“Cross-cultural Dialogue Fundamental to Shaping a Design Culture”

Annalisa Rosso, Editorial Director and Cultural Events Advisor at Salone del Mobile.Milano, and Director of the Euroluce International Lighting Forum, plays a pivotal role in shaping the cultural and intellectual direction of the world’s foremost design fair. This year, as cross-cultural dialogues and design pollination across continents reached unprecedented heights at Salone, her efforts in fostering these exchanges stood out. We speak to her about the evolving vision of Salone del Mobile and are left inspired by her dedication to empowering dialogue, challenging assumptions, and envisioning new systems—because, as she aptly puts it, “the future will be shaped by those who dare to rethink everything.” By Sindhu Nair

After the last Salone del Milano 2024, we asked Annalisa Rosso who along with Francesco Mainardi heads one of Milan’s most forceful design and consultancy agency Mr. Lawrence, the successful ingredients that make for a great design agency and they said: “Finding the right balance, mixing established and emerging, new markets and historical productions, different industries, collaborators and clients coming from all over the world.”

This year as well, Annalisa Rosso is uniquely positioned, for us to ask these questions yet again, particularly after the Salone del Mobile 2025, of which she is the Editorial Director and Cultural Events Advisor, and Director of the Euroluce International Lighting Forum, and has been at the helm of directing events and talks that brought the crème de la crème of design to Milan.

Among the projects she conceived and developed for Salone del Mobile are the kinetic monumental “Library of Light” by Es Devlin at Pinacoteca di Brera, the exhibition “A Thinking Room” by David Lynch at Fiera Milano in 2024, and the performative installation “The Orbit’s Orbit” by Matilde Cassani in Shanghai, in collaboration with West Bund Art & Design Fair. She has curated talks featuring speakers such as Shigeru Ban, Francis Kéré, Hans Ulrich Obrist, and John Pawson, as well as international exhibitions and site-specific projects dedicated to contemporary design.

SCALE: How has your experience at Mr.Lawrence informed the way you approach curating the Talks and cultural programs at Salone del Mobile.Milano?
Annalisa: At Mr.Lawrence, we focus on identifying the “missing link” for brands, using research-driven insights to craft bespoke design systems that elevate brand identity while shaping narratives that resonate with today’s audiences. This strategic approach goes hand in hand with a constant exploration of connections between people, disciplines, and cultures — a mindset that naturally informs my curatorship at Salone del Mobile.Milano, where dialogue, cross-pollination, and critical reflection are essential to building meaningful and future-oriented conversations
SCALE: You have helped bring more international voices to Salone’s platform. How do you see the role of cross-cultural dialogues in shaping future design practices?

Annalisa: Cross-cultural dialogue is not only enriching — it is fundamental to shaping a design culture that is truly responsive to the complexities of our time. By bringing together different experiences and visions, we are able to question established paradigms, uncover unexpected synergies, and foster new forms of innovation. Engaging with a wide range of cultural perspectives also helps to build a deeper understanding of diverse markets and contexts, allowing design practices to become more effective and meaningful on a global scale.

SCALE: ‘Drafting Futures’ and other initiatives show Salone moving beyond being only a showcase of design towards becoming a think tank for design ideas. How intentional is this shift, and where do you hope it will lead?

Annalisa: The shift is both intentional and necessary. Today, Salone must be more than a stage for displaying products; it must also be a platform for critical reflection, dialogue, and the exchange of visions about the future of design. At the same time, it is important to remember that Salone revolves around the business of design — and the business of design is, in itself, a cultural business. The more we cultivate meaningful cultural programs, the more we nurture the industry as a whole, creating value not only in terms of ideas but also in terms of market growth, innovation, and global relevance.

SCALE: You’ve emphasised a need for more conscious consumption and innovation. How do you see Salone’s role — and the larger design world’s responsibility — in advocating for sustainability beyond just materials and products?

Annalisa: Sustainability must be addressed as a systemic priority, not merely a material choice. It involves rethinking behaviors, production models, and the very narratives we attach to objects and spaces. Salone, as a global platform, has the responsibility to encourage this shift by fostering critical dialogue, showcasing pioneering approaches, and inspiring a more conscious design culture. Beyond individual products, the goal is to promote new value systems that prioritize longevity, responsibility, and awareness — helping to shape a future where sustainability is embedded in the entire ecosystem of design.

This commitment is reflected in the fact that, since 2023, Salone del Mobile has obtained the ISO 20121 certification for sustainable event management — a recognition of its concrete efforts to integrate sustainability principles across all its activities.

SCALE: Were there particular projects, talks, or exhibitors this year that you felt powerfully embodied a more conscious, responsible design philosophy?

Annalisa: Among the many talks, projects, and exhibitions at this year’s Salone del Mobile.Milano, I am particularly proud of the first edition of the Euroluce International Lighting Forum, which I directed in collaboration with APIL. Held at the fair within an arena designed by Sou Fujimoto, the Forum offered two days of masterclasses, round tables, and workshops, featuring 20 international voices — lighting designers, architects, artists, and scientists — from artist Robert Wilson to anthropologist Tim Ingold, from solar designer Marjan van Aubel to neurobiologist Stefano Mancuso. We explored light as a tool for social, cultural, wellness, and environmental innovation, and we are truly pleased with the outcome, with more than 1,600 attendees. At the same time, Es Devlin’s monumental kinetic sculpture Library of Light at the Pinacoteca di Brera attracted an extraordinary public response, welcoming around 15,000 visitors per day — a success that led us to extend its opening beyond the days of the fair. Overall, it was a year marked by particularly meaningful and inclusive projects and encounters, capable of building a truly resonant and enduring design system.

SCALE: This year’s Talks featured a notably diverse lineup, including voices from Africa, Asia, the Middle East, and the Americas. How did you approach curating such a globally representative program? What strategies did you employ to identify and engage with emerging design voices from underrepresented regions? How did you balance featuring established industry leaders with introducing new, perhaps less-known talents to the Salone audience?

Annalise: Curating a globally representative program was a conscious and committed process. We worked through extensive research, active listening, and direct outreach, relying both on personal networks and on collaborations with cultural institutions and professionals from different regions. Our goal was to build a dialogue between established industry leaders and emerging talents, creating spaces where different generations, geographies, and practices could meet and enrich each other. I believe that building a truly global platform is about rethinking how and where we look for ideas, knowledge, and inspiration.

SCALE: What measures are being considered to ensure that the diversity achieved this year is sustained and expanded in future editions? In what ways do you think the inclusion of a broader range of perspectives enriches the discourse and outcomes of the Salone?

Annalisa: Diversity must not be treated as a temporary achievement, but as a continuous commitment. We are working to embed different voices at every stage of our process — from how we research and scout speakers and contributors, to how we build long-term relationships with talents and stakeholders from different parts of the world. Expanding the range of perspectives enriches the entire ecosystem: it challenges dominant narratives, brings hidden stories and alternative methodologies to light, and encourages more adaptive, resilient, and meaningful design responses. A broader, more inclusive conversation is essential for the cultural and creative vitality of the design industry as a whole.

SCALE: Are there plans to extend the reach of these conversations beyond the event itself, perhaps through digital platforms or international collaborations?

Annalisa: Absolutely. Extending the impact of these conversations beyond the days of the fair is a crucial part of my ongoing commitment. We are building a more continuous dialogue throughout the year, leveraging our digital platform to nurture a living, evolving conversation that reaches new audiences and offers new opportunities for exchange, research, and innovation.

Beyond that, Salone is committed to traveling throughout the year to meet directly with key players across different markets. Just last year, we visited dozens of cities around the world and presented special projects in New York, Shanghai, and Hong Kong.

Design today is a global, interconnected practice, and we believe that keeping the dialogue open and accessible is fundamental to its growth and relevance.

SCALE: Reflecting on this year’s program, what were the key takeaways regarding the role of global dialogue in shaping the future of design?

Annalisa: One key takeaway is that global dialogue is an essential condition for anticipating change. In a world marked by complex, interconnected challenges — from technological shifts to environmental crises — meaningful design innovation emerges through the exchange of diverse forms of knowledge, experience, and imagination. The most vibrant ideas often arise not from consensus, but from friction: the creative tension between different visions. Opening spaces for these encounters allows design to move beyond solutions for today, toward new systems and narratives for tomorrow.

SCALE: With Salone constantly evolving, what are your personal ambitions for the future editions, both in terms of content and global impact?

Annalisa: I would like to demonstrate that global dialogue is not a decorative gesture, it is a strategic necessity. My ambition is for Salone to continue evolving as a platform that not only showcases excellence in design, but also increasingly serves as a catalyst for new ideas, partnerships, and research. In terms of global impact, my goal is to build lasting bridges: not only expanding our audience, but also deepening the quality and authenticity of the conversations we generate worldwide.

SCALE: If you could summarize in one sentence what the next generation of design curators and cultural producers should focus on, what would it be?

Annalisa: Empower dialogue, question assumptions, and design new systems — because the future will be shaped by those who dare to rethink everything.