masterly – dutch pavilion 2021 | salone del mobile

for the fifth year the dutch design pavilion arises during the salone del mobile in milan. uniquole is the initiator, curator and organiser and works in close collaboration with the dutch embassy, consulate general and the milan chamber of commerce. the initiative is included in the agenda of the network international business of the netherlands entreprise agency. titled masterly – the dutch in milano dutch designers, artisan self-producing businesses and design agencies present in the centre of milan. at the fascinating palazzo francesco turati the dutch pavillion arises with the best design and artisan craftsmanship the Netherlands has to offer. excellent dutch design, fashion and photography with a soul and individual identity. the salone takes place 13-18 april 2021.

for more information and / or registration view website

salone del mobile: 60 year

the 2021 edition, which will celebrate the 60th anniversary of the salone, will be a special event for the entire sector.


all the exhibitions will be held in conjunction with the salone internazionale del mobile:


  • furnishing accessories exhibition
  • workplace3.0
  • salonesatellite
  • eurocucina
  • ftk – technology (kitchen and  bathroom exhibition)
  • euroluce

the salone del mobile annually attracts more than 350,000 business and professional visitors from all over the world. the fair focuses mainly on interior design and architecture.


hundreds of presentations in a wider area of design can be admired simultaneously in the design districts of milan.

palazzo francesco turati – ‘home of the dutch pavilion’

during the salone del mobile the dutch pavilion is situated at palazzo francesco turati. the palace was built between 1873 and 1876 at the request of count francesco turati, a well-respected tradesman. architect enrico combi designed and built the stunning neo renaissance palace, at the heart of the milanese town centre in walking distance of the dom. the perfectly restored historical spaces of the palazzo stand out with their beautifully inlaid flooring, marble doors and ornaments of gold lustre, wall coverings of velvet and silk and stunning hand carved boiseries. this makes the palazzo a perfect match to the unique method of uniquole where combinations of historic and contemporary design are at the core of museum exhibitions. the stunning refurbished italian craftsmanship and the beautiful contemporary spaces form an amazing décor for the dutch pavilion with intriguing dutch design, fashion and photography.

extra location masterly in 2021: galleria meravigli

for the coming years the dutch pavillion has an annex! directly adjacent to the palazzo sits a stunning covered gallery, built in the charming liberty style. in 2021 this is where a presentation will arise with an emphasis on glass and steel, prominently present in the spectacular cover structure of the gallery.

april 2022 – architect’s breakfast with li edelkoort

the annual ‘architect’s breakfast’ is an initiative by masterly.


in 2022, trend forecaster lidewij edelkoort will join the line of imposing predecessors such as ben van berkel from unstudio and laurens van den acker (renault). with her forecasting agency (trend union in Paris), the renowned and intuitive thinker leads the way to the future.


in 2021 she received the prins bernard culture fund prize for her strong insight into the world of design and fashion:

“she can identify trends at an early stage and her vision of the future is therefore of great importance for the design of our daily lives. over the years, with her gift to connect different disciplines, she has emerged as a cultural philosopher who helps to shape the debate on the design of the future.”


invitation only

photo koen hauser

thursday 15th of april 2021 – breakfast talk with jeroen junte

another date to mark in your diary. design journalist jeroen junte on the state of dutch design and ‘where to go’ in milan during the salone del mobile 2021! a comprehensive account of the complete dutch contribution to milan design week. focus lies on current trends in dutch design such as sustainability and innovation. the lecture is a deep dive part of the substantial satellite programme of masterly.


reception 09.30 hrs
start programme 10.00 hrs

info on registration to be announced on website

want to know more? please send an email to

press meeting: monday 12th of april 2021

the international press agency of masterly – the dutch in milano organises a press conference on the 12th of april 2021, in collaboration with the dutch embassy and the consulate general in milan, for a preview of the 5th edition of the dutch pavilion. next to curator nicole uniquole all selected designers and businesses will be present here. a press release and 3 high-res images of each participant of the dutch pavilion will be available to download from the masterly website.


for international journalists special tours are organised.


if you wish to stay informed on this conference and/or receive press releases and images at an earlier stage, send an email to of naar

curator for corso como

masterly milan curator and 10 corso como’s carla sozzani find each other in their mutual pursuit of identifying the vision of our zeitgeist. with an eye for the contemporary they each curate collections that reflect new ideas of beauty, design and meaning.


10 corso como is a multifunctional space, a meeting place, a union of culture and commerce. while wandering from the art and photography gallery to the bookshop, from the design and fashion space to the restaurant, from café to the courtyard garden or to the terrace, you will find a carefully curated mix of fashion, food, art and design. in addition to the palazzo francesco turati, 10 corso como is the ideal location for the selected designers to celebrate pioneering design, meet people, and show and sell their work in the world’s first concept store.


during the salone del mobile nicole uniquole is guest curator for 10 corso como with an exclusive presentation of dutch design.

yearly salone party – friday 16th of april 2021

friday night is the night when the entire italian scene gathers at the palazzo. paolo salluzzi, ‘the king of milan’ organizes his annual salone del mobile party. with an internationally renowned dj, spectacular light and laser show and 4500 guests is the place to dance in milan. the ‘little black dress’ takes on a whole new meaning tonight.

free entrance
21.00 – 02.00

masterly theme year 2021

‘celebrate the dutch landscape’ in collaboration with nbtc holland marketing

annual catalogues

masterly – the dutch in milano is marketed each year in a true force of nature by the italian press office of giuseppina flohr. for both press and participants the catalogue with imagery of the latest collection of all participating designers and businesses an absolute must have. with each year an introduction by the dutch ambassador in rome; and substantial profile pieces by, amongst others, cristina morozzi (journalist), edo dijksterhuis (journalist) and jeroen junte (journalist for publications such as the dutch national newspaper de volkskrant).