federal Chancellery.
“Made in Austria” furniture as an export driver
“Made in Austria” furniture design is an important export driver: according to the 2017/2018industry report by the Association of the Austrian Wood Industries, the Austrian furniture industry recorded exports of EUR 903 million in 2017. The most important trading area is the EU, where a 2.2% increase generated EUR 647.6 million. The most important trading partner is Germany (2017: 5.6% increase to EUR 380.1 million), followed by Italy (2017:5.5% increase to EUR 39 million). “The German and Italian markets in particular are home to many exclusive and competitive furniture manufacturers. The strong demand for Austrian furniture design on these markets in particular is evidence of the high quality of domesticproducts,” remarks Dr. Georg Emprechtinger, Chairman of the Austrian Furniture Industry. According to the industry expert, the Austrian furniture industry enjoys an excellent reputation thanks to its inventive spirit, precise workmanship, technological leadership and keen sense for quality and sustainability.
Austrian exhibitors 2019
13&9 Design · BAKALOWITS Licht Design ∙ Martin Ballendat ∙ Lena Bauernberger ∙ AndreaBaumann ∙ Bene ∙ BRAUN Lockenhaus ∙ Breitwieser ∙ BREUER BONO ∙ Conform Badmöbel ∙ Marco Dessí ∙ Thomas Feichtner ∙ Füchsl Möbelwerkstatt ∙ Irene Maria Ganser ∙ Guut ∙ H+S Zauntechnik ∙ JOKA ∙ ka ma interior design ∙ Christian Kroepfl ∙ LAUFEN ∙Leitner Leinen ∙ Lobmeyr ∙ Lucy.D ∙ Nina Mair ∙ MARCH GUT ∙ Rainer Mutsch ∙ NEU/ZEUG ∙ PROLICHT · RUGTURE ∙ Florian Seidl ∙ Soda Designers ∙ Robert Stadler ∙ TEAM 7 ∙ Tischlerei Prödl ∙ VERA PURE ∙ VITEO ∙ Wiener Silber Manufactur ∙ Wiesner-Hager ∙ WITTMANN ∙ Lisa Wolf ∙ Wonda ∙ ZEISNER Design