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China - The comeback of Salone del Mobile. Milano Shanghai: the presentation held at the Italian Embassy



China - The comeback of Salone del Mobile. Milano Shanghai: the presentation held at the Italian Embassy

Italian interior decoration and design win over Chinese buyers at the Salone del Mobile. Milano Shanghai. The second edition of the Salone will be held from 23 to 25 November and will bring on the stage of the SEC – Shanghai Exhibition Center, the best of Made-in-Italy home decoration and design. The event – which recorded 20,000 visitors at its debut last November – was presented at a press conference on 12 July at the Italian Embassy in Beijing. The first edition of the Chinese version of the Salone recorded such a large number of visitors that confirmed the expectations of a project that was specifically conceived and developed over a three-year period to explore the market and meet the needs of a Country that is on a strong growth uptrend. The organising machine worked thanks to the experience acquired with organising the Salone del Mobile di Milano and with cooperating with VNU Exhibition Asia, a leader in the organisation of trade fairs in China and a partner of Salone del Mobile Milano. From the very outset, what appeared to be fundamental to the implementation of the project was the cooperation between the government, the Minister of Economic Development and ICE-Agenzia, the Italian Embassy in Beijing and the most important Italian institutions present in China. Event organiser Federlegno Arredo Eventi also counted on the strategic partnership with BolognaFiere.

The first edition of the Salone del Mobile.Milano Shanghai laid the foundations for reinforcing the commercial but also cultural bridge represented by Milan and Shanghai, Italy and China and that aims to further consolidate to create the best possible conditions for a dialogue that will be able to bring benefits to both parties. It was also a strong and important sign that Italy’s economic network succeeded to favour the maximum synergy in all the sectors that represent Italian points of excellence: from fashion, to food & beverage, and the automotive industry.

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