Interior Lifestyle China celebrates tenth edition

Interior Lifestyle China opens in Shanghai this month for the tenth time, with some of the housewares industry’s leading companies confirmed to take part.

Organised by Messe Frankfurt (Shanghai) Co Ltd, the international trade fair for household products and accessories takes place at the Shanghai New International Expo Centre from September 20 to September 22, and boasts some 380 exhibitors from 14 countries and regions.

Five overseas country and region pavilions will feature this year, from Germany, Italy, Korea, Taiwan and the Czech Republic. In the German Pavilion, brands such as Leonardo, BWT water + more, Wesco and Fashy will take part, while new participants Felix Solingen and Warimex will look to make their mark in the Chinese market. The Italian Pavilion will house brands such as Alluflon and TVS, along with newcomer to the fair Mopita.

Other overseas exhibitors, as well as top Chinese brands, are grouped into the fair’s three main product categories: Living, Dining and Giving.  

In the Living section, Bellaluna-home is returning after a successful debut at last year’s fair with its brand Alessi. Dutch firm Brabantia will showcase a wide range of products for the kitchen and home, while two Chinese distributors will also offer an extensive selection of overseas brands – Genesis with the brands Timolino, Asvel, Oster and Trudeau, and LivingKitchen with KitchenAid, Blendtec, Microplane, Sage, Lightair, WESCO and Anchor.  New Chinese companies in this year’s Living section include Mexarts with its high-end home solutions for urban elite.
 
The Dining section also includes a mix of long-standing and new exhibitors. Bilbran, which is returning for the sixth time, is one of China’s largest household goods importers and cooperates with more than 100 international lifestyle brands offering over 100,000 lifestyle products. New exhibitor TDHH Network will present two American brands: Lodge and OXO. Kitchenspring from Taiwan will feature the Danish SCANPAN brand of cookware again this year. The UK is also well represented. The Portmeirion Group will showcase its brands Portmeirion, Spode & Royal Worcester, while new exhibitor Denby will showcase its stoneware ranges. French brand Peugeot will also be at the fair with its range of dining and giving products that are exported to more than 80 countries.
 
In the Giving category, a wide range of products will be on offer. Keiki Kids is showcasing brands for trendy baby and toddler products including ifefactory, aden + anais, ZoLi, Sistema, Modern – twist, Zoku, MyNatural, Zoobug, UPPAbaby and BuggyLOVE. And first-time exhibitor Heshi Baineng is a fragrance distributor with brands including Yankee Candle and Greenleaf from the UK as well as Ashleigh & Burwood from the UK.
  
In a special event to mark the fair’s anniversary, a display area and forum will be held named ‘The Way of Life’. Chinese artists and designers will meet to interpret the dual meaning of ‘Dong Xi’ – a Chinese word which refers to everyday objects, as well as implying the cultural integration of the East and West.
 
The fair’s theme for this year is ‘Encounter the Beauty of Life’. This reflects to the fact that in China, eating food in high-end venues outside the home is growing, and that people can ‘Encounter the Beauty of Life’ in well-designed restaurants, cafes and bars.

A display area on the theme of ‘Culture meets Gourmet’ will feature both a working restaurant and conceptual displays. This set-up will allow the area to combine dining experiences from different cultures with products related to food.
 
With dining culture – including the presentation of dishes, the setting of a table and the packaging of a product – such an important topic for the industry, the ‘You Look Delicious’ design display will feature at the fair for the first time too. A number of domestic and overseas designers have created products that focus on topics such as tableware design, organic food products and packaging display forms. The designers will also be on hand to interact with visitors to explain their creations and discuss these topics.
 
Following on from this idea is the Tmall Global Celebration of Houseware. Tmall, owned by the Alibaba Group, is China’s largest B2C online retail marketplace, and is the fair’s exclusive e-commerce partner.

In this area, visitors will be able to eat and converse with star guest chefs and celebrities while enjoying special dishes made by them. Participants can learn how to cook the dishes themselves, all the while experiencing well-designed, high-technology kitchenware from all over the world, and using tableware with Eastern and Western originality.

Finally, after the success of Home Style Award by iF last year, which saw the debut cooperation between Interior Lifestyle China and iF DESIGN ASIA Ltd, the 2016 edition will return as the only competition of its kind in China’s household products industry. The award is a chance for participants to increase their profile in the Chinese and Asian markets.

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