Waiting to open its doors, the upcoming Salone del Mobile 2024, scheduled to take place in Milan from April 16 to 21, 2024, has selected the acronym that will be in charge of communication.
In fact, the leading international event dedicated to the furniture and design industry, after a tender, has entrusted Publicis Groupe with the conception and development of communication activities for its 62nd edition
Creativity and innovation go hand in hand
Emerging in the consultation was the synergy between the creativity of Independent Ideas and the innovation strategy of Publicis Sapient, both Publicis Groupe agencies.
Together, they defined an unprecedented project, where, using artificial intelligence in an analytical key and a platform developed ad hoc to create generative art, they will tell the evolution of the Salone del Mobile 2024 and with a data-driven approach.
“This event is, par excellence, the place and the moment when the future of design becomes present and real,” commented Luca Adornato, Marketing and Communications Director of the salon. “For this reason, the new communication campaign, in collaboration with Publicis Groupe, takes advantage of the most innovative of all the tools available to marketing and creativity today, artificial intelligence, having grasped its potential to express its evolutionary path. In our campaigns, AI will be employed to understand, analyze and tell stories, relationships and emotions that the show brings out throughout the year to create narrative systems that express and enhance the event and design culture.”
On-air to kick off in early 2024
The new omnichannel communication platform will be launched in the coming months and will tell the identity, evolution and transformation of Salone del Mobile 2024 and its protagonists from an unprecedented and multidimensional perspective by fusing together art, design and generative AI technology. The project was conceived and realized with the scientific collaboration of Paolo Ciuccarelli, professor of design and founder of the DensityDesign Lab at Politecnico di Milano and the Center for Design at Northeastern University in Boston.
The role of neuroscience
At the event level and with a view to improving the trade fair experience, the re-design of Salone del Mobile 2024 https://www.salonemilano.it/it started from listening to visitors, exhibiting companies and stakeholders, as well as using neuroscience. These have enabled the re-design of EuroCucina, with FTK – Technology For the Kitchen integrated into its spaces, and Salone Internazionale del Bagno.
They have also made it possible to reconfirm the cultural contamination formula, which will include an articulated calendar of talks and workshops and two major installations.
Special appointment, then, for SaloneSatellite, which will celebrate its first 25 years at the fair and a major exhibition at Triennale Milano, from April 16 to 28, 2024.