Design matters: Why car companies are crashing Milan’s furniture fair
Milan Design Week is increasingly attracting car companies, transforming it into a significant event for the automotive industry. Automakers like Kia are showcasing their designs alongside traditional furniture displays, highlighting the importance of aesthetics in a market where technology is becoming standardized. This trend reflects a broader strategy by car manufacturers to differentiate themselves through design in various cultural contexts.
- ▪Milan Design Week, known as Salone del Mobile, is a premier interior design show that now features car companies prominently.
- ▪Kia has participated in the event for four consecutive years, presenting both concept cars and a unique exhibit focused on the creative process.
- ▪Car companies are seeking new venues to showcase their designs as they move away from traditional auto shows and technology-focused events.
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Open this photo in gallery:People visit "Serotonin, The Chemistry of Happiness" installation by Sara Ricciardi as part of the Design Fair exhibition, in Milan, Italy, Thursday, April 23, 2026.Antonio Calanni/The Associated PressShareSave for laterPlease log in to bookmark this story.Log InCreate Free AccountMilan Design Week, which runs every April and is officially called the Salone del Mobile, is the world’s buzziest interior design show. An event the fashion newsletter Blackbird Spyplane called the “Coachella of chairs.” It’s the place to be if you really, really love lamp.Recently, however, car companies have been crashing the Italian furniture fair, so much so that it’s fast becoming a highlight on the international car show circuit, along with the Pebble Beach Concours d’Elegance…
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