CD & Co. was on the ground for this year’s Salone del Mobile in Milan. While the trade show proper serves as part business requirement, part discovery platform for the home furnishings and décor industry, the surrounding city transforms into an awestriking fairground. Brand-sponsored events, collaborations, dinners, exhibits, and newsstands…ah, the newsstands…abound. All smart businesses joining the cultural conversation with relevance. We’ll deliver our findings in chapters…first, the WHY? Why this event enthralls.

It's The Perfect Storm

While Covid is years behind us, we’re still feeling the effects of the stay-at-home order. Travel bugs bit. First it was “I need to make up for lost time;” now, with the world burning, it’s more “what if I run out of time?” An excursion always scratches the itch, and Salone is centrally located in Europe. Milan, the ideal jumping-off point for further travel, be it business or pleasure, serves as elevated industry event location. Gucci’s Salone presence capitalized on the sightseeing sentiment to dress the tram system in head-to-toe Gucci and move people around the city.

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