Salone del Mobile.Milano 2024: Innovation and Design in Motion, Guided by Artificial Intelligence

More photos

More photos

Salone del Mobile.Milano, renowned for its innovation and ability to define the future of design, is presenting itself in a unique manner this year...

In collaboration with Publicis Groupe and with the scientific support of Paolo Ciuccarelli, founder of the DensityDesign Lab at the Polytechnic University of Milan and Director of the Design Center at Northeastern University in Boston, Salone del Mobile.Milano is launching a communication campaign that uses artificial intelligence (AI) to convey the stories, emotions, and connections that the fair ignites.

The campaign, which will move through the streets of Milan on historical tram lines (1, 5, 10) and on 500 buses from March 27th, won't stop at just terrestrial venues. It extends its presence to 13 Italian airports, 350 metro stations, and trains in Milan, Rome, Genoa, and Brescia, creating the universe of Salone del Mobile and its community across Italy.

This campaign utilizes original and contemporary iconography to visually represent the third phase of the fair's communication project, which is based on careful listening to public conversations and discussions with experts. AI has leveraged emotional nuances—such as trust, desire, empathy, as well as rational components like design quality, functionality, creativity, and sustainability—transforming them into colors and shapes that symbolically lead up to the event.

The campaign is not just a means of communication; it symbolizes movement. Movement is a key word describing today's Salone - its path of evolution and innovation. The new campaign slogan "Where Experience Evolves" transcends the idea that the fair is merely a destination, highlighting that it is a place where design through experience happens, evolves, and defines the future.

Choosing the tram as a means of communication in Milan has a deeper meaning. The tram is not just a part of the daily city life; it is also an iconic symbol and a reference point for Milan, representing the link between the city and Salone del Mobile.Milano. As a global event, the fair is an integral part of Milanese culture and identity, connecting people, ideas, and creativity from all over the world and steering design towards the future, while simultaneously maintaining a strong connection with its roots and the city that has contributed to its greatness.

Milan, as the host of this prestigious event, has once again confirmed its central role in the world of design, highlighting the importance of innovation, community, and cultural heritage in shaping the future of design.

Salone del Mobile.Milano 2024 once again demonstrates its commitment to innovation and its ability to be a platform where design is not only presented but also evolves, leaving an indelible mark on the global stage.

Follow us on instagram