Opinion: Salone del Mobile may be the official centre of the furniture business during Milan design week, but Fuori Salone is the fair that actually channels investment into the city, says local designer Eleonora Fassina.

Salone del Mobile and Fuori Salone are two sides of the same coin ? Milan design week. But after years of visiting and living with both of them, I can say that only one truly transforms the city into a container for exhibitions, events and lasting international cultural exchange.
Salone del Mobile is the serious furniture fair. Restricted to professionals (laypeople can only visit on the weekend), its housed in its own city of design called Rho Fiera, outside Milan.
This mini city has a controlled air environment, red carpeted streets and flashing lights, and is populated by sweating men in starched suits and suffering women in high heels. There are lots of business cards and lunches. Visiting it as a professional can take a toll on you ? even before you deal with the fact that the central axis of the exhibition space is over a kilometre long. Only Fuori Salone has a direct impact on the actual spaces and people of Milan
Fuori Salone is located in Milan proper, and the contrast is not only geographical. Only Fuori Salone has a direct impact on the actual spaces and people of Milan and creates a complete urban regeneration every year.
This is the "fun" fair ? an image that is clearly reflected through the graphics on flyers and maps that recall ...