Keti’s Travel Diary
Discovering Milan: Our Head of Creative's Journey at Salone del Mobile 2025
Upon arriving in the heart of Italy’s design capital, Keti was instantly captivated by the city’s vibrant fusion of tradition and innovation. The streets buzzed with energy as designers, artists, and enthusiasts from around the globe converged to experience the latest trends.
During Keti's culture-packed stay, she explored a wide range of exhibitions, each offering a distinct window into the future of design.
What do you most look forward to when heading to Milan for the annual Salone del Mobile?
What excites me most about heading to Milan is to be immersed by all that the city has to offer during the fair. I’m able to switch into a different mode and let it all seep in. While the visual aspect is incredible, there's something very enriching about being in a different city and being open to allowing everything around you to have a part in inspiring you creatively.
What does a day at Salone del Mobile look like for you?
The Salone del Mobile at the grounds itself are big days, I’m very systematic so I don’t miss anything! I usually have a big breakfast and start at one end and work my way forward. Maybe stop for an Aperol Spritz along the way at around 3pm!
For the days that I’m looking at installations in Milan itself, which are all through the streets, I tend to do it a slightly different. I’ll choose an area, such as Brera and pre-register for as many events as possible since the queues can be crazy. I tend to plan two big installations that I want to see, get up early and get in line!
From there, I wander up and down the streets, stopping to explore as much as I can along the way. I usually keep going well into the evening - there’s so much to take in, and the FOMO definitely kicks in!
Casa Brera
Casa Brera
Cassina
Were there any particular textiles or upholstery materials that felt new and exciting?
There was so much texture in everything! Walls, floors, furniture, everything was tactile and in a subtle, as well as an obvious way. Upholstery textiles were all very soft, velvets, very fine chenille, suede like finishes. Some beautiful abstract jacquards too.
Lots of warm colour and a lot of contrast colour, which I was expecting, but still the off whites and very soothing shades felt beautiful. Especially when everything is mixed up with travertine, marble, smooth concrete and warm woods too. So delicious.
Alchemica Elle Decor
Alchemica Elle Decor
How does Salone del Mobile compare to other design fairs you’ve attended?
In my opinion, this fair is by far the best fair if you are into furniture design and interiors in general. The way the fair blends different aspects of design, interior, furniture, fashion as well as art and installations is pretty special. To me the fashion and art is just as important to get a view on trends coming through.
Rosanna Orlandi Gallery
What advice would you give to first-time visitors to Salone del Mobile?
I always say you need to wear your best bouncy sneakers, dress up as much as you want but your feet have to be looked after! Cobble stones and hard sole shoes don’t work for long!
I would also say, plan as much as you can but there is a point where you must just let go, and go with the flow. Sometimes the queues are simply too long and you decide you don’t want to wait half a day!
Milan is magical, you never quite know what will be around a corner. I’ve come across some of the most beautiful streets, architecture, restaurants and galleries by chance.
Library of Light by Es Devlin
What were your highlights from this years trip to Milan?
There has been so much to see at the fair, some of my favourites were, Library of Light by Es Devlin - there seemed to be a lot of books being used in the art installations now I think of it... perhaps a return to holding something tactile rather than a kindle!
The Dimore Studios experience was beautiful (and they gave you popcorn) and the Elle Décor Alchemica exhibition - the colour was super yummy. The Tokujin Yoshiokas installation - Frozen, was magical.
I also stopped into Hotel Casa Brera for a cocktail where the interior was brought to life by Patricia Urquiola, its worth going to the bathroom to be overwhelmed by its beauty!
Dimore Studio
Casa Brera
Casa Brera
Frozen Tokujin Yoshioka
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