Riyadh, Saudi Arabia, 5 November 2025 – Red in Progress. Salone del Mobile.Milano meets Riyadh announces today the launch of its dedicated B2B platform, inviting Saudi design professionals to join this exclusive business opportunity from 26-28 November 2025 at King Abdullah Financial District (KAFD), Riyadh.
This platform is designed to profile participants, match shared interests and facilitate in-person daily meetings over the three days. Featuring 38 renowned Italian design manufacturers, the event marks the Middle East launch of the world’s leading furniture and design exhibition, in strategic partnership with the Architecture and Design Commission – Ministry of Culture, Saudi Arabia.
More than a show, Red in Progress serves as a business-bridge connecting Italian design and manufacturing with Saudi Arabia’s architects, interior designers, giga-project developers, contractors and buyers — turning digital matchmaking into meaningful, long-term collaborations.
Registration opens 5 November for Saudi professionals and investors. Participation in the B2B meetings is by invitation or upon approval by the organisers following eligibility verification.
A smart platform for business growth
The B2B digital platform provides brand information (company profile, history, key projects, product highlights), and enables on-site meeting scheduling with Italian brands. Users can view real-time availability and request meetings. On initial login, both brands and operators complete profiles and indicate their matchmaking interests (audience type, market segment, product category, business goals). An AI-supported algorithm suggests relevant matches. Interaction is two-way: professionals discover brands, and brands engage professionals.
The Business Lounge: designed for connection
B2B meetings will take place in the Business Lounge, designed by Lissoni & Partners studio, composed of lounge and meeting zones crafted for discreet, highly functional hospitality. Curved seating rooms, back-lit pleated fabric pillars, and full-height illuminated walls narrate the story of Salone del Mobile.Milano. The layout supports scheduled meetings, presentations and networking between Italian companies and key Saudi stakeholders.
Why participate?
Joining Red in Progress means accessing a high-profile event with cultural and commercial depth. Via the qualified B2B platform, visitors and professionals can build relationships, understand client needs and priorities, and generate concrete opportunities across the supply chain.
Exhibitors
Under the red banner of Salone, 38 Italian brands — Alchymia, Argenteria Schiavon, Arper, Artemide, Bonaldo, Calligaris, Cassina, Citco, Desiree, DGA, Edra, Fantoni, Florim, Flos, Foscarini, Gessi, Giorgetti, Guzzini & Fontana Projects, Henry Glass, Lapalma, Lema, Listone Giordano, Living Divani, Loloey, Minotti, Molteni&C, Nardi, Natuzzi Italia, Officina della Scala, Pinetti, Poliform, Poltrona Frau, Porro, Rugiano, Technogym, Venini, Villari, Visionnaire – will present furniture, lighting, surfaces and home accessories, reinforcing the strategic partnership with the Architecture & Design Commission at Saudi Arabia’s Ministry of Culture and paving the way for the full Riyadh edition of Salone del Mobile.Milano in 2026.
