Salone del Mobile.Milano, the global benchmark for the design world, has chosen Intarget as its strategic partner to grow and strengthen its digital presence in the Chinese market. The goal is to extend the reach of the event beyond its traditional timeframe, positioning the Salone as a constantly active and authoritative voice in the international design community.

A culturally localized strategy for the Chinese audience

The Intarget Shanghai team has developed and executed a digital communication plan with a strong focus on cultural localization, ensuring that the Salone connects with Chinese audiences in an authentic and engaging way. Key activities include:

• Launch and management of a dedicated Douyin channel (the Chinese version of TikTok);

• Creation of tailored content aligned with local trends and language styles;

• Development of a visual identity adapted to the Chinese market;

• Targeted media buying and collaboration with local experts to boost relevance and authority.

Bridging culture, positioning, and performance

“This partnership with Salone del Mobile.Milano is a significant recognition of our expertise in the Chinese market,” says Stefano Generali, Managing Director of Intarget Shanghai. “It’s proof of our ability to blend local culture, business goals, and digital storytelling.”

Giovanna Ferrero, Head of Brand & Digital Marketing at the Salone, also highlights the strategic value of the collaboration:

“With Intarget, we enhanced how the Salone is presented to the Chinese audience, adapting both tone and formats for a key market. We’ll continue to diversify our content to strengthen our connection with a global community.”

Reinforcing our role in the global luxury and design landscape

With this new partnership, Intarget solidifies its position in digital marketing for Italian luxury, design, and furniture brands targeting Asia as a key growth market. The collaboration with the Salone reflects a long-term vision aimed at building strong bridges between brands and cultures, performance and relevance.