Milan Design (Eco) System: The Design Ecosystem as the Foundation of Milan’s Future

Every April, Salone del Mobile.Milano transforms Milan into the global capital of design, attracting worldwide attention and generating economic, cultural, and technological value that extends far beyond the event itself.

This report, titled Milan Design (Eco) System, provides an in-depth analysis of how Milan Design Week shapes the economy, innovation, and urban environment.

Developed in collaboration with the Politecnico di Milano, this research project is the first attempt to use data-driven analysis to understand the true economic, social, and cultural impact of Salone del Mobile and the accompanying Fuorisalone events. The study incorporates 37 data sources, 86 reference bases, 10 working groups with 130 experts, and more than 530 field observations, establishing the first permanent observatory for monitoring Milan’s design ecosystem.

Salone del Mobile and Fuorisalone: More Than a Fair, a Driver of Economic Growth

In 2024, Salone del Mobile.Milano recorded a record-breaking 370,824 visitors, 65.6% of whom came from abroad, while Fuorisalone, the parallel network of urban events, hosted 1,326 exhibitions and installations across the city. These figures reinforce Milan’s status as the global epicenter of design, with year-on-year growth that delivers tangible economic benefits.

Since 2009, the number of companies and professionals in Milan’s design sector has grown by 66%, demonstrating that design is not just a cultural movement but a major economic force. One in seven Italian design firms is based in Milan, while Lombardy hosts 50% of all design companies in the country.

Salone’s role as an economic engine is particularly evident in its estimated economic impact, which reached €275.1 million in 2024, representing a 13.7% increase from 2023. The largest revenue streams come from hospitality, dining, retail, and cultural activities, with an average daily visitor expenditure of €273.9.

This first annual report, spanning over 260 pages and featuring more than 90 charts, not only examines economic contributions but also tracks long-term trends in sustainability, digital transformation, and Milan’s international competitiveness as a design hub.

Design and Innovation: How Milan’s Ecosystem Shapes the Future of the Industry

The research highlights that Milan Design Week and Salone del Mobile play a pivotal role across multiple sectors, including economics, education, sustainability, and Milan’s global reputation as a design capital. Key findings include:

• International influence – In 2024, 782,657 arrivals and departures were recorded at Malpensa and Linate airports during design week, a 12% increase from the previous year.
• Economic contribution – The estimated revenue from the event amounts to €275.1 million, with €191 million generated by international visitors, reinforcing Salone’s global appeal.
• Digital impact – Salone del Mobile 2024 reached 90 million impressions on social media, while website traffic increased by 32%.
• Sustainability – The adoption of green guidelines for sustainable exhibition stand construction has significantly reduced construction waste, while recycling practices have been substantially improved.
• Education and future design leaders – Over the past 25 years, more than 350 universities and design schools have participated in the SaloneSatellite program, and in 2024 alone, student attendance increased by 28.6%.

These findings highlight the complex and dynamic nature of Milan’s design ecosystem, which encompasses not just designers and businesses but also a vast network of institutions, universities, cultural centers, and technology innovators. In Milan, design is not just an industry—it is an entire system of knowledge and innovation that bridges multiple sectors and disciplines.

Key Strategies for Sustainable Growth and Future Challenges

Maria Porro, President of Salone del Mobile.Milano, emphasized the importance of this research in shaping future development strategies: "This report provides fundamental data that enables us to collaborate with the city and the industry on strategies that will ensure sustainability and Milan’s long-term competitiveness. The key challenge is balancing growth while maintaining high quality and addressing emerging global challenges."

Giuseppe Sala, Mayor of Milan, highlighted the significance of the study for the city’s urban and economic policies:
"Salone del Mobile is not just a fair—it is part of Milan’s identity and a major economic driver. This report allows us to better understand its impact and develop long-term strategies to further integrate design into the city’s urban fabric."

Attilio Fontana, President of the Lombardy Region, stressed the need for cooperation between the private and public sectors: "Milan’s sustainable economic development cannot rely solely on market forces—it requires coordination between public institutions, businesses, and research centers to ensure the continuous growth of the design sector. This report is a crucial step in that direction."

Conclusion: Milan as a Model for Sustainable and Innovative Design

Salone del Mobile.Milano is not just a trade event—it is a cultural and economic phenomenon that sets global standards for design and innovation.

This first annual report provides a comprehensive analysis of the event’s impact, with a clear focus on sustainability, digitalization, and internationalization. Its ultimate goal is to solidify Milan’s leadership in the global design industry, while also offering innovative strategies to address key urban and economic challenges.