MILAN, Jan 16 – (Class Editori) The "Quadrilatero della moda" marked by via Montenapoleone, in the city centre of Milan is Chinese tourists' favorite destination. For this reason, the first group among those who visit the city is planning the second edition of "MonteNapoleone Chinese New Year", with a thick plan of initiatives, starting from January 24 (New Year's Eve), which marks the entry into the year of the Rat for Chinese people.
Throughout the period, the boutiques looking down on Quadrilatero roads will set up theme shop windows and show art projects, inspired by eastern culture; they will also create customized items and pay homage to the famous red and auspicious envelopes, for the collection of gifts in cash. In addition to Chinese tea session tasting, a capsule collection inspired by Rat will be suggested. The Rat is the first sign of the Chinese zodiac and it is typically linked to some characteristics such as intuition, generosity and versatility; since old times this sign has been considered protector and bearer of prosperity and material well-being.
The event will occur at the same time in Milan and Rome, where from January 20 to February 2 the second edition of "Rome Chinese New Year" will take place, in partnership with Associazione di via Condotti and the Chinese Embassy in Italy. In Rome, the focus on art will include a photography exhibition on Chinese Unesco World Heritage sites in via Condotti boutiques.
In Milan from the 24th of January on "via Montenapoleone", thanks to the partnership with Fashion and Creativity Committee Italy-China and with People's Government of Jing'An support, a photography exhibition entitled "Living in Shanghai" by Aldo Fallai will be set up. Twenty unpublished pictures of Shanghai: "One of our tasks is offering a real experience to tourists arriving in the city" as Guglielmo Miani, MonteNapoleone District chairman states.
"We dedicate this part of the year, in particular, to Chinese tourists, who are becoming increasingly more important. However, with our initiatives in partnership with the Municipality of Milan and luxury 5-star hotels we organize cultural events, which are appealing to anyone, including Milan citizens."
On the occasion of the MonteNapoleone Chinese New Year 2020, thanks to the collaboration with Alipay, the biggest payment platform worldwide, with more than 1.2 billion active users, the district boutiques will participate to a global campaign from the 10th January until the 16th of February, involving 56 countries and 300,000 stores.
In Italy, Alipay platform will host a virtual show case dedicated to the event. Inside QRcodes will be at customers' disposal, inviting them to visit the exhibition and the boutiques. The best possible exchange rate will be offered to users (Black Diamond Rate) for purchases higher than 15,000 yuan (about 2 million Euros) and for customized promotions.
On the agenda of MonteNapoleone Chinese New Year, on the 4th of Febrauary, the forum entitled "China leader in the future of electronic transactions" will be held and organized at Unione Confcommercio on corso Venezia, in collaboration with Italy-China foundation.
(Source:Class Editori)
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