The symbol of Made in Italy at the next Design Shanghai (14-17 March 2018), the major show in Asia dedicated to design, will be a 300 sqm home designed by Veronafiere.
It is a collectively designed home curated by architect Mauro Felice, which will feature the major Italian brands in the design sector – from interior decoration to kitchens, from marble to furniture – and in the wine sector, with numerous companies represented in the ‘Vinitaly lounge’ and a ‘Preview night‘ exclusively dedicated to Italian wine, which will once again put together China Vinitaly and Italia del vino, one of the Country’s most representative consortia of winegrowers. The project, which is fruit of a new strategic partnership in China signed between Media 10 – organizer of Design Shanghai – and Casa Médinit (of the Veronafiere Group SpA), was announced a few days ago by Veronafiere in Beijing on the sidelines of the press conference dedicated to the next edition of the show.“Italy is world leader in the design sector, which represents one of the spearheading export sectors – said the Italian Ambassador in Beijing, Ettore Francesco Sequi.
The opportunities in China for the companies of the sector are enormous. In the last 5 years, our sales of design products and furnishings have risen 50% and we estimate a further 20% increase over the next ten years. On the other hand, Italy is the superpower of beauty thanks to a capacity that is unique in the world to combine technology, creativity and functionality. Italy does not do design. Italy is design.”“Today in China we need more than ever to represent the Country in a univocal way – said the Director General of Veronafiere, Giovanni Mantovani – and the fertilization between two distinctive elements of the essence of Italy, such as design and wine, cannot but contribute to determining the correct perception of our brand.
The Chinese market is difficult and, in different cases, is affected by unfavourable commercial conditions compared to competing markets but last year’s export indicators indicate that the work initiated in favour of Made in Italy products is beginning to bear fruit.”
According to ISTAT, in the first 10 months of last year, total Italian exports to the Asian giant already exceeded the total sale volumes achieved in 2016, in excess of 11 billion euros.
“In the wine sector – concluded Mantovani – the Chinese market confirms to be an ‘Eldorado’ for different producer Countries and the ‘promised land’ for Italy.
In a scenario showing a record 106% growth in world wine imports in the last 5 years – which is twice as much as demand in the US and almost 19 times more than in Germany – our market share is still low (5.7%), even if the first positive signs are beginning to be seen.
According to the figures released by Nomisma on the basis of customs data, the value (in euros) of Italy’s export growth in the first 11 months of 2017 exceeds 18%, with a comforting 3% increase in the average price, for a total value of 126 million euros».
After only four editions, Design Shanghai (14 to 17 March) is already the most important high-end design show in Asia and the fourth-largest in the world, with almost 400 brands represented.
The Show’s business profile is represented by the most important architecture and interior designer firms, developers and dealers in Asia and in the world; the format proposed – with side events, media coverage, networking opportunities and gala dinners – turns this event into a unique platform with an enormous potential in terms of return for companies’ investments.
