Yellow appears before the stand does: on the way into the exhibition, on visitors’ bags and outside Milan’s showrooms. On 17 April 2024, I follow Archiproducts at Salone del Mobile and Fuorisalone, photographing a day that connects the brand, design spaces and the people moving through them.
At Fiera Milano Rho, the Archiproducts stand on Corso Italia welcomes visitors between exhibition halls. Salone del Mobile.Milano 2024, held from 16 to 21 April, brings furniture companies, designers and industry professionals together. Archiproducts introduces its Trade Program, consulting and design services, and Digital Showroom for retailers.
I photograph the stand within the flow of the fair: people stopping, talking and moving on with a yellow bag in hand. Wider photographs show the stand and passing visitors; closer images follow gestures, exchanges and moments of attention.
The “Design is our Purpose” campaign accompanies the journey into the fair, bringing brands, designers and products together. In the reportage, its faces and messages meet people on the move, placing Archiproducts within the day’s landscape of signs, routes and encounters.
I alternate the architecture of Fiera Milano with quieter scenes inside the stands. A visitor leaning towards a chair, a conversation beside an installation, a bag changing hands: these small moments help tell the story.
Outside the fair, Archiproducts’ Design Selection creates a visual thread between showrooms and Fuorisalone streets. Yellow bags reappear among the crowds; outside shop windows, a QR code connects the physical space with a phone. The photographs follow this route, from groups walking through the city to pauses outside Moroso and Herman Miller.
The pace changes, while the colour connects the scenes. I photograph Archiproducts’ presence through the encounters, journeys and ways people discover design across Milan.
This reportage brings together exhibition stand photography, brand communication and the experience of Milan Design Week. I photograph events for companies, agencies and organisers, following installations, visitors and appointments at Fiera Milano Rho and across Fuorisalone venues. Tell me about your next event.
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