Road to Salone 2027: a focus on workspaces in Chicago

The United States and the contract market potential

Between 31 and 39 billion euros: this is the potential contract market in the United States estimated by PwC Italy, accounting for approximately 90% of the potential across the Americas The estimate takes into account demand generated by new developments, refurbishments and property repositioning. Living accounts for around 61%; offices and retail each account for 16%, whilst hospitality accounts for around 7%. In the workplace sector, the search for high-quality buildings, services and environments suited to companies’ needs is driving demand for new interiors and the upgrading of existing spaces.

This outlook is complemented by an already significant Italian commercial presence. The United States is the leading non-EU market and the second-largest global destination, after France, for Furnishing Macrosystem exports: €1.62 billion in 2025, accounting for 11.4% of the total, and €888.3 million in the first seven months of 2026. The Contract initiative broadens the dialogue with the key players who shape design decisions and procurement in this market.

Chicago is investing in the quality and reuse of its buildings

In Chicago, demand for office space favours properties capable of offering services, comfort and a distinctive working experience. In the third quarter of 2026, the international property consultancy CBRE recorded three leases for office space in Chicago’s business district, each covering over 9,290 square metres- For contract firms, this selectivity opens up opportunities in fit-outs and interior refurbishment: from lobbies to collaborative spaces, from focus areas to catering and hospitality services.

Repurposing is also changing the uses of existing office properties. As part of the LaSalle Street initiative, the City of Chicago reports six office-to-residential conversion projects supported by public funding, representing over $900 million in property investment and 1,765 residential units. This is creating a second area of work for designers and companies, who are called upon to rethink spatial layouts, communal areas and services in line with the buildings’ new uses.

Chicago thus highlights how the transformation of existing properties can fuel cross-sector demand in the contract sector, linking workplaces, residential spaces and shared services. Where companies are concerned, the opportunity lies in contributing to this transformation right from the design stage, with solutions capable of integrating furnishings, materials and lighting to suit the new uses. This leg of the Salone Contract Tour is focused on this demand, bringing together the industry’s expertise with the people who invest in buildings, define their design and manage their operations.

The workplace panel: investment and quality of space

The redevelopment of the James R. Thompson Center for Google provided the panel with a concrete example through which to examine both property investment and workplace design. Michael W. Reschke, Chairman & CEO of The Prime Group, presented the developer’s perspective: recognising the potential of an existing building, assessing the costs of its transformation, and putting together a proposal capable of meeting the needs of a major occupier. The discussion focused on the contribution of architectural quality and interior design to the property’s long-term competitiveness.

Alongside the developer’s perspective is that of Gensler, represented by Jessica Gracey, Design Director at the Chicago office. Her contribution focuses on the role of amenities as places people actively choose to spend time in, within a workplace that brings together collaboration, focus, learning, wellbeing and hospitality. In the Thompson Center project for Google, this approach is closely connected to Chicago’s culture and identity. Exploring the city’s cultural institutions, architecture and landscapes helped shape the organisation of the spaces, the colour palettes and the overall user experience, bringing Google’s vision into dialogue with the history and character of the city. In this way, the project becomes a means of strengthening a sense of community and belonging through environments that are distinctive, familiar and firmly rooted in their urban context.

With Luca Palermo, CEO and General Director of Federlegno Arredo Eventi, the discussion turned to the skills required of the industry: developing bespoke solutions, coordinating products and services, meeting technical requirements and supporting the project through to delivery and installation. The conversation, led by Cheryl Durst, linked these capabilities to the decisions made by developers, designers, end-user companies and procurement managers, bringing into clear focus the network of relationships upon which a contract project is built.

From Chicago to Salone Contract 2027

The journey that began with the Tour will lead to the debut of Salone Contract, as part of the 65th edition of the Salone del Mobile.Milano, from 13th to 18th April 2027 at Fiera Milano, Rho. The Masterplan by Rem Koolhaas and David Gianotten/OMA will give shape to a “design exchange”, with spaces for presenting solutions, sharing expertise and meeting international clients. The Salone Contract Forum will explore shifts in demand and models of collaboration between industry, designers and investors.

Following the focus on mixed-use development in Shanghai, Chicago has brought the needs of the workplace and the transformation of existing properties into this process. The research developed with PwC Italy will inform discussions on markets, offering companies tools to identify the opportunities best suited to their capabilities. The Salone Contract Tour forms part of the Salone del Mobile.Milano World Tour, organised with the support of the ITA - Italian Trade Agency, the diplomatic and consular network, and the Italian Cultural Institutes of the Ministry of Foreign Affairs and International Cooperation.