‘Red in progress. Salone del Mobile.Milano,’ the world’s most influential design fair, is all set to make its Middle East debut with a grand launch this month in Riyadh.

Delivered in strategic partnership with the Architecture and Design Commission at the Saudi Ministry of Culture, the event will transform the King Abdullah Financial District into a stage for design, dialogue and business exchange from November 26 to 28.

Dr Sumayah Al Solaiman, CEO of the Architecture and Design Commission, and Maria Porro, President of Salone del Mobile.Milano, announced this on the sidelines of the Cultural Investment Conference at the King Fahd Cultural Centre, held under the patronage of HRH  Prince Mohammed bin Salman bin Abdulaziz Al Saud, Crown Prince and Prime Minister.

Establishing a business-first meeting point for more than 35 Made in Italy brands together with Saudi designers, the first edition serves as a preview of a more articulated Salone del Mobile to be held in Riyadh next year.

“Salone del Mobile.Milano meets Riyadh will strengthen Saudi Arabia’s position on the global design and furniture stage,” stated Dr Al Solaiman.

The event will act as a bridge between Saudi and international designers, opening new avenues for collaboration and exchange while reinforcing the kingdom as a destination for creativity and innovation, she stated.

Furnishings, lighting, surfaces and accessories from select Italian companies recognised for their quality, innovation and sustainability, the installation sets the stage for a wider programme of business and cultural exchange.

Porro said: “We are bringing the design culture of the Salone and the exhibiting companies to this country to listen and work together with contractors, developers and architects – not a showcase, but a space where collaboration and content meet, and ideas become places.”