This morning, the Spanish Agency for International Exhibitions (SEEI), who organised the Spanish Pavilion in Shanghai Expo 2010 and the Leading Brands of Spain Association (AMRE) presented the showroom/store with prestigious Spanish brands that will be opened in Spanish Pavilion of Shanghai Expo 2010. In total, 15 leading Spanish brands will be involved in this project, helping to promote the image of Spain in a strategic setting such as China.

At the launch, attendees on behalf of SEEI included the Chairman of the Board of Directors, José Eugenio Salarich, the authorised agent, Concha Toquero, and on behalf of AMRE, the Managing Director, Miguel Otero. On behalf of the participating brands, Álvaro Guillén, CEO and marketing director for La Española attended, as did Ricardo Fisas, CEO and director of Internacional de Natura Bissé. Alvaro Guillen stressed the strategic importance of the Chinese market as a platform for the entire Asian market, and the effect that an event such as the Expo can have.

On this occasion, SEEI has asked AMRE to manage the store of the Spanish Pavilion, which will be like any another pavilion room. Thus, through the Shanghai World Expo 2010 (70 million visitors expected) both SEEI and AMRE contribute to promote the image of Spanish products and services, and of Spain in general, in the strategically important Chinese market.

In the showroom / pavilion store, managed by AMRE, brands such as Mango, Tous, Lladro, Carbonell Natura Bissé, Gallo, Carrera y Carrera, El Caballo and Freixenet will participate and it is estimated that during the 184 days of the Expo a good number of the approximately 5.5 million people who will visit the Spanish Pavilion will pass through the store.

The space has a modern and flexible design that will convey the quality and excellence of the Spanish brands.  The showroom/store will measure 65m2 and will be divided into three departments: fashion, food and drink, and jewellery and accessories.

Thanks to this agreement, the Spain Brand will benefit from the image of excellence associated with our brands. The brands featured in the pavilion will take advantage of a unique setting to boost their penetration and recognition in the Chinese market.

Video on the launch of the showroom / store in Shanghai Expo 2010 released by PRNoticias