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21/01/2019

Foundation

Chinese New Year: consumer forum in collaboration with Montenapoleone District


From 3 to 10 February MonteNapoleone District organizes for the first time the "MonteNapoleone Chinese New Year": the exhibition of Liu Bolin, The Invisible Man, the forum about drivers of the Chinese economy at the time of Xi Jinping and interventions designed for Chinese customers  increasingly lover of Italian shopping. In the same days similar celebration also in the center of Rome.

With the collaboration of the Italy China Foundation and with the participation of Class Editori, Global Blue and Tencent IBG / Digital Retex, on Wednesday 6 February, from 3 to 6 pm, at the Sala Orlando of the Confcommercio Union, the forum will be held: Consumption, tourism, luxury: the drivers of the Chinese economy at the time of Xi Jinping. The event will focus on the Chinese market in the retail sector and will be attended by Francesco Boggio Ferraris, Director of the School.

                                                             
                                          Click here to download the poster with all the information on the forum


On 5 February 2019 the Chinese New Year is celebrated, also called Spring Festival in which the last year is greeted and we are getting ready to welcome the new year which we hope will be full of satisfactions, luck and prosperity. The date is always between January 21st and February 19th, it lasts 15 days and ends with the Lantern Festival that falls on the fifteenth day of the first lunar month, so the date varies every year. 2019 will be the year of the Pig that symbolically represents stability, generosity and altruism.

MonteNapoleone District, which represents the most prestigious Global Luxury Brands in the world located in the streets Montenapoleone, Verri, Sant'Andrea, Santo Spirito, Jesus, Borgospesso and Bagutta, for the first time chooses to include the "MonteNapoleone Chinese New Year" at the Chinese New Year, in the program of events that increase the value of the district and the experience of an open-air mall unique in the world. MonteNapoleone District is preparing to welcome Chinese tourists who will choose to spend their holidays in our country, and to celebrate with the residents the event that will take place simultaneously in Milan and Rome.





With the Patronage of the Chinese Embassy and the City of Milan, a series of events will frame the celebration of the Chinese New Year: from 3 to 10 February along Via Montenapoleone will host a photographic exhibition of the internationally renowned Chinese artist Liu Bolin , also known as The Invisible Man. Combining performance and photography, in its installations it camouflages with the environment to analyze the tension that exists between the individual and society. The exhibition is realized thanks to the support of Box Art Gallery, the Verona gallery that represents Bolin in Italy, and in Rome will have a declination within the boutiques involved in the event.

The boutiques participating in the initiative, in addition to activating a series of services expressly dedicated to Chinese customers, will set up themed showcases where they will show off themselves clothing, jewelry and accessories that will be appreciated by the Chinese engaged in the most sought-after shopping. Black and white are banned, colors worn during funerals, and wide at red, which, according to Chinese tradition, is a color of good omen. Among the favorite purchases, necklaces, ties and belts are perfect for couples but highly discouraged for friends. And no green hats, because in Chinese "wearing a green hat" means conjugal infidelity.

MonteNapoleone District - to date the only luxury district in Europe to have an official WeChat account for the development of Chinese tourism on target - through Shopping Tag and QRcode will promote the "MonteNapoleone Chinese New Year", enhancing the activities organized at the associative level. On the occasion of the Chinese New Year, exchange greetings with friends and relatives by sending postcards and cards or calling has always been an indispensable habit for the Chinese, who today opt for video calls with WeChat, the most popular service platform in China with 1 billion active users per month. Thanks to the agreement with Retex, WeChat today represents a strategic channel for dialogue with Chinese consumers, more and more lovers of Italian shopping. In this regard, Guglielmo Miani, president of MonteNapoleone District, explains: "One of the commitments of MonteNapoleone District is to develop initiatives aimed at improving the district's accommodation system towards non-European customers and beyond. In addition to being a pioneer with WeChat, the organization of an event for Chinese customers, which represents the pre-eminent nationality among the buyers of the district, allows us to bring the two cultures closer to a high profile target that appreciates the excellence of our country".

Also in 2018 the Chinese have reconfirmed themselves among the most important customers of the Quadrilatero and the MonteNapoleone VIP Lounge, born from a MonteNapoleone District project with the participation of Global Blue, Planet, Tax Refund and Ferrari Tax Free For You, is ready to welcome them offering a range of benefits and unique and personalized experiences. Included in the access voucher, an exclusive concierge service and the ability to send the baggage and their purchases to the airport of departure receiving VIP assistance to complete all tax refund formalities without stress and queues.

The Foundation

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