The curtain falls on Red in Progress. Salone del Mobile.Milano meets Riyadh, the three-day event building on the deep-rooted cooperation between Italy and Saudi Arabia and standing as the first concrete platform for dialogue and cultural, commercial, and visionary exchange between the two countries. Created to connect two evolving ecosystems, the initiative shared the goal of fostering a structured dialogue among institutions, designers, and companies.
Developed in collaboration with Saudi and Italian institutions, the initiative took place in the heart of the King Abdullah Financial District (KAFD), one of the emblematic areas of the city’s urban transformation. It aligns with the work of the Architecture & Design Commission—led by HH Prince Nawaf Bin Ayyaf—which plays a strategic role in the country’s cultural and design development. The event welcomed over 3000 visitors, including architects, developers, interior designers, contractors, and industry professionals, confirming the MENA region’s strong interest in Made in Italy and in a top-tier design culture.
With Red in progress. Salone del Mobile.Milano meets Riyadh, Italian design entered the Arab world for the first time, reaffirming the Salone’s leading role in promoting Italian design internationally and in shaping new market scenarios. The initiative is a concrete response to the extraordinary urban and infrastructure growth underway across the Middle East, and it opens up a new forum for dialogue between Italian companies and local players.
A Commercial and Cultural Hub for the Entire MENA Region
The B2B format, the heart of the event, involved 38 leading Italian companies—spanning furniture, lighting, surfaces, materials, and accessories—showcasing m 241 products selected to meet the needs of a rapidly expanding market like the Gulf.
The business area recorded more than 500 B2B meetings, with a very high rate of confirmed attendance—clear evidence of strong, targeted interest. The Business Lounge operated at full capacity throughout the event, providing an effective, professional space for exchange between exhibitors and local and international stakeholders.
Shared Values, an International Outlook
Beyond business, the Salone also brought its cultural identity: Red in progress featured a robust program of 13 talks and masterclasses, including the presentation of the 9th Italian Design Day, hosted by the Embassy of Italy in Riyadh, with 33 moderators and speakers from 11 countries exploring contemporary design, sustainable design, and intercultural dialogue between Italy, Saudi Arabia, and the global scene. In this context, local creativity was also highlighted through the Architecture and Design Commission’s participation with the Designed in Saudi pavilion— A selection of distinguished products bearing the ‘Designed in Saudi’ mark, supporting promising national talents in the field of industrial design. The pavilion attracted remarkable attendance and strong engagement from visitors, who were drawn to the creative products that reflect the identity of the Kingdom of Saudi Arabia through pioneering contemporary designs
Craftsmanship, Identity, and Storytelling
A special focus was dedicated to Saudi craftsmanship, highlighting the work of several Saudi artisans and showcasing their creative skill through a pavilion under the supervision of the Ministry of Culture. The pavilion also presented, in collaboration with the Royal Institute of Traditional Arts (Wrth), an art installation titled ‘Nasaj’ that features five forms of traditional arts representing examples of Saudi craftsmanship. In addition, a collection of handcrafted gifts was offered to VIP guests as an expression of the authenticity and cultural depth of these crafts
Red in Progress was not just an event, but a relationship-building platform, a replicable model, and a lab for new visions. With this project, Salone del Mobile.Milano reaffirmed its international mission and its commitment to building a design future that is increasingly open, inclusive, and global.
