Exhibition booth design for
Salda 1870
Area — Furniture & Home
Trade Fair:
Salone del Mobile
Customer:
Salda Arredamenti Srl
Area:
Furniture & Home
Location:
Milan
For the Salone del Mobile / Design Week in Milan, SALDA Arredamenti needed to transport visitors into its own vision: a space that doesn't display products, but tells a story. The project was developed around the theme La Chambre Privée, creating inhabited, intimate and cohesive rooms, in collaboration with Iksel Decorative Arts for the wallcoverings.
- Single-room concept, articulated into distinct and narrative spaces
- Collaboration with Iksel Decorative Arts for the wallcoverings
- Use of colour as a structural and identity-defining element
- Furniture and decoration as a unified language
- Private boutique atmosphere, far from the traditional exhibition logic
The result is a stand you move through the way you visit a home: slowly, attentively, letting yourself be drawn in.
Exhibition stand design at Salone del Mobile Milan for SALDA Arredamenti
For SALDA Arredamenti, Salone del Mobile / Design Week 2026 was the opportunity to build a space that didn't showcase products, but inhabited them.
An interior articulated into distinct rooms — dining room, living room, bedroom — each with its own chromatic and material identity, each capable of telling a different chapter of the same story.
The collaboration with Iksel Decorative Arts gave depth to the surfaces: the wallcoverings don't act as a backdrop, but engage in dialogue with the furniture, amplifying the sensation of being in a real, private space, tended to in every detail.
Colour was used as an architectural tool: imperial purple, chocolate tones, and the white of botanical papers define the atmosphere of each room before the eye even settles on individual pieces.
Effetre translated this vision into a physical stand, shaping volumes, controlling light, defining flows — turning a refined idea into a walkable experience.
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