In the globalisation and digitisation era, all brand images are subject to ongoing revision in order to keep up with rapidly changing consumer needs, taste and choice. Encompassing tradition yet looking to the future, geared to underscoring the past, or the technology of tomorrow, permanent innovation.
As Einstein said: "I never think of the future: it comes soon enough", the line separating past and future fluctuates and today seems nothing more than a fleeting moment.
The Salone del Mobile. Milan, recognised as the global benchmark for design and the home furnishing system has evolved from trade fair to "must see" occasion, and its artistic language, permeating its history with visual and verbal synthesis, has held its public fascinated by its iconic area.
There has always been a strong bond between art and publicity, ever since the first late C19th posters were illustrated by the artists of the time, from Toulouse Lautrec onwards, since Campari commissioned Depero to design new bottles. Ever since Pop Art took its revenge with Andy Warhol, the famous Hyperrealist photographic images of the '80s and Postmodern borrowed from Futurism in homage to it.
A new holistic campaign image has to be inviting and celebrative. Tactical and strategic at the same time, stimulating uptake and underscoring the historic nature of the event. What could be better than a glance and a 55th edition? An eye and a number: semantics never fails. The eye acts a substitute for the product, or rather for the thousands of products that will be exhibited. The eye is the midfield of the seen object, but also a symbol suggestive of a vision. It was, in any event, the first symbol used by the Salone in 1960. It is its origin, its birth, and the early years of the early successes.
This is the creative image that Lorenzo Marini (Agenzia Lorenzo Marini Group) has come up with for the Salone: a message that picks up on our prestigious graphic origins, given currency once again by experience on various fronts and Lorenzo Marini's graphic skills, which have seen him become both advertising man and artist over time.
55 is an occasion, not just a number. Phonetically, it is musical, memorable, repetitive. But semantically it celebrates without being ponderous, it affirms a point of arrival, lends weight to the entire celebration. It proclaims that we have decades of success behind us.
Here, then, is the new campaign image: a cultural homage to artistic citationism reflecting '60s design in celebration of our origins, great rigour and acknowledged leadership, expressed through the colour black, the absolute backdrop against which the primary colours of numbers and eye, dates and promises leap out. The verbal message becomes even more assertive. "If you're not there, you should be" indicates that there are two levels to certain occasions, where one excludes the other, you're either in or you're out. It becomes a mental and spiritual involvement, the energetic centre of an event that is infinitely greater than its physical expanse.