Florentia Village Joins Pitti Uomo Guest Nation China 2019

Florentia Village, China's leading brand of luxury designer outlets under the Italian real estate development group RDM, is excited to support the Pitti Uomo - Guest Nation China project and ten of the most promising and innovative brands from China. Working with the featured Chinese designers and an upcoming film director, Florentia Village will launch a creative collaboration titled “Journey to Firenze” during Guest Nation China, encompassing a collection of travel accessories and a fashion video to take consumers on a fashion journey at Florentia Village. Widely recognized as a lifestyle, shopping and tourist destination, Florentia Village provides consumers in China a taste of Italian lifestyle with its European inspired environment, world class luxury shopping, immersive lifestyle events, and international standard of service. Guest Nation is one of the leading initiatives of Fondazione Pitti Immagine Discovery for fostering creativity and exploring new scenarios in today's fashion, and Guest Nation China is touted to be their largest event to be ever take place. This year, Guest Nation China and Pitti Uomo, the renowned global fair dedicated to menswear and contemporary lifestyle, will take place in Florence, Italy from June 11 to 14.  Florentia Village is the only brand from a handful of sponsors of this international project that has business ties in both China and Italy. 

Maurizio Lupi, Managing Director of Florentia Village and RDM Asia, said that“Florentia Village is honored to be part of the the Guest Nation China project. As an Italian company with a large presence and long term dedicated investment in China retail, there is no better fit than Guest Nation China, where the best of two cultures come together. From the opening of the first Florentia Village in China in 2011, we have been committed to programs that support the growth of young talents, while enabling us to give back to the local community.”

Jacopo Mazzei, Chairman and CEO of Florentia Village and RDM added,“Guest Nation China is a meaningful project as well as a great opportunity to showcase Chinese talents on an international stage. Not only are we excited for the opportunity to share this experience at our hometown of Florence, but profoundly proud to contribute through our projects in enhancing the cultural bridge and economic relationships between two great countries.”

Florentia Village is collaborating with five of the featured Chinese designer brands at Guest Nation China,8ON8, THE FLOCKS, PRONOUNCE, DANSHAN,andPRIVATE POLICY, to create an exclusive travel essentials kit that will be launched at all Florentia Village outlet locations. Each designer will create one item to be included in the kit with inspiration taken from Florence and reinterpreted for the modern traveler.  Apart from the travel kit, Florentia Village will also work with an emerging Chinese film director, Mr. Fan Qing, to develop a fashion film that invites viewers on an adventure to Florentia Village, revealing a journey of unexpected discoveries. These two special creative projects will be launched together at Pitti Uomo Guest Nation and in China, through Florentia Village omnichannel platform that reaches millions of fans and loyalty shoppers.


Florentia Village is China’s leading Italian designer outlet under the Italian real estate development group, RDM. Florentia Village was first launched in 2011 and currently has a total of six outlets across Greater China, located in Hong Kong, Tianjin, Shanghai, Guangzhou, Wuhan and Chengdu. The outlets’ distinctive Italian architecture paints a vivid image of Florentia from ancient Rome and the Renaissance age by combining plazas, galleys, fountains and monumental buildings to deliver a one of a kind shopping environment. Florentia Village carries over 300 renowned brands from Europe, United States and Asia at a year-round discount of up to 80% off.

As an international player, Florentia Village has already captured the China domestic market share and consumer interest within a short period of time. In 2018, Florentia Village attracted nearly 18 million customers and generated USD 1.2 billion in sales revenue, with a year on year growth of 22%. Florentia Village has been recognized in the industry for its performance and service distinction, such as earning the AAA Tourism Accreditation, the first outlet to receive this in Shanghai, Chengdu and Wuhan. In 2018, Florentia Village ranked first place for achieving the highest sales efficiency among top 100 outlet malls in China, in an industry survey published by “Outlets Leader”, an authoritative industry media. In addition, Florentia Village is the first and only outlet mall in China to have an extensive omnichannel retail, covering physical locations, virtual pop up stores, e-commerce, wechat mini program, e-gift card platform and digital member loyalty program, providing shoppers a seamless shopping experience. As part of the expansion plans, Florentia Village plans to open its seventh outlet in Chongqing, China at the end of 2020, and will continue to further develop into second and third tier cities in China and other parts of Asia.

Through RDM’s extensive network of contacts within the global retail community, the stores are leased to the most prestigious luxury fashion brands. To date, Florentia Village has achieved a combined total leasing area of 300,000 m2, a total of 1,200 shops, and has attracted upwards of 18 million visitors annually. As the leading international designer outlet in Greater China, Florentia Village brings an unparalleled Italian style and shopping experience to the region.