The Salone del Mobile in Milan returns after a year of absence due to the outbreak of the pandemic, with the name Supersalone for the 2021 edition with the curatorship of Stefano Boeri. LaTarma collaborated with Supersalone both for the inauguration event and by planning some amplification opportunities, aimed at involving a new and broader target.
For the opening evening, a show was set up starring Marco Mengoni, who performed an exclusive version of some of his most famous songs, immersed in the greenery of the Milan Triennale. The show took up the concept which had been developed to welcome visitors at the entrance to the Rho Fiera pavilions: a resounding forest of 87 trees created by Forestami. Thanks to the involvement of sound designer Federico Ortica, the trees were transformed into sounding boards, transmitting Marco Mengoni’s music.
To amplify the message of renewal that Supersalone 2021 wanted to be the spokesperson for, there is also a podcast: Super!, created by DogEar with the collaboration of Design Wanted, which reported the 5 days of the Fiera live, and immediately entered Apple’s Top 100 Italy Podcasts.
For the occasion, the new TikTok account of the Salone del Mobile.Milano was also created, which thanks to the contents published during the 5 days of Supersalone has accumulated over 630 thousand total views.
Finally, the partnership with Radio Deejay, Capital and M20 made it possible to promote the Supersalone thanks to ad hoc commercials, coordinated social communication and an interview with the President of the Salone Maria Porro and Stefano Boeri, curator of the exhibition.
All these activities contributed to making the 2021 edition the success it ended up being, with over 60 thousand visitors.
