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News Salone del Mobile.Milano 2023

egomag egoitaliano News Salone del Mobile.Milano 2023

Reality is Unreal, because today reality is the brand new alternative trend

The Salone de Mobile.Milano 2023 is now in its 61° edition and it is ready to animate the Fiera di Milano in Rho from the 18th to the 23rd April. Egoitaliano will be present with an all-new stand that will focus on immersion in reality, thanks to the creative concept ‘Reality is Unreal’.

Technology and experimentation will be the tools to shape a sensory experience through landscapes recreated thanks to the stand set-up’s architectural elements, timelapses of starry skies, and dances of clouds. Not an escape from reality, but a moment of reflection on the importance of reality marked by the natural and material colours, and plays of light that naturally occur every day.

A common thread linking the creative concept to the new collection 

The ‘Reality is Unreal’ concept runs through the stand layout and can be found in the new products to be previewed, such as the Nefele sofa designed by Giulio Manzoni. A sofa with sinuous and enveloping lines that recalls the shapes of clouds and enhances them, thanks to the great work of study on materials and colours, which has always been one of Egoitaliano’s distinctive features.

Colours, materiality, an immersive experience in reality and a link with nature are the foundations of another important circular economy project already launched last year, and which finds an important stage in the Salone del Mobile. Milano 2023: the FLIP project in collaboration with Compass Rent. Thanks to the FLIP project, it is possible to rent an Egoitaliano model for 40 months with the possibility, at the end of that period, to decide whether to return it, or replace it with a new one. And the old sofa? It is recovered in its materials and non-worn components to make remanufactured sofas that will be put back on the market at favourable prices.

Reality, circularity and sustainability

The circular economy, the study of fabrics, colours and materiality finds its outlet in another important collaboration linked to sustainability that will be previewed at the 61st edition of the Salone del Mobile: Egoitaliano’s partnership with Regenesi, a company that deals with the re-generation of post-consumer materials. In particular, the collaboration will aim to give new life to Egoitaliano’s fabric scraps, which will be transformed into brand new objects signed by designer Giulio Iacchetti combining style, functionality and sustainable design.

Many more products and collaborations will be presented during the Salone del Mobile in an all-new stand that will unite Egoitaliano’s pop, colourful and young DNA by anchoring it to concrete, sustainable, and design projects.


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