News Draga & Aurel – Transparency Matters – Milan 2019
H+, Via Varese 12, Milano

April 2019 - Como-based designers Draga & Aurel have presented their latest collection of handmade furniture, art objects and lightings in occasion of Salone del Mobile last week.

Objectives:
Transparency Matters marked Draga & Aurel’s return to Salone del Mobile after 20 years. Over the past years, the designers have been focusing on the production of furniture and pieces for important Italian furniture manufacturers. Our main brief this year was really to promote their very first collection of furniture, objects and lightings that are unique and entirely produced by hand in their Lake Como laboratory.

Strategy:
Camron played the role of strategic advisor to Draga & Aurel for the six months in the lead up to Salone. This included the research and identification of the best location for Draga & Aurel’s solo show at Fuorisalone in Milan and the liaison with the Brera Design District for the event to be promoted. Camron has also advised on the best hard copy and digital guides to be included in to get better visibility in the lead up and during the event. Camron has been supporting the designers in the production and development of key press assets for the exhibition including press releases, preview images, preview videos, installation and product images. Also, Camron was responsible for raising the profile of Draga & Aurel on a global level amongst the press and opinion formers.

Results:
Key coverage achieved included a three-page feature in the Salone preview issue of Wallpaper* as well as profile features in national newspaper Il Corriere della Sera and Italian iconic design publication Abitare together with numerous mentions and inclusions in international online publications such as Artribune, Wallpaper, Design Anthology and Living – Il Corriere della Sera amongst others.

During the week of Salone, a number of art and design curators as well as international dealers visited the show and many of them are now in touch directly with the designers. Also, the Brera Design District is now in touch with the designers to loan products from Transparency Matters for a solo show in Osaka, Japan, later this Fall. The exhibition has also been visited by the Founders of international design and art exhibitions who might be interested in bringing Transparency Matters to the upcoming editions of these events by the end of 2019.