This is the Italy we want to talk about, this is the Italy we want to remember and pass down to new generations: this is the Italy we want to export, in an effort to promote reciprocal knowledge between different cultures, fully understanding our common roots and the extraordinary cultural and economic opportunities offered by an exchange which aims to enhance knowledge between peoples and expand our historical and cultural awareness. This is the Italy that deserves to meet different cultures; faraway countries that can be drawn near to us thanks to intercultural exchanges.
Culture in its every form and guise: art, music, literature, cinema, theatre, design, fashion, food, style. A love for good taste, pleasure and beauty. In essence, the whole of Italy’s extraordinary capacity to create, invent, innovate, transform and imagine.
A unique concept: Italian Style Life.
Italian identity can be analysed based on the most diverse characteristics. However, as for every complex concept, it is more easily expressed through images.
The communicative power of images best incarnates and expresses extremely complex concepts regarding rational, sensorial and emotional dimensions put together.
Images that speak of an Italy perceived as a leader in style, design, fashion, creativity and the food industry. Typical simplifications in the collective imaginative process, surely practical and evocative but which must be surmounted to arrive at a different dimension which expresses what Italian identity actually is in order to comprehend what Italy has exported beyond its geographical boundaries, through its characters, voices, cultures, traditions, dialects, customs and values.