ICEX, through Interiors from Spain, will once again take part in Design Shanghai with a dedicated Spain Pavilion at the fair’s 12th edition, running from June 4 to 7. In Hall 1 of the World Expo Exhibition & Convention Center, four Spanish brands—Agora, LZF Lamps, Porcelanosa, and Viccarbe—will present their latest innovations in outdoor textiles, lighting, ceramic flooring and wall coverings, and corporate furniture.
To boost visibility and shape a stronger perception of these brands in the Chinese market, two parallel promotional activities have been organized. The first will take place on Tuesday afternoon, June 3 (5:00–7:30 p.m.), at the exhibition hall of the Instituto Cervantes in Shanghai. Under the working title "Spain Creating Experience in China," the event will bring together 40 Chinese distributors, designers, and architecture studios for a conversation on cultural diversity and its influence on Spanish design.
The talk will feature two panels of speakers with mixed Spanish-Chinese backgrounds. One panel will be led by architects Alberto Sánchez (interior design and fashion) and David Moreno (infrastructure), and the other by Chinese industry leaders Michelle Poon (Viccarbe China) and Elena Xu (Porcelanosa China). Moderated by María Simó, the Economic and Commercial Counselor at the Spanish Office in Shanghai, the discussion will explore how the speakers' diverse backgrounds and connections to both countries have shaped their vision of Spanish style.
Following the panel discussion, guests will enjoy a networking aperitif amidst pieces by Agora, LZF Lamps, Porcelanosa, and Viccarbe, in an installation inspired by Picasso’s still lifes. Each brand will its showcase signature products to highlight the rich diversity of Spanish design.
The second promotional initiative will kick off on the fair’s preview day: a collaboration with a Key Opinion Leader (KOL) from China’s habitat sector. Streaming live, the KOL will interview representatives from the four Spanish brands at the Spain Pavilion, showing their stands and products to the online audience. An audiovisual team will record both the live interviews and the earlier panel discussion to ensure a steady stream of professional content for social media, thereby maximizing reach and influencing purchasing decisions.
