Exhibition Design by Studio Michele Marcon. An absolute, tactile stage that welcomed an extraordinary turnout, celebrating the natural continuity between the new editorial narrative, the Ateliers, and the domestic space.
Concept: The Shell and the Beating Heart
Returning to the Salone del Mobile in Milan required a measured yet highly impactful architectural gesture, capable of protecting and simultaneously revealing the new soul of the brand. For the EuroCucina 2026 stand, we conceived a shell of absolute rigor: the tall external walls, wrapped in a profound black, rise like a silent theatrical backdrop. On this surface, the Berloni brand is repeated, embedded with a refined concrete effect: a tactile visual signature that declares solidity, roots, and innovation. Crossing this rigorous threshold, the space opens into a luminous, beating heart: a true domestic promenade that welcomes visitors, immersing them in the warm and vibrant atmosphere of our "Architecture to live in."
The Domestic Scene: The Four Systems and the Memory of the Line
Within this hushed scenography, the four new models — Mina, Duse, Bellucci, and Loren — found their ultimate three-dimensional expression. The setup was not conceived as a simple trade fair exhibition, but as the natural spatial extension of the work undertaken with the new Ateliers and the monograph. The compositions converse in total fluidity with the surrounding living fabric, in an uninterrupted tactile embrace. To seal this syntax dedicated to Total Living, a new exclusive sideboard made its debut: a piece of sartorial design whose front gently evokes the lines of the Berloni logo. It is not a simple decoration, but a sophisticated detail in which the historical memory of the brand becomes sculpted matter and contemporary design.
The Warmth of Hospitality: A Success of Relationships
The Salone del Mobile 2026 represented much more than a product debut for us: it was a profound moment of human reconnection. The record attendance that animated the stand — with flows of thousands of visitors from the very first day, celebrated even by industry critics as one of the great "returns" of Design Week — confirmed the validity of our path. People did not limit themselves to observing the lightness of the honeycomb core, the softness of the woods, or the accuracy of the frames; they stopped, they sat down, they lived the environment. This is the true strength of industrial design when guided by care: transforming a temporary architecture into a place that makes anyone feel at home.
