An ABC campaign for the Milan International Furniture Fair

Last year, the Salone Internazionale del Mobile in Milan, a historic event in the design and furniture industry, celebrated its 61st edition. The Leftloft agency collaborated with artist Gio Pastori to create a vibrant collage campaign that transformed design into a unique language.

A Playful Alphabet of Furniture

The campaign featured 26 visuals, each representing a letter of the alphabet and a fundamental furniture type: “A” for “Armchair,” “B” for “Bookcase,” “C” for “Chair,” and so on. This playful approach, inspired by the work of Italian designer Bruno Munari, served as a reminder that design and its language are omnipresent.

Vibrant Colors and Collages

The joyful identity was characterized by geometric shapes and bright, almost primary colors—green, purple, yellow, pink, red, and sky blue. Gio Pastori’s use of collage brought an artistic touch, revisiting the roots of design. The interplay of volumes, lines, and unexpected perspectives animated the furniture designs and the visual representation of Milan.

A Celebration of Design Diversity

With over 2,300 participating companies, the Salone del Mobile showcased the diversity of furniture types. The communication campaign, titled “Do You Speak Design?”, emphasized the need to organize furniture taxonomies through an encyclopedic and almost educational approach.

A Multifaceted Campaign

The campaign included various materials such as press visuals, web banners, social media creations, and posters for an extensive advertising effort. This innovative approach not only highlighted the creativity of the design community but also reinforced the idea that design is everywhere, waiting to be explored and appreciated.David Pasquali, co-founder and creative director of Leftloft, expressed the agency’s vision: “We felt the need to put order into taxonomies […] through an encyclopedic, almost didactic approach.”