On Tuesday, May 13th the doors of Italy on Madison were opened in New York, the format promoted by the Italian Trade Agency in the spaces of the IT Townhouse on Madison Avenue and dedicated to the valorization of Italian excellence in the United States. The initiative, which brings together over two hundred Italian brands, including fashion, design, beauty and food, is an immersive route through different expressions of Made in Italy.
The morning of 13 focused on two of the most representative sectors of Italian imagination abroad: beauty and design.
The first part of the day was dedicated to the care of the person with a series of Beauty Masterclass designed to present to the American public Italian brands and new formulas between make-up and skincare. The Beauty Touch-Up Bar was opened, with personalized touch-up sessions made with Inca Cosmetics products. To follow, Fontana Contarini Make Up has proposed a deepening dedicated to the ever closer relationship between treatment and make-up, while Super You ended the session with a masterclass focused on the preparation of the skin as the basis of a bright and natural make-up.
In the afternoon the program moved on design with The Theater of Excellence, a talk dedicated to the role of Italian design as a cultural language and an international promotion tool. The meeting was held in an exhibition by Paola Navone and curated by Cristina Pettenuzzo for Studio Otto, conceived as an immersive narrative of Italian living.
To open the meeting was Erica Di Giovancarlo, ICE director of New York, who defined Italian design “not only an aesthetic, but a stage in which tradition and innovation live and constantly dialogue”. An approach that considers the past not as a static archive, but as “a living resource that continues to play a role in the present and future”.
The panel has compared architects and entrepreneurs, combining two complementary perspectives: the one born from design research and the one that takes shape through manufacturing, business and industrial strategy. “This virtuous tension is what makes Italian design unique,” he stressed during the opening.
In his speech, Consul General Giuseppe Pastorelli reiterated the value of design as a cultural asset in the Italian promotion strategy abroad, describing New York as a privileged space for international dialogue and a natural platform to tell the Italian system.
Gilda Bojardi, editor of Interni Magazine, instead spoke to Madison Avenue as a sort of “Italian route” in the heart of Manhattan, underlining that the event not only celebrates products but the dialogue between companies, designers and international audiences. “We do not only celebrate Italian design, but also the dialogue between architects, entrepreneurs and companies that contribute to spreading Italian culture in the world”.
This meeting brought together architects, designers to discuss the relationship between project, enterprise and culture. Among the guests of the evening: Marc Fornes, John Edelman, Roberto Gavazzi, Andrea Sasso, Nao Tamura and Hani Rashid.
During the conversation between the aforementioned guests, moderated by the architect Interni Magazine, Carlo Biasia, a significant part of the discussion focused on the American market and the ability of Italian design to maintain a strong attraction in the United States thanks to the combination of heritage, luxury and authenticity. More than individual products, it emerged as the Made in Italy continues to export a system made of expertise, industry and manufacturing culture.
L’articolo <i>Italy on Madison</i>, beauty and design protagonists of the second day in New York proviene da IlNewyorkese.
