Sigma and Salone del Mobile.Milano: a visual storytelling about design

Approaching Salone is a digital campaign developed by Sigma in collaboration with the Salone del Mobile.Milano and curated by the studio Mr.Lawrence. The project explores the moment leading up to one of the most significant events in the international design calendar, shifting the focus from the fair itself to the days preceding its opening. 

Rather than documenting the event, the photographic campaign concentrates on what happens before: gestures, rituals, and atmospheres that define the approach to Salone. Preparing, designing, traveling, meeting, organizing, a sequence of actions that reflects both the practical and emotional dimensions of getting ready. 

Ten ambassadors - designers, architects, and international creatives - were invited to interpret this phase through a series of shots taken using the Sigma BF camera with a fixed 45mm lens. Their individualperspectives intertwine into a collective narrative. Balancing the everyday and the symbolic, these visual stories capture the convergence of practices, geographies, and sensibilities on the path to Milan Design Week. 

At the core of the project is the idea that Sigma cameras and lenses are objects of refined design as much as they are technical tools. They do not simply document; they enable a more intimate and subjectivedimension of the creative process, where gaze and attention to detail become central. This creates a natural synergy between the Japanese brand and the international design community reflected in Salone del Mobile, the world’s leading design event. 

Launched during “30 Days to Salone,” the annual event organized by Mr.Lawrence ahead of Design Week, the campaign will unfold in collaboration with the Salone del Mobile.Milano digital platform, building a narrative around energy, anticipation, and creative tension, with a clear call to action for the design community: 

Show us how you approach Salone. 

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