The Rise of Italian Brands: China, the Greater Bay Area, and Debut at Design Dome Shenzhen
As the Design Dome exhibition, in conjunction with Shenzhen Creative Week, gets ready to release its first lineup of participating brands as a parallel event, we discuss a product category of rising popularity and importance in China.
CESAR – N_Elle
“Other countries have design theory. Italy has design philosophy, or ideology,” says Design Dome 2022 exhibitor, Italian contemporary kitchen brand CESAR—quoting Umberto Eco to describe the beauty of Italian design.
Embodied in the ideology are authenticity and elegance, impeccable materials and craftsmanship, and an abundance of cultural heritage with a history that dates back centuries—the golden threads stitching together the various languages of Italian furniture design, which has continued to gain popularity across the world since the early 1900s.
In China, the surge of Italian furniture started at least two decades ago and has been on the ascent ever since. The export of Italian furniture to China went up by 494% between 2009 and 20181, reaching a value of US$519 million in 20172. While the pandemic forced it into a few months of setback, the market bounced back quickly, with a 53% increase in the first half of 20213.
CESAR – N_Elle
“Other countries have design theory. Italy has design philosophy, or ideology,” says Design Dome 2022 exhibitor, Italian contemporary kitchen brand CESAR—quoting Umberto Eco to describe the beauty of Italian design.
Embodied in the ideology are authenticity and elegance, impeccable materials and craftsmanship, and an abundance of cultural heritage with a history that dates back centuries—the golden threads stitching together the various languages of Italian furniture design, which has continued to gain popularity across the world since the early 1900s.
In China, the surge of Italian furniture started at least two decades ago and has been on the ascent ever since. The export of Italian furniture to China went up by 494% between 2009 and 20181, reaching a value of US$519 million in 20172. While the pandemic forced it into a few months of setback, the market bounced back quickly, with a 53% increase in the first half of 20213.
The above trend is consistent with the rapid expansion of China’s domestic furniture market. Driven and supported by multiple factors, including a surge in purchasing power, urbanization, increased awareness of sustainability, and growing demand for good design, the market is projected to grow at a yearly rate of 6.8% between 2020 and 20254.
Of 180 Italian companies surveyed by the Italy-China Foundation in 2021, approximately 80% see China as a desirable market and an opportunity not to be missed. “The consumption spree in China is a phenomenon that Italian enterprises will have to closely monitor if they want to find their spot in a potentially immense market such as the Chinese one,” says the Italy-China Foundation President Mario Boselli, as reported by Xinhua5.
The above trend is consistent with the rapid expansion of China’s domestic furniture market. Driven and supported by multiple factors, including a surge in purchasing power, urbanization, increased awareness of sustainability, and growing demand for good design, the market is projected to grow at a yearly rate of 6.8% between 2020 and 20254.
Of 180 Italian companies surveyed by the Italy-China Foundation in 2021, approximately 80% see China as a desirable market and an opportunity not to be missed. “The consumption spree in China is a phenomenon that Italian enterprises will have to closely monitor if they want to find their spot in a potentially immense market such as the Chinese one,” says the Italy-China Foundation President Mario Boselli, as reported by Xinhua5.
Where in China do these Italian brands begin their operations?
While Beijing and Shanghai are often selected as initial launch regions, the Guangdong-Hong Kong-Macao Greater Bay Area (GBA) megalopolis has also become an essential part of operational planning for Italian brands coming into China in recent years. The economic powerhouse reached US$1.66 trillion in GDP in 20206, amounting to 11.2% of mainland China’s GDP. Guangdong’s Shenzhen, specifically, targets to hit 1.25 trillion yuan (US$200 billion) in total consumer goods retail sales by 2025, aiming to become an international consumption center as part of its 14th Five-Year Plan7.
Additionally, an increasingly rich creative ecosystem has transformed Shenzhen into one of the most vibrant cities in China, gathering exceptional local and global talents in technology, art, and design through numerous communities, organizations, start-ups, and some of the country’s best exhibitions.
“We realize that Southern China is just as important, and a lot of very good design studios and designers are based in the Shenzhen Area,” says Giuliano Mosconi, President of renowned Italian brand Zanotta, in an interview with INTERNI China. “When it comes to the creative application of products in projects, Southern China is definitely high on the list,” he adds.
Shenzhen (by Ricardo Wu)
Shenzhen (by Ricardo Wu)
Where in China do these Italian brands begin their operations?
While Beijing and Shanghai are often selected as initial launch regions, the Guangdong-Hong Kong-Macao Greater Bay Area (GBA) megalopolis has also become an essential part of operational planning for Italian brands coming into China in recent years. The economic powerhouse reached US$1.66 trillion in GDP in 20206, amounting to 11.2% of mainland China’s GDP. Guangdong’s Shenzhen, specifically, targets to hit 1.25 trillion yuan (US$200 billion) in total consumer goods retail sales by 2025, aiming to become an international consumption center as part of its 14th Five-Year Plan7.
Additionally, an increasingly rich creative ecosystem has transformed Shenzhen into one of the most vibrant cities in China, gathering exceptional local and global talents in technology, art, and design through numerous communities, organizations, start-ups, and some of the country’s best exhibitions.
Zanotta – Dove
“We realize that Southern China is just as important, and a lot of very good design studios and designers are based in the Shenzhen Area,” says Giuliano Mosconi, President of renowned Italian brand Zanotta, in an interview with INTERNI China. “When it comes to the creative application of products in projects, Southern China is definitely high on the list,” he adds.
Edra – Ella Gold
Like CESAR, Zanotta has also been confirmed as a participating exhibitor at Shenzhen’s Design Dome in May 2022. With its countless furniture pieces residing in museums and homes around the world, Zanotta is ready to show its comprehensive product range to the visitors of Design Dome. “We will participate in the [May] fair with great enthusiasm and desire to present the distinctive features of our brand, our great history, and our most representative products to the public,” says Mosconi.
More of the best names in Italian furniture and home furnishings will be exhibiting at the city’s newest design show as it debuts its new format, making for an exciting lineup and a promising first edition. Among them is Edra, the furniture manufacturer famous for its signature style of combining exclusive artistic design and breakthrough technology.
Like CESAR, Zanotta has also been confirmed as a participating exhibitor at Shenzhen’s Design Dome in May 2022. With its countless furniture pieces residing in museums and homes around the world, Zanotta is ready to show its comprehensive product range to the visitors of Design Dome. “We will participate in the [May] fair with great enthusiasm and desire to present the distinctive features of our brand, our great history, and our most representative products to the public,” says Mosconi.
More of the best names in Italian furniture and home furnishings will be exhibiting at the city’s newest design show as it debuts its new format, making for an exciting lineup and a promising first edition. Among them is Edra, the furniture manufacturer famous for its signature style of combining exclusive artistic design and breakthrough technology.
Next-generation Italian brand Qeeboo will be showcasing its whimsically imaginative design objects. Established only in 2016, it didn’t take long for Qeeboo to get recognized and well received by the Chinese market. Qeeboo exhibited 1,000 of its iconic Rabbit chairs, one hundred of which were painted by Chinese artists, during an education fundraiser later that year at Shanghai’s Yi Ou Lai Outlets. And in 2018, the brand made its first appearance in Shenzhen. “The Chinese public, always looking for unique objects with a strong identity, immediately embraced the philosophy of Qeeboo’s objects; and for this reason, our company is penetrating, in an ever-deeper way, into the Chinese market,” shares Qeeboo founder Stefano Giovannoni.
Also in Design Dome’s 2022 lineup of exhibitors is Flos, the premier lighting brand known for its refined and innovative design. Speaking with INTERNI China, QQODD (an agent for Flos in China) talked about their mission to introduce Flos’ original and distinctive products, emphasizing that the lighting market has entered a critical stage of rapid development.
“The Chinese public, always looking for unique objects with a strong identity, immediately embraced the philosophy of Qeeboo’s objects; and for this reason, our company is penetrating, in an ever-deeper way, into the Chinese market,” shares Qeeboo founder Stefano Giovannoni.
Also in Design Dome’s 2022 lineup of exhibitors is Flos, the premier lighting brand known for its refined and innovative design. Speaking with INTERNI China, QQODD (an agent for Flos in China) talked about their mission to introduce Flos’ original and distinctive products, emphasizing that the lighting market has entered a critical stage of rapid development.
Next-generation Italian brand Qeeboo will be showcasing its whimsically imaginative design objects. Established only in 2016, it didn’t take long for Qeeboo to get recognized and well received by the Chinese market. Qeeboo exhibited 1,000 of its iconic Rabbit chairs, one hundred of which were painted by Chinese artists, during an education fundraiser later that year at Shanghai’s Yi Ou Lai Outlets. And in 2018, the brand made its first appearance in Shenzhen.
Qeeboo – Rabbit
Flos – Bellhop Floor
QQODD: "Shenzhen ranks amongst the top three strongest consumer markets in China."
“The Greater Bay Area will be the center of consumption for luxury brands. Especially in Shenzhen, where modernism can be seen everywhere. With the high-end lifestyle of the people in Shenzhen, the market has great potential for development,” its representative explains.
The majority of the Italian brands confirmed to participate in Design Dome have had their products marketed for distribution in Shenzhen or the Greater Bay Area—and we expect more brands to enter the region in the near future, according to CEO of Design Dome and Shenzhen Creative Week Jacob Vogelsang.
Flos – Bellhop Floor
QQODD: "Shenzhen ranks amongst the top three strongest consumer markets in China."
“The Greater Bay Area will be the center of consumption for luxury brands. Especially in Shenzhen, where modernism can be seen everywhere. With the high-end lifestyle of the people in Shenzhen, the market has great potential for development,” its representative explains.
The majority of the Italian brands confirmed to participate in Design Dome have had their products marketed for distribution in Shenzhen or the Greater Bay Area—and we expect more brands to enter the region in the near future, according to CEO of Design Dome and Shenzhen Creative Week Jacob Vogelsang.
“The Greater Bay Area, and particularly Shenzhen, is taking on an important—and I would say vital—role in China’s development for the coming years. It is an important market for many, especially the international brands,” he adds. “The geographic location, coupled with a world-class venue, serves as a foundation so that we can continue to innovate as an organizer and continue our expansion into new segments, offering our visitors the most well-rounded exhibition experience.”
Given all of the energy and positive trends in this sector, despite the pandemic and its restrictions, Design Dome is shaping up to be an exciting and impactful event for design houses and distributors alike.
1. Traldi, Laura. “Design is the New Normal”. 2020. https://www.internimagazine.com/design/projects/design-is-the-new-normal/ (Accessed: January 26, 2022)
2. “Demand for Italian furniture is on the rise in China”. 2018. https://businessofhome.com/articles/demand-for-italian-furniture-grows-in-china (Accessed: January 18, 2022)
3. “Roundup: Chinese market important for Italian exports in 2021”. 2022. http://www.xinhuanet.com/english/europe/20220102/01e89264c4704b50946edb702b7d52a7/c.html (Accessed: January 18, 2022)
4. “Furniture in China : The Epic Guide to Sell to Chinese Consumers”. 2020. https://marketingtochina.com/furniture-in-china-the-epic-guide-to-sell-to-chinese-consumers/ (Accessed: January 18, 2022)
5. “Almost 80 pct of Italian companies see Chinese market as major opportunity: report”. 2021. http://www.news.cn/english/europe/2021-11/25/c_1310330902.htm (Accessed: January 18, 2022)
6. “Statistics of the Guangdong-Hong Kong-Macao Greater Bay Area”. https://research.hktdc.com/en/article/MzYzMDE5NzQ5 (Accessed: January 26, 2022)
7. “SZ to boast 8 ¥10B-level retailers by 2025”. 2022. http://www.sz.gov.cn/en_szgov/news/latest/content/post_9502443.html (Accessed: January 18, 2022)