Design concept, Brands and Business Model belong to Turismedia - Milan

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2 CONCEPT: DESIGN and Eccellenza ITALIA District Development model: Leonardo da Vinci - creativity, functionality, harmony, atmosphere An effective combination between Jinjiang Group China, DESIGN and Eccellenza ITALIA This development model was designed for the Pacific Hotel in downtown Shanghai, which is part of a historic Italian Architecture (early XX century). It can be extended to other Hotels of the Jinjiang group, located in major Chinese cities. Thi model aims to present the Italian lifestyle and to meet the needs of image and marketing of B2B and B2C sectors. The B2C Marketing focuses on the Hospitality (suites designed by the most famous Italian artists), Restaurants, Cultural Events and Tourism. The B2B Marketing focuses on modern, dynamic spaces for day/night studios with wall systems and furniture, to suit the needs of the businessman: they are a window where he can live the Eccellenza ITALIA and interact with Chinese Industry and Distribution. The design and furnishings, in a concept of creativity, functionality, harmony, atmosphere, belong to the most renowned companies associated with FederlegnoArredo. Hospitality Management and Business Incentive Travel belong to ROSSO Incentive- Milan Design concept, Brands and Business Model belong to Turismedia - Milan

3 ECCELLENZA ITALIA DESIGN DISTRICT - SHANGHAI - CHINA

4 Intervention area in downtown Shanghai and the axis of Italian district: Plaza 66 - Nanjing road - Pacific Hotel Nanjing road Pacific Hotel Plaza 66 Google Map Shanghai

5 MARKETING PLANNING for the redevelopment of the Hotel Pacific Shanghai as a District of Design and Excellence ITALY The scenario emerging in Shanghai presents the characteristics of the US locations, which are concentrated in the malls by category and positioning. The main street is Nanjing Road, where is the most prestigious Shanghai mall, Plaza 66. Here the most important global luxury brands found their natural home: Chanel, Hermes, Gucci, Prada, Versace, with the addition of hard luxury brands (watches and jewelry). Therefore, the aforementioned area is now the emerging "destination" and consequently the brands of complementary categories (perfumes, makeup, skin care, glasses, etc..) follow this path.

6 Hotel Pacific - People Square considerations This is certainly a high level location (in particular prospectively). There are other vintage hotels, but their standing is certainly not luxurious. The current customers are almost exclusively domestic, and the perceived experience of the market is positioned in the middle segment. In addition, People's Square (and around), in the part that goes to the river, still has a connotation of area with small shops and artisans, many characteristics in terms of territory, but with a dystonic image, that is emerging in that part of the urban environment. The Hotel Pacific architectural features and material language is strongly inspired by the Western world, with a profusion of decorative elements and use of marble and plaster. Therefore, in a possible refurbishing, construction and modification constraints and / or limitations need to be considered.

7 Proposals in line with the District of Italian Design The locations for the first lines (Nanjing road and surrounding area) and the second lines / brands (main gateway... etc.) are already emerging, with a strong identity on the domestic and international territory. The best destination for the property conversion is the design segment related to the Made in Italy and to the excellence/quality (of course in the broadest sense of the word), which is not yet well present in Shanghai: there is a gap that can be transformed in a significant business (and therefore success) solution. You may assume a strongly "experiential" path of the Italian design, focused on the product areas in which Italy has a position of leadeship, with proposals and consulting services to the B2B and B2C activities. The proximity of Nanjing Road can convey in a few minutes a target of Italian design fans, ideal for a range of products-services presented in a single location.

8 Objectives All that allows to capitalize on the strong brand-awareness of Italian design and proven Italian companies ability to express the beauty, pursuing the same model that Fashion has already established in China and particularly in Shanghai, with two objectives: In the historical part of the Hotel a luxury MiniHotel (type 7 Stars) will be built, encompassing 30/40 suites, signed by main Italian furnishing designers, high-level solutions for Food, Wine and typical products tasting room, concert Halls, Events, Exhibitions, where Culture, Arts, Tourism, Excellence ceritfied products can be promoted. In the rear of the Hotel a new structure will be built, dedicated to the business relationships between Chinese and Italian companies, with support services such as counseling, research, marketing, training,... Tommaso SGOBBA Milano 1 luglio 2010

9 YESTERDAY TODAY TOMORROW PEOPLE S SQUARE A historic park with a number of facilities, where in the '20s and '30s a season of western metropolitan architectural taste has flourished, with fine art deco examples distributed on large neoclassical systems, colonnades prospects, exedras and scenic facades designed by Italian architects.

10 1926 PEOPLE S SQUARE

11 YESTERDAY TODAY TOMORROW Pacific Hotel Huangpu District, Shanghai, China With its unique architecture, its elegant interiors along with firstclass representative spaces and comfort, this icon-hotel draws from the world prestigious travelers.

12 Pacific Hotel - Shanghai

13 Pacific Hotel - Shanghai

14 Pacific Hotel - Shanghai

15 YESTERDAY TODAY TOMORROW

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17 The new wing for BtoB work and services

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19 The Eccellenza ITALIA brand This is a study-brand proposal developed by prof. Mimmo Castellano, author of the ICE brand (Istituto Commercio Estero). It identifies 10 sectors of excellence, in which Italy has a leading position in the world and is associated with products designed and manufactured entirely in Italy. The brand is also a tracing control system, in order to ensure immediate identification of the Italian offer and at the same time a counterfeiting system, as an important support to international trade.

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25 FederlegnoArredo : who we are Federlegno-Arredo is the Italian Federation of wood, cork, and furniture. With over 2,400 member companies representing the Italian excellence in woodworking and furniture manufacturing, a sector that has totaled more than EUR 32 billion in annual revenue, it employs about 397,000 people and exports 33.6% of the production. It 's a constantly evolving sector, which contributes to economic and social growth of the country: Italy is the largest exporter of furniture in the world, thanks to its entrepreneurs and their enterprises.

26 FederlegnoArredo : who we are Federlegno-Arredo represents the whole range of woodworking and furniture industry, from raw materials to finished products, and is the official interlocutor of public and private institutions in Italy and abroad. Federlegno-Furniture includes 10 professional associations, each one responsible for the protection of interests of its member companies: Federlegno-Arredo has its headquarters in Milan, with main offices and trade associations, branches in Rome, Venice-Mestre and Brussels, and the representative office in Shanghai.

27 ITALIAN LIFE STYLE A STRATEGIC PROJECT OF FEDERLEGNO-ARREDO R&D REPORT Global strategies of the Italian Life Style for innovative design and retail: the international positioning and strategies of the Italian furniture and furnishings sector for the next decade. The Italian sector of the furniture element, international leader of design and quality, is undergoing a time of major transformation, due to the radical change of the context in which it operates.

28 CONTRACT: new courses for ICDI Guidance Within the ICDI project - Italian Contract Design Industry for the promotion of Italian Contract in the world, this year too FederlegnoArredo offers training sessions with industry experts, to bring business owners and managers of the wood furniture toward the mechanisms of the International Contract.

29 CHINA FederlegnoArredo is planning several activities for 2010 in China, in conjunction with the Expo 2010 Shanghai. CLICK HERE TO VIEW THE EXPO SHANGHAI 2010 SECTION. For more information about our events in China, pls contact: Cesare Bergamini

30 TIMELESS TIME Form and Spirit in Italian Design

31 ITALIAN SPIRIT... is beauty, harmony of form, material culture, color mixing, attention to details, old knowledge inspiration, accuracy, experience, passed down from generation to generation, exaltation of the human intellect, sense of proportions, poetry and numbers, speed and lightness.

32 UNIQUENESS The Italian design is a hallmark in the globalized world! Each product reveals its intrinsic quality through form and function. The design of excellence is outlined in details with strong features, which turns ordinary objects into works of art... not for a museum, but for the user.

33 atomic spa suisse-exedra milano hotel-for boscolo hotels-milano italy-interior design by simone micheli 2009-photos by juergen eheim

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37 suggestione del ristorante

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39 SEVEN STARS HOTEL - GALLERIA MILANO - Eccellenza dell ospitalità

40 Marketing Project - Historical Part The historical part will be dedicated to Hotel reception, accommodation, catering, boardrooms, in the Eccellenza ITALIA Design style, to allow living the Italian Style in Shanghai. It will encompass: luxury suites designed by Italian designers such as a living catalog in emotional and functional terms SPA and wellness area Rooms for thematic tastings of typical products Gallery with furniture of Italian excellence design The area connecting the new wing of the Hotel will host exhibitions of ancient and contemporary art: a venue for cultural and marketing events to aggregate different cultures, and then open the way to the business.

41 Marketing Project - New planned extension The planned back extension of the structure provided by Studio 61 Architects in Shanghai, aims to engage the new multilevel center of the Eccellenza ITALIA system, to be devoted to business-to-business relations between Italy and China. It is the proper product innovation environment, fostering proposal and delivery opportunities, focused to high quality furniture for hotels, offices, ships, theaters, etc.. It will also foster partnerships with the Chinese industry on issues such as Interior Design, Industrial production, new materials, excellence Communication. The Multimedia Marketing Service Center, planned for this area, ensures modern technology support to promote cultural and linguistic mediation and communication with Chinese and international media, giving companies in the District of DESIGN and Eccellenza ITALIA prestige and visibility.

42 The Turismedia marketing proposal The Turismedia proposal to transform the Pacific Hotel in Italian design District and multimedia window of Eccellenza ITALIA in Shanghai is a very topical pilot project. It aims to be tailored to the needs of: Italian companies interested in the Chinese market, to offer their exclusive models designed and manufactured in Italy Italian and Chinese companies interested in collaborating to develop and propose new products to the Chinese and international markets, interested in Italian design products with controlled Chinese production The overall functional environment of the project represents the Italian style: it is a model to be replicated in other markets, according to local needs and peculiarities.

43 ITC multimedia technologies The technology marketing support will also provide a wide range of enterprise ITC and media services: A Portal (in Italian, English, Chinese) for international services and initiatives; ad-hoc sites for events held by customers Implementation of catalogs on the web, video presentations, ondemand and live web-tv, 3D exhibition,... Construction of virtual showroom based on augmented-reality International Tele and Video-conferencing services English-Italian-Chinese simultaneous translation services for teleconferencing and for mobile phone help-desk service Network of monitors in the Hotel and other locations, associated with the various initiatives (exhibitions, events, showrooms,...)

44 ECCELLENZA ITALIA DESIGN District - SHANGHAI President of JinJiang Group: Mr. Han MIN President of Federlegnoarredo: Dott. Rosario MESSINA Reference person for Cina e Italia: Senatore ZHU YUHUA Eccellenza ITALIA marketing idea: TOMMASO SGOBBA 7 Star Hotel MI & Business Tourism: ALESSANDRO ROSSO Spirit ITALIA architecture: Arch. SIMONE MICHELI EUROTEAM - Web & Communication technologies: Prof. MASSIMO BOARON Graphic art & Brands: Mimmo Castellano TURISMEDIA - MI: DESIGN District model & Eccellenza ITALIA

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