Why Italians Do It Better.

01. Renaissance.

At night, walking through the streets of an Italian historic center under the yellow street lights you feel the presence of something. A value imminent in every single detail and it includes also the people themselves. It is the remembrance of Renaissance spirit. It is part of Italy’s heritage and people are proud of it. It affects common persons just as it does artists or designers. Consequently, an artist is perceived as an integrated part of society not someone opposed to it.

02. Light.

Even in winter the air of Italian cities is pregnant with sun light. It is soaked up and spread by the humidity in the air. It surrounds contours with a shimmering halo and colors appear much more yellow and warm as they do in post Alpine countries. Even the human iris adapts itself over longer term to this bright light condition. As a result, the ability to differentiate subtle color shadings is higher evolved than in an eye habited to northern hemisphere.

03. Beauty as a Value.

Did you ever have the impression that people almost feel embarrassed speaking about beauty? Well, it is recognized as a value but always seems to be accompanied by lots of questions. Will this work also? Will this help us? Is it politically correct? Etc. Let me assure you you will not find any Italian citizen wondering if beauty might be anything else than just beautiful. It is a value in itself just like a precious raw material. And everyone loves it unaskedly.

04. Craftsmanship Attitude.

What may sound anachronistic at a first glance constitutes another point of strength in Italian design: the craftsmanship attitude. Love for the detail, fearless confrontation of fatigue derives from a historic inclination towards the art of creation by hand. If it is coupled to a visionary view of the future the results are overwhelming. Luxury brands as Bulgari among many others reflect just the tip of the iceberg of this Italian innate tendency.