The emotional value is the winning point of Made in Italy, an extremely strong brand that in the collective imagination recalls a specific lifestyle, a peculiar quality of the products and of the experiences, a certain type of suggestions and authenticity. And the Italian companies who export in the world should focus on this emotional factor to translate attractiveness in concrete economic value.
Italian lifestyle means care, attention to details and originality, means being able to recognize beauty and to create it, joy of life and refuse of a frenetic movement for a slower and more natural life rhythm; an Italian experience must be sensed, connected to taste, touch, smell and hearing, but also enjoyed in a cultural and formative way.
These are the points in the Italian offer to be communicated and enhanced, point that Prosecco DOC wants to narrate in the #ItalianGenio project.
Nine entrepreneurs in different areas have been chosen, one for each province of the Designation, recognizable and relevant for their talent and brilliance. Nine figures with whom the Consortium shares environmental and social sustainability objectives for a communication project that finds in its core humans’ value, their talent and their love for the environment around them.
PROSECCO DOC DREAMLAND, HOME OF THE ITALIAN GENIO
History, culture, nature, beauty and innovation are the core elements of the 9 provinces of the Prosecco DOC production area, which characterize the companies that develop in this land, too.
The Italian Genio in the Prosecco DOC Dreamland: Itlas and Treviso province
From the forest to the final product, here is Itlas’ story, Italian excellence from Treviso province who has always focused on quality and environment protection. As simple as that, Italian Genio.
The Italian Genio in the Prosecco DOC Dreamland: Arclinea and Vicenza province
Established as a carpentry in 1925, Arclinea is today a virtuous company in the kitchen and furniture sector who mixes aesthetics, architecture and artisanship thanks to Marilina Fortuna’s leadership. The company is in Caldogno, Vicenza province, a special place for the Prosecco DOC production: the native territories of architect Andrea Palladio have always been a reference for the Italian Genio.
The Italian Genio in the Prosecco DOC Dreamland: Henderson and Padova province
Innovation and tradition are the ingredients that have assured success to Henderson Shoes, in Padua. The entrepreneur Gianluigi Baracco tells us how a family company has become an Italian fashion brand exported all over the world.
The Italian Genio in the Prosecco DOC Dreamland: Slowear and Venezia province
Slowear is a multibrand project who englobes in its name the ideal of a “slow” fashion philosophy: a clothing brand proud to show its local roots (Venezia), next to a global dimension.
The Italian Genio in the Prosecco DOC Dreamland: Brionvega and Pordenone province
Brionvega, design electronic company established in Veneto, moved to Milan and now based in Pordenone, has a long and complex history. Entrepreneur Maurizio Cini tells how the company has always chosen top characters of Italian industrial design, to end having a Radiofonografo among the objects for sale in New York MoMA.