Historical centres are dying out.
Squares and artisan workshops, which are the traditional distinguishing features of our country, have lost their role of social aggregator and knowhow.
Losing social interaction in our squares and the experience of artisan workshops is a little like losing our identity.
Italian Way intends to bring relationships back from “non places” to the square, it intends to bring consumption from the standards of large-scale retail distribution to the variety of the artisan workshop, by enhancing local traditions, artisanship, quality, taste and style, in a new, modern and competitive manner
In this project, conceived as interaction between producers, distributors and institutions, the sales place format plays a fundamental role and should create a memorable and unique «live experience».
The project involves designers and universities in order to create a space that ensures interaction with the end customer.