SHANGHAI – On September 12, the furniture market witnessed an exciting event – Road to the Future at JSWB Global Home Furnishings Center, Qingpu District, which marked the comprehensive upgrade of all product lines and the release of the TOPO series of top furniture brand, CAMERICH. An extension of CAMERICH’s Proven Road and Road to Excellence, Road to the Future highlighted CAMERICH’s commitment to innovation and its ability to turn dreams into reality. 

“In CAMERICH, ‘envisioning the future through a better understanding of the present’ is definitely not an empty slogan. It is a principle that guides our practice,” said Mr. Fu Haijun, General Manager of CAMERICH. In the 1,500 square meters exhibition hall, visitors had an opportunity to appreciate nearly 50 upgraded CAMERICH products, including sofas, coffee tables, bookcases and dinner tables, everything for sitting room, bedroom, dining room and study room. The furniture impressed visitors with eye-catching fabrics and colors, brand new features and craftsmanship, and unique display and match style. The unique, comfortable experience of the TOPO sofa series, which were launched during the event, reminded visitors of their innocent childhood.  

“Since CAMERICH’s establishment, every new product release has been based on our real life experience and insight, as well as our vision on the future, which turn out to be the soul of our products,” said Shirley Wang, CAMERICH Brand Operating Director, in an interview about the event, “CAMERICH’s commitment to design products for real life reflects the essence of Proven Road, while the exploration of extraordinary products shows the underlying theme of Road to Excellence. The combination of both results in the unique development model and path of CAMERICH, which we call Road to the Future." 

Continued improvement and upgrade of mature product lines are hallmarks of CAMERICH’s commitment to excellence. For example, it introduced a new “skin” for AVALON, one of the best-selling sofa series. The unique texture and fabrics with foam surface add a new flavor to the rich AVALON product line. With continued investment in R&D and production, CAMERICH is able to significantly improve the craftsmanship of all products, endowing them with a unique taste on top of the improved elegance. Additional color options are another highlight of product upgrade. The splendid colors not only create a more interesting lifestyle, but also reinterpret different individuality.

Varying colors and fabrics create additional opportunities for furniture combinations. Particularly, the audio/video room introduced at the event proves to be an exciting attempt. A new home cinema solution, it provides audio/video fans with a more comfortable, independent space.

“Unlike a fantasy, a dream should be based on reality, instead of groundless ideas.” It is the foundation of CAMERICH’s dream, as well as an important theme of Road to the Future.

“Everybody has dreams. The difference is CAMERICH also has the ability to turn dreams into reality,” said Mr. Fu Haijun in an interview about the TOPO sofa series, which originated from one of the conceptual designs showcased in Shanghai 2011. With an appealing shape, subtle curves and a wide range of colors, fabrics and specifications choices, TOPO is able to fit different scenes. 

From Shanghai concept show in 2011 to Milan Design Week 2012 and to Road to the Future, CAMERICH has been presenting itself as a company committed to innovation, excellence and the realization of its dreams. “A pure heart with curiosity about the future and the courage to explore is the source of CAMERICH’s innovation. On the other hand, CAMERICH’s persistence, including repeated tests and improvements, is the key to its ability to turn dreams into reality,” said Shirley Wang.