The Diplomat
The deadline to participate in the experimental public-private collaboration campaign promoted by the Italian Embassy called Italian Design on the Streets, which brings Italian Design Day (IDD) to the streets of Spain in collaboration with distributors of Italian products, closed on Wednesday 8 March..
So far and in a very short time, 16 single and multi-brand shops have registered, of which 15 are in Madrid and 1 in Barcelona. The final list was announced yesterday, during the Italian Design Day celebrations, when Carlotta de Bevilacqua, CEO and President of Artemide, spoke in the Spanish capital at various events (at IE University, at the Madrid School of Architecture, at Matcoam) as Ambassador of Italian Design for 2023.
The aim is twofold: to give greater visibility to IDD, reaching a wider audience, and to promote Made in Italy. The initiative runs for two weeks, from 6 to 20 March. Interested retailers can decide on the percentage of the discount, the products to which it applies and the period of membership, provided it is within the deadlines indicated.
Membership involves displaying the sticker with the IDD symbol in the shop windows. The proposed discounts range from 10% to 15% for a variable period of up to two weeks. It is also intended to create a network of Italian design shops in Spain willing to collaborate with the Embassy and the Italian consular network on other design and innovation initiatives.
Additional stickers with the IDD logo and the fold-out brochure containing the annual programme for the promotion of Italian design in Spain by the Embassy, the Consulate General in Barcelona, the two Italian Institutes of Culture and the ICE office in Madrid are being distributed to participating shops.
The brochure contains QR codes to access the conference given by the President of the Milan Triennale, Stefano Boeri, within the framework of the Madrid Design Festival; a round table organised by the Embassy with INTERNI Magazine, at the end of which the prizes were awarded to the winners of the fourth edition of the “ITmakES design” competition; a promotional clip of the Italian Design Day, and Rome’s candidacy for Expo 2030. In short, it is a project that aims to bring Italian Design Day as close as possible to the citizens.
