Thought for Humans: The New Communication Campaign of the Milan Furniture Fair

For its 63rd edition, Salone del Mobile.Milano presents a new communication campaign titled "Thought for Humans", developed in collaboration with Dentsu Creative Italy.

This campaign brings design back to its essence, emphasizing that it is first and foremost created by and for people. Every piece of furniture, every form, and material is shaped to meet the needs, values, and experiences of individuals. This year, Salone del Mobile celebrates design deeply rooted in everyday life, enhancing the quality of living through the harmony of body, materials, and space.

For this occasion, renowned American photographer Bill Durgin was commissioned, known for his innovative approach to deconstructing and reinterpreting the human body. His photographs do not simply present design as an object or function but explore its deepest essence—the relationship with people. Through five carefully composed visual portrayals, Durgin showcases how light, wood, metal, fabric, and bioplastics become extensions of human skin, delivering a clear message of sustainability, harmony, and interconnectedness. These photographs represent the synergy between human and material intelligence, emphasizing the very core of contemporary design.

"First, we selected materials that could encapsulate the concept of design. Then, we explored shapes and geometries, analyzing how they could harmonize with the body, paying particular attention to details. Of course, there was a good deal of improvisation because stimulating creativity on set was essential. With this project, we aimed to highlight the return to touch, refocusing attention on the connection between the human body and design," said Bill Durgin.

The choice of materials—wood, metal, fabric, and bioplastics—is not coincidental but deeply linked to the values of the Salone del Mobile. These materials symbolize sustainability and innovation, reinforcing the campaign’s message. Photography, as a universal language, enables the transmission of these values to a broad audience, overcoming linguistic and cultural barriers. Salone del Mobile reaffirms its role as a cultural platform that continuously innovates, connects people, and envisions the future.

Luca Adornato, Marketing and Communication Director of Salone del Mobile.Milano, stated: "With this campaign, we have taken another step forward in the communication process we have been developing over recent years. After last year’s artificial intelligence project, where we explored relationships with our community in an abstract way, this year we chose photography—a universal and timeless language that enables instant and clear communication on a global level. Through photography, we convey the message of the connection between people and materials, making it accessible and engaging for everyone. We wanted to celebrate the beauty of materials and their ability to merge with the human body, emphasizing how crucial it is for contemporary design to be sustainable and responsibly projected towards the future."

Bill Durgin adds: "Thought for Humans is exactly what great design should be. Every day, at every moment, we come into contact with design—everything around us has been created by someone, for someone. Great design is not just aesthetically appealing but brings joy to everyday interactions—when we move through space, prepare a meal, work, or sit at a table with family. Designers study the human body, its movements, capabilities, and postures to make life easier. Design is rooted in human anatomy and continuously evolves through its interaction with it."

Riccardo Fregoso, Creative Director of Dentsu Creative Italy, concludes: "We are particularly proud of this campaign because it quite literally embodies the values of Italian creative excellence, which we are honored to promote across Italy and the world together with Salone.Milano."