BEIJING – The brand image promo and global slogan release ceremony of China’s top furniture brand CAMERICH was held at 798 Art Zone, Beijing. Leading artists, designers, partners and media representatives from around the world witnessed the release of CAMERICH's slogan "Design for Desire 为欲望而生".

As a premium furniture brand targeted at the international market, CAMERICH highly values the power of design. In recent years, CAMERICH has been actively involved in various art activities, including sponsoring the creativity and R&D of artists, in an effort to get inspiration for its designs. The global release of the bilingual slogan highlighted CAMERICH's focus on design by perfectly integrating its persistence on people-centric design concept with the underlying idea of the brand – make sure that every aspect in life is taken care of.

While the style of an article can reflect what kind of person the author is, that of a home is even more capable of reflecting the taste of its owner. To a certain degree, the furniture selected mirrors the spiritual status and aesthetic desire of the owner. CAMERICH wishes to materialize this unique desire and present it through its artistic designs. Hence, there's the slogan "Design for Desire".

Before the start of the event, a presentation on the giant projection screen in the exhibition hall analyzed desire in three sections: the highly memorable desire for delicious food, the desire for the state of spiritual peace and freedom, and philosophers’ interpretation of desire. Guests gathered in front of the screen, pondering the implication of the words, or sharing views in low voices.

"The text on the wall actually provided a hint for the slogan to be released. We wished to inspire the audience to look deeper, both into desire and into their owner heart, and find the message that echoes their own in the promo," said Shirley Wang, CAMERICH Brand Operating Director.

The site was lit in a blue atmosphere, a perfectly enchanting dream world. As music rose, two dancers interpreted their version of desire with elegant body languages.

"In fact, We are all designers. We design our life every day, as well as the pace of our entire life. Desire drives the development of designs, while designs also highlight the power and beauty of desire," Mr. Yao Fei, Director of the promo, shared his idea about his work.

After the promo, the guests embarked on a journey of "desire and design". Images of CAMERICH craftsmen working on all kinds of furniture, pictures taken from CAMERICH stores around the world... Every guest was stunned by the beauty of industrial products and architectures.

"Desire goes along with design. CAMERICH gets inspirations from the desire of the consumers. Through artistic means, we have materialized desires and presented it to consumers. This people-centric design idea is the source of our slogan ’Design for Desire’, as well as the driving force for continued innovation and progress of the CAMERICH brand," said Ms. Shirley Wang.