The Italian Trade Agency (Trade Promotion Section of the Italian Embassy, hereinafter ITA) opened an Italian promotional center on Seoul's Garosu-gil on December 11. Carried out in cooperation with the Italian Embassy in Korea and the Italian Government Tourist Board, this project—designed to promote Italian products and culture in Korea—introduces the many facets of Italy on Garosu-gil under the name 'High Street Italia.'
Seoul is the first major city in the world where this project has been introduced, and it was conceived to continuously promote Made in Italy products and the Italian lifestyle to Koreans.
High Street Italia consists of a total of five floors. The showroom and pop-up store located on the first and second floors, each measuring 198.3㎡ (60 pyeong), feature a diverse array of items including F&B, cosmetics, fashion, and lifestyle products, with the products/items rotated on a regular basis.
Famous Italian brands from various sectors that have entered the Korean market—such as Vespa (scooters), Gaggia (coffee machines), HST (Vibroacoustic speakers), and Delonghi (coffee machines)—are lending their support to present a colorful range of attractions. In addition, the center offers spaces and programs where visitors can experience Italian culture through exhibitions, a book lounge, a cooking studio, and wine classes, as well as workshops and seminars for industry professionals (B2B).
The promotional center building was designed by Simone Carena and Marco Bruno of the Italian architecture firm Motoelastico. Under the overarching concept of connecting Italy and Korea, it takes its design motif from the 'Aqueduct' still found in ancient Roman architecture. Inspired by the fact that aqueducts were, for the Romans, more than a means of simply transporting water—they were tools that spread vitality and culture—the design carries the symbolic meaning of a connection extending all the way from Italy to Seoul.
Vincenzo Cali`, Director of ITA, added of the project: “We hope that High Street Italia will become a landmark that serves as a benchmark representing the image of Italy for Korean consumers, and we decided that Garosu-gil—dominated by young consumers with refined tastes—was the right fit, which is why we are opening the project here.”
