Salone del Mobile.Milano Debuts in Saudi Arabia

From Milan to the Middle East, the global stage of design takes a bold step forward. The world-renowned Salone del Mobile. Milano is expanding its creative horizons and debuting in Saudi Arabia with “Red in Progress. Salone del Mobile .Milano meets Riyadh”, a three-day event taking place from 26th to 28th November 2025 at the King Abdullah Financial District (KAFD) — transforming the city’s Financial Plaza into a glowing red celebration of culture, craftsmanship, and creativity.

Red in Progress: The Color of Energy and Transformation

“Red in Progress” is more than a title — it is a manifesto.
Red evokes energy, passion, and evolution — values that define both Italian design and the spirit of Saudi Arabia’s transformation. Conceived by the international architecture studio Giò Forma, the installation will reimagine KAFD’s public spaces with a monumental red structure made of modular scaffolding wrapped in semi-transparent fabric.

This immersive experience will act as a bridge between tradition and modernity, between Italian mastery and the Saudi vision of the future — a visual metaphor of construction, progress, and cultural dialogue.

Salone del Mobile.Milano Debuts in Saudi Arabia — Source: Website

An Encounter Between Two Design Worlds

Announced during the Cultural Investment Conference at the King Fahd Cultural Centre, the event marks the first collaboration between Salone del Mobile.Milano and the Architecture and Design Commission of Saudi Arabia’s Ministry of Culture.
This milestone follows a strategic partnership signed in AlUla in January 2025, which aims to foster long-term cooperation between Italy and Saudi Arabia in the fields of design, architecture, and innovation.

The partnership seeks to strengthen creative and manufacturing supply chains, highlight local talent, and promote sustainability and innovation aligned with Vision 2030 — Saudi Arabia’s national strategy for transformation and diversification.

Source: Website

The Best of Made in Italy Arrives in Riyadh

The debut edition of Red in Progress will showcase furniture, lighting, and accessories from 38 distinguished Italian brands, including Molteni&C, Cassina, Poltrona Frau, Giorgetti, Edra, Flos, Minotti, Porro, and Visionnaire — brands celebrated for their craftsmanship, bold aesthetics, and enduring innovation.

As Maria Porro, President of Salone del Mobile.Milano, explained:

“‘Red in Progress. Salone del Mobile.Milano meets Riyadh’ is the first step towards 2026, when the city will host a full-scale edition of the Salone del Mobile — broader in scope, richer in content, and dedicated to Saudi Arabia’s design ecosystem.”

Where Business Meets Culture

At the heart of the event lies the Business Lounge, designed by Lissoni & Partners, offering a discreet yet sophisticated space for networking between Italian companies and key Saudi stakeholders.
The interiors — defined by soft curves, illuminated fabrics, and touches of greenery — embody the Italian philosophy of elegant hospitality, where every detail is both aesthetic and functional.

Beyond business, the event will feature a Lifestyle Area curated in collaboration with KAFD retailers and Italian and Saudi food & beverage brands. These convivial spaces will bring to life the rituals of Italian living, transforming moments of pause into expressions of design, service, and shared experience — a spirit deeply resonant with Boca do Lobo’s philosophy of turning art into lifestyle.

Design as a Catalyst for Vision 2030

Riyadh is rapidly becoming a global design hub, driven by the country’s ambitious Vision 2030. With over 362,000 new rooms planned and a USD 9 billion furniture and design market forecast by 2030, the city is positioning itself as a major destination for architecture, luxury interiors, and innovation.

The Salone del Mobile.Milano in Riyadh arrives at a pivotal moment — as Saudi Arabia redefines its urban and cultural landscape, the event will serve as both a catalyst for design excellence and a platform for global collaboration.

Celebrating Local Talent: “Designed in Saudi”

A key highlight of the event will be “Designed in Saudi”, an initiative by the Architecture and Design Commission to spotlight emerging Saudi designers and give them international visibility.
Through mentorship, education, and recognition, the program aims to build a design ecosystem rooted in authenticity, innovation, and human-centered creativity.

The “Designed in Saudi” seal will be awarded to products that embody the values of craftsmanship, cultural identity, and design excellence — reaffirming Saudi Arabia’s growing presence on the global stage.

A New Chapter for Global Design

With “Red in Progress. Salone del Mobile.Milano meets Riyadh”, the dialogue between Italy and Saudi Arabia extends beyond design — it becomes a shared narrative about vision, transformation, and creativity.

For Boca do Lobo, whose work merges artistic heritage with contemporary boldness, this moment reflects the universal language of design: a bridge between cultures, a celebration of craftsmanship, and a vision of beauty without borders.