ITALIAN LIVING EXPERIENCE: ITALIAN CULTURE IN BEIJING
ITALIAN LIVING EXPERIENCE is the new area devoted to Italian creativity and excellence, which will be opened in District 751, in Beijing and will become the reference center for design and fashion of the entire China. A factory of the “made in Italy” brand, designed by architect Fabio Rotella and developed by a team of leading Italian companies specialized in various sectors. It stretches over a surface of 600 sq. m. and it is conceived as an ‘educational’ sitting room where guests can ‘taste’ Italian culture as a global experience. A space with bold identity, which will host the premises of Studio Rotella, that was developed with the idea of involving visitors and making them aware of the Italian culture and creativity. The key elements are inspired by the concept of the Italian sitting room, a social and cultural space where hosts are received, and people chat and exchange their cultural views. ITALIAN LIVING EXPERIENCE will be a cornerstone for the promotion of Italian excellence thanks to Italian products, services and cultural events that will focus on design, architecture, art, fashion, antiques and food & beverages.