STRATEGY, CREATIVITY, AND MULTIMEDIA:
HOW WE MANAGE THE MOST COMPLEX PROJECTS

Cama52 has always excelled in the creation of trade fair stands, but the opportunity to collaborate with FAEL LUCE at Euroluce – Salone del Mobile in Milan certainly added a special sparkle to our story.

At Cama52, we strive to create tailored solutions for our clients, integrating their corporate identity into every detail of the stand. This time, the challenge was to build a bridge between the technical world of FAEL LUCE, a leader in professional lighting, and the sophisticated elegance of the Salone del Mobile—and we enthusiastically accepted the challenge.

FAEL LUCE is a company that illuminates the world: its mission is to create lighting systems for large recreational and urban areas, sports facilities, industrial and commercial structures, and road networks. All of this is achieved while respecting two fundamental pillars: sustainability and innovation. The challenge for Cama52 was exactly this: how to represent such a dynamic and innovative company in an environment renowned for elegance like the Salone del Mobile?

Our goal was to find a balance between FAEL LUCE’s technical identity and the aesthetics of Design Week. We needed to imagine a concept that was both technical and design-oriented—this is where our strategic and creative thinking came into play.

By installing 5-meter-high walls and using linear, minimalist graphic communication, we aimed to highlight FAEL LUCE’s products, giving full justice to their technical excellence. The company’s own spotlights were the sole source of lighting for the stand, creating a sense of coherence while showcasing the quality and effectiveness of their products.

And the key to success? The inclusion of a LED wall curtain, which became the real centerpiece of the stand. This multimedia element, used for the first time in a setup of this kind, proved to be an incredible attraction for visitors.

The response was outstanding. Not only was the client extremely satisfied, but the stand also drew a large number of visitors throughout the event.

With the right combination of strategy, creativity, and client awareness, it is possible to create a balance between respecting corporate identity and adapting to the context of an event like the Salone del Mobile, a global benchmark for furniture and design.