Modo Italiano - The Italian Way
Stories of heritage, brands, marketing
The Italian ceramic industry is a continent, and to navigate it, one needs a tool: the Atlas of Italian Ceramics* - a publication that chronicles the entire history of Italian manufacturers and their products up until present day. From the post-war period onwards, these companies have reached the entire globe with their products, contributing to the visibility of the ‘Made in Italy’ trademark and promoting the modern Italian way of living. The Atlas can also be used as a tool for marketing purposes in the context of Brand Heritage. In this virtual meeting, ‘The Italian Way’ will be conveyed through testimonies and contributions by entrepreneurs in the ceramic sector, leaders in contemporary architecture, and advocates for the ‘Made in Italy’ trademark.
Premiere of the film ‘Atlas of Italian Ceramics, Surfaces for Architecture and Urban Spaces from 1945 to 2018,’ edited by Francesca Molteni.
*The Atlas of Italian Ceramics was created as part of the Mater Ceramica project, thanks to funding from the MISE (Ministry of Economic Development) in implementation of Law 188 on July 9, 1990.
Project partners: Confindustria Ceramica, the International Museum of Ceramics in Faenza, the Italian Association of Cities of Ceramics, and Centro Ceramico.
With the support of ICE (the Italian Trade Agency) and MAECI (Ministry of Foreign Affairs and International Cooperation)