SHANGHAI – On September 8, 2015, the 36th China International Furniture Fair opens today at the National Exhibition and Convention Center, Hongqiao, Shanghai. It is the first time for the event to be held outside Guangzhou. As a new platform to showcase furniture products and innovative designs, the event is expected to attract visitors and a lot of international design teams from over 190 countries around the world.

With unique implications, oriental furniture designs are admired for their profound aesthetic tastes. In Chinese, EAST sounds like YISI, which means interesting. An exciting event by three famous designers, Zhu Xiaojie, Hou Zhengguang and Leonard Theosabrata, EAST Design Salon is being held simultaneously with the furniture fair.

A highlight at the EAST Design Salon is China's top furniture brand CAMERICH, along with its three new products: the ELAN Sofa, the VAST chair and the HARMON coffee table. Using its designs as the language, CAMERICH is in a constant dialogue with China, and even the world as a whole. Inside the unsophisticated exhibition hall, the design elements extracted from water, stone, the moon and night stars are turned into tangible beauty that implies "the water-like ultimate virtue, which presents perfect harmony by combining the hard with the soft". 

Keep calm amid a soothing mist, and feel the soar of CAMERICH's theme "Mood". You are in another world of extraordinary peace and beauty so long as you can keep your heart from being disturbed, just like sitting on a huge rock beside a calm lake. According to the oriental philosophy, life is a process of purification of our soul, which decides your aesthetic viewpoint. Less is more – here the seemingly simple designs contain another beautiful world. It is where the essence of CAMERICH design lies: using the most typical oriental elements to produce the most interesting designs, while pursuing the most rigid craftsmanship to extend the aesthetics, quality and vitality of its products.

"The highlights of CAMERICH products may be summarized with innovation, excellence and fulfillment. We have never stopped our innovation for our design and R&D, nor our pursuit for excellence, or our delivery of the commitment we made to our customers. CAMERICH has been working unyieldingly to develop a better understanding on the beauty of oriental design, to increase the vigor of Made-in-China and the appeal of Made-by-CAMERICH," commented Mr. Xu Jicun, CAMERICH's Sales Director at the event.

"Oriental designs have a tender, inner beauty, with a rhythm that implies the essence of the oriental culture. When such ideas inspire our furniture design, this beauty is endowed with a profound meaning that enables the spiritual enjoyment of premium quality. Thus, furniture will be more interesting because of design, and so will life," said Ms. Shirley Wang, CAMERICH Brand Operating Director.

Rooted deeply in oriental culture and aesthetic spirit, oriental designs inspire unlimited imagination with the best, most exciting expression and ideas. CAMERICH looks forward to exploring the full potential of the beauty of oriental designs to bring more interesting, innovative designs, and to improve and take care of every aspect in your everyday life!