RIYADH: Salone del Mobile Milano — billed as the world’s largest design and furniture fair — will make its Middle East debut in Riyadh’s King Abdullah Financial District on Nov. 26.
Titled “Red in Progress. Salone del Mobile.Milano meets Riyadh” the three-day showcase is being organized in partnership with the Architecture and Design Commission under the Ministry of Culture.
King Abdullah Financial District, Riyadh. (Getty Images)
“The question on everyone’s mind is: ‘Why Riyadh?’ Salone has always been held in Milan,” says Maria Porro, president of Salone del Mobile Milano. “The need was to go to a place where big changes are happening, strictly connected with our sector. Riyadh is probably the center of the major urban changes happening; the city really is an incredible hub for creativity, architecture and design. And that is why, now, in this historical moment, the place to be is Saudi Arabia, specifically Riyadh.”
The move marks an historic step for the fair, which has been a benchmark for global design since 1961. While it has hosted international collaborations before, this is its first edition in the Middle East.
“We are working with Sumayah Al-Solaiman (CEO of the Architecture and Design Commission), together with all the team of the Design Commission. At the same time, we chose to work with (Milan-based studio) Gio Forma, which also has an office in Saudi Arabia,” Porro says.
Maria Porro, president of Salone del Mobile Milano. (Photo by Diego Ravier)
The collaborative effort will leave a vivid red (the signature hue of Salone) imprint through a scenographic installation designed by Gio Forma. The site-specific space will transform KAFD into an immersive exhibition that embodies flexibility, modularity and sustainability.
The fair will bring 38 leading Italian brands to Riyadh to mingle with the local design community and collectively carve out a space filled with innovation and cultural connection. Salone aims to promote Italian design excellence while fostering exchange with Saudi Arabia’s growing design community, aligning with Vision 2030’s focus on creative cities and cultural development.
Porro describes the project as a slice of Milan with the flavors of Riyadh, having “all the ingredients to bake the cake.”
She continues: “Riyadh somehow reminds me of Milan because it’s a financial place, it’s a business place, it’s a place that is changing. There’s a sort of affinity with Milan — Jeddah is more like Rome.”
Porro emphasizes that the fair is not just about products, but about people and partnerships too.
“Being in Riyadh is like being in a city in transformation — you see buildings being built, new squares,” she says. “I feel so welcome (in Riyadh). The team from the ministry and the commission showed a real willingness to build something together; a common project.”
A render of the inside of Gio Forma's installation. (Supplied)
She highlighted the importance of local engagement, noting that Italian company owners will personally attend rather than send representatives, ensuring deeper, meaningful interactions with Saudi counterparts.
Education and talent development will also play a major role. SaloneSatellite — dedicated to designers under 35 — will be part of the Riyadh edition, connecting young Saudi designers with international mentors, offering exposure to Italian universities, and encouraging ongoing collaboration and skill exchange.
The fair will also feature 12 masterclasses, roundtables, and The Forum, a platform focused on urban transformation in Saudi Arabia. Meanwhile, the Business Lounge — designed by Lissoni & Partners — will host meetings and presentations for decision-makers, architects and developers.
The Lifestyle Area, created in collaboration with KAFD retailers and featuring Italian and Saudi food and beverage brands, will highlight the art of convivial living — something Porro looks forward to experiencing over a cup of her much-loved Saudi coffee.
Sustainability is another cornerstone. The temporary installations and materials ensure minimal environmental impact. Porro stresses that quality and sustainability go hand in hand, saying every element is designed with care and purpose.
The Riyadh edition, she notes, will be an entirely new experience for everyone involved — one tailored to a different culture, climate, and set of functional needs.
“Salone is creating a new project, in dialogue with local needs. For me, it’s about both business opportunity and cultural project-centric opportunity, having locals and people from all over the world coming together,” she says. “It’s curated, purposeful, and about experiencing life.”
