The exhibition titled "Fiera Milano motore del Made in Italy" officially opens on March 21 at the ADI Design Museum in Milan, organized by the Fondazione Fiera Milano. This initiative brings a selection from its Historical Archive to the public, shedding light on the critical role Milan has played in promoting Italian craftsmanship and production on a global scale. As Italy approaches the National Day of Made in Italy celebrations on April 15, the exhibition serves as a timely reminder of the historical significance and economic prowess associated with the Made in Italy brand.

Remarkably presented through an array of posters, photographs, and both physical and virtual displays, the exhibition narrates over a century of Italy's industrial, economic, and cultural evolution. It aims to illustrate how the Fiera di Milano has not merely accompanied Italy's development but has been pivotal in shaping its identity and global perception. The material and thematic continuity highlighted in this showcase aims to rekindle appreciation for the achievements of Italian industries and their representation.

As the exhibition unfolds, it not only celebrates past successes but also encourages current and future generations to engage with and build upon Italy's rich legacy. The timing of this exhibition aligns perfectly with Italy's broader initiatives to highlight and promote its iconic branding, thereby reflecting the ongoing narrative of Italian excellence in design, innovation, and craftsmanship.