On February 27, 2026, Villa Doria D’Angri will host a special event dedicated to exploring how the intersection of history, culture, and branding can generate value and strengthen the global positioning of Made in Italy.
The morning session will begin at 10:00 a.m. with the presentation of the results of the PRIN research project “Is Old Really Gold?”. The event will bring together academics, institutional representatives, and entrepreneurs for a roundtable discussion aimed at examining the role of heritage in consolidating identity and enhancing the international competitiveness of Made in Italy.
The afternoon programme will continue with The International Conference on Corporate and Brand Heritage. Starting at 2:00 p.m., the conference will feature a plenary session with internationally renowned keynote speakers, followed by parallel sessions dedicated to strategies, research findings, and case studies on corporate and cultural heritage.
The event will provide concrete tools for integrating tradition, innovation, and competitive development, grounded in the conviction that historical and cultural heritage constitutes a strategic asset for Italy—not only in terms of identity and collective memory, but also as a driver of competitiveness for companies and local territories.
