Each year, we look forward to seeing the latest in design at fairs around the world. As designers continue to reinvent themselves, starting industry trends that speak to the present moment, the fairs themselves also have to evolve. This year, IDS Toronto and ICFF revealed major rebrands, while Salone del Mobile debuted a data-driven campaign that works alongside its existing identity. We spoke to the creative agencies behind these initiatives to learn more about how their approach reflects the unique character of each show.
What was the brief?
- Melissa Agostino, Creative Director of Sali Tabcchi
[IDS director] Will Sorrell had a history in the design world but, being new to this show, he wanted to change things...
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