The Italian Lounge, an immersive platform that blends Italian design excellence with the dynamics of the Chinese market
At its second edition, The Italian Lounge confirmed its role as a benchmark experiential platform during the 56th CIFF Shanghai, one of Asia’s most influential design events. Conceived by Edimotion, with the valuable support of CIFF Shanghai, the space went beyond the traditional concept of a booth to become a true “bleisure” environment—where business and leisure blend under the sign of Italian lifestyle.
The heart of the project? A sensorial hospitality experience, transforming each visit into a journey of discovery with the goal of promoting Italian design excellence within the fast-evolving Chinese market.
Design meets the senses: a fully immersive experience
The exhibition design, curated by Davide Pavanello Lab, engaged all five senses to create an emotional and physical connection between visitors and products. Scents, sounds, textures, and tastes played together to humanize the exhibition, highlighting the authenticity of Made in Italy while challenging the impersonality of much contemporary design.
Under the artistic direction of Vudafieri Saverino Partners, with offices in Milan and Shanghai, The Italian Lounge successfully translated Italian aesthetics into a language that resonates with Chinese audiences—solidifying the space as a true hub of intercultural dialogue.
Forums, talks & networking: where ideas take shape
With the patronage of the Politecnico di Milano – School of Design, the initiative offered a well-rounded schedule of forums, talks, and networking events, coordinated by Prof. Francesco Scullica. The program emphasized design’s relational and convivial dimensions, in line with the concept of bleisure.
Key highlights included:
- September 9 – “A Toast to Italian Design”: a keynote by Prof. Scullica exploring hospitality design as a reflection of Italian lifestyle;
- September 10 – “Voices of Design”: a forum with Italian and Chinese architects, brands, academics, and communicators debating the evolution of Sino-Italian design relations.
- September 11 – “Let’s Take a Coffee With”: informal talks with studios like Vudafieri Saverino Partners, Mauricio Cardenas Laverde, and success stories such as Laminam, a brand now well-established in China.
The program offered fresh perspectives on education, production, distribution, and communication, moving beyond stereotypes and focusing on strategic cooperation.
Italian brands take center stage: emotion meets strategy
A selection of prestigious Italian brands showcased their collections: Laminam, Kartell, Natuzzi Italia, Delvis, L&G, Oluce, Dedar, Opinion Ciatti, and Slide. Each product expressed authentic Italian warmth, aligning with the core themes of hospitality and lifestyle that defined the entire experience.
Thanks to a mix of emotional storytelling and strategic positioning, brands engaged visitors while opening doors to commercial opportunities within the Chinese market.
Looking ahead: Italian design speaks fluent Chinese
The success of The Italian Lounge CIFF Shanghai 2025 lays the groundwork for a new model of international design promotion. The platform aims to strategically position Italian companies, products, and professionals by telling a coherent story of Italian value and identity.
The goal? To nurture the dialogue between Italy and China, not only at future CIFF editions but through new initiatives that promote Italian Lifestyle values in innovative, authentic, and engaging ways.
