CONCEPT

A Bridge Between Generations: The "Made in Italy's Heritage" exhibition offers a unique experience that intertwines past, present, and future. Through an engaging and cross-cutting path, it celebrates Italian know-how in all its shapes and the excellence of prestigious Italian brands. This is achieved through a combination of visual, audio, and interactive elements that aim to involve the public on a 360-degree level.
An amazing journey to discover the craftsmanship, manufacturing, style, design, innovation, inclusion, social responsibility, and sustainability that have shaped the identity of Italian brands over the past 70 years. The goal is to inspire new generations and transmit to them the values and skills that have made these brands great.
“Made in Italy's Heritage” is an invitation to give voice to all companies that want to tell their story and celebrate the contribution they have made to the evolution of Italian history, from a cross-cutting perspective.

COMMUNICATION

A press office will become a reference point for the creation and promotion of information and communication about the event in regional and national mass media. It will also be a meeting point for potential conferences with the media and cultural figures involved.
The project will also be supported by a Social Room, a space for creative expression that welcomes guests, official and independent media, and where it will be possible to create more professional social content.

PROGRAM AND FOCUS OF ACTIVITIES

The complex of activities, scheduled for the period of the ATP Finals 2024, will be open to the public free of charge and located in a central square in Turin.
The exhibition will take advantage of this great opportunity to create an immersive and coordinated storytelling of the history and evolution of tennis. It will then leave space for a calendar of parallel and transversal activities accompanied by panels of specially selected guests:

• Origins and Foundation: the history of the birth of the brands;
• Craftsmanship and Tradition: exhibition of artifacts, production techniques, and materials used;
• Design Icons: iconic products that have defined style and design over time;
• Innovation and Adaptation: how brands have embraced innovation and adapted to the challenges of change;
• Cultural Heritage: community involvement and social responsibility initiatives;
• Exclusive Collections: presentation of product collections inspired by historical models, created in collaboration with contemporary designers;
• Future and Sustainability: the future of brands and how they intend to preserve their heritage in a modern and sustainable context. Projects and initiatives to address current environmental and social challenges.

SO, WHY PARTICIPATE?

• The activities are located in a central position and are freely accessible to the public, guaranteeing a high turnout;
• Internationally renowned event that involves a transversal audience;
• The exhibition and parallel activities represent a window for the growth and consolidation of brand awareness, as well as an opportunity to strengthen brand identity by promoting an association with the cultural and heritage values intrinsic to the project;
• Networking opportunities among the entities involved;
• Strong engagement with visitors through the Social Room.

For further information, download the PDF here or contact us at the following email:

heritage@fashionteam.it