Until April 6, 2024, Palazzo Piacentini, Via Vittorio Veneto, 33, Rome
From February 13th to April 6th, Palazzo Piacentini, headquarters of the Ministry of Enterprises and Made in Italy, hosts "Identitalia, The Iconic Italian Brands", an exhibition dedicated to some of the most important historical brands, curated by Francesco Zurlo, Full Professor at the Department of Design and Dean of the School of Design, and Carlo Martino, Professor at La Sapienza University of Rome.
"Identitalia" showcases a selection of iconic objects from Italian design, including original drawings, representative pieces, photographs, historical documents, advertising posters, and the projection of commercials and videos, paying homage to the creativity and work of Italian companies.
The initiative, which has been joined by over 100 companies, contributing to a total of 113 brands from all sectors, is born to celebrate the 140th anniversary of the Ufficio Italiano Brevetti e Marchi, which in 2019 introduced the "Registro Speciale dei Marchi Storici di Interesse Nazionale", containing brands registered for over fifty years and still active.
The setup is conceived as a journey where everyday brands guide the observer through the routine of a typical person, through the various moments of the day, starting from the "awakening", then "morning", "afternoon", "evening" and "night".
For more information, please consult the website.