100 STORIES ON QUALITY 2015 Beautiful

100 BRANDS WE LOVE , motors, design, food, cosmetics, perfums, wine, arts & crafts

BEAUTIFUL ITALY - PUBBLICAZIONE GRATUITA Beautiful Italy 100 STORIES ON QUALITY 3 ATELIER VERSACE RAHI- REZVANI THIS IS THE ITALY WE LOVE THE ITALIAN LANDSCAPE HAS ALWAYS BEEN A GREAT ATTRACTION. THE NATURE, THE MASTERPIECES OF ART, THE ENCHANTING CITIES. THE QUALITY OF LIFE IS SPECIAL. TO LET ONESELF GO IS ONLY NATURAL. AND THE ITALIANS? STEREOTYPES DEPICT THEM AS OUTGOING AND GALLANT. LOVERS OF THE “” BRAND ADMIRE THEIR CREATIVITY AND KNOW-HOW. WE HAVE DECIDED TO INTRODUCE OUR READERS TO ITALIAN EXCELLENCE. ENTREPRENEURS AND ARTISANS, FASHION DESIGNERS AND CONNOISSEURS, INVENTORS AND FARMERS. WE HAVE SELECTED 100 BRANDS FROM DIFFERENT SECTORS. FASHION, DESIGN, FOOD, MANUFACTURING, CARS. THIS IS AN OBVIOUSLY ARBITRARY NUMBER. IN ADDITION TO THESE 100 WE COULD HAVE PICKED OUT ANOTHER 1,000 EXCELLENCES. UNIQUE REALITIES ARE TO BE FOUND ALL OVER OUR COUNTRY. SMALL, BIG, FAMOUS AND SECRET. BUT WE HAD TO MAKE A CHOICE AND WE DECIDED TO CHOOSE QUALITY AND AUDACITY AS OUR MAIN CRITERIA. DYNASTIES THAT HAVE SUCCEEDED WITH INTELLIGENCE, REALITIES THAT HAVE EVOLVED COURAGEOUSLY, INDIVIDUALS WHO HAVE WALKED NEW PATHS AND COME OUT VICTORIOUS. WE INVITE YOU TO READ THESE PAGES AND TO MAKE YOUR OWN IDEAL LIST OF EXCELLENCES WHICH WE HOPE YOU WILL HAVE THE OPPORTUNITY TO DISCOVER AND LOVE.

Direttore responsabile: Ezio Mauro Hanno collaborato: Paolo Crespi, Gruppo Editoriale l’ SpA Stampa: Paderno Dugnano (MI) Micol Passariello, Federico Poletti Via C. Colombo, 98 - 00147 ROMA Rotocolor SpA via Nazario Sauro 15 A cura di: Daniela Hamaui Traduzioni di: Irith Alcalay, Alison Drew, Divisione Stampa Nazionale Reg. Tribunale di Milano n. 110 Ideazione e coordinamento: Amalia Zordan Linda MacCanna, Laura Traldi, Mara Direttore Generale: Corradi Corrado del 03/04/2013 Progetto grafico: Lorenzo Frosi Accettura Vicedirettore: Giorgio Martelli In redazione: Rachele Bagnato, Pubblicità: Rita Balestriero, Roberto Ciminaghi, Segreteria: Alessandra Dacrema, Tipografia: ROTOCOLOR SpA A. Manzoni & C. S.p.A. Carlotta Magnanini, Serena Tibaldi, Elisabetta Dini Ciacci, Chiara Saita Via C. Colombo 90, 00147 ROMA via Nervesa 21 - Milano Laura Traldi, Chiara Tronville Sig.ra Ilaria Gandino - tel. 02/57494416 Beautiful Italy 100 STORIES ON QUALITY 5

03 POMELLATO SOPHISTICATED JEWELERY FOR EVERY MOMENT Founded in 1967 by Pino Rabolini, Pomellato was the first brand to bring the prêt-à-porter philosophy to jew- elery. Its iconic Gourmette chain (from the 60s) and the King and Bear pendants have become symbols of this evolution that adds emotional value and commu- nicative impact to jewels. Which is where Pomellato’s worldwide success stems from. pomellato.com

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FERRARI 04 IN POLE POSITION ON THE PLANET’S FORMULA ONE PARMIGIANO REGGIANO RACE TRACKS AND AMONGST ITALY’S TOP BRANDS ONE OF THE MOST FAMOUS WITH THE SUPER CARS FROM MARANELLO CHEESES IN THE WORLD Molière’s dying wish was to eat a flake. Dumas put it on , one of the world’s most famous and influen- are also the created for the road, those to his maccheroni. Napoleon mixed it in salad. The origins tial brands, a symbol of sport excellence, exclusivity be enjoyed by speed lovers outside the racing of Parmesan can be traced back to the Middle Ages; and style has held on strong to its mission to build tracks. A synonym of luxury, design and technology today 380 dairies between Parma and Reggio Emilia unique cars, meant to represent, on the race tracks brought to the topmost levels that is also nowadays produce it, following an identical process – all under as well as on the roads, the concept of high class a symbol of comfort and versatility, for the benefit of the supervision of the Consortium, which has protect- Italian automobile for over 60 years. passionate drivers. Owning a Ferrari is every boy’s ed it for more than 70 years. parmigiano-reggiano.it The brand founded by Enzo Ferrari is, needless say- dream. Other than racing cars, Maranello offers a ing, a collector of victories and titles, all earned in variety of Ferrari models, that are distinguished by the Worldwide Formula One Championships, the construction of their engines (8 or 12 cylinders) where the cars of the “prancing horse” are the only and their use, a grand tourer and an extreme sports ones to have raced in all editions, from the very first car. The latest must for Ferrari fans is the “California one in 1950 to the latest that kicked off in March T” , in which the turbo technology taken from 2015 in Melbourne: 16 victories in the car maker the Formula One know-how has made it possible to category and 15 as best pilot, five of which were create a new top performance propeller. Demand achieved with Michael Schumacher at the steering for this model exceeds supply just like it occurs for wheel. The real pride and joy of the Maranello brand all other Ferrari models. auto.ferrari.com

GUCCI 05 02 Sought after for the style of the bags, the moccasin with horse bit and the MOLESKINE “Flora” scarf, Gucci has its roots in IN THE DIGITAL ERA THE CREATIVE in 1921, where it began as a WANDERER’S NOTEBOOK laboratory specializing in handcrafted Moleskine’s newly reborn success owes everything leather goods. The iconic cornerstones to Maria Sebregondi, co-founder and director of brand equity and communication. of the brand take form from riding It was she who identified the “new nomads” crea- articles: the horse bit and stirrup. tive class, as the new target for the famous note - gucci.com book, so loved by all artists in the early 20th cen - tury. moleskine.com Beautiful Italy 100 STORIES ON QUALITY 7

07 08 12 SAN PELLEGRINO NONINO AN “AMBASSADOR” WHICH MASTROIANNI AND CLAUDIO AMORINO VALUES ITS HOME TERRITORY ABBADO’S FAVOURITE GRAPPA It was born with Italian roots and The only brand from the food section to have a dou- The nectar of Friuli is high-grade and highly enjoyed: know-how, but its first shop opened ble partnership: Expo Milano 2015 and the Italian Pa- Nonino Grappa has been distilled since 1897 in Per- vilion. Perhaps because San Pellegrino mineral water coto, Udine, in a factory led by Gianola Nonino, revolu- in . Amorino is one of the most best represents the heart and soul of Made in Italy: tionary spirit guide and conqueror of international as popular ice cream brands outside sourced from an Italian spring with unique character- well as Italian well known palates. For 40 years Nonino istics, it has been exported since the early 1900s in has held a prestigious international cultural award. Italy. Founded by Cristiano Sereni 145 countries. sanpellegrino-corporate.it grappanonino.com and Paolo Benassi in 2002, has now spread its natural ingredients philosophy to 13 countries 09 10 amorino.com DOLCE&GABBANA BULGARI SENSUALITY AND GLAMOUR RARE STONES AND BOLD OF THE MEDITERRANEAN STYLE DESIGNS SINCE 1884 Two complimentary talents for a common vision of The Italian dynasty of jewelers was founded by Sotirio women, seductive, religious and close to their family. Bulgari in 1884 using the gold crafting traditions of 06 FRAU ALESSANDROPOLTRONA DIGAETANO/COURTESY From their debut in 1985, Domenico Dolce e Stefano ancient Greece. Its distinctive style: the unmistakeable 11 Gabbana have reinterpreted Sicilian atmospheres and cabochon cut, the large colorful precious stones set in traditions. Their style reinvents iconic elements such as gold, ancient coins in the middle of necklaces and MAXCARDELLI black lace and satin and mixes them with erotic bra- bracelets. Cult objects worn by movie stars like Eliza- zennes and religious hints. dolcegabbana.it beth Taylor, Ingrid Bergman, Sofia Loren. bulgari.com

POLTRONA 7 8 13 TECHNICAL INNOVATION & TRADITIONAL FRAU CRAFTSMANSHIP IN A CONTEXT OF WORLDWIDE WHO HAS NEVER HEARD LUXURY. A BRAND TURNS FASHION INTO CULTURE OF THE VANITY FAIR It is likely that no other brand influences contempo- step ahead of the others. Examples would be the rary society to the same degree as Prada. Founded opening of concept stores, developed as show- ARMCHAIR? in 1913 by Mario Prada, grandfather of Miuccia, rooms and meeting places – rechristened “Epicen- the Milanese brand was originally known for being tro” – and designed by star architects such as Rem More than a hundred years of activity and a transfor- the official supplier of leather goods and luggage Koolhaas and Herzog & de Meuron; the recent ac- mation: from a local lab of high craftsmanship to a lux- to the Savoia family. But with the arrival of Miuccia quisition of “Pasticceria Marchesi”, another symbol ury brand recognized worldwide. This is, in short, the and her husband Patrizio Bertelli in the late 70s, of ; and its increasing involvement in the art history of Poltrona Frau, a company from the Marche Prada became the colossus it is today. The key to world. The Prada Foundation, created with the idea region, in central Italy, founded in 1912, a brand that its success (the group is quoted on the Hong Kong of promoting radical artists and cultural events, turned skilled manufacturing and materials research - stock exchange) is, without any doubt, its crosso- was born in 1993. Ca’ Corner della Regina, a ba- whose symbol is the famous Pelle Frau ® - into a glob- ver versatility, which has allowed it to become a roque-style Venetian palace was purchased in al success. With more than 60 mono-brand outlets, reference point in fields other than fashion. The tal- 2011 and transformed into a display space for the MICHELE TABOZZI/COURTESY GRUPPO SAN PELLEGRINO including 10 flagship stores from New York to Rome, MATTEO BORZONE/COURTESY AZIMUT BENETTI GROUP ented designer has shown her capacity to combine Foundation. The latest project is the Foundation’s Paris, Taipei, as well as London, Istanbul, Milan and technical innovation and traditional craftsmanship, new Milanese building, a former distillery renovated Shanghai, Poltrona Frau has become the brand that thus placing Prada amongst the most important by Dutch architect Rem Koolhaas due to open with symbolizes an exquisitely Italian luxury, conveyed luxury icons, and, at the same time, keeping it one Expo2015. prada.com through a discreet and universal elegance, which the 9 10 14 company proposes for residential as well as the office, and contract markets and for the interiors of cars, air- planes, yachts, helicopters and trains. In the Frau world, great classics such as the Vanity Fair armchair (pictured) and the Chesterfield couch go side by side with contemporary furniture made over the years in 13 14 collaboration with Italian and international designers such as Pierluigi Cerri, Achille Castiglioni, Michele De Lucchi, Jean-Marie Massaud and Roberto Lazzeroni. AZIMUT BENETTI GROUP RUBELLI In the contract sector, Poltrona Frau develops and im- TECHNOLOGY AND ITALIAN A VENETIAN STORY SPANNING plements projects with architects such as Jean Nouv- el, Norman Foster, Richard Meier: from El Palau Reina BEAUTY. ALWAYS SAILING TWO CENTURIES Sofia in Valencia, to the Walt Disney Concert Hall in Azimut Yachts and Benetti are the main manufacturers Since 1889, Rubelli is known for its braid, two-pile vel- Los Angeles, and the Auditorium Parco della Musica in of motor boats in the world, producing 45 models from vet, taffeta with pattern wefts and brocade: superior Rome. The contemporary traveler’s habitats designed 10 to 100m, built by more than 2,000 specialists in textiles that the company often developed in partner- by Frau’s Interiors division reveal the same attention to boatyards in Italy and Brazil. Among the classics the ship with eclectic artists such as Guido Cadorin and quality. Frau also works for Ferrari, , Rolls Azimut 50 Flybridge and the 15m of the Fly collection . Today, Rubelli is synonym of sophisticated Royce, Japan Airlines, Air France, Star Alliance, Etihad stand out. New entry - Benetti Tradition Supreme 108 luxury and supplies precious institutions such as the la

and Cathay Pacific. poltronafrau.com GORUNWAY “My Paradise”. azimuthbenetti.it Scala or the Bolshoi theatres. rubelli.com 8 100 STORIES ON QUALITY Beautiful Italy

15 16 PATRICK ROUCHON /COURTESY MISSONI/COURTESY ROUCHON PATRICK MOLTENI & C MISSONI 80 YEARS OF FURNITURE EXCELLENCE KALEIDOSCOPE KNITWEAR Attention to design (expressed through outstanding collaborations from Aldo Ottavio and Rosita Missoni were the first to understand the charm and design Rossi to Luca Meda and Jean Nouvel) and the constant pursuit of technological potential of knitwear. Geometry and zigzags, ethnic patterns and unmistakeable excellence are the ingredients that in 80 years have enabled the Molteni Group jacquard slub make Missoni instantly recognisable. From its 1967 debut to become the symbol of Italian quality furnishing (with its four brands at Palazzo Pitti with its preview of the nude look, the family-run company goes Molteni & C, Unifor, Citterio and Dada). molteni.it on along the lines of experimental creativity. missoni.com

17 18 ANDREAMARTIRADONNA/COURTESY FLEXFORM VALENTINO FLEXFORM GARMENTS TURNED INTO LIVING FAIRY TALES ELEGANCE AND COMFORT IN UPHOLSTERY Child prodigy, at 17 Valentino Garavani left Italy to study in Paris, attaining his Subtraction and high quality, performed throughout a mix of industrial and first success in 1962. He has built an empire with businessman Giancarlo manual knowhow: this is the essence of the Italian home style according to Giammetti, his designs attracting the jet-set and a plethora of Oscar-winning Flexform. By pursuing it through its upholstery, the brand has became world actresses. A creative verve, which today is carried forward by creative directors famous (14 flagship stores, 100 shop-in-shop). Flexform works with best Maria Grazia Chiuri and Pier Paolo Piccioli. valentino.com international designers under the artistic direction of Antonio Citterio. flexform.it Beautiful Italy 100 STORIES ON QUALITY 11

CALVISIUS 19 Agro Ittica’s is a visionary story that started 30 years ago when a steel production plant was turned into a fish farm for salmons and sturgeons. This is how Calvisius (the only Italian caviar exported to Russia) was born. The first FERRERO/COURTESY ALDO MASERATI inspiration? Sturgeon eggs, given to Beatrice d’Este as a gift by Leonardo and 21 fished in the Ticino river. calvisius.com MASERATI CHARM, SEDUCTION AND SPORTING SUCCESSES The Modenese Trident brand, today part of , still represents charm, tradition and sport- ing success Made in Italy. With an unforgettable trade-mark: elegant comfort which surrounds and impresses driver and passengers. Now, with the new dynamic and stylish Ghibli, Maserati is knock- ing down the other luxury sporty saloons. maserati.it

22 VENINI BEAUTY AND BOLDNESS IN THE ART OF HANDMADE GLASS Since 1921, working with the best architects and 20 designers (from Carlo Scarpa to Gio Ponti, Ales - sandro Mendini to Tadao Ando, to name a few), Venini is constantly searching for new ways to ex- press the beauty and recklessness of traditional material such as glass. Preserving the Venetian GIORGIO ARMANI Dna in every object. venini.com THE FIRST TO CREATE THE IMAGE OF A DYNAMIC 23 AND ELEGANT WOMAN IN A SOFT TROUSER SUIT WITH AN UNSTRUCTURED JACKET FERRAGAMO PROFUMI There are not many designers who can claim to have American Gigolo in 1980; the first to create a sec - FLORENCE revolutionised the way women dress, but Giorgio ond line of clothing aimed at the younger generation Armani, without any doubt, is one of them. With his (Emporio Armani, launched in 1981), the first to use FRAGRANCES unstructured jackets and soft androgynous trouser billboards for luxury fashion advertising and the first Ferragamo Profumi has al- suits, first introduced in the late 70s, the designer to diversify his product range, from lingerie to fur- ways used Italian names for from Piacenza literally invented clothes for career nishings. its fragrances (the last one is women, who in that period were becoming more so- Not satisfied with this, in 2005 he added his “Alta called Emozione). But the cially relevant. His intuition earned him the cover of Moda Armani Privé” collection, showed in Paris dur- Florentine fashion house has Time in 1982 (the second designer after Christian ing the week, and, in 2010 and 2011, gone further, devoting its col- Dior to be given this privilege), ultimately propelling opened two Armani Hotels (luxury 5 star facilities) in lection of high perfumery, him in into the Olympus of the Greats. Dubai and Milan respectively. The - Tuscan Soul, to its land of or- It is necessary to remember however that Giorgio er’s latest project is Silos, a museum in Milano open igin, evoking harvesting at- Armani has always been a visionary and not only a to the public that will include, in its archives, his mospheres and sea breezes. style innovator: he was the first to work in the world most important creations to date. Like souvenirs in bottles. of cinema, designing the outfits for Richard Gere in armani.com parfums.ferragamo.com Beautiful Italy 100 STORIES ON QUALITY 13

28 29 ROME ALBERTA FERRETTI OLIVER GLOWIG FEMININITY, LIGHTNESS WHAT GOES FASTER Via Ulisse Aldrovandi 15 AND OSCAR NIGHT CHARM THAN THE BULL CAR? tel. 06.3216126 A designer ahead of her time, Alberta Ferretti founded Starting out burning rubber 50 years ago in Emilia, the oliverglowig.com the Aeffe group with her brother Massimo in 1980. To- “Land of Engines”, the race of the bull has never The setting is that of Aldrovandi gether they produce Moschino, Pollini, Narciso Rodri- stopped. Combining cutting edge technology and ar- Villa Borghese, in the heart of guez, Jean-Paul Gaultier. In love with Italian neoreal- tisan know-how, the car manufacturer founded by Fer- Parioli. In these ultra-elegant ism, she takes her inspiration from divas of days gone ruccio Lamborghini still leads visionary, innovative style rooms the amazing menu is by by. Her signature? Chiffon and transparency. Passion- with its top models, the sports car Aventador and the the starred chef who gives the ate about art and the theatre. albertaferretti.com road car Huracán. lamborghini.com name to the restaurant. SALOTTO 42 piazza di Pietra 42, tel. 06.6785804. 30 31 salotto42.it A temptation to give in to: a Moscow Mule with an added TECNOGYM FLOS view of the “Temple of Adrian” GYM EQUIPMENT THAT IS LIKE LIGHT, PERFORMANCE in a bar that looks like a New York penthouse. YOUR PERSONAL TRAINER AND PROVOCATION Technogym is in every gym, everywhere in the world. Flos has never lost the desire to dare that made it fa- AROMA And it was the official supplier of the last five Olympic mous since 1962. Each one of its collections is made Via Labicana 125 Games. Its products are used by Formula One drivers, of a savvy mix of provocation and performance (re- tel. 06.77591380. footballers and the crew of Luna Rossa. The brand member Starck’s rifle lamp?). Flos’ excellence stems 24 palazzomanfredi.com/it was born in 1983 from an intuition: turning training ma- from an approach that combines technology and de- You can almost touch chines into statements for a new lifestyle, based on sign, and the company works with the most innovative GUIDO FUA’/COURTESY BRUNELLO CUCINELLI the Colosseum from the physical activity and balanced nutrition. tecnogym.com international talents. flos.com magnificent terrace of the newly-starred restaurant of chef Giuseppe Di Iorio, for a dinner 26 27 28 La Grande Bellezza style. BRUNELLO CUCINELLI SILVERA THE “DOLCE VITA” ENCLOSED IN A CASHMERE SWEATER, AND THE AMBITION Via Ripetta 122, tel. 338.5943306 TO SAVE THE ITALIAN LANDSCAPE. THANKS TO FASHION For perfumes, American or English fragrances, soaps and oils for beards go to In a few years’ span, Brunello Cucinelli has be- day hosts the production chain (the brand has this recently opened elegant come one of the most emblematic names of Made 1,300 internal employees and 3,500 external col- space near the Ara Pacis. For in Italy, turning into a symbol of “Italian life.” His laborators) but it also features a theatre, a library, a demanding noses. 25 fashion is made of luxurious collections (such as number of gardens and, since 2013, a “School of his highly acclaimed cashmere knitwear) that em- Arts and Crafts”. A new initiative has also recently DE BELLIS brace a timeless style rather than passing trends. been added: “Un progetto per la Bellezza” (a pro- And, more importantly, the brand is known for its ject for beauty) is an ambitious work funded by the Piazza del Paradiso 56 FORNASETTI tel. 06.68805072, approach focused on preserving the traditions and Brunello and Federica Cucinelli Foundation which 29 Eccentric decors are the soul of the artistic heritage of Italy. involves, in the coming years, the construction of pasticceriadebellis.com Andrea’s bakery, behind Piazza In 1985 Cucinelli started the restauration of an en- three parks at the foot of the Solomeo hill, each Fornasetti. Issued from the Farnese, is the place for a self- tire Umbrian village, Solomeo, in a state of neglect. with a specific feature. The spaces will include a indulgent break with a custard eclectic genius of Piero The fashion designer and entrepreneur first bought small stadium, seventy hectares of fruit and vege- slice and coffee: self service Fornasetti, known for his the castle and turned it into the brand’s official table crops to be used in the canteen and 35,000 tea and coffee, small tables and headquarters. Then, he took over a factory and square meters of natural vegetation, which will re- fantasy, transgressive and mismatched armchairs. eventually, year by year, managed to acquire and fix place six industrial premises abandoned for dec- high-spirited style, the all the buildings. Thanks to his work the village to- ades. brunellocucinelli.com DELFINA DELETTREZ furniture and porcelain items Via del Governo Vecchio 67 brand still lives up to its name tel. 06.68134105 delfinadelettrez.it thanks to Barnaba, Piero’s GORUNWAY The boutique of a Fendi heiress, artistic heir. fornasetti.com who recently conquered world 26 27 markets with her surreal, gothic jewellery. 30 31 MEZZACORONA TRUSSARDI BOMBA WINES FROM THE HEART TAILOR MADE FRAGRANCES Via dell’Oca 39 tel. 06.3612881 OF THE DOLOMITES TELL THE STORY OF A DYNASTY Fancy wool and cashmere ties The Trentinian brand produces elegant, harmonious A Milanese brand like Trussardi, with a boutique-lounge like the ones that Jean Reno and fully flavoured wines using only grapes of a pure, in the heart of the city, right next to theatre, has and Gerard Depardieu wear? single variety (and holding sustainability issues in great such a strong tie with its home town that it wanted to Go to this meeting place of respect). The most well known ones are Pinot Nero celebrate Milan with its latest fragrance, My Land and the Roman and international and Chardonnay (Mezzacorona is the main Italian pro- My Name. This scented dedication involves the two intelligentsia, where you will ducer of this wine) as well as Teroldego, Muller Thur- award winning directors Wim Wenders and Gabriele find both women’s and men’s gau, Merlot. mezzacorona.it Salvatores. trussardi.com pullovers, jackets and suits. Beautiful Italy 100 STORIES ON QUALITY 15

32 33 KARTELL ETRO PLASTIC: ELEGANT AND POP TRAVELLING PATTERNS In the history of plastic, time is measured before and after Kartell. From the When he founded the family business in the 60s, Gimmo Etro permeated it invention of the injection chair to the first seat in transparent plastic, with his passion for travelling and for collecting antiques and fabrics. the Novedrate brand, founded in 1949, has status dignity to this industrial, The firm’s first hit in home textiles was the re-invention of an ancient Indian cheap material and has used it to create high quality design collections ranging design, the Paisley, later used by Kean and Veronica Etro on all Menswear, from interiors to lighting to fashion. kartell.com Womenswear and Home collections. etro.com

34 35 MC PERSON PROJECT/COURTESY CONSORZIO GRANA PADANO JEFF BROWN/COURTESY PERINI NAVI GROUP PERINI NAVI GROUP GRANA PADANO FROM LA SPEZIA TO ISTANBUL A UNIQUE, 880 YEAR OLD CHEESE Leading the design and production of large sailing boats, the group founded by Legend has it that the first production of this cheese started in the Po Valley Fabio Perini is world famous for its revolutionary automated sail handling system. in 1134, when the Chiaravalle monks created their first dairy. Whatever its origin, Its latest venture is the completion of the 60m sloop Perseus^3 featuring one of Grana Padano is a 100% Italian story, imitated world-wide and today protected the tallest carbon fibre masts in the world. Perini also builds motor boats under by the Grana Padano Protection Consortium, created 50 years ago to preserve the well-known name of Pecchiotti from La Spezia. perininavi.it its tradition, aging techniques and recipe. granapadano.com Beautiful Italy 100 STORIES ON QUALITY 17

36 36 37 MAXMARA HIGH FASHION COUPLED WITH LUXURY ITALIAN FABRICS, PRODUCED ON AN INDUSTRIAL SCALE: THE REVOLUTION OF ACHILLE MARAMOTTI

It is 1951 when, in Reggio Emilia, Achille Maramotti so much so that over the years new brands are intro- item of the Emilian brand. In 1981 “10181”, the most opens an Italian womenswear factory with a revolu- duced in order to satisfy the demands of an ev- famous model of all, was launched, still in production tionary attitude: success comes with the decision to er-growing customer base: in 1965 MaxMara Pop, today 30 years on, an established icon of style thanks concentrate on the production of jackets and over- replaced in 1969 by Sportmax (today modelled with to its oversize volume and minimalist allure. 38 coats, combining sophisticated French designs, luxu- the parent brand during Milan ); more The group, managed today by Luigi Maramotti, had a ry Italian materials and industrial production line tech- “derivative” collections follow, from Marella to Max&- 1,300,000 euro turnover in 2013, with 60% in ex- niques – a field still in its infancy in Italy at that time. Co, rendering the brand more expressive and able to ports. The MaxMara line is sold in 105 countries, Target customers are the upper middle class, or, as be more finely-tuned to its customers’ requirements. through 2,500 dedicated boutiques, 10,000 multi- Maramotti loves to say “doctors’ wives”. The collec- But it is the camel overcoat which remains, without stores and, of course, its website. tion is immediately successful and continues to grow, any doubt, the most recognisable and best-selling maxmara.com

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SAFILO AMARELLI POLIFORM 39 WORLD LEADER IN HIGH 200 YEARS OF HISTORY DESIGN FURNITURE RANGE EYEWEAR IN A TIN (OF LIQUORICE) AS A LIFESTYLE PROJECT The story of Safilo began in 1934, with Guglielmo A Calabrian company producing liquorice since 1731 Founded in 1970, Poliform is known for the high quali- Tabacchi and the production of lenses and frames. in collectable metal tins, the Amarelli of Rossano ty of its production, ranging from modular systems to Amongst the first cult designs were Hollywood-in- family descends from the Knights Templar and from cabinets, beds and upholstering. A global project spired butterfly-shaped celluloid frames. Listed in the the “lady of liquorice” Pina Mengano Amarelli, still a whose versatility makes it fitting in any architectural stock exchange, the group is one of the most impor- crucial figure in the enterprise. Today Amarelli exports context due and that is appreciated by institutions such tant manufacturers and distributors of designer fashion 30% of its production and it is among Eataly’s as AOL Time Warner Center in New York, and the and sport eyewear brands in the world. safilo.com best-selling products in New York. amarelli.it Clinton Presidential Library rooms. poliform.com

40 41 NUTELLA BIANCAVIGNA 40 41 EVERYONE KNOWS IT. BUT THIS ODE TO PROSECCO: IS HOW IT ALL STARTED BRUT, FIZZY OR EXTRADRY “Pasta Giandujot” - Nutella’s ancestor - was born in Its vineyards are located between Conegliano Veneto 1946 when a baker from Alba, Pietro Ferrero, com- and Valdobbiadene where most Prosecco is pro- pensating for the scarcity of cocoa, mixed its cream duced. The label’s latest creation (exclusively distrib- with hazelnuts and named it after a famous carni- uted by Cuzziol Grandivini) is Biancavigna Doc Brut, val mask. In 1964 it became Nutella. Today it is a leg- a fine, elegant and structured wine best enjoyed as end: if all the jars bought in a year were placed end to 43 an aperitif or with starters and main courses (white end they would circle the Earth 1,4 times. nutella.it meat or fish). biancavigna.it DE VECCHI Since 1935, De Vecchi is more than just silverware. Its founder, 42 44 42 43 Piero De Vecchi, was an artist and his son Gabriele has pursued PROSCIUTTO DI PARMA THE CLASSIC BRAND collaborations with Gio Ponti, A REFINED SWEET FLAVOUR OF A CHAMPION’S BICYCLE Enzo Mari, Patricia Urquiola. PRODUCED IN 5 SQUARE KM A historical name in the production of bikes, Bi- Argenti De Vecchi are at The secret of this typical Parma product is to be found anchi is a gem of high technology with a design the MoMa in NYC, at the V&A in a 5 square kilometre area located in the Emilia region, totally Made in Italy. Founded in 1899, from the 20s in NorthEast Italy. Here, the Parma ham can enjoy the to today, it has supported iconic champions such in London. devecchi.com ideal climate for the natural curing process that gives it as Nuvolari, Moretti and Serafini. Today it is still the its particular sweetness and flavour, guaranteed by the real must-have for cycling enthusiasts all over the Consortium, which, since 1963, brands genuine ham world. bianchi.com with the Ducal Crown. prosciuttodiparma.com MATTEO CAPPÉ/COURTESY BIANCHI WWW.FOTOCARRA.IT/COURTESY CONSORZIO DEL PROSCIUTTO DI PARMA Beautiful Italy 100 STORIES ON QUALITY 19

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VHERNIER Since 1984, Vhernier is the jewel for those who love ancestral forms, volumes inspired by nature and subtle chromatic effects. A brand that mixes master craftsmanship and contemporary art. vhernier.it

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PIETRO SAVORELLI/COURTESY MARCHESI ANTINORI MARCHESI SAVORELLI/COURTESY PIETRO 47 BOTTEGA VENETA THE LEATHER EMPIRE MARCHESI ANTINORI FROM VICENZA Bottega Veneta was born as a small leather work- AN ANCIENT TUSCAN FAMILY BRANCHING OUT TO FIND shop in Vicenza in 1966. Today, it is a global fash - ion brand, enjoying a worldwide success. Led by HIGH QUALITY GRAPES AND PRODUCE TOP CLASS WINES Tomas Meier, the brand is known for its leather accessories, instantly recognizable thanks to their Twenty-six generations, more than six centuries of has been responsible for all the experiments that the characteristic weaving and destructured design. high quality wine exported worldwide. These are the brand carried out to further improve and refine the bottegaveneta.com record numbers of the Tuscany based Antinori brand. quality of their wines. Its history started in the Middle Ages when Giovanni, The new, all female generation, is now increasingly the great ancestor, became a member of the Wine- involved in the company. This is known as the “3As”, makers Guild in the 14th century. from the initials of Mr. Antinori’s daughters: Albiera, For the last 50 years, the company has been led by vice president; Allegra, who takes care of visiting 48 Sir Piero Antinori, Knight of the Order of Merit for La- customers, food and service; and Alessia, the family bour. A natural visionary and great manager and inno- enologist. There are emotional, historical and cultural vator, Piero has always cared immensely for his native reasons that explain why the vineyards producing the CASSINA land, the only place on earth where the unique com- wines “Tignanello”, “Santa Cristina” and the “Solaia” THE ICONS FACTORY IN THE bination of soil, position, climate and grape variety (just to name the three musts) are in Tuscany. Yet in HEART OF BRIANZA can produce a great and unique wine, capable of sat- the last 20 years Piero Antinori’s entrepreneurial spir- The most classic design piece ever made in Italy? It is isfying the most demanding palates world-wide. it and curiosity have pushed him to grow grapes and the 1.66 kg Superleggera chair designed by Gio Pon- Enologist Renzo Cotarella, who spent a lifetime produce wine in the USA (California and Washing- ti and produced by Cassina. Since then (it was 1957), working with Piero Antinori, is the current General ton), Chile, Hungary and even on the island of Malta. the Brianza brand has mixed its desire for innovation Director of “Marchesi Antinori”. In recent years he antinori.it with love for heritage and the rediscovery of design classics from Le Corbusier to Rietveld, from Lloyd Wright to Franco Albini. cassina.com 47 48 49 49 ALDO COPPOLA THE SECRETS OF THE WORLD FAMOUS ITALIAN HAIR STYLIST Since the 80s, having your hair done by Aldo Coppola has been a Milanese tradition. To such an extent that getting an appointment in his salon in via Manzoni had become as challenging as winning the lottery. A lot has changed and Coppola is now a brand with hair prod- uct lines, 15 salons, plus 200 in franchising and acad-

GORUNWAY emies in Milan and Moscow. aldocoppola.it Beautiful Italy 100 STORIES ON QUALITY 23

52 MOROSO THE HAUTE COUTURE OF FURNITURE From Ron Arad’s twisty sofas to the soft upholstered seats by Patricia Urquiola, Moroso is universally ac- knowledged as the haute couture design brand. Draw- ing its inspiration from all over the world (thanks to the collaborations with international designers), the Udine company proposes a nomadic, friendly home, with the atmosphere of a cultural melting pot. moroso.it

50 SEBASTIÃO SALGADO/COURTESY RAHI REZVANI ILLY 53 ITS AROMA SETS IT APART, ITS BLEND IS VERSACE A MASTERPIECE. LIKE THE CUPS THAT CARRY ITS NAME THE SEXY, GLAMOROUS AESTHETIC OF THE MEDUSA Illy Caffè is a synonym of coffee for millions of con- than 70 contemporary artists. The fashion house that enchanted rock and film stars, sumers around the world. The company, founded in The 2015 Illy Sustain Art Collection is dedicated to and turned the red carpet into a sexy affair. Gianni and 1933 in by Francesco Illy, produces and the concept of “Nourishing the planet, Energy for his brother Santo came to Milan from Reggio Calabria sells a unique high quality blend made of nine kinds life”, the theme of the Milan Expo2015, where Illy is in 1978. Since then, Versace helped making Milan the of pure Arabica beans and exports it to 140 coun- an official partner as well as the host of the Coffee capital of fashion and creating the top models phe- tries. The beans are selected through a supply Cluster. The new range features the art work of four nomenon. Under Donatella and Santo’s leadership, the chain based on economic and environmental sus- emerging artists born in coffee producing nations: brand is still enjoying global success. versace.com tainability, and they are purchased directly from Costa Rica, Guatemala, Ethiopia and Honduras. farmers in South and Central America, India, Africa The quest for perfection that Illy puts in its coffee and China. and in its artistic collection is also applied in the This is one of the secrets behind the delicious, dis- design of its flagship stores. After Paris and Lon- tinct and consistent taste and aroma found in every don, Italy finally has its first Illy-branded shop, stra- cup of Illy coffee that is served and enjoyed all over tegically located in the futuristic piazza Gae Aulenti, of the world. The pleasurable sensation that comes in the Porta Nuova district. Coffee plays the starring from each excellent cup of coffee has been en- role here while a wide array of gastronomic delights hanced by the “Illy Art Collection” of pottery, devel- is made available at all times. Art is on display at the oped for the last 20 years in collaboration with more nearby Lia Rumma Art Gallery. illy.com FEDERICO VILLA/ COURTESY ARTEMIDE

IL BORGO DEL BALSAMICO 54 51 Can you reinvent a legend? Cristina and Silvia Crotti have successfully picked up ARTEMIDE the challenge and taken on the family HUMAN LIGHT FOR THE HOME barrels to revamp their vinegar. A fresh AND THE CITY packaging and some experimental From their technological heart to their smallest screw, flavours (mixing chocolate and figues) all parts of Artemide lamps are designed and pro- duced in Italy. The brand’s vision is all about creating are some of the features of the new the “human light”, innovative products that enhance Borgo del Balsamico vinegar. the quality of people’s lives: sustainable, avant garde ilborgodelbalsamico.it devices designed in collaborations with the best de- signers and architects. artemide.com Beautiful Italy 100 STORIES ON QUALITY 25

VENICE 59 60 FAZIOLI TENUTA SAN GUIDO QUADRI UNIQUE GRAND AND CONCERT- IN BOLGHERI, THE WINES Piazza San Marco 121 tel. 041.5222105 GRAND PIANOS SINCE 1981 OF THE MAREMMA caffequadri.it A passion for music and scientific knowledge, re- The home of the Sassicaia red wine stretches over 13 It is the most exclusive bar and search on new technologies, skillful workmanship and km on the Etruscan coast, between Livorno and Gros- restaurant in Piazza San Marco, a rigorous selection of materials are the key ingredients seto. Created in the 20s by Mario Incisa della Roc- in one of the most characteristic of the Fazioli brand. Since 1981, the company produc- chetta, this robust red DOC wine is related to Bor- and elegant historical cafes. es grand pianos and concert hall grand pianos in its deaux and derives from previously imported French For an informal meal (from Sacile factory, using the same wood Antonio Stradivari vines. The San Guido estate is the only one authorised club sandwiches to veal in tuna chose for his 18th century violins in. fazioli.com for to produce it. tenutasanguido.com sauce) stay on the ground floor. Or go up to the restaurant to try its local delicacies. 61 62 AL COVO Castello 3968, Campiello della Pescaria MINOTTI SAN DANIELE tel. 041.5223812 CRAFTSMANSHIP AND FROM FRIULI, 13 MONTHS ristorantealcovo.com An elegant restaurant where INDUSTRIAL PRODUCTION FOR A UNIQUE FLAVOUR Venetian gourmets go to The Minotti identity fully embodies the Made in Italy Montalban wrote that it should be eaten with enthusi- be spoilt by Cesare Benelli, concept: manual knowhow used to enhance carefully asm and common sense. It’s easy to say ham, but how supporter of local flavours. designed furniture, manufactured through state-of- many people know that genuine San Daniele is only Top quality meat and fish for the-art mechanization. It is the heart of success of the produced in Friuli-Venezia Giulia? And that it must be 55 traditional dishes, reworked Brianza brand, founded in the fifties and grown to be a aged for at least 13 months? The key to recognize it? with sensitivity: fish crudités

MARCUS TONDO/COURTESY ERMENEGILDO ZEGNA global furniture giant under the creative direction of Its distinctive guitar shape as well as the trotter and the combined with vegetables, Rodolfo Dordoni. minotti.com Consortium brand. prosciuttosandaniele.it gnocchi, stewed eel, fried and grilled fish. MICROMEGA 57 58 ERMENEGILDO ZEGNA San Marco 2436 Calle de le Ostreghe A 100 YEAR OLD HISTORY: FROM A FACTORY FOR QUALITY FABRICS TO HIGH 041.2960765 www.micromegaottica.com TAILORING FOR MEN, THE PASSION FOR THE ENVIRONMENT AND CULTURE The lightest glasses in the world are here: frames in high tension Beta titanium weighing less The world leader in menswear speaks Italian. In 1910, to the production of a limited edition sedan. than a gram; lenses attached Ermenegildo Zegna founded the company that still Since 2012 Zegna’s creative director is Stefano Pila- without screws. The result is bears his name in the Biella mountains, in Northern ti who created Agnona collections for women and surprising: extreme comfort Italy: the initial idea was to produce high quality fab- Ermenegildo Zegna Couture for men. Whereas the and stability. rics, using only the finest fibers; over time, though, the “custom made” service, that allows the customization 56 brand also extended to menswear tailoring. The sons of garments (fabrics included) is enjoying a never fad- WILNER of Ermenegildo, Angelo and Aldo, who took over from ing success since 1972. their father, decided in the mid-60s to move into lux- Despite its global success, the group is still a family Castello 4161 riva degli Schiavoni 59 61 ALESSI ury clothing, thus starting the transition of the brand business, with Gildo and Paolo Zegna as CEO and to a real lifestyle symbol. President. The operation of environmental protection tel. 041.5227463 60 With more than 300 hundred Following this strategic decision, in 1999 the group “Oasi Zegna” is active since 1993 while in 2014 the hotelwildner.com Even if it is located in a tourist acquired Agnona, the luxury clothing and knitwear Ermenegildo Zegna Founder’s Scholarship program designers creating items for all trap, you will find top quality brand for women, and it entered the fragrance market was created, allocating one million euro per year to in this restaurant serving a categories of domestic in 2003. In 2010 Ermenegildo Zegna started its high- fund the most talented Italian graduates in achieving traditional Venetian menu of landscape, Alessi is the Italian end watches lines and in 2013 its eyewear collection. degrees and master’s programs. zegna.com meat and fish, all organically In the same year, an agreement with Maserati brought “dream factory”. Its secret? The produced, and promoting desire to turn aesthetic and Slow Food dishes such as the Sant’Erasmo violet artichoke functional research into (from an island in the north industrial production series. of the lagoon) and the typical Venetian polenta “biancoperla”. alessi.com 57 58 L’ISOLA 62 Calle de le Botteghe 2970 tel. 041.5231973 PENTOLE AGNELLI PASTIFICIO GENTILE www.lisola.com MORE THAN JUST POTS: VINTAGE PASTA, MADE TODAY The showroom of the historical CHEFS’ PARTNERS SINCE 1907 LIKE IN THE GOOD OLD DAYS Murano company Carlo Moretti is a stone’s throw from Palazzo The prestigious Agnelli brand was created over a cen- In the workshop of Pastificio Gentile Gragnano pasta Grassi, offering linear and tury ago from an intuition by its founder Baldassarre: is bronze drawn, shaped by hand and slowly dried. It is coloured chalices, vases, bowls: using aluminum, an apparently poor material but with then left to rest in a 35 degrees environment for three the perfect items to elegantly extraordinary properties, to create high end cooking days, “with wooden fans circulating the air” says the personalise a contemporary pots. Today, the Agnelli cookery collections are still Zampino family, who runs the company since its foun- table. made in Italy and used by chefs worldwide. agnelli.net dation, in 1876. pastagentile.it Beautiful Italy 100 STORIES ON QUALITY 27

63 64 65 66 GIÒ MARTORANA/COURTESY CANTINE FLORIO ALBERTO COCCHI/COURTESY GRUPPO FERRETTI SANDRO MICHAHELLES/COURTESY DEL CA’ BOSCO CHRISTIAN GAHL/COURTESY IGUZZINI CANTINE FLORIO FERRETTI GROUP CA’ DEL BOSCO IGUZZINI MORE THAN JUST MARSALA STREAMLINED AND LUXURIOUS YACHTS THE LITTLE HOUSE IN THE WOOD THE ART OF LIGHTING This year started in a very good way for this great Sicilian canteen that recently It is impossible to admire the profile of a luxury yacht without thinking of the Maurizio Zanella’s love for wine started when his mother moved to Franciacorta Good lighting design is more than just function, it enhances the quality of life. had its luxury wines (both fortified and not) acknowledged by Wine Spectator. great Italian names that make up the world’s who’s who of nautical recreation: and planted her first vineyard. He was little more than a kid. But after a trip to the The way art pieces are lit, for instance, changes the way we experience them. The prestigious magazine’s tribute is just the last of a long series of honours exclusive brands such as Riva, Pershing, Itama, Mochi Craft, CRN have become Champagne region he decided: he would turn his house in a chestnut wood For years, iGuzzini has been providing the best lighting systems for artworks paid to Florio that, with its Duca di Salaparuta and Corvo labels, is universally legends that churn out dream boats for the happy few. Their latest mansions into one of the most trailblazing wineries in Italy. Since then a single principle has and architectures, from Palazzo Té in Mantua to the Macro Museum in Rome. considered a gem of Italian wines production, since 1824. duca.it on water? Ferretti Yachts 650 and Custom Line Navetta 28. ferrettigroup.com been guiding Ca’ del Bosco: the quest for excellence. cadelbosco.com Its latest work? The system illuminating Leonardo’s Last Supper. iguzzini.it

67 68 69 70 PAUL WARCHOL/COURTESY MARNI SPECCHIASOL MOSCHINO FERRARI EXPERIMENTATION FOR THE HIPPY CHIC WELLBEING AND BEAUTY FROM THE GARDEN IRONY & HUMOUR ON PRINTS AND PATTERNS THE SECRETS OF ITALIAN BUBBLES Founded in 1994 by Consuelo Castiglioni and by her husband Gianni, Marni The leading brand of herbal therapeutic products and cosmetics (and inventor The Moschino phenomenon exploded in the 80s: since then, the brand’s ironic and The world of bubbles is a more than a century old tradition in Italy. It started in made fur fashionable by interpreting it with its unconventional style. of propolis) has its head near Verona but its heart in Puglia where Giuseppe surreal style has been purposefully challenging the rules of good taste. Influenced Trento, with a brand that 100 years later is still leading the pack: Ferrari. Its The brand has a strong identity and it is appreciated for its daring designs, M. Ricchiuto, the Specchiasol founder, was born. It was here, in the nature of the by the arts, Franco Moschino reinterpreted Chanel, invented provocative trompe- secret? Never giving up the classic production method nor the Trentino grapes. patterns, textures and colours as well as for its neverending experimentation small village of Specchia, that he decided to create this health giant, now a global l’oeil and t-shirts with irreverent slogans. His freedom of expression was later picked And diversification. Since 1952, Ferrari also produces grappa Segnana, Surgiva with materials: all features that turned it into a cult brand. marni.com benchmark for the entire industry of natural wellbeing. specchiasol.it up by Rossella Jardini and Jeremy Scott. moschino.com water and other wines from the Lunelli Vineyards. ferraritrento.it 28 100 STORIES ON QUALITY Beautiful Italy

73 OFFICINE PANERAI TIME TO LOVE THE SEA Ever since its beginnings in 1860, when Giovanni Panerai opened a small specialized lab on the Florentine bridge of Ponte alle Grazie, Officine Panerai has evolved constant- ly, turning into a global player in the market of luxury watch- es. Its most successful mod- els, inspired by the maritime tradition (like the Radiomir and Luminor watches) are now collectors’ items. panerai.com

71 MARTINO LOMBEZZI/CONTRASTO/COURTESY FABRIANO LOMBEZZI/CONTRASTO/COURTESY MARTINO

FABRIANO 74 TRADITION MERGING WITH A CONTEMPORARY LOOK AND ZONIN 1821 FEEL. THE SECRETS OF A SEVEN CENTURIES OLD FROM 9 VINEYARDS IN 7 SUCCESS BASED ON ONE MATERIAL: PAPER REGIONS TO THE WORLD Internationally acknowledged as one of the most “Carta canta”, paper sings, claims an ancient Italian From this little town in the Marche region, the Fabriano innovative Italian canteens, Zonin 1821 exports in 5 saying. From Michelangelo Buonarroti to Gabriele paper spreads across five continents in a wide and continents and produces in 9 vineyards, located in 7 d’Annunzio, from Ludwig van Beethoven to Federico prestigious selection of types, formats and weights. different regions in Italy. The most southern one is Fellini, from Francis Bacon to Karl Lagerfeld, all “maes- The company (that is part of the Fedrigoni Group) has the Feudo Principi di Butera in Sicily, famous for its tri” have always used paper to sketch or to create mas- a continuously evolving catalogue touching all aspects Nero d’Avola Deliella Sicilia Doc. The label is now terpieces in the various fields of art, literature, music of daily life, churning out contemporary yet also tradi- strengthening its presence in China. and poetry. tional tools. Like its new collection of drawing books, casavinicolazonin.it Writing, drawing, taking notes or sketching on sheets notebooks and pads: they all carry the “FB” watermark of Fabriano’s paper is like tapping into a 750 year old that was once created to certify the authenticity of story and getting the most of a culture that, for 30 gen- banknotes. The fascination for this truly Italian paper, erations, has had at its heart one sole purpose: making produced in the four factories of Fabriano, Rocchetta, the best possible quality paper available for all. The Castelraimondo and Pioraco has spread in Italy and Fabriano artisans are the custodians of the secret of around the world also through the chain of the exclu- this material that is so simple (water, natural fibers and sive Fabriano boutiques in Milan, Florence, Rome, Par- glue are its only ingredients) yet also extraordinary is, London, Munich, Berlin, Athens and Beijing. (with its thousands of varieties and applications). fabriano.com

COLLISTAR 75 72 The most loved (and commercially successful) Italian beauty brand is 32 years old and since AGUSTAWESTLAND 1997 it is present all over the world. ADRENALINE, DYNAMISM AND The secret of Collistar’s achievements is all in RELIABILITY. IN A HELICOPTER the quality of its catalogue, ranging from to Finmeccanica-AgustaWestland is a technology leader in make up and fragrances, and in its innovative the global helicopter market. The Company features the most modern helicopters for commercial and govern- solutions such as the Terra Abbronzante and ment applications as well as the revolutionary tiltrotor, the Talasso Scrub. collistar.it combining rotorcraft versatility, airplane performance, and unmanned capabilities. Main operations in Italy, the UK, Poland and the USA. agustawestland.com Beautiful Italy 100 STORIES ON QUALITY 31

76 77 76 BODRATO VARENNA REINVENTING CHOCOLATE EVERY KITCHEN IS UNIQUE, FOR 40 YEARS BUILT WITH ADVANCED TECH Have you ever tasted a Boero? Or the bonbons with a Varenna (the Poliform division dedicated to the pro- grappa soaked Vignola cherry in the middle? All Ital- duction of kitchens) combines advanced technology ians have. These exquisite chocolate delicatessen are and craftmanship in a serial, engineered production. made by Bodrato, a Piedmont company that started Each Varenna kitchen is made in Italy and is unique, operating in the 40s. Amongst its best-sellers, the fa- made to order for every customer to ensure the perfect mous Nocciolato, mint cubes from Pancalieri and Hue- homogeneity of the grain, colour of materials and ex- huetenango coffee. bodratocioccolato.it ceptional freedom of personalization. poliform.it 81

MARINELLA Three generations have worked to make Marinella the cult name in tie fashion that it is today. Marinella’s collections 77 mix the elegance of the British style and the liveliness of Neapolitan tailoring, using 80 precious fabrics, twill and silk.

PAOLO PELLEGRIN/COURTESY REDA PELLEGRIN/COURTESY PAOLO marinellanapoli.it

REDA 1865 82 THE FINEST MERINO WOOL FABRICS FOR MEN SEARCHING FOR A TIMELESS STYLE

A true example of genius loci (excellence associated Reda also believes in absolute quality and it guaran- to a specific place) Reda exports its wool fabrics all tees it by selecting the best possible materials and by over the world, but maintains a strong link with the working according to a severe quality control pro- land where its yarn culture is rooted. cess. The journey of its wool starts in New Zealand Reda is located in valle Mosso, in the heart of the where sheep produce the best Merinos. And all pro- 78 Biella area in Piedmont, where the firm was founded duction phases – from the combing of the fleece to 79 almost 150 years ago and where it still maintains its dying, weaving and finishing – are carried out in full entire production chain from fleece to finished fab- respect of the environment and its surroundings. rics. The story of this amazing brand started in 1865 This particular focus on sustainability granted Reda when entrepreneur Carlo Reda decided to trans- the Emas certificate, a guarantee of the company’s form his old mill into the company’s first factory. Lat- respect for ecological production regulations. The Functional and affordable, the er, in 1919, Albino and Francesca Botto Poala took brand introduces its new collections twice a year, Vespa is a style icon since 1946. over the entire business. normally including an average of 2,500 ranges of fab- Ever since its beginnings, Reda built a stong partner- rics, with distinctive styles. Reda’s products are so- ANDREA RESMINI/COURTESY BISAZZA B&B ITALIA Designer Corradino d’Ascanio ship with the local craftsmen who were always heav- ber and feature discreet colours: a visual understate- FROM THE EXPERIMENTAL PIECES OF THE EARLY 70S TO and entrepreneur Enrico ily involved in the development of the company’s fab- ment that purposefully underlines the sartorial design Piaggio truly change the rics collections for menswear, later turned into and the unique preciousness of the materials. GLOBAL SUCCESS. THE STORY OF A BRAND THAT STILL symbols of pure Italian luxury and style. reda1865.com 83 history of design with this BELIEVES DESIGN CAN BE DARING simple scooter that - still today Founded in 1966 by Piero Ambrogio Busnelli, B&B Zaha Hadid, Gaetano Pesce, Naoto Fukasawa, Jeffery - has fans clubs all over the Italia produces design furniture that is sold all over the Bernett, just to name a few. world. piaggio.it world. The brand from Novedrate (Como) became fa- The B&B Italia group supplies the residential market 82 83 mous in the very early 1970s when it started to manu- with its B&B Italia and Maxalto brands, has eight flag- facture upholstered furniture using polyurethane foams ship stores in the heart of the most important cities in produced by the firm itself using custom-built moulds. the world (Milan, London, Paris, Munich, New York, BISAZZA DUCATI This technological advantage, the vocation for re- Soho NY, Chicago, Washington DC), 34 single brand ANCIENT MOSAICS & DOMINATING THE WORLD OF search and the importance given to design have made shops throughout the world and it has developed a it possible for B&B Italia to create some of the most presence in over 800 points of sale. CONTEMPORARY DESIGN TWO WHEELS FOR DECADES iconographic furniture pieces in the history of Italian B&B Italia also has a Contract Division focussing on Rediscovering mosaics. It is with this dream in mind Racing-driven technology and Italian creativity. The fa- design (from Le Bambole couch by Mario Bellini to the turnkey projects in the hospitality, retail, office, and that Bisazza was born in 1956 near Vicenza. And the mous two-cylindered Ducati bike with their 90° L-type Up armchair by Gaetano Pesce). cruiseship sectors. The most prestigious references company pursued it so well that its name is now used engines, are born from the mix between these two in- The heart of the company is its R&D center that acts are: the ME Hotel, Cafe Royale and Bulgari Hotel in all over the world as a synonym for mosaic interior de- gredients. For decades they have dominated the mo- like a catalyst for the cultural meetings and experienc- London, the Aman Canal Grande in Venice. Plus the cor. Its latest creations, though, are in concrete: larger torcycle racing and road world, with customers in 88 es that the firm fuels through the collaborations with luxury cruise ship sector Costa Crociere, Holland cement tiles designed by talented architects Paola Na- countries. Ducati’s newborn from the Borgo Panigale designers such as Antonio Citterio, Patricia Urquiola, American Line and Carnival Cruise. bebitalia.com vone and India Mahdavi. bisazza.com plant is Scrambler: essential, fun, iconic. ducati.it Beautiful Italy 100 STORIES ON QUALITY 33

84 85 MARAZZI ROBERTO CAVALLI THE BRAND THAT CHANGED CERAMICS A SEDUCTIVE, EXOTIC, INSTINCTIVE WOMAN Marazzi created ceramics as we know it. From tunnel ovens to single-firing cooking Roberto Cavalli is the designer who treasures women the most. down to the celebrate “firestream” process (enameling on an incandescent The unstoppable Florentine talent who built an empire on great intuitions support), the patented technologies invented by the Modena brand have changed became famous in the 70s for his prints on knitwear, later applied on leather the history of this ancient material, turning it into a high tech presence for our homes and denim. The exotic and precious sensuality of his garments is loved and architectures. marazzi.it by celebrities worldwide. robertocavalli.com

86 87 TENUTA VANNULO TOD’S YOGURT AND CHEESE DIRECT TO THE CUSTOMER HANDMADE SHOES & LEATHER GOODS The organic farm of Capaccio Scalo, located in Southern Italy near Salerno, The Tod’s saga started at the dawn of the 20th century. Back then, the now global has been breeding milk buffalos for more than 100 years. It recently opened group (including also Hogan and Fay) was a tiny atelier that later turned into a larger a cheese dairy and a yogurt farm, where it applies its traditional approach company. In 1979, Diego Della Valle took it over and launched the first moccasins to production (all is handmade), its extreme attention to the quality of the ingredients with spherical rubber grips. Recent developments include the launch of women and its care for the wellbeing of animals. vannulo.it and menswear collections. tods.com Beautiful Italy 100 STORIES ON QUALITY 35

92 93 FLORENCE MOSCHINO ACQUERELLO OFFICINA SENSUAL PERFUMES A 5 CENTURIES OLD STORY FRP, DEL PROFUMO SANTA MARIA IN PLAYFUL PACKAGING THE VERCELLI PLAIN NOVELLA The secret of a perfume’s success? From the fra- Alain Ducasse likes it green. And Davide Oldani saf- grance notes to the bottle, everything must be con- fron yellow. There are thousands of ways to interpret Via della Scala 16 nected to the brand. That’s why Moschino’s trade- the Carnaroli Superfino Acquerello rice, grown in the tel. 055.216276 marks, creativity and extravagance, are communicated Tenuta Colombara of the Rondolino family, near Ver- The atelier (founded in 1602) through its cult perfume Cheap&Chic (with its olive oil celli. The story of this extraordinary food started in the where Caterina de Medici shaped bottle) as well through its new creation, Toy, 15th century and it still fascinates the thousands of vis- used to find her favourite packaged in a glass teddy bear. moschino.com itors of the Museo della Risaia today. acquerello.it perfumes (still in production). The location, in Via della Scala 16, is a bona fide museum, a journey in time. 94 95 SANTO GRAAL Via Romana 70r tel. 055.22.86.533 SALVATORE FERRAGAMO L’ERBOLARIO ristorantesantograal.it THE MOST FAMOUS THE CARING BRAND A reasonably-priced bistrot with interesting dishes. SHOEMAKER IN THE WORLD OF NATURAL COSMETICS Located in the heart of the Ferragamo shoes have seduced divas like Greta Gar- L’Erbolario was born in 1978 from the love story be- Oltramo district, it proposes bo, Sophia Loren and Marilyn Monroe with their com- tween Franco Bergamaschi and Daniela Villa, hus- a cuisine verging between fort and beauty. From cork wedges (the first ever fash- band and wife and co-founders of the natural cosmet- 88 tradition and innovation, from ion patent in 1938), to invisible sandals and ballerina ics company in Lodi. Today, L’Erbolario has stores all steaks to tripe-filled tortelli. flats, Ferragamo always experimented with materials over the world selling its sustainable 630 lines of face, and methods. A heritage now passed on to creative hair and body products, makeup and perfumes, none SANTO BEVITORE director Massimiliano Giornetti. ferragamo.com of which are tested on animals. erbolario.com Via di Santo Spirito 64/66 tel. 055.211264 90 91 ilsantobevitore.com An intimate tavern with LUXOTTICA vaulted ceilings. A sure FROM FUNCTIONAL TOOLS TO A SUPERGLAM BRANDED STATEMENT OF STYLE. destination for those looking for a Tuscan menu adapted to 92 HOW LEONARDO DEL VECCHIO REINVENTED EYEWEAR modern tastes. There are cold cuts and cheeses as starters. But later you have to try out Leonardo Del Vecchio was only 26 when, in 1961, integration of production, acquiring different com- the chef’s whims – dishes he moved to Agordo, a small mountain community panies in the same field. In 1988, a historic agree- of dried cod, risotto and near Belluno in Veneto. His purpose? Setting up a ment with Giorgio Armani to create designer eye- perfectly cooked meat. 89 factory of glasses components. More than 50 years wear and sunglasses was signed. Since then, the later, that little company has turned into a gigantic use of this type of contract has increased, becom- ORA D’ARIA group, the worldwide leader in frames production ing one of the strengths of the group. In the 90s, and retail Luxottica. Under Del Vecchio, Luxottica Luxottica bought Persol and Ray-Ban (the bestsell- via dei Georgofili 11R FENDI tel. 055.2001699 has started exporting glasses all over the world, ing brand in the world) and, in 2007, it acquired 93 achieving a presence in 130 countries and selling Oakley. Luxottica is floated on the New York Stock oradariaristorante.com Adele Casagrande and Edoardo If you wish to try out the through a retail system of 7,000 outlets as well as Exchange since 1990 and on the Milan one since Fendi opened a small leather best contemporary cuisine in direct distribution channels. 2000. Florence, this is the address atelier in Rome in 1925. It was The official debut of branded glasses took place in The group is also socially committed through the to keep in mind. At Ora d’Aria Milan during the 1974 edition of MIDO (the most project “Onesight”, providing eye care and treat- the start of the Fendi empire the starred chef Marco Stabile important specialized ). The love the audi- ment in countries where it is lacking. The first oper- provide dishes that are life turned by the younger Fendi ence expressed for the first Luxottica collection ation took place in 1991 in Costa Rica, where 8,600 experiences: caramelised generations (and by Karl convinced Del Vecchio to start a process of vertical people were treated. luxottica.com liver, minted onion cream… Lagerfeld) into a global At lunchtime a tapas menu is success through icons like the also available.

Baguette bag and the re- LUISA VIA ROMA THIERRY LE GOUÈS/COURTESY launch of furs. fendi.com Via Roma 19/21r 90 91 tel. 055.9064116 contemporary store 95 Via Silvio Pellico, 9 KORFF LAVAZZA Tel. 055.217826 94 A PHARMACEUTICAL COSMETIC WHEN COFFEE IS SUSTAINABLE. luisaviaroma.com This concept store is a LINE FOR SENSITIVE SKINS AND BIODEGRADABLE must for fashion lovers. The name suggests otherwise, yet Korff is a purely Ital- The Lavazza Expo year started with a Steve McCurry It provides a wide variety

GORUNWAY ian company, belonging to the Istituto Ganassini, a calendar designed with SlowFood to support the of top brands, all carefully pharmaceutical cosmetics company founded in 1935 “10,000 vegetable gardens in Africa” project. And it selected, as well as plenty of in the outskirts of Milan. The strength of Korff cosmet- continues with the famous coffee brand (inventor of style tips, suggested through ics lies in offering women with sensitive skin innovative the moka mix and pioneering user of vacuum tins and its interiors layout and colours and textures: each product is rigorously tested capsules) introducing the first biodegradable capsules successful web store. for anti allergenic properties. korff.it for Italian espresso at the Italian Expo Pavilion. lavazza.it Beautiful Italy 100 STORIES ON QUALITY 37

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COMINCIOLI Truly excellent olive oil can only come from niche, careful producers who grow olives like in the good old days. Comincioli was created in 1552: its extraction method has been recently awarded as the best. comincioli.it 96

ENRICO CONTI/COURTESYGINORI RICHARD ENRICO 98 CANALI 100% ITALIAN RICHARD GINORI SARTORIAL ELEGANCE Founded in 1934 by Giovanni and Giacomo Canali, THE NEW BEGINNING OF THE 280 YEARS OLD CERAMIC the brand is a benchmark for luxury menswear. Their high quality men’s outerwear, created using Italian sar- COMPANY FROM FLORENCE, FAMOUS FOR torial traditions together with a predilection for simple refined lines, has made the brand one of the most well- ITS ARISTOCRATIC CRAFTMANSHIP AND DESIGN known reference points for the modern gentleman all over the world. canali.com Richard-Ginori has two souls. The first one is purely ceramics collection, recently presented at the Design aristocratic and it stems directly from the real origin of Week in Milan (Toscana, Cartiglio, Paesaggio, Cilieg- the Florentine brand, created in 1735 by marquis Car- ie, Contessa, Labirinto, Catene). Pretty little birds on lo Ginori (who later merged it with the Milanese ce- watercoloured backgrounds, dainty flowers and herbs ramic company belonging to Giulio Richard). The sec- on sculpted circular surfaces, classic Greek decor re- 99 ond one is pop, and it was impressed on the firm by alized in contemporary colours such as black: these architect Gio Ponti when he worked as its artistic di- excellent aesthetic qualities tap into history by reviving rector from 1923 through to 1938. With a very con- ancient, aristocratic themes; yet, they also reinterpret BIONIKE temporary approach, Ponti’s approach was two-folds. them through more contemporary colours and de- LESS IS MORE. AND NOTHING On one hand he designed «great pieces of art for mu- signs. But there is yet another, more prosaic reason to seums and private collections»; on the other, he or- rejoice in front of Richard Ginori’s latest arts de la ta- IS EVER BETTER ganized the whole output of the company in families of ble collection: by its mere existance, it certifies that The winning idea was to believe in “free” products, pieces, hence starting a “mass production” that he the brand - recently purchased by the Gucci Group - pharmaceutical cosmetics, face and body creams, promoted through purposefully developed advertise- is still very much alive and able to churn out absolute- moisturizers and makeup without preservatives, fra- ments on Domus magazine. These two souls of the ly exquisite pieces that can easily match up with its grances, gluten, all nickel-tested. The brand Bionike firm still coexist beautifully in Richard Ginori’s latest 280 years old history. richardginori1735.com (100% Italian despite the English name) had this intui- tion in the 60s, and became the pioneer of the less is more philosophy in the beauty sector. bionike.it 98 100 100 99 DEBORAH THE PURELY MILANESE MAKE UP STYLE Deborah’s decision to add Milano to its brand name certifies its pride in its Italian origin. Deborah Milano originated from a revolutionary idea by the Bonetti brothers: making high quality cosmetics affordable for all. More than 50 years later, Deborah Milano’s colour- ful make up and smart creams are a vital ingredient in Italian women’s lifestyle. deborahmilano.com 38 100 STORIES ON QUALITY Beautiful Italy

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THE DOLCE VITA IN MILAN A COCKTAIL IN FRONT OF THE DUOMO, A POOLSIDE SPRITZ, A CHOCOLATE DESSERT IN AN EX FORMER BANK, A DINNER IN A CHARMING TRATTORIA 1 TRATTORIA TRIENNALE 4 NOTTINGHAM 7 HANGAR BICOCCA V.LE EMILIO ALEMAGNA 6 VIALE PIAVE 1 VIA CHIESE 2 It could be Paris. On the roof of the Triennale, Milan’s For the New York Times, one of the 7 most special An old train shed, today it is 9,500m2 of floor space liveliest cultural centre, inside a conservatory bars in the world. A hidden entrance. The counter is for exhibitions and memorable art sculptures. The overlooking the castle, there is Stefano Cerveni’s chic made of wood from a London hotel whose owners bistrot Dopolavoro Bicocca has plenty of offers for trattoria. Zero km menu. Tel. 02.724341 drowned with the Titanic. Tel. 02.798311 aperitifs and a tasty menu. Tel. 02.6431111 2 DUOMO 21 5 LE FABRIQUE 8 LATTERIA SAN MARCO PIAZZA DUOMO 21 VIA FANTOLI 9 VIA SAN MARCO 24 You might not be staying at the Seven Stars Hotel, but A vinyl factory in the 80s, it is now the new In an ex-dairy in the heart of Brera, a single room why not have an aperitif on its terrace overlooking the international music venue in Milan. Opened some with 30 seats and a menu unchanged for 50 years. Duomo? Brunch and dinner under the supervision of months ago, it hosted many sold out gigs. Indie rock Lots of meatloaf with mash and buttered calf brain the chef Alberto Citterio. Tel. 02.45397600 stars, DJ set, electronic music. Tel. 02.5063008 cooked in a silver pan. Tel. 02.6597653 3 RAW 6 CERESIO 7 9 T’A CORSO MAGENTA 96 VIA CERESIO 2 VIA CLERICI 1 A furniture boutique which is also a cabinet of A cocktail around a pool with a view of rooftops. T’A, at a stone’s throw from La Scala, is a store-bistrot curiosities. A rich repertoire of old signs, bird On the top floor of Disquared2’s offices, in a devoted to chocolate where you can not only taste cages, distressed tables and benches, as well as majestic 1930s building, the restaurant is run by sweets but also club sandwiches at lunchtime and exclusive objects by John Derian. Tel. 02.48024785 chef Elio Sironi. Tel. 02.31039221 fine Italian menu in the evening. Tel. 02.87386130