The excellence of Italian design and furniture take centre stage in China. ICE-Agency, which assists the internationalisation of Italian companies and promotes them abroad, participates in the first edition of the Salone del Mobile di Milano Shanghai (19-21 November), to support the 55 Italian exhibitors and facilitate their B2B networking. A fundamental role in implementing the project was played by the Italian Government and especially by the Ministry of Foreign Affairs and the Ministry of Economic Development, the ICE- Foreign Trade Agency and the most important Italian institutions in China. Several communication activities were addressed to the Chinese public – through the creation of a dedicated website in Chinese and ads on WeChat and Weibo to promote business, branding, sales and engagement – through strategic partnerships with the local media and events targeted to opinion leaders. This Chinese debut is a special edition that will take on the stage of the Shanghai Exhibition Center the best of Italy’s furniture and furnishings and the iconic brands of the Italian lifestyle - fashion, automotive, food & beverage – for a full immersion in the beauties of Italy, greatly on demand and loved worldwide. This show-event will offer visitors a unique experience also thanks to the set-up, customised to this exhibition centre, which will guide visitors along an itinerary to discover the beauty and quality of Italian craftsmanship and the luxury and elegance of Made-in-Italy products. The fulcrum of the exhibition space will be a “piazza” showcasing Italian points of excellence and acting as a meeting point and a forum of debate, a place in which to socialise and relax but also a cultural encounter in which to listen and exchange ideas through master classes by Italian architects of international renown.