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Milano Unica & Intertextile Beijing form new partnership
01
Feb '12
Ushering in the spring/summer 2012 season, a new partnership, between the Intertextile and Milano Unica trade fair brands, has been officially confirmed.

“We are 100% certain that this strategic alliance will strengthen Intertextile's presence not only in China but worldwide, as well as reinforce our shifted focus towards the mid to luxury markets across Asia-Pacific,” commented Mr Detlef Braun, Member of the Executive Board for Messe Frankfurt GmbH. The collaboration will bring together Italy's most prestigious weavers as well as the region's most well-known luxury fabric and accessories producers, imbuing the essence of finely made Italian products.

This new pavilion will be located within the SalonEurope, which traditionally groups exhibitors across European countries under one convenient location. To date, nearly 5,000 sqm of trade space has been confirmed from a host of European suppliers. Among some of the well-known Italian fabric mill producers already confirmed are Loro Piana and Zegna plus many more.

In 2012, the hall will also be re-launched with special artistic direction by Ms Nelly Rodi. “We envision a couture spirit to revamp the SalonEurope in a fashion-forward way,” said Ms Rodi, international trend expert and director of NellyRodi Agency, a creative laboratory that observes international trends from Paris, France since 1985.

The modern layout mixes fashion, culture, food, trends and high quality fabrics and accessories from Europe including Germany, Italy, Turkey and the UK. Both exhibitors and buyers invited into the refurbished SalonEurope will enjoy exclusive entry into different zones. Among them are:

- Business zone – private booths for negotiations and talks on-site
- Relax zone – a lounge area offering beverages, food and WiFi services
- Fashion & trend zone – avant-garde fashion and textile designs from Europe

Intertextile Beijing

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Courtesy: H&M

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