Since 1904, the SAD has organised great exhibitions where the most famous creators have presented their most beautiful innovations to the general public, each time in preview.

Today, a new generation get involved and reinvents the SAD (Salon des Artistes Décorateurs- Decorator Artists Show): it becomes a contemporary manifesto that gives favour to wonder and engagement with 100 exclusives projects selected under the topic “Meaning of the Other”. The SAD decompartmentalizes and opens new opportunities of reflection with creators, independent or integrated design agencies and all the main public and private actors of design.

The SAD 07 is the demonstration of “Complicité d’intelligence©”: this privileged creative relation that contemporary design initiates between creators, companies and users. Sismo / Antoine Fenoglio and Frédéric Lecourt, designers and artistic managers, have created this exhibition.

The architects Moatti & Rivière have transformed the Grand Palais into an imaginary, fairy - tale city and have linked it with the spectacular spirit of the early 20th century great Universal Exhibitions. Blocks, places, pavilions, flats, relaxing gardens provokes wonder and direct exchanges with the exhibitors.

The genuine discovery is truly the Other! This discovery is made through four complementary approaches, which reflects the engagement of the contemporary design:
- Design / disappear : the creative rightness
- Design / facilitate : the reachable innovation
- Design / tell : the fanciful reach
- Design / beautify, dream : the new aesthetics