Italian Design: Champions and Hidden Champions at WDCC 2024

26 Settembre 2024

The Temporary Museum of Italian Industrial Excellency in China is a testament to the values and principles that have made Italy a world leader in innovation and design.

Shanghai, September 26th, 2024 — The highly anticipated Temporary Museum "Italian Design: Champions and Hidden Champions" opened at the World Design Cities Conference (WDCC 2024) in Shanghai, shining a spotlight on 35 Italy's globally renowned design brands as well as its lesser-known but equally influential "Hidden Champions."

The Temporary Museum is the result of a collaboration between the China-Italy Chamber of Commerce and Tongji University that has made Italy the only Country to have a dedicated space within the World Design Cities Conference (WDCC), organized by the UNESCO and the Shanghai Municipal People's Government, with the theme "Design Reframing Growth".

Italy plays an important role in WDCC 2024, witnessed by the fact that the China-Italy Chamber of Commerce is a key partner of the event. The exhibition is organised by the CICC, with the patronage of the Consulate General of Italy in Shanghai, curated by prof Avril Accolla of the Research Lab for Sustainable Business & Cultural Bridge of Tongji University, designed by architect Monica Bonini, produced by Henoto Bolognafiere and with the media support of Triboo.

The inauguration ceremony took place in the presence of esteemed guests, including the Consul General of Italy in Shanghai, Ms. Tiziana D’Angelo; Chairman of the China-Italy Chamber of Commerce (CICC), Mr. Lorenzo Riccardi; Vice President of Tongji University and Scientific Director of WDCC, Prof. Lou Yongqi as well as museum Curator and Director of the Research Lab SB&CB at the College of Design and Innovation, Tongji University; Prof. Avril Accolla, and Mr. Francesco D’Arelli, Director of the Italian Cultural Institute in Shanghai.

After the official ribbon-cutting ceremony, prof Avril Accolla, curator of the Temporary Museum, introduced to the guests the concept of the exhibition, showing the products which have been chosen to represent the excellence of the Italian design.

Italian excellence integrates innovation, tradition, and design to create processes, products and solutions that shape industries and elevate everyday life.

Italian companies have long understood that design is a strategic competitive advantage and not simply aesthetics. This exhibition reveals how Italian businesses, whether consumer-facing or behind-the-scenes champions, strategically leverage design to carve their path to success.

The products on display reflect Italy's ability to blend functionality, beauty, and innovation across diverse sectors, from luxury, F&B and automotive to industrial machinery, medical equipment and precision engineering.

Several designed solutions also embody a strategic adaptability to local requirements and culture while maintaining the high standards of Italian quality.

Design conceives the nature and the performance of these products, not only making them desirable, but also enduring in their quality, their interpretation of markets' differences and people's aspirations.

This Italian Way thrives on collaborative partnerships, as many Champions here presented demonstrate by partnering on pivotal steps in shared Value Chains.

In Iconic designs from B2C companies sit alongside industrial components crafted by B2B leaders, illustrating the Italian mastery of combining craftsmanship with cutting-edge technology.

The day concluded with the Italian Design Champions Talks, an insightful dialogue exploring the future of Italian design in a global context. The talks, introduced by Vice President of Tongji University and Scientific Director of WDCC, Prof. Lou Yongqi, welcomed industry leaders and visionaries to share their perspectives.

Following, a high-profile panel discussion, moderated by Prof Avril Accolla, brought together executives from Italy’s most prominent design and manufacturing companies. Participants included:

Giuseppe Cattaneo, President of Ferrari Greater China
Stefano Russano, General Manager of EPC Division, Futurasun
Mirko Turrina, General Manager of Goglio
Livio Rodari, Business Development Manager, Santoni
Simone Trazzi, Asia Pacific COO, Regional CEO, Managing Director, GM, Board Member, Ufi Filters

The panelists discussed Italy's role as a world leader in design and innovation, disclosing how they interpret the Italian Way locally, within their Value Chains and with their designers. The panelists explored how the expanding influence of Italian brands in the Asian market also relies on the Italian approach to sustainability, innovation in manufacturing, and human capital. The event concluded with the presentations of some participating companies.

On September 27th the Temporary Museum had the honour of being visited by Gong Zheng, Mayor of Shanghai, Xiong Jijun Vice Minister of Industry and Information Technology, Shen Haixiong, Vice Minister of the CPC Publicity Department and President of the China Media Group, Denise Bax, UNESCO representative, and Zheng Qinghua President of Tongji University.

The Italian Design: Champions and Hidden Champions exhibition will remain open throughout the WDCC 2024 in Shanghai and will be open to visits from September 27th to 30th.

Discovering the Italian way at the Temporary Museum

The Italian Design Champions and Hidden Champions exhibition explores the design philosophy that underpins these companies, highlighting how a commitment to detail, material quality, human capital, and sustainable innovation shapes Italian products.

This philosophy connects 35 leading brands showcased in the museum, spanning various sectors. In transportation automotive and Luxury, notable names include Ferrari, Alfa Romeo, Ducati, and Vespa, alongside industry leaders like Pirelli, Ufi Filters, Brembo, FPT Industrial, Grimaldi and Modula.

Sustainability is a core value for our champions. Brembo has won twice the ADI Compasso d’Oro Award, in 2004 for its Carbon Ceramic Brake Disc and in 2020 for its Formula E brake caliper. It's an acknowledgement of Brembo's ability to bring Italian expertise to the highest levels: excellence that combines creativity and design.

Pirelli also emphasizes sustainability, being the first company to offer a complete range of FSC-certified tires for motorsport, just over 300 Formula 1 victories away from their goal.

Among the showcased champions, many focus on new energy and adaptability to market demands. UFI Group, a global leader in filtration systems and thermal management solutions, illustrates this adaptability. Originating in automotive filtration, UFI swiftly transitioned into the New Energy Vehicle sector, demonstrating a keen responsiveness to market needs.

The exhibition features masterpieces like the Alfa Romeo Giulia Quadrifoglio, which blends Italian craftsmanship with performance inspired by racing and is another design masterpiece that won the ADI Compasso D'oro prize in 2018. The Vespa 946 Dragon showcases local market adaptation with its elegant gold finish, paying homage to the legend of the dragon. Additionally, the Moleskine Year of the Dragon Limited Edition, designed by renowned artist Zeng Fanzhi, draw inspiration from the Song Dynasty’s “Five Dragons.”

The design legacy continues, in the markets of Home, Office and Museum,with brands like Cassina, Zanotta, Poltrona Frau, Ceccotti Collezioni, B&B Italia, Flos, Maxalto, Natuzzi, iGuzzini, Carel, Futurasun. Visitors can admire iconic pieces such as the Cassina Soriana Armchair, designed by Afra and Tobia Scarpa in 1969, which revolutionized upholstered furniture through innovative polyurethane foam molding.

The Polsino lamp by iGuzzini, a collaboration with the celebrated Gio Ponti, embodies accessible design—lightweight, versatile, and adaptable. The Flos Mayday lamp, designed by Konstantin Grcic in 1999 and produced by Flos since 2000, is celebrated globally for its minimalist elegance, earning the Compasso d’Oro Award in 2021.

During the museum tour, the Italian flag stands out, crafted from a vibrant selection of glass colors and textures, harmonizing aesthetically with the solar panels by Futurasun.

Carel with its ‘Humifog Direct’ is an innovative solution for temperature and humidity control in large areas such as museums.

The exhibition also highlights lifestyle brands such as Tecnica, Blizzard, Nordica, Itema, Santoni, FMMG, and Moleskine. Santoni, with its seamless knitting technology and "Knit on Demand" system, allows real-time customization through e-commerce platforms, this approach reduces waste, improves efficiency, and delivers personalized knitwear quickly and sustainably.

In the food and beverage sector, brands like Campari, Ferrero, Delonghi, Goglio, and Pelliconi are featured, while Esaote, represent healthcare innovations, and Marposs industrial technology innovations. Noteworthy exhibits include a unique glass bottle created in 1932 by Davide Campari in collaboration with the famous futurist artist Fortunato Depero, marking the debut of the first ready-to-drink version of the iconic cocktail. Visitors will also discover Pelliconi’s Maxi P-26, a modern closure that offers convenience without the need for traditional caps.