#Italy #Milan #Cultural Heritage #Eastern Aesthetics #BOE O•SPACE

BOE O•SPACE Shines at the ICH Exhibition in Milan

On October 3, 2025, the prestigious exhibition "Reviving Craft: China's Intangible Cultural Heritage and Contemporary Design" opened at Palazzo Serbelloni in Milan, Italy. This event, which features BOE O•SPACE, represents a vital fusion of technology and culture, a collaboration between BOE and Sun Media Group that also built on their previous partnership at the 2024 exhibition in Paris.

This year's exhibition holds great significance as it marks the 55th anniversary of diplomatic relations between China and Italy, as well as the 50th anniversary of diplomatic ties between China and the European Union. Organized jointly by Sun Media Group and the Italy-China Council Foundation, the exhibition showcases an array of cutting-edge technologies and products provided by BOE, including transparent displays, the INFIHUB, UHD Exhi displays, and the Smart Calligraphy Desk.

These innovations not only create an immersive experience that merges technology with cultural heritage but also aim to enlighten international visitors about China’s intangible cultural heritage and contemporary artworks. A notable feature of the exhibition is the BOE Day, which fosters an engaging exchange of ideas and establishes a foundation for ongoing cooperation between China and Italy amidst the growing fusion of technology and cultural practices.

BOE's Global Aspirations

The exhibition stands as a crucial initiative for BOE as it seeks to enhance its global presence. It reflects a significant step in the company's strategy to elevate its international brand and influence. With high-tech features, the exhibition immerses audiences in the unique charm of Eastern aesthetics.

In remarks made during the opening ceremony, Si Da, BOE's Vice President and Chief Brand Officer, emphasized the company’s commitment to professional, international, and market-based development. "We believe that technology is key to unlocking the future, with the mission to make every civilization visible. Through the collaboration on 'Reviving Craft,' our aim is to introduce a renewed BOE to the world—one that is dedicated to technology, culture, and sustainability," he stated.

In recent years, Chinese culture and businesses have accelerated their journey toward globalization, with BOE achieving remarkable success along the way. O•SPACE made its international debut at the "Reviving Craft" exhibition in 2024 at the Louvre in Paris, further cementing BOE's technological prowess. Moreover, BOE has partnered with esteemed cultural and artistic institutions such as the Palace Museum and Dunhuang Art to conduct joint exhibitions both within China and abroad.

By bringing the "Reviving Craft" exhibition and O•SPACE to Milan, BOE has reached another milestone in its international branding efforts. The company leverages innovative technology to bridge geographical and cultural divides, promoting a sustainable cooperation ecosystem that translates its sustainable development concept, "Open Next Earth," into tangible global practices.

Community Engagement

Since 2021, BOE has conducted 15 marketing campaigns for the O•SPACE brand domestically and internationally, reaching over 5 million consumers directly. This outreach reflects BOE's commitment to engage diverse audiences while showcasing its advanced technologies and cultural contributions. As more visitors explore the exhibition, they are not only witnesses to China's rich cultural tapestry but also part of a broader narrative that celebrates the interconnectedness of global cultures through technological innovation.

In conclusion, the ICH exhibition in Milan serves as a captivating platform for BOE O•SPACE to demonstrate its commitment to blending technology with culture, fostering understanding and appreciation of Eastern aesthetics while furthering its influential presence on the world stage.