SALONE DEL MOBILE | IGPDecaux

homepage
case studies
salone del mobile

SALONE DEL MOBILE

The Salone del Mobile is 60 years old! Federlegno, together with IGPDecaux, blew out the candles and offered a journey between past and future

60 years: 6 decades of creativity and love for design that Federlegno elected to communicate to the city of Milan through IGPDecaux OOH advertising. Characterized by a varied media mix, the campaign embraced the entire Lombard capital and was staged throughout the Salone del Mobile week, from 7 to 12 June 2022.
A Station Domination campaign was organized in the underground station of Rho Fiera, with over 4 meters of decoration to welcome the huge flow of visitors going to the event. Meanwhile, in the city centre, passers-by could not miss not only the numerous underground systems, but also the 200 bus shelters scattered around the entire city.

Creativity revolved around the concept of the 60th anniversary of the event: 6 illustrations by Emiliano Ponzi traced the history of the most important design event in the world, recalling its many editions through the decades and “dressing up” Milan's trams with attractive full-wrap decorations.
One of the 3 Darsena trams involved showed this creativity in its interior surfaces and posters, with Emiliano Ponzi's illustrations coming to life with an Augmented Reality project signed by Alkanoids - an innovative element that presented the audience with contemporary interactive opportunities.
Brands are increasingly often choosing to integrate the use of new technologies into OOH advertising to create more engaging and memorable experiences. In the near future, when the online and offline worlds will talk more systematically to each other, the combination of AR and OOH will offer new space for action, with the opportunity for brands and audiences to establish more emotional relationships and with advertising not only to be exclusively watched, but actively experienced.

Which systems are involved?

Centro Direzionale Milanofiori
Strada 3, Palazzo B10
20057 - Assago - MI
Tel: 02/654651
Fax: 02/6599037

Services and Planning

Corporate

Contacts

Work with us
Contacts
Request a quote

Whistleblowing
Click here to send a report

Request a quote

I would like to request a quote for:

Your data

I represent a communication agency

Your contacts details

Your message

IGPDecaux S.p.A., in line with its Privacy Policy, may use my personal data for

direct marketing purposes, aimed at promoting IGPDecaux's services, products and brands, both by traditional means of communication (e.g., paper-based mail, operator telephone calls, etc.) and by automated electronic means pursuant to Art. 130, paragraphs 1 and 2 of Legislative Decree 196/03 and, where applicable, pursuant to EU and/or national provisions that will replace/supplement the aforementioned legislation;

the performance of analysis and market research activities, both by traditional means of communication (e.g., paper-based mail, operator telephone calls, etc.) and by automated electronic means pursuant to Article 130, paragraphs 1 and 2 of Legislative Decree 196/03 and, where applicable, pursuant to EU and/or national provisions that will replace/supplement the aforesaid legislation;

the sending of newsletters and periodic updates (e.g., by e-mail) relating to products, services, initiatives and events organised by or in collaboration with IGPDecaux, including invitations to the aforementioned events, both by traditional means of communication (e.g., paper-based mail, operator telephone calls, etc.) and by automated electronic means pursuant to Article 130, paragraphs 1 and 2 of Legislative Decree 196/03 and, where applicable, pursuant to EU and/or national provisions which will replace/supplement the aforementioned legislation.