At CIFF Shanghai 2024, the value of Italian lifestyle: synergies between design, culture, and business for the Chinese market
From September 11 to 14, 2024, during the CIFF Shanghai fair, The Italian Lounge made its debut, an event entirely dedicated to Italian design and lifestyle. The initiative aimed to synergistically and innovatively promote the values and identity of Made in Italy, involving companies, products, and professionals to create a constructive dialogue with the Chinese market.
Organized by Edimotion, The Italian Lounge stood out as an institutional space that highlighted the emotional and sensory value of Italian design, capable of enriching residential, hospitality, and working spaces even in China. The project facilitated meetings between Italian companies and Chinese interior designers, with the aim of developing new business and collaboration opportunities.
The design by AIPI (Italian Association of Interior Designers) transformed The Italian Lounge into an immersive and multisensory experience. The project, curated by Davide Pavanello Lab, engaged the five senses of visitors, featuring high-quality materials, evocative sounds, emotional lighting, and visuals that recreated the atmosphere of Italian landscapes.
The brands Laminam, Masiero, and Natuzzi Italia played a central role in the exhibition. Laminam showcased the new Automobili Lamborghini Surfaces collection, highlighting the blend of ceramic technology and automotive design. The lamps from Masiero’s Nappe collection, inspired by the tassels of Venetian salons, added elegance and character to the space. Finally, Natuzzi Italia contributed to the initiative with the soft and enveloping seating from the Terra collection, evoking the nature and warmth of Puglia.
The creation of this flexible and welcoming space was made possible thanks to the support of the CIFF Shanghai organizers and Canton Fair Advertising, as well as the collaboration of Italian media partners DDN, DesignWanted, and The Design Week Guide.
Forum “The Intrinsic Value of the Italian Lifestyle”: Quality and Collaboration in Design
On September 12th, during The Italian Lounge, the forum “The Intrinsic Value of the Italian Lifestyle” took place, aimed at exploring how the intrinsic value of the Italian lifestyle, when adequately promoted, can foster constructive dialogues and create new collaboration opportunities, particularly with Chinese interior designers.
The event delved into the potential of the Italian lifestyle to enhance the quality of spaces in China. This approach aimed to promote Italian professionals, brands, and products in the Chinese market, strengthening the ties and synergies between the two countries in the fields of design and furnishing.
The meeting featured notable participants, including Antonio De Antonis, President of AIPI; Roberta Mutti, Editor-in-Chief of The Design Week Guide; Sebastiano Cattiodoro, Project Director at Vudafieri Saverino Partners; and Davide Pavanello, the creator of The Italian Lounge. Additional attendees included Juan Augusto Torres Ramirez, Creative Director of DesignWanted; Andrea Busanelli, CFO of Laminam China; and Qiu Zhiyun, a Chinese journalist and Content Director at Z Media.
