MonteNapoleone District

MonteNapoleone District is the association, which unites over 150 luxury Brands among the streets of Montenapoleone, Verri, Sant’Andrea, Santo Spirito, Borgospesso, Gesù and Bagutta.
The association qualifies the district as a benchmark for Italian shopping and life style and promotes cultural, commercial and charity events. Over 25,000 visitors come to the district every day: 80% of these are non-Europeans and particularly Chinese.


The extent of Chinese tourism has dictated a specific strategy of approach to increase awareness of the MonteNapoleone District, of the brands which are part of it and the services at the Vip Lounge.



MonteNapoleone District set up digital operations on the most important communication channel with China. Brand awareness has increased in compliance with the codes of Chinese digital culture.

Creation of Official Account

For the first time in Europe, an Offficial WeChat Account has been created and dedicated to an entire luxury district. Thus, the MonteNapoleone District has been able to dialogue directly with Chinese consumers in their language regarding its day-by-day activities and any “special” initiatives in the district.