On June 21st, the historic Italian furniture company Estel will inaugurate its first showroom in the Chinese territory over an area of over 600sqm. The multi-year agreement signed in June 2017 by Estel Group CEO Alberto Stella with the top management of Aurora Group, represented by CEO miss Iris Yuan, envisages a gradual penetration of the historic Italian furniture brand on the Asian market: the first step will be the opening of a large showroom in Shanghai, Aurora operative headquarters, and consequent commercialization of made in Italy furniture.
Shanghai latest in a series of new showrooms
The new opening strengthens the presence of Estel worldwide: the Shanghai showroom is only the latest in a long series after the Italian ones of Thiene, Milan, Rome, Naples and Venice and internationals of New York, Munich, Barcelona, Madrid, Panama, Tel Aviv and Frankfurt (which will be open at the end of the year).
The new exhibition space was created in the Minhang district, the pulsating heart of Shanghai’s commercial life, and will offer a selection of products from the Smart Office range, the flagship of the Italian company: a series of furnishing solutions for the design of the work environment, developed to operate according to the rhythms and contemporary values of the office behaviour, with particular attention to connectivity, ergonomics, soundproofing and sharing dynamics.
Evironment design instead of product design
“During the 2015 Expo Estel presented the concept of Italian Smart Office” proudly comments Estel Group President Alberto Stella “since then our approach is no longer based just on Product Design but focuses on the Environment Design: we have studied and developed systems able to communicate with each other, improving employees’ wellbeing and productivity. Everyone who visit our showrooms are not faced with a “roundup” of products but live an engaging experience between functions, shapes and colors “.
Spread the Estel brand and philosophy
“In more than 80 years of history we developed a deep know how about design, craftmasnhip and material choices. We are now leaders on the Italian market and we built up our presence on the international market as well, which now represents 50% of our turnover. We worked side by side with famous companies on very important projects, among others Apple Campus in Cupertino.
We are fully convinced that this brand new strong partnership will help to spread Estel brand and philosophy all over China, a well recognized and important market.”
Make Estel a top brand in the Chinese market
Estel commented to OfficeRepublic that the showroom opening was just the first step in the cooperation between the two companies. Future developments in the cooperation could include the start of assembly in China, in order to shorten the delivery times. Ultimately, Estel also expects to be able to produce in China for the Chinese market.
“The aim is to spread our Italian Smart Office concept and increase brand awareness in order to become top players on chinese market. For this is reason Estel has deployed its people and invested financially to share its know-how to Aurora.”
The showroom opening will be atended by the representatives of the major Chinese and Italian authorities, as well as customers, architects and local and international media.