MILAN – Each April, the City of Art Milan becomes a great carnival. The annual Milan Design Week, with its unique charm, has been attracting designers, manufacturers and design companies throughout the world with the best designs and products. 

From April 16 to 28, a new concept art design themed Village Mountains, jointly forged by top Chinese furniture brand CAMERICH and the famous architecture designing house ZAO/standararchitecture, will be displayed at the INTERNI LEGACY Exhibition, one of the major exhibitions during the 2012 Milan Design Week. CAMERICH attempts to spread the original Chinese design to the world with its own brand, and share with famous designers its reflections on future living. The show is also part of the Beijing Design Week.

Forging an International Brand with International Vision

The 2012 INTERNI LEGACY Exhibition attracts numerous international brands and great designers. At this exhibition, traditional high-end furniture brands such as Listone Giordano and Graniti Fiandre will display their futuristic conceptions, while famed companies as Panasonic and MINI will present a cross-field design show. The great designers, including Michele De Lucchi and Odile Decq, will exchange their inspirations, while many new designers hope to make their works accepted by the world with this chance. On this occasion, they will not only display their design works, but also discuss the global trends and fads. There will be a lot of creativity from this occasion while many fashion trends and fads will also be nurtured here.

At this show, CAMERCH, standing for the growing Chinese manufacturers, marches forward with great confidence to display the Chinese originality with its unique conceptual designs. CAMERICH has chosen to create a new fashion with its own efforts for greater development instead of following others.

General Manager of CAMERICH, Mr. Fu Haijun, stated, “The Qing Dynasty merchant Hu Xueyan once said, ‘If you have a vision for the whole county, then you can manage the business for the whole county; if you have a vision for the whole province, then you can manage the business for the whole province; if you have a vision for the whole world, then you can manage the business for the whole world.’ CAMERICH is devoted to forging an international furniture brand, and this requires us to have an international vision.” 

He said it will be a long way to forge an international brand. CAMERICH has always been watching the moves of the international designing fields. Meanwhile, it has been actively participating to continuously broaden its international vision and develop the international market. He said, “Milan Design Week is a very good bridge through which CAMERICH can know what the world is thinking about and also tell the world what we are thinking about.”

CAMERICH has always respected originality while actively thinking about the future. It puts emphasis on exchanging with the world. The Milan Design Week has become another key turning point of its brand internationalization. For CAMERICH, internationalization is not a dream any more, but has become a reality, step by step.

Surprising Milan with Its Concept Design

The 2012 INTERNI LEGACY Exhibition is themed "Information for the Future", and the venue is the University of Milano. Established in 1456, the university boasts classical architecture renovated by designers of different ages. Courtyards, pillars and porches are everywhere, displaying the extreme complicity of language, forms and expression. There are independent designs by famous contemporary designers, set in fine contrast with the whole classical atmosphere of the campus. Walking in it, people can hear the conversation between the past and the future of the city.

The work themed Village Mountains consists of three tall white mountain buildings, which quietly stand on the lawn, interpreting the traditional Chinese culture of “living in seclusion in the remote mountains” with both futuristic and realistic methods. An interesting dialogue between the western world and oriental culture is thus triggered.

In the daytime, they look like maidens in white who have scanty life experience, refreshing, pure and dreamy. In the evening, they emit light from inside, lightening the darkness, like a maiden that suddenly turned into a goddess, joining a grand revelry with the most splendid gesture.

The Chief Designer of ZAO/standardarchitecture and designer of Village Mountains, Zhang Ke, said, “The best way to predict the future is to create the future. For this common faith, we have carried out a very harmonious cooperation with CAMERICH. We accept each other’s most outrageous conceptions and are thus inspired.” He said, each of their cooperation with CAMERICH to create an original work involves brainstorming and creativity illumination. He stated, “This time, we jointly created Village Mountains to let more people learn about, care about, explore into and even create the dream of future living.”

CAMERICH Brand Operating Director, Ms. Shirley Wang, said, “Although a brand can interpret originality in many different ways, an excellent enterprise should not regard originality only as its halo on head. Instead, it should realize it through down-to-earth action, innovation and creativity. This is the most challenging.” She added, after its first show at the global concept show in September in Shanghai, CAMERICH would attend the Milan Design Week with a brand-new design for the future living. “This is the most powerful proof for CAMERICH’s continuous self-breakthrough and exploration into the future to gain the initiative.”

Walls are built stone by stone. More and more Chinese original designs, such as Village Mountains, and independent Chinese brands, such as CAMERICH, have been coming onto the international stage. As a result, the preconception of poor Made-in-China quality has been decreasing. The Chinese brands will enjoy more opportunities and a larger stage.