CONCEPT
"Made in Italy's Heritage" is an event held alongside the ATP FINALS 2024, offering an opportunity to celebrate Made in Italy through the reevaluation of the corporate heritage of prestigious brands and the promotion of their strategic choices for the future. An engaging journey through history, craftsmanship, communication, design, and innovation that has shaped the identity of iconic symbols of Italian creativity and productivity. Through the testimonies of its key figures, the event highlights the various facets of the skills possessed by our companies, offering the public a path filled with visual, auditory, and interactive elements, focusing on aspects related to art, fashion, culture, design, sustainability, and social integration. The main goal is to connect the past, present, and future by conveying the intrinsic values of Made in Italy and the strategies adopted in response to the social, environmental, and cultural challenges that have shaped the evolution of prestigious brands over the years and their continuity. COMMUNICATION

A Press Office will manage promotion in both regional and national media, acting as a point of reference for press conferences with media and cultural figures involved. Additionally, a Social Room will provide a creative space for the production of professional social media content.

LOCATION

The activities, free and open to the public during the ATP Finals 2024, will take place in two main locations:

• Event Pavilion: Piazza Arbarello, for engagement activities and brand awareness;
• Fondazione Carlo Alberto: A space dedicated to presentations by companies that have contributed to the fame of Made in Italy, focusing on style, materials, design, and environmental, social, and cultural strategies for the future.

TALK AND DISCUSSION

The event offers a schedule of meetings and talks where representativies from sports, industry and culture come togheter to discuss and share insights on the following topics:

• Origins and Heritage: The history of Italian brands;
• Design Icons: Products that have defined style over time;
• Innovation and Adaptation: How brands tackle the challenges of social change;
• Communication and Marketing: The evolution of advertising strategies;
• Sports and Inclusion: The role of sports in social responsibility and cultural branding;
• Sports and Nutrition: Master class on the importance of a healthy diet for athletic performance;
• Advanced Technologies: The impact of AI, digitalization, and automation on work and education.

SO, WHY PARTICIPATE?

• Central location and free public access, ensuring high attendance;
• International event attracting a diverse audience;
• Opportunity to increase brand awareness and strengthen brand identity by associating with cultural and heritage values;
• Networking opportunities among involved entities;
• Strong visitor engagement through the Social Room.

For further insights:

• Made in Italy's Heritage;
• Activity Schedule;
• Thematic Clusters

or contact us at the following email:

heritage@fashionteam.it