From Murano to Apac

Asia Pacific may be one region on the map, but it is anything but one market.

In From Murano to APAC, Antonio Brusca speaks with Livia Papacchini, Export Manager Asia Pacific at Barovier&Toso, about what it takes to build a high-end design brand across markets as different as China, Southeast Asia, Hong Kong, and Australia.
The conversation starts with the differences that matter on the ground: market maturity, business culture, negotiation styles, response speed, and how relationships are built. China, for example, has developed a deeper knowledge of international and niche brands, while other parts of Southeast Asia are still at a different stage of market maturity. Even the time and space given to business relationships can change significantly from one country to another.

Digital adds another layer. Different markets mean different platforms, behaviors, and discovery patterns. In China, local platforms such as Little Red Book have become part of how customers, designers, and resellers research and evaluate brands. For international marketers, this means going beyond content localization: the customer journey, and in B2B2C, the stakeholder journey, may need to be rebuilt around how each market actually discovers, understands, and trusts a brand.

Livia and Antonio also discuss what makes the difference once a brand enters the consideration set. In luxury design, product and aesthetics are only part of the equation. Heritage, craftsmanship, authenticity, and customization can become decisive, but so can operational excellence: response times, technical support, installation, delivery, and after-sales service all shape the brand experience.

The conversation then moves into market entry and local presence. Agents, resellers and distributors can accelerate access to a market, but choosing the biggest or most prestigious partner does not necessarily mean choosing the most committed one. Appointing a local partner is only the beginning: training, support, direct relationships, and continuous market feedback remain essential.

Looking back on her experience across APAC, Livia also shares what she would do differently today: invest more time in relationships, adapt how business is done from country to country, and choose partners based not only on reputation, but on how willing they are to build the brand locally.

From Murano to APAC is a conversation about luxury design, digital discovery, market entry, and the practical adjustments required when the same brand has to make sense across very different markets.

Language: Italian
Duration: 3 mts