Kick back and meet Shanghai

A living room stocked with items that capture Shanghai's traditional and contemporary culture has opened to visitors in the heart of Milan.

The exhibition features Chinese furniture, bookshelves, porcelain, a bicycle and a red scarf, the symbol of the China's Young Pioneers, and also has an area showcasing the city's unique architecture, cuisine and fashion.

Shanghai, Let's Meet opened at the City Pavilion Sino-Italian Center, erected at Duca D'Aosta Square, one of Milan's busiest thoroughfares, and ran until June 17.

The pop-up pavilion is aimed at increasing collaboration between China and Italy and will host a series of exhibitions during the Milan Expo, which closes on Oct 31.

"Shanghai has always been open to the world," says Zhu Yonglei, director-general of Shanghai Information Office, which organized the Milan show as part of a global promotional campaign.

"Our city has a rich history of intersecting cultures and perspectives, which remains true today. We believe that amazing things happen when these perspectives and cultures meet, and that's what we want to champion through this global campaign."

In the exhibition area next to the living room, visitors can sit in one of the S-shaped chairs designed by Hong Kong designer Alan Chan and view photos and short films about the Pudong New Area skyline, the Western architecture along the Bund, and modern landmarks such as China Pavilion from the 2010 Shanghai Expo.

Alongside the City Pavilion Sino-Italian Center, a rotunda installation made up of aerial images provides a high-definition, 360-degree view of the eastern Chinese city.

"In many ways, Shanghai is like Milan, a city with a mixture of rich history and modern development," says Lu Xiaodong, head of Shanghai's Jing'an district.

"But there are a few things Shanghai can learn from Milan, especially as Milan is one of the world's four fashion capitals." He says Shanghai aims to become the world's fifth fashion capital, after London, Paris, Milan and New York.

The Shanghai Information Office says it launched its global promotion campaign with the aim of spreading a new, modern vision of the city, boosting its cultural influence and communicating its true emotional identity.

"The city's rich history of intersecting cultures has given rise to today's progress," Zhu says. "Our campaign launch in Milan is the first step to bringing Shanghai's unique character to life."

Similar activities have also been launched in Istanbul, and organizers say they hope to provide a window through which the Turkish people can understand Shanghai.

Zhu says the Turkish city will play an important role in realizing the Belt and Road Initiative, which refers to China's proposal for the Silk Road Economic Belt and 21st Century Maritime Silk Road.

"Being a dynamic city, Shanghai provides a snapshot of China's fast-growing economy, ever-changing development, and harmonious city life over the past three decades," says Gu Jingqi, the Chinese consul-general in Istanbul.

wang_ying@chinadaily.com.cn

(China Daily European Weekly 06/19/2015 page29)