Every spring, Milan transforms into the beating heart of international design thanks to the Salone del Mobile, an event that’s not just a trade fair, but a true celebration of creativity and manufacturing excellence.
Founded in 1961, the Salone is now an essential point of reference for the world of furniture and interior design, a crossroads where the imagination of leading brands, the talent of designers, and the most advanced living technologies come together.
The cosmopolitan atmosphere at Fiera Milano Rho always offers a rich calendar of exhibitions and installations, making the Salone a prestigious showcase for companies.
The event attracts over 300,000 visitors each year from around the world—including retailers, architects, journalists, and industry professionals—offering companies a unique opportunity to strengthen their brand, launch new products, and create commercial synergies.
Opportunities for networking and visibility are further enhanced by the parallel events of the Fuorisalone, which amplify media exposure and social media engagement.
Fuorisalone
Running alongside the Salone del Mobile, the Fuorisalone turns the city of Milan into a widespread stage where design takes center stage and the network of relationships is immersed in a sea of people.
The Fuorisalone is a series of events, exhibitions and installations that unfold across Milan’s most iconic neighborhoods—from Brera to Tortona, from Isola to Porta Venezia, and all the way to Lambrate and the new Alcova district—engaging galleries, showrooms, repurposed industrial spaces, and other unique locations.
In this vibrant atmosphere, international brands, architecture studios, emerging designers, and luxury powerhouses create immersive and spectacular experiences to capture the public’s attention.
Because of its informal and wide-reaching nature, the Fuorisalone offers an extraordinary opportunity for experiential marketing.
Companies can engage directly with end consumers, create events, and launch branding campaigns in an inspired setting.
Social media amplifies every initiative in real time, generating spontaneous and viral interest.
Furthermore, cross-industry collaborations between design, fashion, technology and food allow for the exploration of new languages and target audiences, turning the Fuorisalone into a true laboratory for communication and innovation.
The world of street food deserves its own chapter, as it becomes increasingly integrated and strategic within the Fuorisalone experience.
Food truck, pop-up bars and mobile kitchens fill the streets and squares of the design districts with a diverse and high-quality culinary offering.
For food & beverage brands, the Fuorisalone provides a prime platform for tastings, show cooking, and collaborations with designers and chefs, transforming every lunch break or aperitif into a moment of discovery and branding.
Naturally, food truckers and businesses equipped with mobile kitchens seize this major opportunity to offer their specialties to a crowd that’s both enthusiastic and hungry.
At the Fuorisalone, Even Food Trucks Are Design Icons
During the Fuorisalone, food trucks aren’t just refreshment stops, they’re experiential hubs that fully embrace the lively and creative spirit of the event to offer much more than a quick bite.
Strategically placed in the most popular districts, food trucks become an integral part of the urban backdrop. Inspired by the significance of the event, they present gourmet street food and culinary specialties, often created specifically for the occasion, with themed menus tied to design, sustainability, or local culture.
From gourmet sandwiches made with locally-sourced ingredients, to Japanese sushi and eye-catching vegetarian and vegan dishes, every offering is carefully curated to delight both the palate and the eyes.
Drink trucks elevate the experience with freshly prepared cocktails, craft beers, natural wines, trendy aperitifs and non-alcoholic beverages.
Some food trucks host creative aperitifs with scenic setups, DJ sets and collaborations with spirit brands becoming hubs of socialization and entertainment.
Among the most interesting food trucks at the Fuorisalone are those created by VS Veicoli Speciali:
Rent a Food Truck for the Fuorisalone
Participating in the Fuorisalone with a food truck is a feasible opportunity even for those who don’t own a vehicle, thanks to the option of renting one specifically for the event.
Renting helps reduce the initial costs associated with purchasing, making it a sustainable option even for startups, small restaurateurs or brands wanting to experiment with a pop-up format without long-term commitments.
VS offers two types of food trucks for rent
- V-Curve Piaggio Ape;
- Aircrome trailer.
Both can be customised with graphics, logos and furnishings in line with the company’s image and the event’s concept.
This rental solution allows operators to focus on their product and the customer experience without having to worry about anything else.
Contact us to learn more.
