The Salone 2024 communication campaign devised by Publicis Groupe

An innovative project that harnesses generative Artificial Intelligence to narrate the essence of the trade fair, all year round

Generative Artificial Intelligence is at the heart of the new Salone del Mobile.Milano communication campaign, entrusting Publicis Groupe with the task of condensing the identity, themes and protagonists of the event and its evolution into a distinctive and original visual narrative. The project is being implemented with the scientific collaboration of Paolo Ciuccarelli, Professor of Design and founder of the DensityDesign Lab at Milan Polytechnic University and the Center for Design at Northeastern University in Boston.

The body copy, "Where Design Evolves", encapsulates the essence of the trade fair, confirming its vocation as a stage on which design happens, evolves and defines the future. Generative Artificial Intelligence is the tool chosen by the company to explain, analyse and visualise the stories, relationships and emotions that the Salone del Mobile brings out all year round.

The new multichannel communication platform is the place to get to know the Salone from a completely original and multidimensional angle, a mix of design and technology. A fluid place where, thanks to the AI-driven processes, conversations on relevant topics will be analysed, debates that animate the community and the voices of the brands, designers and visitors will be captured in real time. The result will be unprecedented, original and constantly evolving reflections. Human creativity and Artificial Intelligence will converge: the campaign visuals will become real containers of experiences, memories, and conversations in constant transformation in order to transmit the perceptions aroused by the trade fair live.

For a preview of all the new developments at the 2024 edition, the Salone del Mobile will be holding a press conference on 13th February, an opportunity to find out in greater detail about the biennial EuroCucina/FTK, Technology for the Kitchen exhibitions and the International Bathroom Exhibition, along with all the special projects in the pavilions, the new services at the fairgrounds and the digital platform. More details to come in the next few weeks.