Attempts by the Italian food export industry to establish a new bridgehead in the Chinese market have taken a major step forward with the opening of the world's largest Italian food centre in Beijing.
Piazza Italia, which is located in the area of Huamao, covers a total of 3,600m2 over three floors, will stock more than 2,000 Italian products in a bid to attract affluent consumers in the Chinese capital.
On the ground floor, shoppers can sample foods from a range of outlets, with a number of individual stores selling traditional, high-quality Italian food products.
The second floor, which is due to open later this month, will sell Italian wines and oils as well as designer homewares.
The third floor will house a fine dining restaurant and lounge bar, and is set to open in October.
According to the centre's developers, Piazza Italia is already attracting more than 1,000 visitors per day and is expected to generate annual turnover of around €35m-40m from an initial investment of some €9m.
The centre has been developed by distribution chain Crai, in collaboration with Cavit, which represents Italian winemakers, and olive oil enterprise Frantoi Artigiani D’Italia.
No comments yet