Macro Testaccio hosts an exhibition organized by the Fondazione per Roma 2020, chaired by Aurelio Regina,to support the city’s campaign to host the Olympic Games in 2020. Starting with the 1960s, the period of Rome’s last Olympics, 15 of the companies that best represent Italian excellence and creativity, founded in those years or associated in that period with brands and initiatives that were important for their history, have been invited to narrate their Italy and their way of interpreting Italian excellence in the world, through stories, documents and icons that belong to the memory of all Italians, and to offer hypotheses, from their viewpoint, of the Italy of the future. The same task was set for the City of Rome, to illustrate the progress of the last 50 years and to present projects for the future. The result is “Branding History”: a voyage through 60 years of Italian life, from 1960 to 2020, based on the relationship between brands and society, ambitious goals developed and achieved, to demonstrate Italian ability and the city’s eligibility to host the Games in 2020. The exhibition, curated by the architect Antonio Romano, is organized in spaces set aside for the various decades (’60s – ’70s – ’80s – ’90s – 2000s – 2010s), in an itinerary for visitors. The companies involved: Aeroporti di Roma, Birra Peroni, British American Tobacco Italia, Bulgari, Enel, Eni, Fiorucci, Fratelli Guzzini, Gattinoni, iGuzzini, IP Gruppo Api, Pirelli, Salvatore Ferragamo, Telecom Italia and Teuco.