While dreams may guide designs, designs actually perfect dreams. At Milan Design Week 2012, China’s top furniture brand CAMERICH impressed the world design community with Village Mountains. This project showcases unique ideas and an unyielding commitment to dreams and design. While in Milan, CAMERICH was invited to present its show at Carrara Marble Weeks 2012 to be from May 23 to 26. Once again, Village Mountains would impress designers and artists from around the world, this time on Alberica Square, the most famous landmark in the city.

Business Turns Design into Reality

Designed-in-China is a phrase that encompasses the passions and dreams of many. One of the happy surprises during Milan Design Week 2012 was the presence of a lot of Chinese designs. Yet the question that we should think more carefully about is how to ensure sustainable development, instead of a short-lived Designed-in-China phenomenon. 

“The successful transformation from Made-in-China to Designed-in-China is the responsibility of not only every designer, but also every business organization that has a strong sense of honor and aggressive targets.” According to Fu Haijun, General Manager of CAMERICH, it is not possible to turn designs into reality, unless a business really cares about design innovation.

With this sense of responsibility, CAMERICH has been taking steady actions. Like an enthusiastic dreamer, CAMERICH has been showcasing its vision about the future with unique designs – from the Folded Houses exhibited at the Frontier Concept Exhibition at China International Furniture Expo 2011 in Shanghai to Village Mountains, which has just finished its debut at Milan Design Week 2012.

“Showing for showing’s sake is not our way. Everything we do is driven by an inner curiosity, which is the source of our design, involvement and innovation,” Fu Haijun responded to the skeptics about the company.

With such purity and commitment, CAMERICH Village Mountains exhibited unique charm and drew the attention of many renowned designers and also gained many fans.

The three tall, white, honeycombed structures represent the dreams of modern people who want to live in secluded and remote mountain country. This is the typical Chinese philosophy of “harmony between people and nature”. The structures are lighted from inside at night, presenting a very tender and romantic atmosphere. 

In the classical courtyard of the University of Milan, Village Mountains interpreted the essence of oriental art through futuristic realism. The reward was the interest and admiration of a large number of visitors. Before the end of Milan Design Week, CAMERICH had received an invitation to display Village Mountains at Carrara Marble Weeks 2012. 

Design – the Life of Brands

With a history of more than 2,000 years, Carrara is known as “the city of marble”. Long before Michelangelo, it had become famous throughout Europe for an endless supply of high-quality marble and unique design art.

“For CAMERICH, the invitation was indeed a surprise. Of course, we believe it was simply another sign of recognition by the international community,” according to Shirley Wang, Brand Operating Director of CAMERICH. In spite of a very short history, only one year, Carrara Marble Weeks has been most impressive.

The first Carrara Marble Weeks was held in early June 2011. To satisfy the continuously increasing demand, the show had been extended several times and drew a close on June 26. “The presence of many brilliant art works turned Carrara into a palace of fantastic designs, attracting designers and artists from all around the world,” said Shirley Wang, “CAMERICH has zero tolerance for dullness. It is our belief that innovative designs not only improve the approval rate, but also add value to a brand. Only brilliant designs can sustain the vigorous life of our brand.”

“Of course, the original CAMERICH design is so perfect that it really moved Carrara,” said an industrial insider who has attended Milan Design Week for several years, “It is not only a success for CAMERICH itself, but also a milestone on the journey of Designed-in-China towards the world market.”