The countdown to the 63rd edition of Salone del Mobile.Milano has officially begun with the launch of its "Thought for Humans. Il Design a Misura d'Uomo" communication campaign. Designed by Dentsu Creative Italy, the campaign will unfold across Milan's historic trams, 500 buses with over 1,000 digital screens, and more than 3,700 displays in airports, train, and metro stations from Genoa to Rome.
The 2025 edition of Salone del Mobile will take place from 8th to 13th April at Rho Fiera Milano, marking the highly anticipated return of Euroluce, the biennial lighting exhibition. The campaign features five striking images by New York-based artist Bill Durgin, a renowned interpreter of body photography. His work captures the seamless harmony between the human body and materials, from wood to metal, fabric to bio-plastic, and even the intangible essence of light.
Bill Durgin explained: 'The biggest challenge and the crux of the campaign were to illustrate the interaction between material and body with a delicate touch. An emotional journey in which design and body meld, becoming as one: a design vision aimed at improving the quality of our lives.'
A legacy of visionary communication
Since its first black and white poster in 1961, designed by Camillo Pizzigoni, Salone del Mobile has collaborated with some of the greatest names in graphic design, art, and illustration. Massimo Vignelli's Compasso d'Oro-winning corporate identity (1994) set the foundation for future campaigns. Notable contributions include designs by Mimmo Rotella (2004), Guido Scarabottolo (2007, 2008), and Pierluigi Cerri (from 2004 onwards).
More recent editions featured work by Emiliano Ponzi (2022), Leftloft, Gio Pastori (2023), and the AI-driven 2024 campaign by Publicis Groupe, developed with Paolo Ciuccarelli, founder of the DensityDesign Lab at Politecnico di Milano and Director of the Center for Design at Northeastern University, Boston.
Milan transformed: a citywide celebration of design
Beyond the campaign's presence across billboards and digital displays, Salone del Mobile 2025 will also introduce:
- The return of the Design Kiosk in Piazza della Scala from 1st April, offering a hub for visitors to engage with the design world.
- The Welcome Project, in collaboration with the Municipality of Milan, Fondazione Fiera Milano, and leading design institutions such as NABA, IED, Politecnico di Milano – School of Design, and Domus Academy. Over 100 students will be stationed at six key locations to provide guidance to residents and visitors throughout Milan Design Week.
- Maxiwall projections lighting up Milan with the "Thought for Humans" campaign visuals.
With much more yet to be revealed, Salone del Mobile 2025 is set to be a celebration of human-centric design, innovation, and creativity. A must-attend event for design professionals and enthusiasts worldwide.
More information:
Salone del Mobile.Milano
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www.salonemilano.it