07/06/2023 – Red in Italy is an exhibition project conceived by Campari Group and presented in 2019 in Brussels to promote Made in Italy brands characterized by the red colour (strictly in pantone red), project that gave birth to an exhibition that tells the creations designed by some of the most famous designers of the 20th and 21st centuries who have contributed to the construction of Italy's image in the world, intertwining design, culture and sociology.
Red in Italy is set up throughout the month of June 2023 at Palazzo Piacentini in Rome and is a project that tells the excellence of Made in Italy through the testimonies of the following “rossi”: Campari Group, Artemis, Brembo, Driade, Ducati, F.I.L.A. Lapis and similar Italian factory, Ferrari, FontanaArte, Orsoni Venice 1888, Cimbali group, Gufram, Magis, Moleskine, Alessi Museum, Kartell Museum, Opinion Ciatti, Frau armchair, Rossignoli, Salvatore Ferragamo, Serralunga, smeg, Stilnovo brand of Linea Light, Tecno, Trenitalia, Venini and Zanotta, beyond Panzeri as technical sponsor for the exhibition lighting system.
Because an exhibition on the excellence of made-in-Italy focuses on color and not on design or craftsmanship or industrial mastery ? We have already addressed the role of color in a company's strategy (read our article here) and in this case the color red is an element that has strongly characterized the creations of some of the most famous designers of the 20th and 21st centuries who have contributed to the symbolic construction of Italy's image abroad, interweaving not only the design, but also art, culture and sociology.
And so the exhibition conceptually starts from Campari's iconic red, from which derives a reflection on the world of reds that have characterized civilizations on a global level, a reflection that leads to interpret the history of this color, very rich and surprising, which has evolved together with the thought and expression of Italian spirit in the world. In fact, the exhibition itinerary winds through the exploration of Italian design objects, welcoming the visitor in a real immersion in color, to discover the numerous Italian excellences characterized by red.
This cultural operation, sponsored by the Altagamma Foundation, demonstrates how the way of understanding communication and corporate development is increasingly evolving towards a humanistic and perhaps less commercial criterion, which aims to create a bond with consumers, rather than a purely consumerist interest. E il made-in-Italy, as well as the doing business of many small and large Italian entrepreneurs, today, has an immense opportunity to make a difference in the markets, combining technique and technology with that unique personality made up of such exclusive cultural heritage and taste for living, yet so loved, worldwide.
MITO LUXURY
