“RED IN PROGRESS. SALONE DEL MOBILE.MILANO MEETS RIYADH”

Images courtesy of Salone del Mobile.Milano

A New Design Bridge Between Italy and Saudi Arabia

Salone del Mobile.Milano marks a historic debut in Riyadh with “Red in Progress”, a cultural and commercial platform that signals a new chapter in Italy–Saudi Arabia collaboration. Set within Riyadh’s King Abdullah Financial District (KAFD), the initiative introduces Italian design excellence to the Middle East, ahead of the first official Saudi edition of the Salone in 2026.

Bringing together over 200 products from 38 Italian companies, more than 350 high-level B2B meetings, and 13 cultural events featuring 30 international speakers, the project reflects a shared commitment to shaping future-oriented design ecosystems. Supported by both Italian and Saudi institutions—including the Architecture & Design Commission led by HH Prince Nawaf Bin Ayyaf—the event reinforces a strategic dialogue across culture, industry, and innovation.

Maria Porro | Annalisa Rosso | Studio Giò Forma | HH Nawaf Bin Ayyaf | Studio Lissoni & Partners

Italy’s Deputy Prime Minister and Minister of Foreign Affairs, Antonio Tajani, underscored the initiative’s role in strengthening economic ties and supporting Italian design’s contribution to Saudi Arabia’s major urban and hospitality developments under Vision 2030.

Presented by Magran Living

At the core of Red in Progress is its business-first focus: a curated Italian presence aligned with the Kingdom’s fastest-growing sectors, complemented by field visits to giga-projects and a Business Lounge by Lissoni & Partners—conceived as a series of intimate “piazzas” for meetings and collaboration.

The scenography by Giò Forma transforms KAFD into a striking architectural intervention: a modular vertical structure wrapped in translucent red, serving as both landmark and experiential pathway. Designed to be assembled, dismantled, and reused, it introduces a temporary “urban landscape” that announces the Salone’s arrival in the Kingdom.

As Saudi Arabia rapidly expands its cultural and design ambitions—from new cities to museums and hospitality infrastructure—the market shows unprecedented demand. With urbanization at 85%, consumption up 36% since 2020, and over 360,000 hospitality rooms in development, Italy stands as a leading partner, holding 36% of the premium and luxury furniture segment.

The event also highlights local creativity: the Ministry of Culture’s pavilion showcases university-driven design research, while “Designed in Saudi” presents emerging talents and introduces a national quality seal celebrating authenticity and innovation.

A robust cultural program curated by Annalisa Rosso brings 13 talks exploring themes from sustainability and urban regeneration to hospitality, identity, and AI’s impact on creative processes.

Salone del Mobile.Milano sets the stage for its 2026 Riyadh edition, reinforcing the connection between Italian design excellence and Saudi Arabia’s rapidly evolving vision for the future.