A long history for a long future: museums, archives and brand stories Finissage of Identitalia exhibition
30 January, 2026
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A long history for a long future: museums, archives and brand stories Finissage of Identitalia exhibition
On Saturday, Feb. 14, at the M9 Museum in Mestre, an afternoon of talks and stories closes the exhibition tour Identitalia. The Iconic Italian Brands. , promoted by the Ministry of Business and Made in Italy in collaboration with the Association of Italian Historical Trademarks and Unioncamere, with a look toward the future of Made in Italy starting from its memory.
Business archives, museums, corporate publishing and tangible and intangible assets become fundamental tools of storytelling, identity and vision. Through eight talks, institutions, universities and the manufacturing world dialogue on the role of business history as a lever to guide the country’s cultural, economic and communicative transformations.
PROGRAM
3 p.m. – 5:30 p.m. | M9Lab
Eight talks & stories
- 15:00 – 15:15
Showcasing Made in Italy: the commitment of MIMIT
Emanuele Cigliuti, MIMIT - 15:20 – 15:35
Business history between archives, exhibitions and communication: a heritage to look to the future
Fiorella Bulegato, IUAV - 15:40 – 15:55
Business history as a driver of Italy’s promotion in the world
Francesco Zurlo, Politecnico di Milano - 16:00 – 16:15
Made in Italy before Made in Italy: from Cadore eyewear manufacturers to Safilo
Massimo Orlandini, Venice - 16:20 – 16:35
“Invisible” graphic assets: an enhancement project for digital archives
Pietro Costa, IUAV - 16:40 – 16:55
Intangible Cultural Heritage today: the cases of Eni, Rai and TIM
Carlo Martino, University of Rome La Sapienza - 17:00 – 17:15
Italian corporate publishing: a world record
Andrea Tomasetig, Milan - 17:20 – 17:35
100 years of history: the Martini Archives
Lorenzo Manetta, Martini Archives
5:30 p.m. to 7 p.m. | Horizons Room – M9 Museum
Visit to the Identitalia exhibition and tasting in collaboration with Martini.
Under the Patronage of the Association of Italian Historical Trademarks.