The 5th China International Import Expo (CIIE) will be unveiled at the National Exhibition & Convention Center, Shanghai, on November 5, 2022. This year, the Italian Trade Agency proudly presents an Italian Pavilion that features a concise aesthetic style, expressing the artistic and aesthetic aspects of “Made in Italy” and conveying the passion of Italians for the CIIE. The Italian Trade Agency, under the wing of the Italian Ministry of Foreign Affairs and International Cooperation (MAECI), is a government agency dedicated to promoting the global development of Italian enterprises. The Italian Trade Agency has joined forces with around 50 Italian companies to showcase Italian commercial and cultural excellence in nine major economic sectors, including design, automobile, aerospace, environment, food & beverage, fashion, machinery, healthcare, culture and entertainment.
Inspired by Taranto Cathedral, the Pavilion embodies the beauty of Italian architecture
Inspired by Giovanni “Gio” Ponti, the great Italian architect and master designer of the 20th century, the Italian Trade Agency has collaborated with Vudafieri-Saverino Partners on the elaborate design of the Italian Pavilion, paying tribute to Taranto Cathedral, Ponti’s iconic work. The facade of the Italian Pavilion is punctuated by vertical ogives and hexagonal apertures. These unique elements open up the view, as Ponti once described his masterpiece as “a door to the sky, opening onto the immensity and the mystery of space and time”. Its impressive appearance creates an attractive space for strolling. The arch, a characteristic element of Italian architectural style, endows the Pavilion with a distinctive presence that affording visitors a panoramic view of the front and interior of the Pavilion.
The design of the interior layout and arrangement of space avoids the rigidity of pre-ordained walkways, allowing visitors flexibility in choosing more diverse ways to visit different areas. In the Pavilion, a surround stereo system comprising two LED walls and 9 lateral monitors have been installed, and this will broadcast a range of multimedia programs, including BeIT, “Italian Nation Branding campaign”, creating a comprehensive digital experience for visitors with modern multimedia equipment and technological means. Visitors will also have the opportunity to view the official promotional video of Rome’s candidacy for the World Expo 2030 and get a sense of Rome’s desire to host the World Expo 2030. There will also be the official promotional video of the Milano Cortina 2026 Winter Olympic games, ENIT Italian Government Tourist Board videos promoting Italy and its unique charm as a tourist destination, video of events organized by the Shanghai Italian Cultural Institute (IIC) to celebrate the 2022 Italy-China Year of Culture and Tourism, emotional videos of Italian exhibitors at CIIE 2022 and much more exciting video content. On site, visitors can also find out about Italian exhibitors by means of iPads and explore more opportunities for in-depth cooperation.
The lounge in the Pavilion has been designed as a curved, transparent glass space, which not only provides privacy, but emphasizes the identity of the area. The ground features PVC flooring with a green semi-gloss surface, inspired by the original floor of Taranto Cathedral, while the “floating” ceiling is an homage to Italian minimalist architecture of the 1950s.
In particular, this Pavilion pays its respects to the CIIE’s “green environmental” principles by using sustainable materials and localization methods, in particular in its creation of space.
Italy is demonstrating its leading position in global commerce and culture in nine fields
This CIIE will allow visitors to explore multiple aspects of Italian cultural traditions thanks to BeIT, “Italian Nation Branding campaign”. It particularly highlights Italian’s innovation in nine economic sectors, including design, automobile, aerospace, environment, food and drink, fashion, machinery, health care, culture and entertainment, demonstrating Italy’s leading position in global commerce and culture. Italy is home to the largest number of UNESCO world heritage sites relating to design, fashion, culture and entertainment. It boasts more than 1600 game developers and 160 studios, and is ranked top in Europe for its cultural companies. In the field of food and drink, Italy is not only a synonym for fine produce, but also the second largest wine exporter in the world. Its current export totals amount to €5.13 billion for confectionery, €6.69 billion for vegetables, and €1.89 billion for cured meats. Italy is the world’s ninth largest exporter of metal parts for the fields of automobile manufacture, aerospace and machine engineering, the world’s sixth largest supplier of industrial robots, and the fourth largest exporter of auto parts in Europe.
In addition, Italy also actively supports “sustainable development”. In Italy, 34,500 companies are developing a green economy and the total domestic consumption of renewable energy is the highest in Europe.
2022 is the Italy-China Year of Culture and Tourism. This CIIE will undoubtedly provide an excellent opportunity for in-depth exchanges between these two countries with a long-lasting friendship. To celebrate China-Italy amity and to showcase Italy’s cultural heritage, a fascinating “Italian Day” will be held in the Pavilion on November 6, at which visitors will have the opportunity to enjoy wonderful performance jointly provided by Ms. Li Mengshi, a soprano, and Roberto Fiore, an Italian conductor.