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Thousands descend upon Milan, every April. Launched around Salone del Mobile–the Milan Furniture Fair–it’s a week full of design events, installations, and announcements of new collections that will shape the business for the following calendar year, and it’s been that way for most of its nearly 60-year existence.

Google, Samsung, LG, and other giants are showing up to flaunt gadgets in Salone del Mobile–evidence of the subtle way they’re reframing themselves.