Salone del Mobile 2025: The countdown begins with the “Thought for Humans” campaign

Even this year, to kick off the countdown to the Salone del Mobile.Milano they will be the historians Trams “dressed” with the communication campaign of the Demonstration, that from the 17 March they will cross Milano together with 500 bus with over 1.000 screens, to which others will be added 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 (April 8-13, Fair Milano, Rho) with five photographs, which immortalize the natural harmony between the human body and materials: from wood to metal, from fabric to bio-plastic, to the most intangible ingredient of the project, light. To create them, it was chosen Bill Durgin, New York artist among the most interesting interpreters of the body photography.

It tells Bill Durgin"The main challenge and the heart of the campaign were narrate the interaction between matter and body with a delicate gaze. An emotional journey in which design and body merge, becoming one: a vision of the design that aims to improve the quality of our lives”. From the first black and white poster in 1961 entrusted to the graphic designer Camillo Pizzigoni, passing through the Compasso d'Oro by 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 author, thanks to a intense collaborative work with the great masters of the history of Italian graphics, artists and illustrators.

Among the many "manifestos", we remember those signed by Mimmo Rotella (2004) and Guido Scarabattolo (2007 2008), those conceived during the long collaboration with Pierluigi Cerri (since 2004), to get to the most recent editions signed by Emiliano ponzi, one of the most appreciated illustrators on the international scene (2022), leftloft, a Milanese communication design studio, and Gio Pastori, a famous collagist (2023), up to AI, protagonist of the Publicis Groupe 2024 campaign with the scientific collaboration of Paul Ciuccarelli, founder of the DensityDesign Lab at the Polytechnic of Milano and director of the Center for Design at Northeastern University, Boston.

Next step, Thought for Humans. on the maxiwalls that will illuminate Milano, the return of Design Kiosk in Piazza della Scala (from April 1st), Hospitality Project, over 100 students in six key points of Milano, to involve citizens and visitors, facilitating the flow of information during the Design Week, in collaboration with the Municipality of Milano, Fair Foundation Milano, NABA, New Academy of Fine Arts, IED European Institute of Design, Polytechnic of Milano – School of Design and Domus Academy. And more news, still in store.

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