History of Fiera Milano: From City Centre to Rho

The Birth of Italy's Great Trade Fair (1920)

The Fiera Campionaria di Milano was founded in 1920 at Piazzale Giulio Cesare, in the heart of what is now the San Siro/CityLife area. Born from the industrial optimism of post-World War I Italy, it was conceived as a showcase for Italian manufacturing and international commerce. The original fairgrounds occupied approximately 255,000 square metres — an enormous site just west of Milan's historic centre.

From its very first edition, the Fiera attracted tens of thousands of exhibitors and visitors, establishing Milan as Italy's undisputed commercial capital. The fair became an annual ritual for Italian industry, a place where deals were struck, innovations unveiled and international relationships forged.

Golden Age: 1950s–1980s

The post-war economic miracle — the "boom economico" — transformed the Fiera into one of Europe's most important exhibition centres. During this period:

• The Salone del Mobile (Furniture Fair) launched in 1961, eventually becoming the world's most important design event
• SMAU (technology fair) and numerous industry-specific exhibitions established Milan's reputation
• The fairgrounds expanded and were rebuilt multiple times, with modernist pavilions replacing the original structures
• Millions of visitors annually transformed the surrounding neighbourhood, spawning hotels, restaurants and services

For the San Siro district, the Fiera was an economic engine. The neighbourhood's development was intimately linked to the fair's growth, with the area becoming a hub for business travellers, hospitality and international commerce.

The Move to Rho (2005)

By the late 1990s, it was clear that the city-centre site could no longer accommodate the growing demands of modern trade fairs. Exhibitions needed larger, more flexible spaces with better logistics. In 2005, the new Fieramilano Rho complex opened northwest of Milan, designed by architect Massimiliano Fuksas.

The new complex is staggering in scale:

• 345,000 m² of indoor exhibition space
• 60,000 m² of outdoor exhibition area
• A spectacular glass-and-steel central axis (the "Vela") stretching 1.3 km
• Direct connection to the M1 metro line (Rho Fieramilano station)
• Adjacent to the Milan–Turin motorway for logistics

Fuksas Architecture

The Rho complex is an architectural landmark in its own right. Fuksas designed the central covered walkway — an undulating glass "veil" (la Vela) that connects all pavilions — as a statement of contemporary Italian architecture. The structure combines function (climate control, wayfinding, natural light) with dramatic visual impact, creating one of Europe's most recognisable exhibition venues.

Major Fairs Today

Fieramilano Rho hosts dozens of major international events annually:

Fair	Sector	Period
Salone del Mobile	Furniture & Design	April
EICMA	Motorcycles	November
Host Milano	Hospitality	October (biennial)
TUTTOFOOD	Food & Beverage	May (biennial)
Milano Unica	Textiles	Feb & Sep
Artigiano in Fiera	Crafts	December

The CityLife Transformation

The departure of the Fiera from its original site freed up 255,000 m² of prime urban land — and launched one of Europe's most ambitious urban regeneration projects: CityLife.

The former fairgrounds were transformed into:

• Three iconic skyscrapers: Torre Isozaki (Il Dritto), Torre Hadid (Lo Storto) and Torre Libeskind (Il Curvo)
• 170,000 m² of public park: one of Milan's newest and most popular green spaces
• CityLife Shopping District: a major commercial centre
• Residential towers: modern luxury apartments

For the San Siro neighbourhood, this transformation has been revolutionary. The area went from hosting a somewhat industrial fairground to being adjacent to Milan's most modern and architecturally striking district. Property values, restaurants, shops and cultural offerings have all benefited enormously.

Getting to Fieramilano Rho from San Siro

Despite the move to Rho, the San Siro area remains one of the best bases for fair visitors:

• Metro M1: from Lotto station (10 min walk or 1 M5 stop) to Rho Fieramilano — approximately 20 minutes
• By car: 15–20 minutes via the tangenziale (ring road)
• Shuttle buses: many fairs operate shuttle services from central Milan locations

Our apartments in San Siro offer excellent value compared to hotels near Rho, while still providing fast, convenient access to the exhibition centre.

Legacy and Impact

The Fiera's century-long presence in the San Siro area left an indelible mark on the neighbourhood's character. The area's cosmopolitan feel, its excellent transport connections (built to serve fair visitors) and its hospitality infrastructure all trace back to the Fiera years. Today, with CityLife rising where pavilions once stood, the San Siro district is entering a new golden age — one built on design, culture and urban quality of life rather than industrial trade.