From March 17th 500 trams will be “dressed” with the message of this event will cross Milan together with over 1.000 screens, to which will be added another 354 in 13 airports and 3.379 between railway and underground stations, from Genoa to Rome. Signed by Dentsu Creative Italy, the campaign anticipates the 2025 edition of the Salone and the long-awaited return of the Euroluce Biennale (8-13 April, Fiera Milano, Rho). To create them, it was chosen Bill Durgin, a New York artist among the most interesting interpreters of body photography. Bill Durgin says: “The main challenge and the heart of the campaign was to tell the interaction between matter and body with a delicate look. An emotional journey in which design and body merge, becoming one: a vision of design that aims to improve the quality of our lives”.
A bit of history on the posters of the Salone del Mobile
From first black and white poster of 1961 entrusted to the graphic designer Camillo Pizzigoni, passing through the Compasso d'Oro of Massimo Vignelli, author of the first corporate identity of the Salone (1994), in its 63 editions, Salone has always wanted to entrust the communication campaigns of the Event to the looks and signs of the authors, thanks to an intense collaborative work with the great masters of the history of Italian graphics, artists and illustrators. Among the many “posters”, we remember those signed by Mimmo Rotella (2004) and Guido Scarabattolo (2007 and 2008), those conceived during the long collaboration with Pierluigi Cerri (since 2004), to arrive at the most recent editions signed by Emiliano Ponzi, one of the most appreciated illustrators on the international scene (2022), by Leftloft, a Milanese communication design studio, and Gio Pastori, a popular collagist (2023), up to AI, protagonist of the 2024 campaign of Publicis Groupe with the scientific collaboration of Paolo Ciuccarelli, founder of the DensityDesign Lab at the Polytechnic of Milan and director of the Center for Design at Northeastern University, Boston. Next step, Thought for Humans. on the maxiwalls that will illuminate Milan, the return of Design Kiosk in Piazza della Scala (from 1 April), Progetto Accoglienza, over 100 students in six key points of Milan, to involve citizens and visitors, facilitating the flow of information during Design Week, in collaboration with the Municipality of Milan, Fondazione Fiera Milano, NABA, Nuova Accademia delle Belle Arti, IED Istituto Europeo di Design, Politecnico di Milano – Scuola del Design and Domus Academy.
