Salone Satellite 2008: a Designer’s Perspective

26 May 2008 Category: Events & Exhibitions, Features, Products, Worldwide

Salone Satellite 2008: a Designer’s Perspective

The new FieraMilano complex, where “Salone Satellite” was held between 16th to 21st April.

Salone Satellite – often known just as “Satellite” – serves as a stepping-stone to young upcoming designers, who attend the annual Salone del Mobile Internazionale (International Furniture Fair) in Milan. This expo, which has just celebrated its 11th anniversary last April, is renowned as the leading trade fair for international media, furniture and lighting manufacturers and high-profile designers. The number of products commercialised at this fair is innumerable. Not only does this expo actract designers from Europe but from around the world. Participants from Japan are increasing yearly and at this year’s Satellite, 19 of the 159 booths were from Japan. I was also fortunate to participate in the event for the first time. Let me share with you my report on “Satellite” from an exhibitor’s perspective.

Written by Keiji Ashizawa
Translated by Natsumi Yamane

To take part in Satellite, the fee costs 2,300 Euro. If you include the costs of making prototypes, financing accommodation and transportation, the expenses involved for the exhibitors are never small. Sticking to the site for 6 days from 9:00 am to 6:30 pm, to try to recoup these investments, is quite a tormenting experience. However, this kind of tension is also the beauty of Satellite, and in the meantime, visitors and manufacturers can find out the concept of each work from the designer themselves in the booths, perhaps negotiating on the spot.


The entrance of Salone del Mobile Internazionale.

The site is filled with numerous booths.

One of the sophisticated corners in the site.

The first and the second days are the most important, as the winner of the Design Report Award is selected over these two days. This award is presented to the most interesting booth or design from all of the exhibitors. This year, the Swiss designers’ collective Postfossil, whose booth was directly across from me, won the coveted prize. Special Mentions went to my neighbouring booth Ding3000 from Germany, COMPANY from Finland and Junio Design from Japan.

The booth of Postfossil, who won this year’s Design Report Award.

“First Light” by Postfossil.

The weight on Portfossil’s “Sports Furniture” lights it up for a few minutes while it also functions as a pull-up bar for personal fitness.

“Animal Tales” by Ding3000, who was awarded the Special Mentions. Their booth design and products were both extremely unique. (Photo by Philipp Nemenz)

Junio Design from Japan was also presented the Special Mentions. ©Satoshi Asakawa

Though they may be disappointed, the rest of the exhibitors who missed the prize now make a dash for their next goal – getting a contract with a manufacturer. And by the third day or so, rumours of who was approached by which maker and the director of so-and-so manufacturer was seen walking around start to spread around the site.


This chair by Marco Dessi industrial Design called “Udon” was approached by a manufacturer.

“brio” by Mikiya Kobayashi Design was another chair that had been approached by several manufacturers.

Vinta, who was previously introduced on PingMag, was approached with an offer to commercialise his sofa. The way it leads to businesses on the spot is one of the great appeals of the Satellite.

The work by GIBA from Japan exhibited at the previous show has already been commercialised.

In the final days, everyone seems more relaxed perhaps due to tiredness. Having gone through the same efforts and troubles, designers start communicating with each other. It’s also at this point that exhibitors get the chance to look around the other booths. While exchanging information on other countries’ designs, business situations and concepts of their works at a joint dinner by designers from 5 booths, I asked what each of the designers had learned at this fair. One designer replied that it was a good step for the next year’s event. Designers can participate in Satellite up to three times so even if they miss the award or do not get any offers from manufacturers, they act with the next year’s event in their minds.


“HONOKA” by MIFUNE DESIGN STUDIO, who was participating in this year’s event for the third and the final time. Designer Yasutoshi Mifune looked slightly disappointed.

“CAMPANULA” by VOW featured unique and functional designs.

There were also talks by designers, including Mario Bellini.

A dinner party in a relaxed atmosphere: the food is of course pizza and pasta!

Once the exhibition is over, the all important period of negotiation with the manufacturers and media begins. For Japanese designers in particular, it’s better to do as much negotiation as possible while they can see the manufacturers face to face. In my case, I somehow managed to make an appointment and re-negotiated with a manufacturer on the day before I left. Had I not had this chance, there probably wouldn’t have been any more new developments.

Lightings and a zip-up sofa by Niimi Design Office.

“stix shelving” by CANDYWHISTLE is a ready-to-assemble shelf that makes a clever use of delicate materials.

onSite studio’s structure using industrial tubes.

The undersides of “Woodenlegs” stools by B.dnb design Studio also function as lightings.

Shigeichiro Studio from Japan was nominated for the Design Report Award.

Another Japanese design office, Leif.designpark exhibited prototypes focusing on furniture for children.

In design was another nominee for the Design Report Award.

And this was my or Keiji Ashizawa’s work: Featuring a form naturally created by the self-weight of the 0.5mm thickness metal plate and the bulbs when it is suspended in the air. （Photo: Takumi Ota）

The exterior space with plenty of sunshine.

Salone Satellite is a place where you can learn all sorts of necessary experiences as a designer. So if you have a chance, I highly recommend you to participate once as an exhibitor.

44 Comments

  1. I think, modern design become more and more weird.
    Its rather art than design things that we can use in every day life.

    Posted by: Tomek on May 26th, 2008 at 8:46 pm

  2. I don’t like modern.
    When you look at it it’s so-so. But live in modern place - it’s better to die in old-fashioned grave.

    Posted by: Jane on May 26th, 2008 at 10:15 pm

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    Posted by: Heather T. on May 26th, 2008 at 10:26 pm

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    tres petit.

    Posted by: s kokubo on May 27th, 2008 at 12:05 am

  5. I think it’s coming back to that post-modern era thing where people design based on aesthethic (not sure how to spell)only rather than design as objects that people use…

    Posted by: gracia t on May 27th, 2008 at 7:21 am

  6. Postfossil really deserved their award! I love their design.

    Posted by: Yuu on May 27th, 2008 at 8:05 am

  7. Salone Satellite is the student/young designer exhibit at Milan Furniture Fair, so it’s usually more innovative and experimental than the Fair itself.

    Posted by: Ragnheidur on May 27th, 2008 at 10:00 am

  8. The best is when people who don’t know what they are talking about say “modern”, but they mean “contemporary”.

    Posted by: Janice on May 28th, 2008 at 2:57 am

  9. “The work by GIBA from Japan exhibited at the previous show has already been commercialised.”
    They’ve already been exploited for wealth?
    “Lightings and a zip-up sofa by Niimi Design Office.”
    “And this was my or Keiji Ashizawa’s work: Featuring a form naturally created by the self-weight of the 0.5mm thickness metal plate and the bulbs when it is suspended in the air.”
    Editor! Help! You made me sound like a worse ESL speaker than I already am!

    Posted by: Janice on May 28th, 2008 at 3:01 am

  10. looks kool…. but design shows, exhibitions, festivals looks so surgical and germ free these days (for a long time).

    Would like to see something a bit more back to basics… something a bit more integrated with the world that we live on/in.

    Posted by: SHANTELL MARTIN on May 28th, 2008 at 10:43 am

  11. my favorite thing was “animal tales” and also the huge plants at the end. That was the best part. I didn’t like a lot of the furniture and the people who were focused on children’s furniture that stuff was lame I thought it would be cool since it’s for kids but it’s just mini lame stuff. the yellow white chandelier is kind of cool though. and weird chairs are always awesome

    Posted by: JELLSMELL on May 30th, 2008 at 2:23 pm

  12. Contemporary art/design as shown at these exhibitions has become just that, ‘contemporary’. Contemporary imitations of contemporary pastiche. Where is the innovation, the excitement in creating something never before considered. These copies of copies show just how limited some designers have become, and just how far students of design have yet to travel.

    Posted by: Neil on June 4th, 2008 at 8:31 am

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