There is no better time to visit Milan than in spring. The weather is pleasant, the sun stays out longer and there is a hint of warmth in the air. It’s that time of the year when buds begin to swell and trees start to sprout leaves, and as the day begins to warm up, the city transforms into a haven for design enthusiasts and naturalists, alike. Amid the blooms and blossoms of spring, the lanes of Milan echo with the voices of thousands of designers and fans who flock in from different parts of the world to attend the Salone del Mobile.Milano, a premier design event within the Milan Design Fair.
Against the backdrop of Milan’s spring and burgeoning design fair, I caught up with Annalisa Rosso, the Editorial Director and Cultural Advisor of the Salone del Mobile, who talked about the success of the 62nd edition of Italy’s grandest design event alongside expressing thoughts on contemporary design and critical journalism.
“After the monumental Salone, we’re finally taking a well-deserved break. We are thrilled with the results of the event. It’s not just about the impressive numbers we drew, it’s about the meaningful impact we’ve created,” she starts with a smile. Notably, Salone del Mobile 2024 witnessed a record-breaking turnout of over 370,000 visitors in attendance over the seven days of the fair.
To make this happen, Annalisa and her colleagues traversed the globe to grow connections and explore new design trends in 2023-24. “Last year, we visited South Africa, Japan, Korea, India, China, the U.S. multiple times, and several European capitals. We’re already immersed in planning for the next few years and the tours we are going to make. We had an extensive meeting with our president recently. When you accomplish something significant, it only fuels the desire to reach even greater heights,” Annalisa states.
People who know Annalisa refer to her as the voice of Salone del Mobile; for others, she is the Rosso of Milan, a redhead with a pixie cut who shares love, passion, and admiration for both design and designers. Annalisa earned this knack for design from her parents who she remembers ‘would adorn their home with products like Arco Lamp and Wink chair.’
“I was fortunate to grow up in a home filled with design pieces. While they weren’t professionals, but they (parents) were very passionate about what kind of design is modern and avant-garde. Our home was adorned with lights and furniture from the best Italian brands,” she informs.
At work, Annalisa finds herself encompassed by design, everywhere she travels. Whether it’s the massive installation by David Lynch or a product exhibited by an independent designer; the curator of Salone del Mobile ensures she never stops moving, meeting people, and discovering new elements. “Walking through the corridors, discovering new productions, and seeing an innovative design is always exhilarating,” she shares.
The essence of Salone del Mobile lies not only in installations and exhibitions, but also in its global conversation, engaging with brands, designers, buyers, and stakeholders worldwide, and it seems Annalisa was born to mediate these talks. She not only serves as the curator of Round Tables sessions at Salone del Mobile but also pens important articles highlighting the state of contemporary design and its future.
“As the editorial director and advisor for cultural events, my focus encompasses various elements. As a design curator, I organize Talks, exhibitions, and site-specific projects dedicated to contemporary designers.”
Before becoming the Editorial Director of Salone del Mobile, Annalisa cherished an illustrious career spanning various prestigious editorial positions. She served as the director of the Domus website and the editor-in-chief of Icon Design Magazine. “My time with different magazines has profoundly influenced my perspective. I believe magazines are the critical voice of our industry, keeping us updated and offering informed viewpoints,” Rosso said.
“From the moment Salone del Mobile approached me, it was clear, we had a strong connection. I’ve been a lifelong visitor of Salone, experiencing it through various stages of my career,” she states. Annalisa Rosso is also credited for being the architect behind digitalizing Salone. “When I was asked to create an editorial project for Salone, it was just after the pandemic. I proposed building a platform to unify magazines, which is why the Salone del Mobile website and digital channels emphasize current happenings and feature contributions from international journalists. This collaboration keeps the conversation open and dynamic.”
Staying abreast of the latest trends and the evolving design industry, Annalisa spends time reading all the magazines, especially the international ones. “Recently, I’ve been more drawn to independent magazines for their curiosity and breadth,” she tells. Her passion for design extends beyond traditional media. “I follow social networks, attend exhibitions, and participate in gatherings. It’s not just work, it’s my passion, which makes it easy to stay engaged.”
As a seasoned editor, Rosso stressed the importance of critical journalism. “A journalist’s role is to offer a critical voice and different perspectives. It’s crucial to engage in debates, even if we don’t always agree. I value articles that provide unique insights rather than those that merely aim for clicks.”
Outside her professional commitments with Salone del Mobile, Annalisa enjoys watching movies, reading books, and cherishing nature. “I live in Milan, but I escape to the seaside whenever I can to relax. However, even on a holiday, my passion for design often follows me. It’s the life I chose, and I love it.” Whether roaming the bustling streets of Salone del Mobile or strolling the tranquil shores of the seaside, Annalisa’s passion for design knows no bounds as Rosso heads to pen the next chapter of her life at Mr Lawerance Studio.
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