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2018 05 02

Give Life Free Rein

Beijing – During the May 1 holiday, the 4th DesignBeijing Exhibition was held in Beijing as scheduled. CAMERICH, a top furniture brand in China, teamed up with ZAIJIA, a new media platform of furniture, to present the Memphis Aesthetic Space, which took on a new look and was proved to be a good holiday destination.

Inside the Memphis Aesthetic Space, irregular geometric shapes and bright, varied color scheme caught the eyes of visitors, and also brought novel, fascinating aesthetics to their heart. The Space was decorated with CAMERICH HONEY chair, EMBRACE chair, BALLET chair, RUBIX sofa, JOY coffee table, HANNA coffee table and so on. The rich colors, vivid or cute appearance, amiable or changeable style of CAMERICH furniture revealed different layers of space on one hand, and blended into the Memphis ambience on the other, giving a perfect interpretation of the design concept “artistic design brings delight and beauty to life”. 

At this exhibition, CAMERICH unveiled a colorful world instead of the sedate, pure “black and gray” style it is known for. This is a truly audacious move, which manifests the unswerving innovative pursuit of the brand. Motivated by the belief that a good life is always delightful and exciting, CAMERICH strives for creative design, breaks the conventional concepts and unfolds more possibilities and free imagination to evoke fervent enthusiasm and give life free rein. The Memphis style is exactly aligned with this pursuit. After all, a home not only needs rational Danshari (a popular decluttering concept), but also fearless, imaginative Memphis style.

If color and shape are the coating that design and art put on life, then desire is the code of life that design and artistic creation are supposed to follow. As expressed in the brand slogan of CAMERICH – “Design for Desire”, all designs should be people-centric, and appeal to humanistic care through the materialization of desires. “Bring desires home”, the theme of this event, is just an extension of this concept. 

 “Good design is like a bond which has one end tied to life and the other to art. Design from life has an origin that can be sourced; while design with art creates beauty that can be sensed. Only with persistence in innovation can we be able to present multi-faceted beauty and refresh our feelings of life.” said Ms. Shirley Wang, CAMERICH Brand Operating Director.