Italian home styling popular among locals

When architect and home designer Fabrizo De Leva came to China seven years ago, he didn't expect Chinese people would be so interested in Italian style.

Yet today 99 percent of De Leva's clients at FdL in Beijing are Chinese. The appeal is due to "a combination of simplicity, functionality and luxury", De Leva said.

Italians are known worldwide for their style in leather and luxury brands such as Prada and Lamborghini. And that's exactly what newly affluent Chinese want in their homes - Italian luxury, according to De Leva.

He said there are two types of Chinese interested in his professional services.

One type, who have a humble background and make it big, want to show off their new money - they like their homes designed in an ostentatious way.

De Leva said one client had his whole bathroom plated in gold at a cost of 1 million yuan.

The other type are more confident of their wealth and "want real style", he said.

De Leva said an Italian home is not about a golden bathroom, but mixing aesthetics and function. Every item in a room should be useful, easy to operate and move around.

He said the No 1 rule is to avoid a so-called "U-turn" in a home, meaning that you can only get in or out of a room the same way. An entrance should allow people to navigate the house, he said.

Italian style is also not just about marble floors. It's the way of working with the space in a home that distinguishes it, that is new in China, he said.

"Some people don't understand that design and style is not about dressing up an empty space, it's about creating an empty space," he said.

"Some Chinese are too sophisticated. They will have the furniture along the walls in a traditional style. We will put some furniture in the middle of the room."

Furniture is the exuberance that achieves that luxury Italian look, but it can raise costs dramatically, especially if the customers are looking for genuine leather furniture and designs.

"You can get good copies of Italian furniture here in China but many Chinese are willing to pay much more to get the original," De Leva said.

"They are concerned about the quality and would rather fly to Italy and choose the furniture they like and have it shipped over to China."

For many Italians the kitchen is the heart of the home, but for the Chinese it's the opposite.

De Leva said the dominant colors of an Italian-style home are pastel, which reminds him of Mediterranean islands such as Sicily. Few, if any, are red.

As he designs more homes in China, he said he hoped more Italian designers will come to China.

"Chinese people have a keen eye for Italian style," he said. "But Italian designers are slow to come and be a part of this great opportunity."