Identitalia is an exhibition that explores the role of brands in shaping Italian cultural identity, highlighting how they have influenced habits, languages, and collective imagery. Through an immersive journey, visitors experience a typical day, encountering brands that are part of everyday life. The project showcases Italian creativity and innovation, presenting a mosaic of stories that testify to the country's ability to evolve and adapt with intellect and passion.
• Cross Fertilization with Creative Industries
• Strategic Design
The exhibition aims to showcase, through products, images, and iconic advertising campaigns, the impact of Italian brands on society and culture. The objective is to highlight their ability to innovate, adapt to change, and foster a shared sense of belonging. The exhibition path emphasizes the importance of visual communication and design in shaping a national identity that is recognized and appreciated worldwide.
A study was conducted to select the brands, focusing on those that have shaped Italian culture and identity over time. The brands were chosen based on their ability to influence society and trends, with particular attention to their iconic status and historical continuity. Specifically, the activities carried out included: 1) Defining the requirements and criteria for brand selection; 2) Collecting and organizing historical and advertising materials; 3) Developing the creative concept for the exhibition path; 4) Researching and selecting objects and images representative of the brands; 5) Writing accompanying texts for the exhibition path and catalog.
