Bill Durgin’s photos for the Salone 2025 campaign on show in Milan

Design, body and sustainability are the focus of the Salone del Mobile.Milano’s new communication campaign. As of Tuesday 25th March, the “Thought for Humans.” project devised by Dentsu Creative Italy will be the protagonist of a special installation in the heart of the city of Milan: a photographic exhibition will kick off in Via Dante, valorising and telling the behind-the-scenes story and the genesis of the project, providing special insights aimed at visitors.  

Ten maxi panels will host the photos by the New York artist and photographer Bill Durgin, known for his ability to deconstruct and reinterpret the human body. The “Thought for Humans.” campaign, is not simply limited to presenting design as an object or a function, but explores its deepest essence: its relationship with the human being. 

Durgin's evocative images illustrate the encounter of light, wood, metal, fabric and bioplastic with human skin, channelling the message of sustainability and connection. Five shots illustrate how human and material intelligence can be integrated into a synergistic project, reflecting the essence of contemporary design. 

The images are accompanied by insights from FLA Plus, the long-term project that accompanies companies in the furnishing and wood supply chain as they address the issues of environmental, energy, social and economic transition, through initiatives and services. Among these is the library of innovative and sustainable materials available for companies to consult in order to access information on new materials suitable for the wood-furnishing industry, promoting conscious and responsible choices of brands, which can thus improve their impact on both the environment and the production chain. 

The exhibition will run until 15th April.