04 October, 2020 - 5pm
Interni Meeting Point, Istituto Marangoni, via Cerva 24, Milano

Heritage is a set of values of the past, projected into the present under the form of products. It is a distinctive trait that guarantees authenticity and legitimacy in relation to clients, attributing tradition and roots to the brand; it is persistent, and cannot be imitated by the competition. It is the true competitive advantage in the world of highend products because it is based on the need for roots, also territorial, and on the charm of a history that from the past continues into the future. Italian know-how, the unique synergy of crafts and industry, are indispensable values of the products of our country. Often with a unique historical heritage, whose value needs to be boosted and communicated.

Moderator Federica Sala, curator and design advisor


Giulio Cappellini, designer and artistic director
Trained as an architect in Milan, he is an emblematic figure in the international design panorama. Cappellini’s work covers a vast array of furnishing elements. Through his most ambitious project, his company Cappellini has become a bona fide trendsetter, such that he has become universally recognized as a talent scout for young professionals. Cappellini is also Art Director of brands Flaminia, Icone Luce, Superstudio and an ambassador of Istituto Marangoni. He also teaches as a visiting professor at many schools of architecture and design around the world, and organizes exhibitions and events with various institutions.

Andrea Carnevale, head of marketing Pigna
Degree in Modern Literature, gained broad experience, as head of sales and marketing, in international companies such as Groupama, Royal Sun Alliance, UBS and formerly in leading consulting companies across different industries, from automotive to luxury. He joined PIGNA in 2018, after Dea Capital Fund entering the company, with the aim, together with the new management, to relaunch the historic brand in the Italian and international markets, and across new digital channels. Today, together with the Buffetti Group shareholder, the three pillars of Made in Italy, sustainability and design underpin the ongoing relaunch plan.

Luca Fuso, Ceo Cassina - ph. Stefano Triulzi
Luca Fuso has a long experience in international companies. In his last position he held the role of Chief Brand Officer of Ferrari reporting to Sergio Marchionne. Previously, after some experiences in marketing in multinational consumer goods companies, he spent 10 years in the Diesel group occupying positions of increasing responsibility until becoming General Manager in 2004. Since 2006 he has been CEO and General Manager of B&B Italia SpA and subsequently head of the Licensed and Proprietary Brands Divisions of Safilo Group. Luca Fuso started working with Cassina at the end of 2018 where today he covers the role of CEO of Cassina.

Stefania Lazzaroni, general manager Altagamma - ph. Alessandro Amodio
General Manager of Fondazione Altagamma since 2013, she is a member of the executive team and coordinates the Foundation's activities. Created in 1992, Fondazione Altagamma gathers Italy's High-End Cultural and Creative Companies, recognized globally as authentic ambassadors of Italian style. With more than 130 members in the fields of fashion, design, jewellery, food, hospitality, automotive and yachting, Altagamma's mission is to boost growth for its partners, thus making an effective contribution to the Italian economy. Prior to Altagamma, she held top management positions in Corporate communications, Social Responsibility and Crisis Management at both Italian and multinational companies.

Patricia Urquiola, architect - ph. Massimiliano Sticca
Patricia Urquiola studied architecture and design at the Universidad Politécnica de Madrid and completed her studies at the Politecnico di Milano where graduated under the mentorship of Achille Castiglioni. She worked with Vico Magistretti and later as head of design at Lissoni and partners. In 2001 she founded her own studio in Milan. She designs for some of the most prominent Italian and international companies and her work is exhibited in many art and design museums across the world. She has given lectures at universities across the world, is part of the Advisory Board of Politecnico di Milano and the Scientific Committee of the Design Museum Foundation of La Triennale in Milan. She was nominated Cassina Art Director in 2015.