June 28th, Echo Fashion Building, District 751, Beijing

ITALIAN LIVING EXPERIENCE, premiered on June 16th, during an exclusive preview, opens its doors to the public on June 28th, on the occasion of the inauguration of the Echo Fashion Building within the District 751 of Beijing.




A project to promote cultural communication between Italy and China

Thanks to the successful opening of the first Italian Permanent Museum Abroad, inaugurated in July 2012 at National Chinese Museum in Beijing with “Renaissance in Florence. Masterpieces and Protagonists” Exhibition, the Institutions signed a partnership agreement – signed by Ji Peng, the Director of 751 in Beijing, and Mario Resca, ex General Director for the Valorization of Cultural Patrimony for the Italian Ministry of Cultural Heritage and Activities – with the aim to promote the cultural communication between Italy and China.
The basic concept is inspired by the idea of Italian Living, socio-cultural place, where the guest can find hospitality, dialogue, and cultural communication between Italy and China.


A hub dedicated to Italian creativity and excellence

ITALIAN LIVING EXPERIENCE will be a focal point for the promotion of Italian excellence and creativity through products, services and cultural events in the field of art, innovation, creativity and luxury Made in Italy. The exposition area is divided into three sectors (project, exhibition and living area) where technology is at the service of emotions through plays of light and colors, projections and interactive installations. For implementing ITALIAN LIVING EXPERIENCE project Fabio Rotella, Mario Resca and Gabriele and Guido Gogna, the founding partners of the project, have immediately identified outstanding partners to guarantee high quality and experience: Benetti Stone Philosohphy, Centrica, iGuzzini, People&Projects, Consorzio Wylford and Silvia Ranzi Communication.


Centrica’s contribution

In particular, the story of the creativity and knowledge Made in Italy is entrusted to themultimedia applications produced by Centrica, technical sponsor of the project. Inside of exhibition area, two interactive installations make available any information about the partners through digital images.

The first installation contains the most representative projects of the participant firms. The images of their products become interactive and browsable in every detail. The second installation is dedicated to the amazing content of “Uffizi Touch®“, the first application in the world that offers the entire artistic heritage of the Uffizi Gallery in Florence, through high resolution images, made by Centrica. The works of art are displayed in every detail and presented through unedited thematic itineraries.


ITALIAN LIVING EXPERIENCE is sponsored by: The Embassy of Italy to the People’s Republic of China, Chinese-Italian Chamber of Commerce, Italian Chamber of Commerce in China; Italian Trade Commission.

ITALIAN LIVING EXPERIENCE will partecipate to the Beijing Design Week 2013.

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