Ideal Home Show & Couture Homes successfully conclude in Shanghai

Ideal Home Show, one of the world’s oldest and biggest consumer events, successfully concluded in Shanghai on 17 March. The show was held concurrently with Couture Homes. Before the show even ended, many consumers were starting to look forward to the next edition. The show was absolutely fabulous, gathering high-quality brand names, avant-garde-brand home designs, the latest fashion trends, and fun on-site interactions, all within one immersive-experience space. Spanning ideal home themes from home renovation and décor, food, fashion and technology to parenting, culture and gardening, the show presented many versions of a dream lifestyle for all ilks of modern consumers. 

Throughout the four-day event, the show received 41,375 visitors representing general consumers, media organizations and VIP guests. It gathered over 500 high-quality lifestyle brand names from over 30 countries, representing nearly 20,000 creative products for the ideal home. The show featured six themed zones: Interiors & Decorative Art, Home Renovation, Food & Drink, Family Life, Fashion & Beauty, and Technology. Parallel to Ideal Home Show, four themed activities also took place to offer immersive lifestyle experiences, including Couture Homes, Lifestyle Stage Catwalk, Chef’s Theatre and Ideal Theatre, where nearly 100 KOLs and renowned industry experts offered nearly 200 sessions to share insights on modern home lifestyle with Chinese consumers. 

Top fashion brand names gather online KOLs

The Ideal Home Show was born in London in 1908. Now aged 111, it is the oldest and biggest consumer event in the world. Queen Elizabeth II has visited the show 11 times. Other royal visitors over the years have included the late Princess Diana and the Prince of Wales. Many celebrities and the general public alike are fans of Ideal Home Show. 

Seamless crossover between online and offline Online to build out the future of retail

At the Ideal Home Show 2019, as co-organizer,, China’s largest retailer continues to promote “Boundaryless Retail” shopping, in which consumers can buy whatever they want, whenever and wherever they want it. With a seamless crossover between online and offline, brings superior shopping experience to discerning and quality-focused middle class consumers in China.

Couture Homes offers authentic Italian style

Couture Homes took place side-by-side with Ideal Home Show. Visitors were highly impressed, thanks to its display of elegant and authentic Italian style. Over the past century, Ideal Home Show has been known for showcasing custom-made houses. As a leading annual event geared towards consumer experiences, this year’s upgraded features included eight dream houses in a variety of styles, created in cooperation with leading home brands such as GLORY CASA, AluHouse and YICOMEI. Also participating were five top Italian fashion brands, including VERSACE HOME, Roberto Cavalli HOME INTERIORS, MISSONI HOME, ETRO HOME INTERIORS and Gianfranco Ferrè Home. For the first time ever in China, these leading brands worked together to offer Chinese consumers an immersive lifestyle experience that was Couture Homes. Upon entering the exhibition zone, visitors were immediately greeted by Italian luxury at its best, as represented by surrounding Italian gardens and aluminum-constructed houses showcasing various elegant designs, combined with idyllic scenes matching the landscapes of Sicily and Tuscany, and the stunning views of Amalfi. Globally recognized and loved coffee brand, illycaffè, served up its fragrant Italian coffee, while RFW dry red wine and VIOLA beer from Italy’s coastal areas added even more Italian flavors.

Also present was Maserati, Italy’s flagship luxury auto brand. The top craftsmanship, technology, elegance and speed of the Italian auto industry were on full display to the awe of visitors. 

Six pavilions offer big highlights to inspire dream lifestyle

Ideal Home Show offered a “new experience” to visitors via six interactive pavilions, which provided endless entertaining highlights, and where one’s dream lifestyle could be experienced, imagined and realized via multiple dimensions covering clothing, food, housing and travel. At the pavilions, fun, creativity and fashionable elements merged as one to demonstrate multiple representations of an ideal life. 

The Interiors & Decorative Art Pavilion gathered leading brand names such as Mumo, IIINSITU STUDIO, tooblack, DDJM, Downland, Bella Vista, frisquet, Home Alone, Kemi Life, FIBONACCI, Nice Living, COCO-MAT and WallVision, etc. Each brand’s details reflected true design inspiration and romantic craftsmanship, as shown in their home environment, space aesthetics, layout, space experience, etc. It is here, where visitors experienced up close the cutting edge of home renovation and inspiring furniture designs, while allowing their imaginations to soar. The most beautiful dreams of one’s dream home were surely materialized here.

The Home Renovation Pavilion also offered spectacular content. Participating major brands included Franke, Robam, Nabel and REHAU, attracting heavy visitor traffic with exhibits spanning from cooking tools to bathroom utilities. A comprehensive showcase of home solutions was on-hand, satisfying even the most discerning home-outfitting consumers keen and ready to make their home like new. 

Make-up fans found paradise in the Fashion & Beauty Pavilion, where endless fashion elements ranging from  clothing and accessories to skin care, cosmetics and fragrances could be found. Participating brands included ITO, Cosmic Speculation, KIWEE, i'mblu, YESTUDIO, Nounobjects and AWU Studio, among others. A variety of live fashion shows were offered throughout the show period to further inspire the spirit of design. Cosmetics and make-up trends and skills were shared. Every minute, and at every turn, visitors transformed into keen buyers as they were awed by a wave of exhibits and highlights.

In the Food & Drink Pavilion, a plethora of food was on display to entice and inspire the taste buds. Michelin chefs demonstrated their cooking skills and shared secret recipes. Leading international catering brands were present, including ACERA, Let's talk glass, Encare,, OXO, MOVO and Landbase.

In the Technology Pavilion, Dyson, Philips, Laurastar, Royole, Aftershokz and Air0 shared high-end smart products combining high-tech and aesthetics. Smart products and AI were a big attraction for consumers, who got to experience firsthand the exciting launch of Philips’ latest personalized lighting solution and the wildly popular Dyson Airwrap hair styler, among others. From home products and smart AV spaces to cleaning products and personal care, consumers were awed by such an extensive showcase of futuristic technologies. 

The Family Life Pavilion interactively showcased personal care, clothing, leisure, pet products and outdoor gear, where leading international brand names including, among others, pidan, Crashbaggage and Urban Forest offered convenience to modern families pursuing a more fashionable lifestyle. 

Minolife spoke highly of the show, “This year marks the second edition of the Ideal Home Show in China. In UK though, it has a long history of 111 years. It is a lifestyle event full of fashion and quality. It brings about high-quality products and life concepts to consumers and families. We hope we were able to convey our brand messaging at the show too.”

Top brand NINETYGO scored big at the Ideal Home Show with its focus on incorporating technological innovation into outdoor gear. “The “Ideal Home Show features a lot of influential brand names that boast great aesthetics,” said the CEO of NINETYGO. “The variety is big. The booth design is exquisite. The show represents the future development direction in China, which is witnessing upgraded consumption.”

Leading KOLs support the show by sharing life inspirations

Ideal Home Show had so much more to offer. GB China Senior Vice President Sharon came to the show and was actively engaged with visitors in a number of themed activities. 

For those keen to always be in vogue, the Lifestyle Stage Catwalk was the place to be, where InStyle launched the second edition of its Best Beauty Buys Awards. Brand names present, including Maison Lina Ma, I Natural Angel, Mr. Bandu and Zimmerli, showcased their respective charms, while Tik Tok and Xiaohongshu KOL Austin Li and other online celebrities shared make-up tips.

Whirlpool joined hands with KitchenAid, a high-end American kitchenware brand at the show. Together, they presented the Chef’s Theatre, fulfilling many dreams and appetites of good food. Visitors got to engage with top chefs who shared their culinary skills, while satisfying their taste buds with delectable global cuisines, all without ever leaving China. Top culinary masters from Hakkasan at Wanda Ruihua, Bright 919, NAPA Red Wine French Restaurant, Ruijin InterContinental, JHOUSE, Bistrot, Jones the Grocer of HMSHost additionally showcased their impressive skills. Other chefs present included Vivan Chan, the cake master; Michelin dessert chef, Louie Ye; star cocktail mixer, Eddy Yang; emerging top chef, Chen Weishan; and established cooking master, Zhang Dejian. If they were lucky, visitors were even able to taste the “Forest March”, Michelin Three-Star Chef, Barry Lee’s iconic creation. What a treat!

The four-day event was ripe with highpoints. Ideal Theatre attracted heavy visitor traffic. A researcher from popular app, Nice Living, shared the “Top 100 Residential Chinese Family Wisdoms of 2019”. ELLE DECORATION’s editorial director, Leon Sun talked aboutfavored lifestyle trends among China’s younger generation, while leading interior designer, Gary Zeng explored current home and furniture trends. Softbank’s Pepper robot presented a sneak peek into home lifestyle in the AI age. Shake Shack, a popular international burger restaurant, presented a taste of American cuisine. SoulDancing, an international dance club, offered a fabulous dance performance. FitHearts presented a talk show about charity work. 

On Day One, Eric Tibusch joined hands with Bund 22 to launch the RTW high-end fashions of 19/20 autumn/winter season, which proved to be quite a show highlight. “This is the first time that I’ve launched garments in China,” said Erich Tibusch. “I was impressed by the passion of Ideal Home Show visitors. I believe the show will become even better in the coming years.” 

“At Ideal Home Show, the first impression is that of being young and fresh,” said actor and designer Liu Zi, smiling. “I felt that spring was in the air at the show. Spring was in the many fine details too. I could almost touch it.”

“This year, the Ideal Home Show was full of energy,” said Annie Atienza, Image Consultant & Wardrobe Stylist from New York. “I was impressed by the visitors at Lifestyle Stage Catwalk, who responded to me with vigor and energy.”

Big discounts encouraged show-floor shopping sprees

All four days of the show were crowded with keen visitors. Many consumers said they were impressed by the originality of the exhibits that fully reflected the conscious pursuit of a quality life. At the show, consumers got to experience modern lifestyle across the world, including new lifestyle concepts and inspirational futuristic homes. The wide range of fun onsite activities also offered practical information. Visitors got to engage with renowned KOLs to experience and imagine different ways of life. Inspired visitors had the chance to think deeper about what would constitute their ideal life. Multiple new launches throughout the show period dazzled visitors, moving many to high-spirited shopping sprees.

Now, consumers can continue to shop online at Ideal Home Show Flagship Store on with an easier, faster and more enjoyable shopping experience.

“Against the backdrop of consumption upgrade, upmarket consumers are demanding more sophistication when it comes to living quality,” said Media 10 managing director, Mike Dynan. “Thus, the consumption structure in China is transiting from barely making a living to enjoying quality life. The Ideal Home Show provides a bridge to this better life. We are removing barriers that prevent people from enjoying good lives as we introduce international home and consumer brand names to China. We convey the message of modern home and help Chinese families enjoy their dream lifestyle.”