Made in Italy today means much more than exporting products: it means conveying a lifestyle, a culture and a recognizable identity in the world. In this interview, Alessio Nanni, Head of Fashion & Division Beauty of Italian Trade Agency, says “Italy on Madison”, the project designed to transform one of the streets symbol of New York into an immersive experience dedicated to Italian excellence.
When was the project “Italy on Madison”, what was its first reaction? I remember perfectly that moment: the first feeling was an authentic surprise. New York is not any stage, but one of the most competitive and fast contexts in the world. Accepting this challenge meant comparing with a reality where attention should be conquered every day and where only ideas with a real content can really emerge.
Discover the program of “Italy on Madison”
What does Made in Italy mean today abroad? Today it is not enough to present a product. Communicating Made in Italy means telling a lifestyle, a culture made of craftsmanship, research and attention to beauty. It means transforming our identity into a living experience, capable of being perceived, recognized and made by the international public.
Why is New York a test bench so important? Because New York, more than many other cities, requires authenticity. The public doesn’t want to just observe: he wants to enter history, know the origins, people and ideas behind what he sees. It is a city that demands involvement and participation.
How much do creativity and innovation count in such a competitive environment? It matters. In a city with such a dense cultural calendar, stopping is not an option. To attract attention you must offer something that resembles a journey, an unpublished discovery of Italy through new and contemporary perspectives.
With what goal was “Italy on Madison” born? The idea was to go beyond the simple presentation and create immersion. Turn a path into an experience and experience into a narrative. A narrative capable of approaching the essence of Italy to a sophisticated and curious audience, creating a dialogue between tradition and contemporary vision.
What does this project leave you personally? He reminded me that there is no one way to communicate a message. Excellence, just like Italy, can express itself through different languages, forms and sensibilities. But the centre is always the same value: pleasure, culture and elegance that define the identity of Made in Italy.
L’articolo Alessio Nanni tells “Italy on Madison” and Made in Italy as a lifestyle proviene da IlNewyorkese.
