The event, now firmly established, continued to grow within the walls of the fairground pavilions, while also featuring a packed programme of collateral exhibitions. On one hand a tradition of paying homage to the great masters of design was born – with the Achille Castiglioni solo show in 1996, followed by Joe Colombo, Gio Ponti, Vico Magistretti, Alvar Aalto, Bruno Munari and Ettore Sottsass – and on the other, new exhibitions formats were launched, with crosscutting events mixing design, art, fashion and food, the first of which was Rooms and Secrets, held at the Rotonda in Via Besana in 2000.
Meanwhile, in 1994, Massimo Vignelli designed the manual for a coordinated image of the Salone del Mobile (which he ran until 2003), for which he won the Compasso d’Oro in 1998. In the same year, one of the most successful Salone events was also launched: SaloneSatellite, the brainchild of Marva Griffin Wilshire, who was awarded the Ambrogino d'Oro in 2017 and the Compasso d'Oro Lifetime Award in 2014 “for bringing out many young Italian and international design talents”. SaloneSatellite is the “springboard” for recent graduates and emerging professionals, offering them a chance to show off their projects, and has become a point of reference over the years for companies looking for future talents and a place at the fair where they can pick up on the freshest ideas and original design approaches.