The British Design Embassy

Following the success of the London Design Embassy, Little Dipper was asked to provide a central networking hub for all British talent attending Salone del Mobile in Milan in a specially designed, contemporary destination, created by Paul Smith and supported by UK Trade & Investment, the British Consulate, Milan City Council, Moroso and icon magazine.

The British Design Embassy was located in the heart of Milan in the Villa Reale, continuing the tradition of taking an iconic, traditional building and introducing an unexpected and innovative design concept.

With over 2,500 exhibitors from nearly 40 countries, Salone regularly attracts around 250,000 visitors. For international buyers, design VIPs connected with Salone and members of the press, the British Design Embassy provided a comfortable and dynamic environment to organise meetings, relax, work and network.
Based on the successful Embassy at the London Design Festival, the British Design Embassy  provided:

The world’s design community with a unique venue in the heart of Milan, where they could work, network and meet like-minded people between events during the days and in the evenings;

  • Meeting facilities and a networking hub where international visitors were able to meet with one another and with selected British talent;
  • A Concierge Service to help visitors navigate their way through the Furniture Fair and to make sure that they attended events appropriate to their interests;
  • A Press Office for journalists to collect press materials and a space for them to interview selected British talent.

Salone Del Mobile Milano is the most important design week throughout the world – it is a pleasure to represent the UK by curating the British Design Embassy at the Villa Reale.  There are many British designers working for Italian manufacturers and they are well represented at the fair but it is nice to highlight some of their work with Moroso who have kindly sponsored the Design Embassy.  Speaking of his design, he added, “I have tried to add some light heartedness at the Embassy to get across the lateral thinking of us Brits, playing with Kitsch in this magnificent regal space.”
-Paul Smith-

The success of The British Design Embassy has allowed UK Trade & Investment to morph the concept into The British Business Embassy.