The Campaign

The final objective is to promote "Salone del Mobile. Milano Shanghai" throught the celebration of its core value: the meeting/exchange between the Italian and Chinese cultures. The monograph thus offers, to both Italian and Chinese readers, an ideal trip through the ‘Belpaese’, highlighting its most fascinating human, cultural and artistic aspects. It is a mainly visual path, entrusted to images full of suggestion, able to capture in a snap the essence of “the Good and the Beautiful” that is offered by our country. Bilingual texts (in Italian and Chinese) complete the iconographic apparatus, narrating with agility but without easy simplification the Italian culture, caught in its many and varied facets. The two aesthetics and writing codes are constantly placed side by side in an ideally specular comparison (also on a typographic and illustrative level), to highlight the successful meeting of China and Italy.

Creative Execution

The volume of 236 pages, complete with an elegant cardboard cover and dust jacket, opens with a brief introductory apparatus, written by Carlo Calenda, then Minister of Economic Development, and by the former president of Federlegno Roberto Snaidero. The rest of the volume takes the reader on a journey through the Belpaese, and is divided into 9 chapters each dedicated to an Italian excellence. It is a mainly visual path, entrusted to images that capture in a snap the essence of “the Good and the Beautiful” that is offered by our country. Bilingual texts (in Italian and Chinese) narrate with agility but without easy simplification the Italian culture, caught in its many and varied facets. The two aesthetics and writing codes are constantly placed side by side in an ideally specular comparison (also on a typographic and illustrative level), to highlight the meeting/exchange between the Italian and Chinese cultures.

Indication of how successful the outcome was in the market

The volume proved to be an excellent promotional tool for the first edition of "Salone Del Mobile.Milano" in Shanghai, which registered a turnout right from the outset that was beyond the expectations of the companies attending the fair. The Preview for the VIP community and the press was attended by 2,000 spectators. This figure rose impressively with 9,000 visitors on just the first day, when – for the first time in history – the organizers of the fair had to close the ticket office to ensure that the event went ahead safely. A total attendance of 20,750 was recorded at the close of the last day: an important figure that rewarded three years of dedication and work, of which the publication of this volume is a part. A positive start has been made, the foundation of a bridge that now permanently connects Milan and Shanghai.