Also during the six-day exhibition, a Sino-European Innovation Center supported by Beijing Design Week will be launched to promote bilateral investments in the creativity industry with investment forum, exhibitions, visits and match-making both in China and Europe.

Main supporter of the project was China Red Star Design Award, which since 2006 has encouraged innovative design and promoted the internationalization of design in China.

In fact, the Salone del Mobile was also an occasion to give new life to the Chinese folk tradition. In the "Kanjian project", bamboo, wood, lacquer, ceramics and other traditional materials were used to create objects expressing the essence of history as an integral part of contemporary life.

Beijing Design Week is a government-supported annual festival that since 2011 has established itself as a leading international platform dedicated to the transforming landscape of design in China.

After having been awarded the title of "City of Design" by UNESCO in 2012, Beijing took the festival as a further signal for the growing potential of Chinese creativity and for the rebranding of the "Made in China" concept as "Designed in China."

During the 2012 edition of Beijing Design Week, Milan was protagonist of the festival's Guest City program, highlighting an increasing cooperation in the design field between the two countries.

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