Though it may be hard to believe, given its formidable reputation today, SaloneSatellite began as a grassroots initiative. In 1997, journalist Marva Griffin was on the ground at Salone del Mobile in Milan, researching ideas for potential magazine stories. As part of her investigation, she ventured beyond the confines of the trade fair to explore showcases taking place across the city – what is now known as Fuorisalone (literally, “outside the Salone”).
‘There were a number of companies that weren’t able to get into the fair, so during that week, they began renting spaces around Milan. Some opened their showrooms to present their collections during the Salone,’ she recalls.
It was here that she also met a growing generation of emerging designers who were priced out of showing at the fair and unable to compete with the big furniture manufacturers but were desperate to have their work seen. ‘There were young designers who had left school and were starting their careers who wanted to show their creativity. They knew my connection with Salone, my connection with magazines and all the journalists, so they asked me, they always begged me, “Mrs. Griffin, can you help us to be in the fair?”’.
Griffin approached the CEO of Cosmit, the committee that organises the fair, with the new idea. ‘After a few weeks, they called me and the CEO said, “We have the space. See what you can do to bring in these guys to the fair”. I had four months to organise everything.’
Over the last quarter of a century, SaloneSatellite has evolved into an annual exhibition for work by talent from designers aged under 35, with hundreds of universities from around the world submitting entrants in the hope of gaining a sought-after place. To date, it has helped launch the careers of household names, including Daniel Rybakken, Patrick Jouin and Cristina Celestino.
When asked what makes a successful applicant today, Griffin says that emerging designers should take inspiration from the world around them and offer design solutions to real-world problems for contemporary audiences. ‘Something I always say to the designers is: “You have to learn, to read, visit museums, look at magazines, look at what’s happening and find out what the population wants.”’ salonemilano.it
