INNOVATION AND STYLE: OUR EXHIBITION SETUP
AT SALONE DEL MOBILE 2023

After the success of 2022, Liu Jo Living Collection once again chose Cama52 to create not only the stand for Salone del Mobile 2023 but also the setup of its first showroom in the heart of Brera, Milan. A project that demanded precision, creativity, and flawless time management.

Innovation and style: our exhibition setup at Salone del Mobile 2023

The setup curated for Design Week stood out for several key features, particularly the idea of creating a “neutral box” to highlight the Liu Jo Living Collection furniture lines. This approach gave life to a 197 sqm space where white tones and semi-transparent “see-through” curtains played a central role. This choice emphasized the lightness and elegance of the products—a crucial aspect for a brand that blends high fashion with interior design.

In the heart of Milan: the birth of the Liu Jo showroom in Brera

The work on Liu Jo Living Collection’s first showroom in the Brera district, in addition to the creation of the fair stand, proved to be a highly rewarding challenge. The renovation and setup of the space at Via Fiori Chiari 28 took place during the pre-Salone week, a period characterized by intense activity and high visibility.

Cama52’s logistical management ensured everything was ready for the opening day, with the majority of heavy work completed in advance and details refined in the evenings, simultaneously with the assembly of the Liu Jo Living Collection fair stand.

A particularly significant aspect of the showroom project was the work on the electrical system and lighting, essential for creating the desired atmosphere. Graphics for the windows and voile curtains added a touch of sophistication. The experience of architect Simone Cagnazzo, Art Director of the project, was undoubtedly a major strength. Supporting him meant that Cama52’s teams were able to interpret and engineer his ideas, balancing the architectural lines of the spaces with the soft silhouettes of Liu Jo products.

This project is a small but meaningful example of how an exhibition setup can become a sensory experience, where every element—from wall fabrics to spatial arrangement—contributes to creating a welcoming and sophisticated environment.