The off-site event of China Corporate United Pavilion for Expo Milano 2015 that attracts much attention——“Shanghai & Florence- The Season for Creation of Two Cities” officially started a few days ago in Shanghai & Florence-Sino Italian Design Exchange Center (Florence Base) constructed by DOBE.
On the occasion of Expo Milano, guided by Shanghai Municipal Commission of Economy and Casermatization and UNESCO “Creative City” (Shanghai) Promotion Office, Shanghai & Florence-Sino Italian Design Exchange Center organized 18 brand enterprises and famous design agencies of Shanghai to take part in this event in Florence, Italy. The exhibition will last 4 months, aiming to promote Shanghai design and Shanghai brands to “go out”. This event also got great support form Shanghai Light Industry Association.
Around the theme of Expo Milano 2015: "Feeding the Planet, Energy for Life", the Season for Creation of Two Cities has “Food” and “Design” as its theme. Guan Sheng Yuan, Jahwa, Hong Ye Tai, Totole, Shanghai Watch, Shanghai No.1 National Musical Instruments Factory, A-Zenith, Shanghai Jinshan Silk Carpet Factory, and other traditional brand enterprises in Shanghai, ICHIMORE, M & G, Shoubai Art, Miracle Dynasty Fine Bone China, Shanghai Tiantai Tea Technology Co., Ltd., Aurora Group, Moma Design, A-Four Design, Sohui Design, and other independent emerging brands and design consultancies were invited to highlight and interpret the topic “Design Starts a ‘Smart’ Urban Life” and carry out brand promotions and exchanges together.
The exhibition has several parts, such as “Design on the Tongue”, “Sustainable Development”, “Happiness from Taste”, “Product Design”. It starts from “food” and extends to all aspects in life. The Sustainable Development Exhibition Area is a highlight of the event. This exhibition area focuses on herb culture, integrating China’s TCM culture with Italy’s vanilla culture. Visitors can pick Italian perfume on spot, forming a perceptual connection between natural crude raw materials and essence products extracted and made by means of scientific technology. Meanwhile, visitors also can have a close experience of famous Chinese herb cosmetics brand ——Herborist, learn how the brand inherits, develops and uses Chinese traditional herb culture, and carries its forward through modern technologies, design and marketing ideas. The Product Design exhibition area not only exhibits new products of old Shanghai brands, but also has a large group of emerging brands guided by design gathered together, attracting the eyes of lots of visitors. In this exhibition area, visitors can taste all kinds of Chinese tea made by automatic tea maker Lepod as easy and fast as coffee makers, the super light and convenient Treading Bicycle designed by A-Four Design, which integrates fitness, body building, riding and sliding, Shanghai No.1 National Musical Instruments Factory’s limited version running water erhu designed with ripples as design element, and the flower tea series brought by century-old tea house Hong Ye Tai, etc. Old and new Shanghai brands add radiance to each other in the birthplace of the Renaissance—— Florence, showing the new life force of Shanghai brands to Italy and other nations in the world.
The event not only has witnessed the friendship between China and Italy over the 45 years since the two nations established diplomatic relations, but also has promoted the exchanges between China and Italy, and spread Shanghai-style culture, giving famous Chinese brands a chance for exchange and cooperation in Italy. It’s reported the essence of this event will be presented to Shanghai citizens during the Shanghai Design Week to be held in Sept. On the occasion, visitors also will be able to admire design and fashion products brought by Italian enterprises.