DESIGN CULTURE AND THE INTERNATIONALIZATION OF MADE IN ITALY IN AN AGREEMENT SIGNED BY ADI AND ASSOCIATION OF ITALIAN HISTORICAL TRADEMARKS

Rome, May 2, 2023 “Design culture is a key strategic lever for sustainable and responsible development of the planet and human living conditions. Manufacturing and design are the virtuous pair that has been able to generate the phenomenon of Made in Italy.”

This is the basic principle from which the memorandum of understanding signed today, May 2, 2023, at the Rome headquarters of the Adnkronos Group by Association of Italian Historical Trademarks and ADI Association for Industrial Design.

At the forefront of the collaboration agreement is the promotion of the strategic value of design in all areas of production through initiatives that a joint table will develop in ten directions:

– Design for Living
– Design for Mobility
– Design for Work
– Design for People
– Food Design
– Design of Materials and Technological Systems
– Service Design
– Design for Social
– Research for Business
– Design for Communication

These activities will be complemented by internationalization, with new strategies for promoting members’ ideas and interests in all parts of the world, and information, which will give visibility to the initiatives of the two associations on each other’s channels.

The memorandum of understanding, which is valid for two years, was supervised for ADI in its preparation by Gianfranco Tonti, Coordinator of the Association’s Business Department. It was signed by Massimo Caputi, President ofAssociation of Italian Historical Trademarks and Association Director Rocco Orefice. For ADI, Luciano Galimberti, president of ADI, and Marika Aakesson, president of ADI Lazio, signed the protocol.

“The Italian Historical Trademarks have always played a relevant role in the industrial design system promoted by ADI, having helped spread its value and quality since its early development,” says Massimo Caputi, president of theAssociation of Italian Historical Trademarks. “The collaboration we are launching today with the signing of this memorandum of understanding is the strategic way forward for the joint valorization of historical entrepreneurial realities and Italian design, so that they are increasingly elements of distinction of Made in Italy in the world, in the awareness of the value they transversally bring to the territories and sectors that make Italian production inimitable.”

“For ADI, design is fundamental at every point in the production chain, from the choice of materials to relations with users,” ADI President Luciano Galimberti stresses. “This memorandum of understanding contributes to mutual knowledge and the enrichment of the culture shared by designers and manufacturers. A collaboration that, in fostering the comparison and exchange of knowledge, is the right way to effectively promote Made in Italy. The Historical Trademarks are an element of continuity that has done just this task, and ADI is also a historical trademark, proud to be one.”