The creators and organisers of Proposte, the exclusive trade fair for high-quality home textiles in Northern Italy, have already indicated at the 26th edition in May this year that they will be considering changes and innovations for Proposte 2019. “Quo vadis Proposte?” was a big question at the time. It was clear from the words of Proposte President Mauro Cavelli at the press conference that the ever-increasing “Fuori Proposte” was not to the liking of the organisers. Cavelli made it clear that it was observed with suspicion that exhibitors who themselves do not exhibit their collections at the Villa Erba exhibition grounds, begin to open their temporary showrooms in the city days before the actual fair, thus giving the trade public more time to inspect the products and establish contacts with customers.

Fuori Proposte - Fuori Salone

The exhibitors at Fuori Proposte have conquered villas, shops, bar areas and even Bed & Breakfast locations in recent years. Every year there are more. Their great role model is the Milan Furniture Fair. This is where the idea of the “Fuori Salone” was born, the occasion where the whole city of Milan becomes a large furniture showroom. In addition to the actual furniture fair (Salone del Mobile) on the exhibition grounds, disused factory buildings, studios and showrooms, shops, workshops and backyards turn meeting places and temporary inns where not only renowned furniture designers but also young, up-and-coming designers and creatives from the furniture industry present themselves and celebrate an event with their products. “Fuori Proposte” works in a similar way, except that none of the exhibitors also exhibits directly at the Proposte trade fair and they are no longer anxious to obtain a place in the exhibition halls. “Fuori Proposte” was created because for many years it was very difficult to get a place in the exhibition halls. There were long waiting lists. The idea of these “pop-up locations” was born out of necessity and is therefore also suupported by the management committee of Proposte. In the beginning, Fuori Proposte was offered precisely on the days of the fair, now Fuori Proposte starts a few days earlier. Since its first edition 26 years ago, Proposte itself only lasts three days and traditionally takes place in the beginning of May, always from Wednesday to Friday. In 2018, this was from 2 to 4 May.

Everything on a new start

Now, Mauro Cavelli is changing not only the date, but also the weekdays further ahead – in 2019, Proposte will take place from Monday, April 15 to Wednesday, April 17. Thus, in the beginning of the week and 14 days earlier, directly after the furniture fair in Milan, which will end on Sunday April 14. He and his management team hope that this will produce synergy effects. Especially for foreign visitors to Proposte, who in this case would only have to travel to Italy once. At Proposte 2018, 75 percent of the trade visitors came from abroad, 5 percent more than in the previous year, according to the organisers. This group is led by Great Britain, followed by Germany and France.

The number of visitors from the USA rose by 10 percent, with 27 percent more Poles and 4 percent more coming from Japan. At the same time, the trade fair became less attractive to the domestic public, with 10 percent fewer Italians attending. This decline was expected, said Cavelli, it is reflecting the situation of the Italian market. In 2018, there were 89 exhibitors with their collections in the exhibition pavilions of Villa Erba. The fair continues to be a popular showcase for Italian producers (42), followed by 14 Belgian companies, seven from Spain, six from France and three from Germany. 37 percent of the exhibitors produce home textiles of superior quality, 26 percent in the luxury segment and 15.5 percent in the “extra luxury” segment. 76 percent of the products are used in the private Heimtextil (home textile) sector. Hotel furnishings and furniture are becoming increasingly important, as are ship furnishings, theatres and offices.

Ingrid Sachsenmaier