Salone del Mobile.Milano Shanghai reveal key visual for their advertising campaign

Published on : Thursday, August 25, 2016

The first edition of Salone del Mobile.Milano Shanghai will be held at the renowned Shanghai Exhibition Centre from November 19 to 21, 2016. More than fifty top Italian brands will display distinguished furniture and interior design solutions. Italian lifestyle and a cultural experience will be presented as well at Salone’s debut edition in China.


salone shanghai key visual
Inspired by Chinese calligraphy and Chinese seals culture, Salone del Mobile.Milano Shanghai’s 2016 Key Visual integrates West with East “Italy-China, Milan-Shanghai” in a creative way that evocatively emphasise both the single identities and the harmonic encounter of the two Cultures. The use of vigorous Chinese calligraphy as a strong and catching visual message conveys the leading nature of this international show.

Through the exquisite Art of Chinese calligraphy, the visual replaces Chinese characters with Western alphabetical letters and writes the English names of the two cities “Milan and Shanghai” from top to bottom to cater to Chinese people’s reading habit, embodying the idea of interaction between Milan and Shanghai in the writing, relying on the charm of ancient calligraphy to obtain a strong visual impact where the fluent and incisive Chinese strokes anticipates a sense of success for the coming grand event.

Moreover, the key visual inscribes a seal that embodies the Chinese character for “home”. The seal is expression of the sublime Chinese art that can convey limitless spirituality and complex concepts within limited space. But home is not only a house; home contains stories about the people living in it, reflecting the needs and desires of the inhabitants.

With the increase of middle-class families in China, high-end consumers’ demand for comfortable living environments of high-quality and exquisite design also increases. Responding to this trend, “Made in Italy” is a top choice among the Chinese. Finally, the red colour of the seal echoes with Salone’s red colour and conveys a further positive message to the visual.

As an important bridge connecting China and Italy in design, art and cultural communications, Salone del Mobile.Milano Shanghai will display top creative furniture and design from pure Italian companies and provide the show highly-qualified and selected visitors with a great opportunity to run face-to-face meetings with the brands. This is the best chance for local architects, interior designers, dealers, real estate developers and high-end consumers to make business with the world’s top furniture Italian producers.


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