Red in Progress at KAFD takes place from 26 to 28 November.
Salone del Mobile makes its Middle East debut in Saudi Arabia, from 26 to 28 November, with Red in Progress. Salone del Mobile Milano meets Riyadh is a three-day programme that brings the Italian design powerhouse into direct dialogue with Saudi Arabia’s fast-evolving creative economy. The event will transform the Financial Plaza at King Abdullah Financial District into a design-forward forum for ideas, trade and cultural exchange.
Delivered in partnership with the Architecture and Design Commission at the Saudi Ministry of Culture, the showcase reflects the Kingdom’s ambitions to nurture a globally connected design sector. A dedicated B2B platform will connect 38 renowned Italian companies with Saudi buyers, developers, contractors and architects. The goal is practical and measurable. Improve the quality of interiors across new developments, encourage long-term collaboration and turn conversations into projects.
The cultural programme will run in parallel. A series of talks and masterclasses curated by Annalisa Rosso, Editorial Director and Cultural Events Advisor for Salone del Mobile Milano, will explore the future of design through a regional lens. Expect topics that bridge craftsmanship and technology, sustainability and scalability, heritage and contemporary practice.
Anchoring the venue is a scenographic installation by Giò Forma. Titled Red in Progress, it will wash the space in a striking red palette and spotlight Italian furnishings, lighting and surfaces. The installation doubles as a stage for forums and masterclasses, while a Lifestyle Area featuring KAFD retailers and Italian and Saudi F&B brands celebrates the ease and elegance of Italian living.
The Ministry of Culture will also spotlight homegrown talent. In collaboration with leading Saudi universities, the event will present work by local designers, while the Architecture and Design Commission outlines key national initiatives, including Designed in Saudi Arabia, that position the Kingdom as an emerging global design hub.
Institutional partners include the Italian Ministry of Foreign Affairs and International Cooperation and the Italian Trade Agency. Their support underscores a shared commitment to promoting Italian design worldwide and deepening cultural and economic ties with Saudi Arabia.
Admission to Salone del Mobile Milano in Riyadh is free with mandatory registration. Free tickets will be released on 16 November.
GO: Visit www.salonemilano.it for more information.