Not only a matter of stylistic affinity. Behind the synergy between Living Divani and the Chinese market is a common sensitivity for the concept of design and, more generally, of the home, which allows these two entities to speak the same language.
An approach to design built on the values of discretion, neutrality, and incredibly high quality details (traits that are integral to Living Divani’s collections) is developed into a living concept that focuses on the individual, according to the social, collective, relational, and most importantly, familial perspectives. These are the cornerstones on which the relationship between China and this ‘Made in Italy’ brand is founded: a brand that, with a strong international presence that allows it to reach 85% of its revenue abroad, finds the greatest growth opportunities in the East.
Japan, South Korea, Singapore, Hong Kong, Hanoi, Ho Chi Minh, Manila, Jakarta, Bangkok and Taiwan are the destinations where the Company has already established a stable presence; Beijing, Shanghai, Shenzhen (within the new International Art Design Center) and Xiamen are the most recently conquered markets; meanwhile Hangzhou, Chengdu, Zhang Jia Gang and Guangzhou will be the next destinations.
“Due to its sheer size, China is a country that has great potential for design companies, yet one that is difficult to manage,” explains Carola Bestetti, Head of Marketing and Communication for the Company. “For this reason, our strengthening strategy in the Asian region aims to establish partnerships with selected dealers capable of promoting our product, but above all, of conveying the lifestyle and culture of Italian design.”
Though retail is the channel that provides primary access to the market through new branded spaces and potential monobrands, the contract sector is significant as well. The Middle House Hotel in Shanghai is a recently completed example of hospitality project made in collaboration with Lissoni Architettura: an ideal combination of local flavour and modern aesthetics, a perfect example of the seamless integration of Living Divani’s lifestyle within the traditional and cultural heritage of China.
It is this very blend that comes to life in the new product on display by the brand at the Salone del Mobile.Milano Shanghai (in which the Company has been participating since the very first edition): the new version of the Notes table, by Massimo Mariani, which Living Divani has dedicated to this ancient culture. The chestnut surface is enhanced by a central Lazy Susan in sahara noir marble, a functional variation which brings the value of conviviality back to the centre of home life.