New York, NY – April 22, 2025 — From May 13 to 15, the Italian Trade Agency (ICE/ITA) will present the third edition of Italy on Madison, a three-day cultural showcase that will transform the Agency’s headquarters on the Upper East Side into a living expression of Italian excellence. Curated by INTERNI editor Gilda Bojardi and architect-designer Paola Navone, the event celebrates Italy’s creative heritage across five key sectors—fashion, design, beauty, food & wine, and tourism & wellness—and will feature more than 90 participating Italian brands.
“New York remains a global stage where Italian creativity continues to shine,” said Erica Di Giovancarlo, Director of the ITA’s USA office. “With Italy on Madison, we’re not just showcasing products—we’re inviting the public to experience the spirit of Made in Italy in a personal and sensorial way. This event represents our commitment to connecting Italian brands with the American public through curated, inspiring, and engaging experiences.”
A Home That Tells a Story
For the occasion, the ITA’s historic townhouse at Madison Avenue and 67th Street will be transformed into an immersive Italian home, featuring over 100 furniture pieces from more than 40 Italian brands. Each room will evoke a different aspect of Italian living: from the welcoming entrance to the elegant living room, from the aromatic kitchen to the relaxing bedroom, and out to the blooming terrace. A floral theme will connect all spaces, expressing the deep bond between beauty, hospitality, and nature.
This scenography is more than aesthetic—it reflects the rhythm and warmth of Italian life, where design, wellness, and community coexist. The space becomes a celebration of morning rituals, domestic elegance, and the essence of the Italian home lifestyle.
Italian Excellence Across Five Key Sectors
Italy on Madison offers a curated celebration of Italy’s most iconic sectors: fashion, design, beauty, food & wine, and tourism & wellness—brought to life through immersive activations and experiential showcases. Over 90 Italian brands will be featured, offering a unique perspective on the creativity, quality, and craftsmanship of Made in Italy.
Fashion – Emerging talents and established brands will highlight the artisanal flair and innovation of contemporary fashion with live photo shoots, personalized styling moments, and curated showcases.
Design – ITA’s spaces will become a living canvas of Italian interior design, featuring site-specific installations, designer furniture, and lifestyle vignettes.
Beauty & Wellness – Interactive labs and sensory experiences will present Italian personal care and cosmetics—from creams and extra virgin oils to artisanal fragrances.
Food & Wine – A journey through regional flavors with tastings and live cooking, from morning espresso to evening aperitivi.
Tourism & Wellness – Experiences centered on travel and well-being in Italy, with a focus on regions, rituals, and hospitality.
Program Schedule
Daily events to experience the beauty, taste, and lifestyle of Italy
Tuesday, May 13
11:00 AM – A Taste of the Italian Morning: Italian-style breakfast with espresso, pastries, and wellness products. Guest: Bilena Settepani.
2:00 PM – The Italian Edit: Fragrances: Interactive exploration of Italian perfumery. Guest: Steven Gavrielatos (The Smelling Club).
6:45 PM – Live Fashion Presentation: Live runway show during the Grand Opening Party (invite only).
Wednesday, May 14
11:00 AM – Face Yoga: Glow & Let Go!: Face yoga and Italian skincare. Guest: Annelise Hagen.
3:00 PM – Framed and Styled the Italian Way: Eyewear, hairstyling, and beauty. Guests: Charlotte Bickley and Jaime Alcaiver.
6:00 PM – Casa Italiana Talk: Conversation on design and sustainable craftsmanship with Gilda Bojardi, Erica Di Giovancarlo, Paola Navone, Carlo Biasia. Followed by Where Design Meets History talk with Italian architects and entrepreneurs.
Thursday, May 15
11:00 AM – Fashion Photoshoot: Behind the Scenes: Live editorial shoot with photographer Samantha Rapp.
12:00 PM – Stirred in Italy: Culinary performance with Chef Riccardo Orfino on classic Italian risotto.
6:00 PM – Wine & Spirits Activation – “What Drink Are You?”: Personalized tasting and pairing experience with The Bumbys.
A Strategic Celebration of Made in Italy
Italy on Madison is a key milestone in ITA’s strategy to strengthen Italy’s presence in the United States. By uniting established icons and emerging talents, it promotes cross-sector collaboration and a unified vision of Italian excellence.
More than a showcase, it is a creative platform for brands, buyers, media, influencers, and the public to celebrate what makes Made in Italy so enduring and relevant.
For the full program and list of participating brands:
www.italyonmadison.nyc
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