Interni, in the summer issue – all our memories of Fuorisalone

It takes two full months to gain the right distance from the recently concluded Design Week, and the summer issue of Interni dedicated to Fuorisalone is a volume not to be missed, diving back into the atmosphere that director Gilda Boiardi describes as “a grand celebration of design.” If every project is a story of relationships, as Professor Carmelo di Bartolo has taught us, we are reaffirming the key role of agencies like ours in supporting companies as they participate in the most important and engaging event in our city.

For the next edition, we ask our clients to start planning three essentials:

1. Choose a location strategically aligned with the brand’s needs,
2. Develop a lead image for the installation or innovation to be featured, ready early enough to share with Italian and international media,
3. Refresh contact list of the network to invite or communicate with—so that social media does not carry the full burden of spreading the word.

This year, for Fuorisalone, we return to Via Tortona with two clients who respectively chose Superstudio Più and Tortona 36—locations that consistently guarantee high visitor numbers and strong communication impact.

At Superstudio, in the Materially section dedicated to innovative materials, Aipef—the association of the leading producers and processors of flexible polyurethane foam—presented the latest innovations in their “Poliuretano-è” project. This material plays a central role not only in the furniture and design worlds but also in automotive and construction. Architects, designers, and industry manufacturers made up the week’s key audience, especially during workshops exploring evolving material performance and sustainability.

As in past years, the installations we presented—thanks to our collaboration with Studio Giovanetti—featured lounges with sofas, armchairs, tables, and chairs available for all Superstudio visitors. These setups also served as tangible examples of what the material can offer today in terms of performance.

Tortona 36, the space right across from Mudec, for one week became the home of the Buoninfante Group, which set up a large indoor and outdoor area to showcase its innovative XBio sleep system—a line of mattresses that support body temperature regulation and improve sleep quality. Once again, the Group’s marketing team requested a lineup of events and appointments to energize the week and make the most of the Fuorisalone opportunity. A dedicated radio station, with programming tailored for the event and the brand, gave all scheduled guests the chance to share their perspectives on sleep science and its importance.