The Ingo Maurer team has been designing, developing and producing extraordinary lamps, lighting systems and objects since the mid-1960s. The brand’s designers create unique solutions with the aim of creating stimulating and pleasant spaces.
Within the scope of the Salone del Mobile 2023 in Milan, the world’s largest and most important furniture fair, Moby Digg has been commissioned by Ingo Maurer to develop the concept and provide editorial support for the communications surrounding this important event. A New Year’s card is the first teaser announcing the Salone del Mobile for over 4.000 customers.
The Salone del Mobile is of great importance for Ingo Maurer: At the fair, the team meets important design partners and competitors as well as potential customers. In terms of communication, it is therefore particularly important to inform the right people about Ingo Maurer’s appearance at the Salone del Mobile at an early stage. All communication channels are to be used appropriately. The challenging task of a teaser is to subtly convey what is happening without revealing too much.
When a new year begins, it is customary to review the old year. At the same time, looking ahead to what is to come is also an important part of reflection to create clarity. The New Year card for Ingo Maurer plays with the term of reflection.
In addition to the mental procedure, the physical light reflection of the extraordinary lamps should also find its way into the design. For the exhibition at Porta Nuova in Milan, Ingo Maurer’s team specially designed an installation that plays with light and reflection.
The concept “Finding clarity through reflection” describes a process of taking time to reflect on one’s thoughts, feelings, and actions in order to gain a deeper understanding of oneself and the world around one. How have past experiences shaped one’s perspective, what current beliefs have resulted, and what are one’s hopes for the future?
The New Year’s card links the theme of reflection both philosophically and visually, based on a historic 19th-century photograph of the Porta Nuova in Milan, venue of the Salone del Mobile 2023. The gateway by Giuseppe Zanoia includes a tall, single-axis archway flanked by two low customs stations. These three prominent building elements were visually removed for the New Year’s card and replaced with a gradual reflective material. As a viewer, you can therefore already see yourself in Milan’s Porta Nuova, giving you a glimpse of what’s to come.
To enhance the unusual effect, the historical photo of the gateway was colored in a luminous Pantone Bright Red – the campaign’s signature color. The insufficient resolution of the historical photo was compensated by printing in the look of risography.
The key visual on the Ingo Maurer website also follows the concept of new perceptions. It breaks up the usual architecture of the gateway and enables new perspectives through distortion.
