Promoting corporate culture

Museums, exhibitions and events to present not only a brand, but the essence of the forward-thinking Italian industry. Generating value for adults and children

Essential, innovative and pioneering. From coffee machines to shoes, liquorice, paper filigree, liqueur and drugs. Behind the countless objects of our daily life, there is constant research, future vision and a proud awareness of a past that has become part of our culture, as many companies demonstrate during Corporate Culture Week, promoted by Museimpresa from 10 to 24 November.

Espresso culture

For years, the Cimbali Group has been committed to the promotion of coffee culture through a dedicated museum, an Academy that trains enthusiasts and professionals all over the world, the most comprehensive library on the subject, where you can find information and discover new dedicated pages, and continuous research into ways to innovate Cimbali products so that they meet the needs of an increasingly sophisticated market. During Settimana della Cultura d’Impresa (Corporate Culture Week), MUMAC explores new innovations through guided tours, multisensory exhibitions, readings with tastings and initiatives for children in the meandering space of the coffee machine museum, which will be made even more welcoming for the occasion, imbued with the heady aroma of Italian espresso.

Salvatore Ferragamo’s return to Italy

Salvatore Ferragamo’s return to Italy
The heritage of memory can be tasted, experienced, touched and even worn. One example is Salvatore Ferragamo, which, with its Creations line, has redesigned for years the shoes that marked an important moment in the company’s evolution, from the Audrey ballet flats to the Eccentric lace-ups. Pieces of history that can be worn, testifying to dedication that is also masterfully demonstrated by the Salvatore Ferragamo Museum, whose displays inspire new research and the desire to go beyond pure remembrance. Following “Inspirations and Visions”, “Marilyn”, “The Prodigious Shoemaker”, “Equilibrium”, “A Palace and the City” and “Between Art and Fashion”, the rooms beneath the Renaissance Palazzo Spini Feroni in Florence are welcoming new inspiration, research and stimulus for contemporary reflection with the exhibition “1927. Return to Italy”. “Our aim,” explains Stefania Ricci, director of the Salvatore Ferragamo Museum and cultural and institutional events, “is to become an important benchmark for local culture, to establish closer relations with other institutions, to fuel the Ferragamo staff’s sense of belonging and to contribute to defining the brand’s identity.” The results of these important goals have exceeded expectations, especially the “1927” exhibition. Organised to celebrate the return to Italy of the “shoemaker to the stars”, who had spent the last twelve years living in California, its main theme is travel, presenting an overview of Italy in the twenties, the decade that we now regard as a time of new ideas and experimentation, when people had open minds and were unburdened by prejudice and ideological conditioning. The return of Salvatore Ferragamo allows us to take a new look at the past in order to better understand the present, through iconic shoe models that even turn the classic (we’re talking about the ’20s!) Italian mother into a woman with a capital W, as well as photos and videos of the journey, shot by the designer himself, alongside paintings and design works that testify to the industriousness of that period, when the concept of uniting the arts, town planning, architecture, technology and craftmanship was connected to the recovery of the craft and tradition of the Renaissance workshop, which was considered the perfect example of syncretism.

Liquorice-flavoured culture

The Renaissance workshop, understood as a guiding spirit of the new times, also has the flavour of liquorice that has a story within a story, the saga of the Amarelli, which began around the year 1000 and continued over the centuries amidst the Crusades, intellectual progress and agriculture. Today, a museum celebrates this long-standing, iconic family business, which has always been committed to promoting culture as an indispensable means of generating value. A story that a story that you can taste and touch with your hands, read, listen to and experience in the “Giorgio Amarelli” Liquorice Museum, admiring engravings, documents, books, vintage photos, farm equipment, everyday objects and beautiful antique clothes that testify to the life of a family, promoting the underground roots of liquorice plants that grow wild on the Ionian coast, and set the stage for a truly unique museum that should be experienced by everyone.

Paper business

“What a business!” is the title (and spontaneous comment!) of a conference to present the Impresa Sociale Enrico Magnani Pescia Srl promoted by the Pescia Paper Museum, which continues to produce handmade paper filigree, positioning itself as the heir to Pescia’s tradition of ancient Cartiere Magnani: history, culture, craftsmanship come together in an idea of sustainable development, regional promotion and social awareness. The company will collaborate with a number of now-retired professional paper and filigree makers and seamstresses that live in the Pescia Valley, who will help to recreate a “paper-maker community” that dates back a long time, by restarting the production and marketing of the “Enrico Magnani Pescia” brand. New jobs, training courses and educational workshops will demonstrate the extent to which the Pescia Paper Museum generates not only ancient knowledge but also new experiences and cultures.

Other culture generators

Exciting corporate development is also demonstrated by various other initiatives: this year, Martini emphasizes the collaboration between Casa Martini and the historical archive through interviews, interesting stories and original memories of the company and the brand, investigating the history of the company through the relationship that binds it to the people and location of the Pessione factory. Fondazione Pirelli recalls memories of youth, presenting, in the evocative former cooling tower in the Pirelli Headquarters, some of the most successful television ads of all time, from the Caroselli to international campaigns with famous endorsers such as Carl Lewis, Ronaldo and Sharon Stone. Casa Zegna will open to the public, for one day, the heart of the brand’s historic archive, as well as the fabrics that have made fashion history all over Europe: from the French “Claude Frères” collection to the abundant Heberlein pattern book, consisting of over 2000 volumes, a source of new ideas for projects related to fashion and culture.
Finally, the perfect synthesis of this widespread dedication is the prestigious conference organized by Fondazione Bracco, “Business and culture: a possible love. Patronage and the Italian artistic heritage”, which explores public-private synergies as a success factor in protecting national cultural and artistic heritage.
Because in order to create a new culture, you need to have an awareness of the past, a vision for the future and patrons committed to exploring values for the community. Luckily, there seems to be no lack of this in Italy.

Useful info

  • MUMAC: “Coffee-scented reading” (link to dedicated page), 19 November, 15.00-16.00.
    “Reading at MUMAC” workshop for children with limited places, 19 December, 15.00-17.00
    “The languages of growth: business, culture and the local area in the exhibitions at Kartell and MUMAC” 24 November, 17.00-20.30, shuttle from Milan.
    Events that require reservation by writing to
    Tecnology Heart, Human Mind”, from 10 to 24 November
  • Museo Salvatore Ferragamo, “1927. Return to Italy”, free guided tour from Friday 10 November to Friday 24 November, 17.00-18.00 and workshop for children, Saturday 18 November, 11-12.30 and 15.30-17.00
  • Liquorice Museum: Free guided tours for adults and children. “Heritage Marketing” at Strega, 14 November, 14.30 and “Music, literature and poetry from Homer to Wagner”, 24 November, 18.00
  • Paper Museum in Pescia: “What a business! The paper museum in Pescia: culture, growth and the local area”, 25 November, 11.00-18.00
  • Casa Martini: “Martini Memories”, from 10 to 24 November, 10.00-18.00
  • Fondazione Pirelli: “Pirelli, 145 years of innovation. The history of factories, people, products and new languages”, guided tours and workshops for children, 11 November, 9.30-17.00
  • Casa Zegna: “Heritage Day. The Casa Zegna archives, a daily source of creative inspiration”, 12 November, 14.30, 15.30 and 16.30
  • Fondazione Bracco: “Business and culture: a possible love. Patronage and the Italian artistic heritage”, 11 November, 11.30-13.30.