Armani/Casa is involved in the Smart Hero-Central Park Plaza project in Beijing. [Photo provided to China Daily]

From fashion to branded apartments, the Chinese appetite for luxury seems to have no limits.

The Art of Living exhibition by Giorgio Armani opened at the Ullens Center for Con-temporary Art in Beijing on Oct 22 together with a preview of the Capital Residence housing project by Armani/Casa.

The residential project has been developed by the Hong Kong-based real estate company Smart Hero Group. Armani/Casa handled the design of the luxury apartments and the public space.

Founded in 2000, Armani/Casa, which is "Armani home" in Italian, is the luxury furnishing arm of the fashion house.

Armani/Casa has previously done projects in Mumbai, Dubai, Miami and Istanbul.

[Photo provided to China Daily]

Located in Beijing's central business district, the plaza was chosen as one of the 10 most representative pieces of architecture in China by the Architecture and Culture Society of China and Peking University in 2014. The plaza was designed by Ma Yansong, a renowned Chinese architect who also designed the famed Absolute Towers in Mississauga in Canada.

Zhang Hui, president of Smart Hero, says the upcoming Capital Residence project combines Oriental aesthetics with Western design.

"We wanted to do a one-of-a-kind project and that is why we chose Armani," he says.

"Their attention to detail and execution is extreme. But it is in line with our pursuit of excellence. And they are respectful of Chinese culture and aesthetics," he says.

As for the Art of Living exhibition in Beijing, this is the first time it is being staged outside Milan.

[Photo provided to China Daily]

Beijing is a natural choice for Armani/Casa since it is one of the most vibrant cities in the world, says Fabrice Gouffran, managing director of the home and hotels division of Giorgio Armani.

Giving details of the housing project, the Chinese real estate developer says the apartments－56 in total－are being sold at between 120,000 yuan ($17,724) and 180,000 per square meter, and more than half of them have already been sold.

Speaking about the turbulent real estate market in China, Zhang says the value of good projects will continue to rise, especially in first-tier cities like Beijing.

"Moreover, Armani is very choosy about its partners because they cherish their brand. And value also comes from rarity," he adds.

Zhang says the company is willing to collaborate with Armani/Casa in other Chinese cities too.

The exhibition ends on Friday.