Salone del Mobile.Milano Brings Its Vision to Riyadh: “Red in Progress” Opens a New Chapter in Global Design

The world’s most influential design fair, Salone del Mobile.Milano, is bringing its vision to the Middle East through the premiere event “Red in Progress. Salone del Mobile.Milano meets Riyadh”, taking place from 26 to 28 November 2025 at the King Abdullah Financial District in Riyadh.

Organized in strategic partnership with the Architecture and Design Commission under the Ministry of Culture of the Kingdom of Saudi Arabia, the event marks a historic moment — a union of Italian creativity and Saudi transformation, a synergy between art, business, and culture that is redefining the future of global design.

The announcement was jointly made by Dr. Sumayah Al-Solaiman, CEO of the Architecture and Design Commission, and Maria Porro, President of Salone del Mobile.Milano, during the Cultural Investment Conference at the King Fahd Cultural Center, held under the patronage of His Royal Highness Prince Mohammed bin Salman bin Abdulaziz Al Saud, Crown Prince and Prime Minister of the Kingdom of Saudi Arabia.

This marks the first activation of the strategic partnership signed earlier in 2025 between the Architecture and Design Commission and Federlegno Arredo Eventi S.p.A., the official organizer of Salone del Mobile.Milano. The partnership aims to build bridges between the Italian furniture industry and the Saudi market, encourage knowledge exchange, harmonize quality standards, and support sustainable transformation in architecture and design.

Maria Porro & Dr Sumayah Al-Solaiman

Design Culture as a Catalyst for Change

What makes this project exceptional is its role in creating a bridge between two dynamic cultures. Under Vision 2030, Saudi Arabia is positioning itself as a hub for the creative economy and cultural innovation, while Italy, with its decades-long design tradition, brings expertise, style, and values that have shaped global standards of aesthetics and craftsmanship.

“Riyadh is the place where vision becomes city. With ‘Red in Progress’, we are bringing the design culture of Salone and our companies to this country — not as a showcase, but as a space where collaboration and content meet, where ideas become places,” said Maria Porro, President of Salone del Mobile.Milano.

Focusing on business, education, and collaboration, the event will bring together more than 35 Italian brands and numerous Saudi designers, creating a unique professional platform that unites knowledge exchange, inspiration, and tangible business outcomes. This first edition serves as a preview of a much larger event planned for 2026, when Riyadh will become the new regional hub for design and interior innovation.

The “Red in Progress” Installation: The Energy of the Future

The event’s visual identity is entrusted to the renowned Milan-based studio Giò Forma, celebrated for transforming architecture into immersive experiences. Their scenographic installation will serve as the central symbol of the event — a modular structure draped in semi-transparent red fabric, inspired by the dynamic language of construction and progress.

The color red, chosen as the unifying thread, symbolizes strength, creativity, passion, and the future. This artistic installation not only represents a physical space but also serves as a metaphor for Saudi Arabia itself — a nation under construction, building its own cultural identity through architecture, design, and art.

“In Saudi Arabia, everything speaks of construction and the future. Salone del Mobile.Milano and Riyadh together shape this energy. ‘Red in Progress’ transforms the construction site into a cultural platform, connecting Italian know-how with Saudi urban visions,” stated Giò Forma, known for projects such as the Maraya Concert Hall — the world’s largest mirrored structure, The Chedi Hotel in AlUla, and the Islamic Arts Biennale in Jeddah.

Maria Porro

A Platform for Dialogue, Education, and Collaboration

Over the three-day event, attendees will be able to participate in masterclasses, panel discussions, and workshops led by Italian and Saudi experts in architecture, design, construction, and development.

Organized in collaboration with the Architecture and Design Commission, these programs aim to empower local talent, promote knowledge sharing, and establish new quality standards in architecture, construction, and interior design. The Forum will also feature case studies of Saudi Arabia’s urban transformation, as well as best practices from Italy’s design industry.

Business Segment and B2B Connections

Design is not only art — it is also industry. In this spirit, the event features an exclusive Business Lounge, designed by the acclaimed Lissoni & Partners studio, known for its international projects in architecture and luxury interiors.

This space will host direct meetings between Italian manufacturers and Saudi investors, architects, and developers, fostering concrete partnerships and projects.

Additionally, site visits to giga-projects in Riyadh and beyond will allow Italian brands to connect with key decision-makers and gain first-hand insight into the local market’s needs.

This approach transforms cultural exchange into tangible business opportunities — from joint ventures to innovation-driven collaborations.

Italian Lifestyle in the Heart of Riyadh

Beyond its professional agenda, the event will offer an opportunity to experience the Italian way of life through a dedicated Lifestyle Area, developed in collaboration with KAFD retailers and leading Italian and Saudi food and beverage brands.

This space will celebrate the art of conviviality — where culture, taste, and design come together, and where conversations over espresso turn into ideas, embodying the effortless elegance of Italian living in the rhythm of modern Riyadh.

Cultural Investment Conference at the King Fahd Cultural Center

Institutional Support and International Collaboration

“Red in Progress” is held with the support of the Italian Ministry of Foreign Affairs and International Cooperation (MAECI) and the Italian Trade Agency (ITA), underscoring the shared vision of Italy and Saudi Arabia in strengthening cultural, economic, and creative ties.

Dr. Sumayah Al-Solaiman emphasized that the event will reinforce Saudi Arabia’s position as a global destination for design and innovation, providing local talents with access to international expertise and partnerships.

“‘Red in Progress’ is a bridge between vision and realization — a space where ideas take shape, where Saudi Arabia becomes part of the global design map,” she said.

Leaders of Vision

Maria Porro, born in Como in 1983, comes from the renowned Italian Porro family, whose design brand has been synonymous with excellence since 1925. A graduate of the Brera Academy of Fine Arts, she became President of Salone del Mobile.Milano in 2021, as the first woman to hold the position. Her leadership is defined by a focus on sustainability, innovation, and the promotion of women’s empowerment in the industry.

Dr. Sumayah Al-Solaiman, architect, academic, and CEO of the Architecture and Design Commission, is one of the most influential figures in Saudi Arabia’s cultural landscape. She holds a PhD in Architecture from the University of Newcastle, and before joining the Ministry of Culture, she served as Dean of the College of Design at Imam Abdulrahman bin Faisal University. In 2018, she co-curated the Saudi Pavilion at the Venice Biennale.

Salone del Mobile.Milano — The Global Platform for Design

Since its founding in 1961, Salone del Mobile.Milano has evolved beyond a trade fair to become a global ecosystem of ideas, innovation, and business opportunities.

In 2024, its 62nd edition gathered nearly 2,000 exhibitors from 37 countries and over 300,000 visitors, reaffirming its position as the world’s leading event dedicated to design and the art of living.

In addition to its main exhibitions — Salone Internazionale del Mobile, S.Project, Workplace3.0, and the International Furnishing Accessories Exhibition — the event also features biennial showcases such as Euroluce and EuroCucina, while SaloneSatellite has become the foremost international platform for emerging designers under 35.

Conclusion: A New Era of Global Creativity

The event “Red in Progress. Salone del Mobile.Milano meets Riyadh” is more than an exhibition — it is a cultural and business manifesto connecting two nations united by bold visions of the future.

Bathed in red — the color of energy, passion, and progress — Italian aesthetics and Saudi ambition merge, opening a new chapter in the story of global design.