The Italian Lounge is an insight into the Italian design, an experiential and immersive event of “Italian Lifestyle” in which the 5 senses are involved and where the guests are deeply stimulated.

The Italian Lounge is a small exhibition space with an institutional character, conceived by Edimotion (*) and designed by AIPI, the Italian Association of Professional Interior Designers (**), with the aim of showcasing the value of the Italian Lifestyle, demonstrating how it can convey emotions and positive sensations to living and working environments. It is also a meeting place for discussions with interior designers and key market players on how these values, when appropriately conveyed to the Chinese market, can enhance the quality of living and working.

The Italian Lifestyle Lounge is designed by Davide Pavanello Lab (***), on behalf of AIPI, as a flexible space to welcome guests, offer the opportunity to relax and discuss business, organize presentations, and even hold a forum on the themes of added value and collaboration opportunities offered by the Italian Lifestyle.

It is a space that, despite its simplicity, aims to offer an experience where all five senses are engaged: the touch, sight, hearing, smell, and taste of the guests will be stimulated by the products, as well as by the sounds, colors, scents, light, etc. The Italian Design Lounge features the participation of some Italian brands such as Masiero, Natuzzi Edition, and Laminam, representing the complexity of the Italian furniture industry. The selection of Italian companies, as well as the art direction of their presence in The Italian Lounge, is curated by the Italian design studio Vudafieri Saverino Partners (****), which is based in both Milan and Shanghai.

Exclusive Images in Advance

Natuzzi Edition – Terra

Natuzzi Edition – Terra

Laminam – Lamborghini Surfaces

Laminam – Lamborghini Surfaces

Masiero – Nappe

Masiero – Nappe

On September 12th at 2:30 PM at The Italian Lifestyle Lounge (7.2B35), the forum "The Intrinsic Value of the Italian Lifestyle - Bringing Benefits to the Quality of Living and Working and Creating Collaboration Opportunities" will take place. 

In an informal and relaxed setting, some Italian professionals will share their knowledge, but above all, they aim to open a constructive dialogue with professionals in the Chinese interior design market and design sectors.

EDIMOTION: specialists in the promotion and strategic positioning of international clients in the design, furniture and architecture sector, Edimotion has been working in marketing and communication since 2009 with the aim of offering effective solutions to build identity and reputation, identify new opportunities, create relationships, partnerships and develop customized business models in the markets that count, with a particular focus on the Chinese market and the relations between China and Italy. For 15 years, Edimotion has been a partner of CIFF for marketing, communication, and its international promotion.

AIPI - the Italian Association of Professional Interior Designers: established in Milan in 1969, AIPI is founding member of ECIA, the European Council of Interior Architects and of POLI.design, post-bachelor graduate master school in partnership with the Politecnico di Milan, a member since 1974  of IFI , the International Federation of Interior Architects/Designers, official partner of the NEB New European Bauhaus initiative of the European commission, aims to unify and represent Italian professional interior designers in Italy and worldwide by enforcing high standards of practice, promoting professional development, and ensuring client interests.

DAVIDE PAVANELLO LAB: founded in 2007, it’s design studio which operates in the fields of interior design, architecture, graphics and communication, with the conviction that the cross-contamination between the different fields in which they operate adds a PLUS to the project, enabling to achieve results rich in personality and innovation. Member of AIPI – the Italian Association of Professional Interior Designers, being responsible for its Technical Scientific Committee.

VUDAFIERI SAVERINO PARTNERS: is a design firm specialized in architectural and corporate design projects based in Milan and Shanghai. Its approach is based on both architectural culture and sensitivity to current trends in design, fashion, and art, dialectically and transversally leveraging our experience and knowledge in these sectors. The design of luxury boutiques, large private homes, restaurants, residential and office buildings is therefore taken on along the lines of Concept Design, Client Identity and Storytelling Strategy.