Italy’s design industry might have to cut its traditional August holidays short this year as it gears up for a September showcase in Milan. Although the global furniture and creative industries’ biggest annual gathering, Milan Design Week, could not be held as planned in April, a new government-backed event, Milano Re-Design City, is now set to run from 27 September to 10 October, with various brand-led happenings throughout.

“The idea of Milan Re-Design City is a great opportunity to relaunch the city of Milan after this tough moment, so that every furniture player has the chance to present all the ideas that were meant to be introduced this year,” says Roberto Gavazzi, CEO of Boffi De Padova, a leading player in the global furniture market, which will join many of Milan’s biggest design names in participating.

Whereas the traditional annual Salone del Mobile is about design companies and furniture brands attempting to outshine each other in front of a global audience – while fighting with the budgets of non-design brands out to capitalise on the yearly marketing moment – this September outing will be an opportunity for a much purer, design-focused Italian experience.

“It’s not only an opportunity for the industry but the whole city,” says Luca Fuso, CEO of Cassina, which will show off the company’s 2020 collection across its sprawling showroom. The news is also positive for international buyers and press who have become tired of virtual releases and are keen to plop themselves on some new physical, well-made furniture in Milan, preferably with a negroni in hand. We’ll see you there.