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Leftloft and Gio Pastori take on the new Salone del Mobile.Milano communication campaign

16 February 2023

The universal alphabet of design is brightly-coloured, geometric and ultra-Pop, according to the studio and the young Milanese artist, who is concocting a new ABC of the Salone del Mobile.Milano


Following in the footsteps of Emiliano Ponzi, the Salone del Mobile.Milano has entrusted the communication campaign images for the 2023 edition to Leftloft, a Milanese design communication studio, and Gio Pastori, a highly-renowned illustrator and collagist on the Milan Millennial arts scene. The young artist is giving shape and colour to a concept devised by Leftloft.

They have jointly been tasked with condensing the identity, themes and protagonists of the event, as well as its evolution, into a distinctive and original visual narrative: no easy task in that it called for reflection and equilibrium at a number of different conceptual levels – contemporary and future, innovation and continuity. The starting point was a journey back in time, geared to teasing out the artistic language of the Salone, which, with its visual and verbal synthesis has drawn in the public with its iconic aura over the years.

This triggered a reflection on design itself: in a world and at a time such as this, design is everywhere – it can be seen, lived, enjoyed, channelled, loved, exploited and recycled. “We felt the need to put the design taxonomies in order,” said David Pasquali, co-founder and creative director of Leftloft. “A gentle and ironic order that, through an almost didactic encyclopaedic approach, would shed new light on the fundamental phonemes of design, leveraging their sound, their meaning, their form and sequence to define, clarify, express and narrate.”

The communication campaign will take shape and dimension in the daily and periodical press, in banners in the web and digital world, on the social networks and out of home billboards. The 26 campaign posters will be revealed bit by bit, having already begun to be rolled out abroad and due to start in Italy in a matter of weeks.

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