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(1st of each month - Podcast/YouTube) A presentation of an innovative figure in contemporary Italian culture/business

(15th of each month - Podcast/YouTube) A conversation with leading business figures or academics in Italian Studies

16@2x

Beauty and Innovation Chats about the relationship between humanities and entrepreneurship

Italian Innovators
What do #stories do? The added value of Italian #entrepreneurship | #lecture #italianinnovators
29:51
Italian Innovators

What do #stories do? The added value of Italian #entrepreneurship | #lecture #italianinnovators

A presentation by Luca Cottini (PhD) based on an academic lecture delivered at Chapman University on February 21, 2024 * Where is a #story found? Where is a story born? Four archetypes of #storytelling: breathing (Genesis), conflict (Iliad), journeying (Odyssey), and fire (Divine Comedy) * What does a story do? The pursuit of origin, eternity, and genuine character * What does a story do for a #business? Visual #design (ads and logos) and commercial narrations * Storytelling in the Italian industrial tradition: from Carosello to mini-movies (Barilla, Prada, Campari, Dolce & Gabbana) * Authorial commercials: Fellini, Tornatore & Morricone, Wes Anderson, Sorrentino * Four literary tropes behind Italian narrative #advertising: Cellini (Perseus), Boito (Senso), Pirandello (La giara), Tomasi di Lampedusa (La sirena) * Cultural #heritage as an added #value and a point of distinction for Italian #brands * Italian story-branding and the creation of authentic, "reflective" and "speaking" products Here are the links to the long commercials I did not include in the presentation: Barilla (The origins of Carbonara) https://www.youtube.com/watch?v=gyuGzWUX1GQ Prada (Castello Cavalcanti) https://www.youtube.com/watch?v=b87B7zyucgI Campari (Killer in Red) https://www.youtube.com/watch?v=o0ARWLpjnSA Thanks for watching. I hope you enjoyed this episode. If you did, make sure to leave a comment here below and subscribe to this YouTube channel as a way to enrich this conversation and receive notification of new episodes. Also, don’t forget to visit the official webpage of the show at www.italianinnovators.com for more information about this project. All rights reserved | © Italian Innovators 2024
Armani: the #designer & the #entrepreneur | #shorts #italianinnovators #fashion  #italianculture
00:41
Italian Innovators

Armani: the #designer & the #entrepreneur | #shorts #italianinnovators #fashion #italianculture

A specific trait of Armani’s profile as an #innovator can be drawn from the rivalry of two key figures in the Italian Renaissance: Baldassar Castiglione and Nicolò Machiavelli. You might be familiar with Machiavelli, political and strategic thinker, and author of The Prince. If you have not heard of Castiglione, he was a renowned diplomat and the author of the century’s most important manual The courtier (Il cortigiano). In the book, which describes the qualities that are needed to thrive in a court, Castiglione presents fashion, gestures, and etiquette as non-verbal codes, capable of speaking without words, of revealing without ostentation, of showing sophistication without exaggeration. Now, it is easy to see in Armani’s style Castiglione’s notion of sophisticated effortlessness, or, in his word, “sprezzatura”. It is less immediate to recognize his Machiavellian side, intended here not as a form of cynical thinking, but rather as a form of business realism. In his entrepreneurial journey, Armani bridged the gap between Castiglione’s sprezzatura and Machiavelli’s strategic mindset, and went beyond the industry model, separating the designer from the CEO, creation from management. His unique ability to maintain ownership of both his style and leadership gave his company a decades-long edge and endurance in the fashion market. How Armani combined "sprezzatura" (effortless simplicity of style) and "business realism" synthesizing in his work the "Castiglione" and "Machiavelli" mindsets. The secret of his success as an #entrepreneur and #designer. Check out the full episode at bit.ly/innovatorsarmani Thanks for watching. I hope you enjoyed this episode. If you did, make sure to leave a comment here below and subscribe to this YouTube channel as a way to enrich this conversation and receive notification of new episodes. Also, don’t forget to visit the official webpage of the show at www.italianinnovators.com for more information about this project.
Armani vs Versace | #shorts #italianinnovators  #italianculture
00:58
Italian Innovators

Armani vs Versace | #shorts #italianinnovators #italianculture

Armani’s elegance, which is now widely recognized across the globe, evolved in dialogue with the style of his “rival” Gianni Versace, in a competition that truly compelled the two artists to find, refine, and improve their unique languages. Their polarity during the 1980s and 1990s belongs to a larger narrative framework in Italian culture, which dates back to the Middle Ages. You might recall here the literary opposition of Dante and Petrarch, but rival heroes is quite a common trope later too: from the Renaissance duels of Michelangelo and Raphael, or Ariosto and Tasso, to the Baroque clash of the Roman architects Bernini and Borromini. These aesthetic and cultural feuds also translate into 20th century sports, as we see in the cycling battles of Coppi and Bartali in the 1950s, or the enmity of Mazzola and Rivera on the soccer field in the 1970s. In this context, then, the Armani-Versace rivalry should not be read through an antagonist cliché, fueled by opposing fan bases, but rather as an illuminating situation, heightening the visibility of each artist’s distinctive traits. In this light, their styles can be summarized in an essential antinomy: simplicity vs eccentricity, or, in other words, minimalism vs hyper-decoration. In contrast with Versace’s colorful, unconventional, and quirky style, Armani aspired to create a sophisticated balance of theatricality and effortlessness, ultimately embodying the notion that fashion, in his words, “is not about being noticed, but about being remembered”. It follows that Armani’s unstructured lines and clean cuts are not blunt simplifications, but rather the outcome of subtraction, aimed at achieving empowerment through understatement. Check out the full episode at bit.ly/innovatorsarmani Thanks for watching. I hope you enjoyed this episode. If you did, make sure to leave a comment here below and subscribe to this YouTube channel as a way to enrich this conversation and receive notification of new episodes. Also, don’t forget to visit the official webpage of the show at www.italianinnovators.com for more information about this project.