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2014-04-28

CAMERICH at the Infinity · Life Art Show

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Infinity· Life Art Show, a joint event held by world renowned life magazine AD and famous architect Chen Xuan, opened the other day at China Central Mall in Beijing. As a key partner of the event, China's top furniture brand CAMERICH presented one of its best-selling products FLORA chair as a part of the exhibit Mirror ·Mindset.


The designer used various lines and curves to interpret the "wall-less space" idea, in an effort to highlight an open perspective that "breaks the limits of all frameworks" and the glamor of art integrated into this open space.  


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Both the natural world and human society are full of limits. Walls define property rights. The limits in the inter-personal communication ensure a sense of security for every individual. However, just as a coin has two sides, the existence of limits rules out the possibility of looking into things from another perspective.


"At this art show, the designer gives us an opportunity to see the splendid side of what seems to be a dull life by extending the boundaries of our everyday lives. The courage for unyielding pursuit for breakthroughs and innovations manifested in the art show echoes the exact essence of CAMERICH brand value," said Ms. Shirley Wang, CAMERICH's Brand Operating Director.





Consisting of a typically Chinese gable wall with linear spatial elements, the exhibit blurs the boundaries between space, installations, furniture and appliances to virtualize the real world and inspire the dreams for "boundless life" of all visitors. Reduced to their original frameworks, two FLORA chairs were put together back to back against a "mountain" made of a number of mirrors to present virtual dimensions and inspire the dream for the infinity in life. 


Talking about CAMERICH's exhibit, Ms. Wang used a vivid analog: "The original frameworks of the FLORA chairs are just like teenage girls with no makeup. They have the potential for infinite glamor in the future." Indeed, the unyielding commitments to breakthroughs and exploration for additional possibilities have helped CAMERICH consolidate its position as China's top furniture brand, and gain recognition in the international market. Along its path forward, CAMERICH is determined to break limits to reap the rewards of the "boundless world".


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