Italian design was prominently showcased at the recent CIFF event in Shanghai
During the latest edition of the China International Furniture Fair (CIFF) in Shanghai, Italian style came to life through The Italian Lounge project, created and brought to life by Edimotion.
The Italian Lounge marked a successful debut in showcasing and promoting Italian companies, products, professionals, concepts, and values in China through a fresh, effective, and collaborative approach. The initiative aimed to collectively highlight the unique identities and potential of each participant, while spreading the cherished values of the Italian lifestyle. Moreover, it sought to foster meaningful partnerships and create new business opportunities that aligned with mutual interests.
Conceived and organized by Edimotion as an institutional exhibition space, the initiative aimed to highlight the essence of the Italian lifestyle by demonstrating how it can evoke emotions and positive experiences in living, hospitality, and work environments. It was also designed as a meeting point for Italian companies and professionals to engage with interior designers and key players in the Chinese market. The goal was to showcase how these Italian values could enhance the quality of interior spaces in China. Ultimately, it served as a platform to promote Made in Italy and foster new opportunities for collaboration in the region.
The design of The Italian Lounge was curated by AIPI, the Italian Association of Professional Interior Designers, with the aim of creating an immersive and experiential event that would allow guests to fully engage with the authentic “Italian Lifestyle.”
Developed by Davide Pavanello Lab, the project offered a multisensory experience, engaging all five senses. Visitors were invited to experience the tactile richness and elegance of the selected products, the evocative sounds of natural Italian environments, emotional lighting, and color schemes that recreated the ambiance of a sunset, with visuals projected on the walls, sand underfoot, and a sky-inspired slanted ceiling.
The space was designed to be flexible, providing a relaxing environment for hosting guests, discussing business, organizing presentations, and facilitating a forum on the added value and collaborative opportunities inherent in the Italian lifestyle.
Key Italian brands such as Laminam, Masiero, and Natuzzi Italia were carefully selected and strategically integrated into the project, under the art direction of Vudafieri Saverino Partners, to best represent the essence of Italian design and the remarkable depth of the Italian furniture industry.
Laminam, further emphasizing the strong Italian identity of The Italian Lounge, showcased the new Automobili Lamborghini Surfaces collection, a collaboration that combined Laminam’s expertise in large ceramic slabs with the distinctive character of Automobili Lamborghini.
The creation of The Italian Lounge was made possible through the invaluable support of the CIFF Shanghai organizers and the dedicated collaboration of Canton Fair Advertising, who were responsible for setting up the space. Furthermore, Italian media partners DDN, DesignWanted, and The Design Week Guide played a key role in promoting this innovative project and amplifying its reach.
