Identitalia: in Rome, the exhibition on the brands that have made the history of Made in Italy

An exhibition to celebrate the brands that have made and are making the history of Made in Italy. It is Identitalia, The Iconic Italian Brands and is promoted by the Ministry of Enterprise and as an exhibition venue it has the ministry’s headquarters in Rome: Palazzo Piacentini. also noteworthy with its 90 years. The exhibition is curated by Professors Carlo Martino and Francesco Zurlo, professors of Design at La Sapienza University of Rome and the Milan Polytechnic, and can be visited free of charge until April 6, 2024, with entrance from Via Veneto 33, on Friday afternoons only (from 5 to 8 p.m.), and Saturdays and Sundays (from 10 a.m. to 8 p.m.) without the need for reservations.

The initiative, which has been joined by more than 100 companies for a total of 113 brands from all sectors, was created to celebrate the 140th anniversary of the Italian Patent and Trademark Office, which in 2019 was enriched with the “Special Register of Historic Trademarks of National Interest,” containing brands registered for more than 50 years and still active. Brands that are identified in the Italian collective imagination with products born from our food and non-food system and that have been elevated by the great added value of design and innovation.

The purpose of the exhibition is to enhance an industrial, design and material heritage of inestimable value for the country, made up of entrepreneurial success stories and designers who have changed the way the corporate image of products is communicated. Through original drawings, representative pieces, photographs, historical documents, advertising posters, and the projection of commercials and videos, the viewer is accompanied through the phases of the day (waking up, morning, afternoon, evening, night) by the brands that are part of everyday life and celebrate Made in Italy.

“This exhibition, with its deliberately evocative title,” stressed Minister Adolfo Urso during the inauration last Feb. 13, “has the great merit of celebrating the corporate brands that accompany, and have accompanied, the growth of our country. We are deeply proud of the creative capacity of our productive fabric because the success of our entrepreneurs and the passion, which they put into their work, are the flagship of Sistema Italia and the business card of our Made in Italy in the world.”

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Massimo Caputi, president of the Historic Brands of Italy Association said he was satisfied and honored “to have been involved by the Ministry as a partner in this beautiful exhibition that, starting from the enhancement of the economic, industrial and cultural heritage represented by the Historic Brands, now takes shape in a true celebratory manifesto of a part of Italian know-how. Over the decades, the Historical Brands have promoted a unique and identifying business culture that has made them the Mother Tree of Made in Italy.”

For those in Rome therefore, it is a cue for a visit through Italian social history made by tracing the evolution of consumer products with historic brands that have accompanied our lives. “The exhibition,” the organizers explain, “is a mosaic composed of the stories of the brands that accompany us in our daily lives and that have shaped an identity, a culture, a language, and an imaginary that is completely Italian. It is a mosaic that combines, deliberately and for the first time, the tiles of which it is composed: sectors, goods, messages, functions. The image that emerges, however, is unique, coherent, unified-in other words, an identitalia dimension-that allows us to capture, through the brands, the extraordinary energy of a country that experiments, innovates, challenges conventions, and solves problems with passion and skill. The exhibition concept organizes these different brands by following the daily routine of a typical person at various times of his or her day. It is, indeed, a simulacrum of a journey in everyone’s life, characterized by stages and activities that are specific to the various time slots and thus a chronicle of the encounter with many different brands.”

And hence the rhythm of the exhibition on the times of the day, with the section Awakening, where we feed, care, and move to get to work. The one called Morning, which shows products and brands of the objects that we need or have needed to train ourselves either in housework or in the office, while using the tools of the job or, on a break, over coffee or lunch with colleagues. The Afternoon is time dedicated to oneself, useful for recreation, sports, seeing friends for a snack or an aperitif. The Evening section is dedicated to the products of nourishment and entertainment, which becomes Prelude to Night when, in the after-dinner period, one moves to social places, theaters, cinemas, bars, or when one devotes oneself to one’s television series while sitting on a comfortable sofa. The Night is relaxation, calm, quiet. But also dreaming: of a cruise to Caribbean seas or objects of desire.

These six moments of the day are accompanied by musical gaits, those that mark the rhythm in bpm, and are pronounced in Italian everywhere in the world: andante, presto, allegro, adagio, larghetto, largo. The selection gathers a few tiles among many, following criteria such as the iconic strength of the brands, the memorability of slogans and carousels, the persistence of messages and stories over time, the values conveyed, the authoritativeness of the design culture that feeds them and that is expressed in visual touch-points, such as logos, advertising images, packaging, products, that tell of a widespread beauty, in its various expressions, declined in different goods and contexts.

This is the complete list of brands featured in the exhibition: Alce Nero, Alfaromeo, Algida, Alpitour, Amarelli, Amarena Fabbri, Aperol, Artemide, Auricchio, Aurora, B&B Italia, Baci Perugina, Baglietto, Barilla, Bassetti, Bauli, Bialetti, Bio-Presto, Borotalco, Brunello Cucinelli, Bticino, Buccellati, Bulgari, Campari, Cantine Florio, Casa Ricordi, Cassina, Cirio, De Cecco, De Nigris, De Rosa, Diesel, Disaronno, Dolce & Gabbana, Ducati, Eataly, Eko, Enel, Eni, Esselunga, Fabriano, Fandango, Fantoni, Fazioli, Felce Azzurra, Feltrinelli, Ferrarelle, Ferrari, Ferrero Rocher, Ferrovie dello Stato, FIAT, Flos, Flou, Fratelli Rossetti, Galbani, Giotto, Granarolo, Ichnusa, Kartell, Kiton, La Gazzetta dello Sport, Lancia, Lavazza, Leonardo, Lines, Martini, Marvis, Maserati, Mediaset, Modiano, Moleskine, Mondadori, Motta, Marchesi Antinori, MSC, Mulino Bianco, Negroni, Nexi, Nonino, Nutella, Oluce, Panini, Parmigiano Reggiano, Persol, Pirelli, Poste Italiane, Proraso, Pupa, Rai, Rana, Rinascente, Riva, Robe di Kappa, RTL 102.5, Sammontana, San Carlo, San Pellegrino, Sanlorenzo, Stone Island, Sugar, Superga, Tassoni, Technogym, Telepass, Terme di Saturnia, TIM, Trudi, United Colors of Benetton,Vespa, Wudy, Yomo, Zanotta, Zucchi.

Identitalia: in Rome, the exhibition on the brands that have made the history of Made in Italy

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