Anamon – Milan Design Week & Salone Del Mobile
Anamon at Milan Design Week & Salone Del Mobile
- 2026 | Experiential Marketing
In a world where design events often rely on static displays and traditional product placement, ANAMON chose a different path at the Milan Design Week & Salone del Mobile. Recognising that attention is the most valuable asset in Milan, our mission was to transform their parasol from a design object into a show stopper, creating a WOW moment that would naturally demand the spotlight.
The Anamon activation campaign was designed to bridge the gap between street-level intrigue and high-end exhibition, ensuring the brand stood out amidst the intense landscape of the fair. Our approach was twofold; 1) capture attention across the city and amplify this online, and 2) create a theatrical sanctuary on the exhibition floor for professional visitors.
To generate buzz outside the fair, we launched an OOH campaign that brought the product directly to the people. Our performers moved through the streets of Milan, treating the parasol as a living design element. By breaking the conventions of standard outdoor advertising, Anamon sparked immediate curiosity, and raised awareness before potential visitors even reached the exhibition hall.
Inside the Salone del Mobile, the Anamon booth served as the activation’s heart. We introduced a theatrical element that acted as a magnetic force for visitors. The booth was designed as an immersive experience making it the only one of its kind.
Rather than just showing a product, our team created a narrative around it.
Throughout the week, the Anamon booth remained a hive of activity, successfully achieving our goal of becoming a focal point of conversation.