Salone Del Mobile.Milano Celebrate the Human Body's Connection with Material

Today design manifests in countless forms, embracing different uses and everyday situations. However it is also undeniably at risk of losing sight of its one true purpose: to think, imagine, and create objects that tangibly address our needs both as individuals and as communities. 

The concept “Thought for Humans” was born of this simple, powerful reflection. Conceived by Dentsu Creative Italy, it will lead the global communication of the 2025 edition of Salone del Mobile.Milano.

Launched in January, the multi-subject campaign features five shots (which will appear in OOH, DOOH, BTL, and social & digital content) that celebrate the natural harmony between the human body and materials that best represent the present and future of design, craftsmanship, and sustainability: wood, metal, fabric, bio-plastics, and even light — the quintessential non-material.

To curate and bring to life the photography, Dentsu Creative Italy and Salone del Mobile.Milano have chosen Bill Durgin. A New York based artist renowned for his unique approach to body photography and his ability to artfully deconstruct the human form.

Luca Adornato, marketing and communications director for Salone del Mobile.Milano:

"With this campaign, we are taking the next ambitious step in the communication journey undertaken in recent years by embracing photography: a universal and timeless language that is inherently concrete and makes our message immediately understandable at a global level. Through photography, Salone communicates and illustrates the value of the connection between man and material, making it accessible and engaging to everyone. This bold choice underscores how Salone continues to be a platform capable of innovating, connecting, and looking towards the future."

Luca concludes, "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 most ethical future possible."

“We’re truly proud of this campaign because it embodies quite literally the values of Italian creative excellence. Values that — together with Salone del Mobile.Milano — we are thrilled to steward both in Italy and around the world.” said Riccardo Fregoso, CCO Italy and chair of creative EMEA at Dentsu Creative.

The campaign’s production was managed by Dentsu Creative Studios.