SHANGHAI -The opening of Tuscany's exhibition "Environmental Sustainability Using the Five Senses" at the Italy Pavilion on Thursday showcases a combination of traditional culture and innovative technology.

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"Too much attention has been concentrated on traditional cultural heritage, which is very famous in the Tuscany region. But the region is also full of beautiful landscapes and modern, dynamic, unique innovations," said Stefano Giovannelli, the director of the exhibition.

A series of programs and events incorporating Tuscany have been designed on the basis of three main themes - the science of living and health; the pleasure and joy of living and the quality of life; and innovative culture and technology.

Florence, as one of Italy's most famous cities and a representative city of Tuscany, wanted to add historical value into the current creative development in both cultural and economic perspectives.

"There are famous musicals playing at the May Musical Theater in Shanghai during the next two weeks, while the exhibition of Pinocchio World on the ground floor at the Italy Pavilion is a innovative project," said Matteo Renzi, the mayor of Florence.

Pinocchio World is designed to develop understanding of the region's cultural heritage and the economy, along with the community and the individuals, infusing imagination and the real world.

The two-week exhibition also features a video installation display on renewable energy and sustainable development by Olivo Barbieri, an internationally renowned photographer and video artist. This initiative combines three key characteristics of Tuscany, including historical and artistic tradition, innovation and the quality of life.

"The luxury market in China, especially in Shanghai, is rapidly expanding with the consumption of the top brands like Gucci and Salvatore Ferragamo. More localized medium- to high-end brands have also made their steps into Shanghai," said Renzi.

Just like the success of the high-end brands, Renzi hopes Florence and Shanghai can cooperate in infrastructure construction projects and that such projects will attract more tourists and students.