Being design objects, pieces of furniture, fashion clothing or food, the beauty of these products is almost a signature of being Italian – the taste for life that we instill in everything we do.
It is difficult to define beauty or the common features that band products and handcrafted objects together, almost like an innate element of DNA, but what is certain, is our ability to always give something unique into what we do. During the inauguration of Eataly in Roma, Oscar Farinetti emphasizes the importance of the aesthetic side of products, of their beauty, part of the DNA of every projects.
Infact, the shopping experience in Eataly has a strong ‘aesthetic’, that goes far beyond the need to buy food, and although excellent, it is also about the desire to be part of a certain life style.
We italians are used to exporting beauty – we have done it over the centuries through all kinds of expressions. In the 60s, it helped us to educate the public through designing things for everyday use. For example, Alessi distinguished itself with a simple ironic style for kitchen utilities.
Still in the 60s, our ‘poor but beautiful’ cinema had an increased reputation around the world, with Italy becoming known for a country where hedonism and the continuous pursuit of pleasure is present, to which many people aspire.
However, in order to describe the “Italian Way of Life” outside of Italy, we must go beyond the stereotypes of Dolce Vita and begin to build a contemporary image to show the very best of our capabilities. That said, if we continue to talk about the past, there is the possibility of Italy being perceived as a “Country Museum”.
A fresh look
By carefully looking at the reality, we can find new ways of relating to our history and cultural baggage that “we drag everywhere”. One way to experience the history and the tradition, we can not just stop at the mere evocation with past, but grasp the deeper lesson and build innovation.
To retell the story and originality of Italian excellence, it is necessary to emerge the core values of being Italian, and to differentiate every single brand. Simply inserting the Italian flag is not enough.
At CBA, we always get excited, even if we are required to represent the origins of an Italian product. We always find a different angle that allows us to tell a story. To export “la Dolce Vita” means to give away a piece of our aesthetic experience, without taking anything for granted.
