With a nod to global expansion, i.e., last year’s inaugural Miami Beach event and two year’s ago the same in Singapore, the Parisian graphic design studio Be-Pôles presents MAISON&OBJET’s 2016 campaign. Coincidentally, the firm has been designing M&O’s campaigns for past two years. Clémentine Larroumet, the studio’s art director and co-managing partner, reveals the strategy behind the three new 2016 campaigns, in sync with the international development of the leading design and decoration trade show.
What is the logic behind this new series of campaigns?
In 2014, we communicated about the magic of everyday objects, MAISON&OBJET’s DNA since its inception. This year, it was time to celebrate twenty years of the show. For 2016, the goal is to emphasize the new direction taken by the group in the past two years: its international development. Hence these three posters that zoom in on a landmark building in each city that now houses MAISON&OBJET: Paris, Singapore and Miami Beach.
It’s the direct link between the world of MAISON&OBJET—design, interior architecture and the art of living—and the identity of a city. The show’s international development is the natural extension of its calling as a talent and trend scout. In that sense, MAISON&OBJET showcases the positive side of globalization: an open mind. With its two platforms in America and Asia, the company invites attendees to develop a new wealth of knowledge and expertise through an extraordinary pool of designers and sensibilities that are budding outside of Europe.
How do you treat each of the cities visually?
The MAISON&OBJET PARIS campaign shows a part of the Eiffel Tower. Framed in an unusual way, it foregrounds both the material, the metal, and an urban symbol that has become part of the collective imagination. The dominating blue-grey of the logo evokes the timeless elegance of French style, while the tag line underscores the power to inspire of the City of Light in general and MAISON&OBJET in particular, as evidenced by the brand’s unique identity. For Miami Beach, we chose an art deco building typical of the city, underscored by an ocean blue color characteristic of South Beach architecture. That shade also echoes the season (the month of May) in which MAISON&OBJET AMERICAS is held. Lastly, the MAISON&OBJET ASIA poster shows part of the roof of the Esplanade theater in Singapore. The City-State is known for its futuristic buildings and its avant-garde city planning. Purple, which is highly prized in Southeast Asia, connotes the transition between winter and spring (the Singapore show takes place in March). The tag lines on the Miami Beach and Singapore posters highlight a sense of network and connection: these two highly touristed cities also make MAISON&OBJET a new business destination which brings together and brings to life a design community that is more up-to-date than ever.
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