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"Casa Italiana Atletica" opens in Beijing



On the occasion of the IAAF World Championships, the home of Made in Italy and Italian excellence opens its doors for the first time in Beijing.

FIDAL,the Italian Federation of Athletics, and Rai Com, a company of the RAI Television Group, inaugurated CASA ITALIANA in Beijing. From August 22 to 30, during the World Athletics Championships, CASA ITALIANA ATLETICA will open its doors in its location within the 751 D-Park quarter. Athletics thus becomes an ambassador of Made in Italy in China, with the aim to promote Italian excellence and to become the meeting point between two millennium-old cultures. In a unique place that prominently features the “Italy” brand, CASA ITALIANA ATLETICA will host conferences, screenings, exhibitions and networking events.

CASA ITALIANA ATLETICA is born with a plurennial horizon, which shall see FIDAL and Rai Com jointly engaged in covering other major international sporting events. CASA ITALIANA ATLETICA is a variation of a multi-layered concept, designed and developed by Rai Com and aimed at promoting our country in the world.

The project - whose brand is “ITALIANA, think global live Italian” – takes the form of a quarterly magazine paper, of a TV magazine named ITALIANA TV MAGAZINE and of the CASA ITALIANA concept, which is now debuting in Beijing in partnership with FIDAL and will be reiterated at many other major international sports and cultural events.

Thanks to the collaboration with the Italian Embassy in Beijing, the ICE Agency, the Italian Chamber of Commerce in China and the Italian Institute of Culture, RAI Com and FIDAL have organized a busy schedule of appointments and events. For ten days, a series of workshops, meetings, screenings, performances, food & wine tastings and exhibitions will give the Chinese public the opportunity to catch a glimpse of the best that Italy has to offer.

A series of thematic “Italy – China” meetings will animate the mornings at CASA ITALIANA ATLETICA, focussing on topics such as  Sports, Fashion & Design, Food & Wine, Art & Culture and Automotive & Innovation, to finish with a closing conference on the New Silk Roads. The meetings – which will enjoy the participation of both Italian and Chinese guest-speakers – shall help strengthen the
cooperation existing between Italy and China on several fronts as well as open up new avenues for joint collaborations.

The scheduled evening activities comprise a selection of opera shows, performances, ballets, concerts and screenings of Italian films, among them “La Traviata” by Giuseppe Verdi, the “Swan Lake” with Roberto Bolle, the films “Leopardi” by Mario Martone and “Italy in a Day” by Gabriele Salvatores .

Every night CASA ITALIANA ATLETICA will also host tastings of typical Italian foods and wines, masterfully prepared by Michelin-starred Chef Gianfranco Vissani, thanks to whom the gastronomy from the different Italian regions and territories will share the front page with the sports events and the competing athletes.

casa italiana atletica programma degli eventi