Red in progress. Salone del Mobile.Milano meets Riyadh

November 26 ^th - November 28 ^th 2025 15:00 - 22:00

Red in progress. Salone del Mobile.Milano meets Riyadh

Salone Del Mobile.Milano is making its Middle East debut in Riyadh. Red in progress. Salone del Mobile.Milano meets Riyadh will transform the King Abdullah Financial District into a stage for design, dialogue and business exchange from 26th to 28th November 2025, Featuring 38 renowned Italian brands and laying the cornerstone for the landmark 2026 edition.

Made in Italy in Riyadh

Delivered in strategic partnership with the Architecture and Design Commission at the Saudi Arabia Ministry of Culture, the event reflects the Kingdom’s cultural vision and design ambitions. Beyond the exhibition, the event will feature a dedicated B2B platform connecting Italian companies with Saudi buyers contractors, developers and architects; an engaging cultural program of talks and masterclasses to foster cultural dialogue curated by Annalisa Rosso, Editorial Director & Cultural Events Advisor Salone del Mobile.Milano; a landmark site-specific installation that will embody the creative theme Red in progress.

The event is supported by the institutional partners that accompany the Salone in its international activities, including the Italian Ministry of Foreign Affairs and International Cooperation (MAECI) and the Italian Trade Agency (ITA), underscoring a shared commitment to promoting Italian design worldwide and strengthening cultural and economic ties with Saudi Arabia.

The focus is business-first: fostering exclusive meetings between Italian brands and Saudi decision-makers, raising the quality of interiors in large developments, and opening dialogue that blends culture with results.
A dedicated Business Lounge by Lissoni & Partners, site visits to giga-projects and business-related presentations will drive synergies, innovation and sustainable partnerships in line with Vision 2030.

A scenographic installation by Giò Forma will imprint the space in red, showcasing Italian furnishings, lighting and surfaces while a modular scaffolding draped in red fabric transforms the construction site into a cultural platform with forums and masterclasses. Alongside, a Lifestyle Area with KAFD retailer’s plus Italian and Saudi F&B brands will celebrate conviviality and the rituals of Italian living.

Alongside the main showcase, the Ministry of Culture will present work by local designers in collaboration with leading universities, while the Architecture and Design Commission will highlight key projects across the Kingdom, including the Designed in Saudi initiative, positioning Saudi Arabia as a global design destination.

Pre-arranged B2B Meetings through a smart matchmaking platform for business growth

Red in Progress event is envisioned as a strategic, business-driven bridge connecting Italian design and manufacturing ecosystem with Saudi Arabia’s professionals like architects, interior designers, giga project developers, contractors, and buyers — transforming a digital matchmaking into real, meaningful, and long-lasting collaborations.

The B2B digital platform will provide visitors and professionals with comprehensive brand information such as company profile and history, key projects, product highlights — and, crucially, will enable on-site meetings to be set up with the Italian brands. Users can check real-time availability and send each other meeting requests.

Discover the Event Showcase

To request participation to the B2B Meetings, email b2b.saudi@salonemilano.it
(requests are subject to validation)