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Designing the Future at Salone del Mobile


Milan’s Salone del Mobile began in the 1961 to promote Italian furniture for the export market. In the fifty-two years since, it has grown into one of the world’s premiere design events, drawing enthusiasts and attention from across the globe.

“From Tuesday to Sunday, the city comes alive with all sorts of madness,” says Executive Creative Director Fabio Sergio, based in frog’s Milan studio. “It’s not just about the furniture showcase but what is happening informally in showrooms across the city as companies and designers showcase what is happening within design.”

frog will be joining in the citywide design festival, hosting two events over the course of the week. On April 9, the studio will be opening its doors for an informal showcase of its work along with music and drinks. While the open studio is a Salone del Mobile tradition, this year’s event will serve as a housewarming for the studio’s new space. 

  “We moved in a few months ago,” Fabio explains. “So it’s an opportunity to celebrate the bigger studio and our presence in Milan for almost a decade.”

Later in the week, on April 11, the studio will be hosting an invite-only event featuring a diverse lineup of thought leaders—including frog’s Chief Creative Officer Mark Rolston, Vice President of Creative Tjeerd Hoek as well as Paolo Ciuccarelli of Politecnico di Milano and Experientia’s Jan Christoph Zoels—discussing the evolution of design with the audience and one another.

"The theme is both the future of design and designing the future.” Fabio continues. “It’s about bringing a different light to how we talk about design and what we mean when we talk about designing the future.”

For more information or to request an invitation, email:

frog Milan
Via Ugo Bassi, 21
20159 Milan, Italy