Offices are the place where people spend 1/3 of their life in it. Due to busy schedule, we’ve never paid too much attention to real soul in the space. Offices are abandoned by spotlight, forgotten.

On 28th, June, 2016, MATSU held a grand conference to celebrate its 20th anniversary and this celebration is also regarded as new product release. Over 500 designers and corporate executives from home and abroad participated in the grand event.

We have distinguished guests from famous companies, such as:
overseas Chinese in German, Ms. Wang Xiaohui
Chief designer of Dirk Wynants Design Works , Dirk Wynants
Mr. Xu Xiaofei, Chairman of Shanghai Changyang Valley Corporate Development Co., Ltd.
Mr. Xi Rongqing, General Manager of Shanghai Changyang Valley Corporate Development Co., Ltd.
Ms. Fang Jingjing, Deputy General Manager of Shanghai Land Minhong (Group) Co.,Ltd and Chairman of Minlian Corporate.
Mr. Qiufeng, President of Boji Culture.
Mr. Wuyan, Vice President of Boji Culture.

This time, MATSU broke the normal procedure of traditional products release and combined stiff office space with soft tones of artistic atmosphere. By taking the advantage of colors of lights, releasing the soul of dancer and furniture, MATSU awakened the “life” that deserves more attention. “Wonderful night” is created via art, while office life becomes increasingly important. People show more concern at efficiency and healthiness and office furniture, which works as the perfect spotlight focusing on dancing “life (furniture)”.

Mr. Cai, Deeply Inspired by the 20 years ：
In 1996, MATSU was established. Since then, it has always been our goal to build high-end office furniture brand. We’ve been persevering with our original goal instead of catering to the market blindly, and we’ve been focusing on quality instead of joining benign competition, and we’ve never copied others’ design. All these contribute to MATSU’s brand leading role today.
During the past 20 years, we’ve been in strategic partnership of cooperation with 8 European brands; we’ve cooperated with almost 20 famous great designers worldwide to launch over 150 new products; we’ve accomplished over 20000 wonderful projects.
In recent years, we’ve become the framework supplier of Alibaba, the world biggest Internet enterprise. MATSU provided office space solution for WPP, the largest media company, AECOM, the largest architecture designing company, and Demark LEGO, the largest toy company. We’re so proud of ourselves because we’re getting more and more popular among high-end clients. This has already become our driving force to move forward.
MATSU holds the enterprise aspiration of “inspiring office lifestyle”. In the future, we will perfectly integrate technological and smart products into art space. In the eco-aesthetics office space, people are able to choose diversified office lifestyle to get freedom of self-discipline and passion of efficiency.

Rich Colors of Lights
During MATSU’s 20th anniversary, lighting designer Liu Hengzhi was invited to re-awaken “office furniture” that has ever been abandoned through colors of lights. We endowed “it” with life and soul. Light casted, vigorous furniture appears more colorful and charming. Furniture is playing the leading role in the office and expressing uniqueness to us. “It” is diversified, inspiring, interesting, wonderful……
Light beams centralize from all around on the furniture hanging in the air, symbolizing that MATSU attracts attention from the world to our amazing products. 11 classical products from MATSU were illuminated vertically by white light beams on the stage designed and constructed by BL. Meanwhile, these beams were shrinking and enlarging the aperture, like heart beat and breath, making your furniture full of vitality. Moreover, 11 yellow light beams were casted onto the unoccupied ground. With the aperture on and off, invisible life is breathing, predicting MATSU’s bright future.

The Soul of Dance, the Spirit of Articles
MATSU planned and filmed the art image video “wonderful night in the office”. The video was released on the grand 20th ceremony on June, 28. The lighting of the video was designed by the film crew and lighting technicians of Bodyguards and Assassins. Mr. Wu Yan, leading role of dance drama, The Banguet, was invited as the choreographer. Former chief of The Song and Dance Ensemble of the PLA General Political Department, Ms Zhou Lijun participated in our video in person.
When furniture is endowed with designing story, craftsmanship and artistic flavor, it has a soul. On this wonderful night of MATSU’s 20th anniversary, image video, directed by Wu Yan, was played by Zhou Lijun and other dancers, delivering “soul of dance, spirit of article”. The players danced with furniture, elegantly but powerfully. They awakened the public cognition and attention to office life, integrating rational office life into art, inspiring our new way of office work.

Reconstruction of Old Plant, Re-exposure of a New Building
Shanghai Changyang Valley Creative Park (No.166, Huangxing Road, Yangpu Dist.)was selected as the event site. In July, 2014, with the concept of “Changyang Valley urban design, using creativeness to ignite creative office potential”, designers combined art and old plant of industrial style to inspire its vitality for the second time.

Copenhagen, Delivering Happiness
In 2016, according to UN, Denmark is the happiest country in the world. In Denmark , people only need to work for 6 hours every day, while the per capita GNP exceeds USD60,000, ranking 6th in the world.(that of USA is USD54,400).
With the nice aspiration of designing office space that helps to create happiness, MATSU invited Belgian designer to launch Copenhagen full range of modularized office system (including working position, collaboration area, storage area, officer area), which creatively impenetrates “flexibility” all through the DNA of appearance design. So to speak, Copenhagen worked out a solution for the relativity of office privacy and openness. Screen working position was the first reform, and open working position was the second, and Copenhagen will be the third one.

Dirk Design sharing
No other country has a reputation like Italy when it comes to be the center of design. Now, I have a question for you: is this because there were so many good designers in Italy? If we go back in time, we see that this was not the case, designers come from everywhere. There was one much more important difference to other countries: in Italy there was a group of entrepreneurs who had the desire and the courage to invest in the crazy ideas of those designers. These entrepreneurs have built the reputation of Italy that is continued also today, as you can see that most important design companies still can be found in that certain region of northern Italy, with the same spirit of innovation and willingness to jump into the unknown and try things that nobody tried before.
The same goes for china. You can import or train local designers as much as you want: they will not change China into an innovation driven country. This will depend on the local entrepreneurs, who are courageous enough to embrace the uncertainty that goes with new ideas. Only they can change "made in China" into "designed in China". Therefore I want to congratulate MATSU to take this step.