Italian Heritage and Culture
Italian Culture in the United States is a journey that communicates and promotes Italy, engages and enthuses Americans, strengthens the bonds that unite us and create new ones. A journey that will reveal today’s Italy, its brilliance and its excellence anchored in the present and driven by an unparalleled past, it will present an Italy of innovation moving forward, engaged in projects and looking ahead.
The concept of showcasing Italian culture and what it means to the American public is an ideal opportunity to promote Italy as a whole in both the cultural thematics and the economic features of the Italian Brand. In short, the approach is to strategically affirm the Italian system from the perspective of cultural economy, in other words, presenting culture not only in its traditional form of historical and artistic legacy, but as a dynamic asset that gives value to the whole system.
Research – Discovery – Innovation are the three guidelines underlying the initiatives planned: today’s excellences are our best resources and a point of compass for foreign investments. Italian culture and identity in all the areas that have distinguished our tradition from past to present will be broadcast, displayed and explained: art, music, stage, landscaping and architectural heritage, cinema, literature, the sciences, design, fashion, food culture. The initiative also envisions calling on coming generations with a series of events focused on new Italian talent that, alongside the legacy of our Masters, represent the Italy of the future and its excellences. A spotlight will focus on our industry and quality artisanship as expression of the Italian style in business management and in products acknowledged worldwide for their innovation and prestige. The best of our corporate culture is based on a blend of best practices in business and the creative, cultural, historical and natural heritage of our country.