A set of furniture, designed by Fabio Rotella, is displayed in the Exhibition Area of Italian Living Experience. It is situated in 751 D-Park No. 4 Jiuxianqiao Road, Chaoyang District in Beijing.[Photo by Wang Yu/chinadaily.com.cn]

The Italian Living Experience, a pavilion for Italian culture and life, will open its doors to the public on June 28 at Beijing 751 Park.

“With the high speed of China’s urbanization, more opportunities have been provided for Italian architectural firms to enter the Chinese market,” said Alberto Bradanini, the Italian Ambassador to China, at a press conference for the pavilion at the Cultural Institute of the Italian Embassy in Beijing last Friday.

Ambassador Bradanini emphasized the significance of experiencing the Italian lifestyle and said, “Having more knowledge and a better understanding of Italian culture is necessary in order to achieve better cooperation between the two countries.”

He called for more efforts to seize opportunities offered by the booming Chinese culture industry so as to enhance cultural exchanges and mutual understanding.

Situated in Beijing’s 751 district, the main landmark for design and fashion in China, the Italian Living Experience pavilion covers an area over 600 square meters. The hub will promote Italian creativity and excellence through products, services and cultural events focused in the fields of design, architecture, art, fashion, antiques, food and beverage. Visiting the Italian hub will give people a chance to learn more about designer Fabio’s Rotella and his work.

“It is the first time that the 751 Park has offered a substantive long-term cooperation with foreign companies,” Ji Peng, the park’s director said.

For this occasion, the thorough R-Collection will make its debut. It’s a collection designed to meet the needs of emerging markets and more sophisticated users, and it seeks to establish itself as an exclusive and high-end brand.

The collection, all made by Italian craftsman, consists of furniture, fabrics, wallpaper, lighting fixtures, decorative works in marble, stone mosaics and parquet flooring made from natural materials that feature an eco-ideal. The new products come with a a neo-classical poetic and meditative style, and are the result of architect Fabio Rotella creative outpouring, who has rediscovered the concept of what it means to be “Made in Italy,” a term admired throughout the world.

“The idea is to create a place for design surrounded by a multi-purpose gallery, where the excellence of Italian culture can be displayed. It will serve as an ever-changing container. The guest, the spectator and the actor are encouraged to contemplate the various applied arts through modern communication,” said Fabio.

The Italian Living Experience pavilion is divided into three parts: Project Area, Exhibition Area and Living Area.

The Project Area opens with a cylindrically shaped environment developed through the innovative Texilight system, generating a geometrical core and attracting element. It’s a digital wing for Italian culture that utilizes innovative technologies and emotional content.

Next to the Project Area, visitors can enter the Exhibition Area, a didactic corner for events, workshops and exhibitions devoted to the “Made in Italy” theme, but also open to cross-cultural Italian-Chinese projects.

At the end of the path, visitors will be able to rest in the Living Area, an aggregative lounge conveying a sense of intimacy and warmth. A collection of furniture and furnishings designed by Fabio Rotella adds to the background. Visitors will be able to enjoy coffee at a bar sponsored by the well-known Italian brand Illy.

Cooking events along with food and wine tastings will also be organized in the Living Area where Italian welcoming traditions can be experienced.

The Living Area will feature pieces of exclusive Italian antiques and modern works from Gogna Srl, an Italian company which has been promotomg Italian antiquarian traditions since 1959.

The Italian Living Experience will participate in Beijing Design Week 2013 from September 29 to October 3.

The 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 and the Italian Trade Commission.

Related: Italian living Experience, designed by Fabio Rotella

Italian Living Experience address:

751 D-Park, Power Square Floor 2 fashion Echo

No.4 Jiuxianqiao Road, Dashanzi Chaoyang District, Beijing