Shanghai Showcase Draws Crowds During Milan Design Week

Shanghai staged a city-promotion showcase in central Milan during this year's Milan Design Week, bringing together design, tourism, food and lifestyle brands as part of a broader effort to raise its international profile.

The event, held from April 24 to 27 at Piazza Augusto Imperatore, was branded as "Shanghai in My Mind: Spring Shanghai." Organizers said it formed part of a wider "Charm of Shanghai" campaign aimed at presenting the city's creative industries and consumer-facing culture to overseas audiences.

According to the organizers, 40 Shanghai cultural brands took part, while the campaign also highlighted major city events and platforms including the China International Import Expo, the World Design Cities Conference, the Shanghai International Coffee Culture Festival, the Shanghai Tourism Festival, the Shanghai International Arts Festival and the Formula 1 Chinese Grand Prix.

The installation used a newsstand as its central visual structure, paired with the white magnolia, Shanghai's city flower, and interactive elements using VR, AR and AI technologies. Organizers said the display drew more than 100,000 visitors, including Milan officials, Italian design professionals, brand representatives and tourists.

More than 30 city-themed artworks were also shown as part of the program, created by over 10 Chinese and international artists under the "Shanghai in My Mind" banner. Organizers said the showcase attracted attention from global design circles, including major luxury and creative brands.

The campaign was guided by the Chinese Consulate General in Milan, hosted by the Shanghai Municipal Information Office and organized by the Shanghai Promotion Center for City of Design, with support from district-level Shanghai authorities and Milan-based partner institutions.