The Foundation’s goal is to position Italy in the world through the definition and communication of its Competitive Identity, expressed in terms of its unique and positioning quality, beauty.
The Foundation’s mission is to attract public and private resources for financing projects devoted to the valorisation and promotion of Italian beauty in the form of the country’s cultural, artistic, monumental, landscape, agricultural and food heritage.
Specifically, the Foundation identifies, supports and fosters the growth of strong, existing entities that need to complete the last mile “before success”, and so put the finishing touches on their branding and communication strategy towards achieving the visibility necessary for launching and circulating their projects.
Italian beauty is:
CREATIVITY – fashion and design, automation and mechanics, but also technological and biomedical research, technology and innovation
BALANCE – the ideal of harmony is both an aesthetic canon and a modus vivendi.
BEAUTIFUL, AND THEREFORE RIGHT – What is beautiful is naturally right. “It immediately makes the world a better place without requiring a crusade against evil.” It stands out against an open sky; it is for everyone.
ETHICS AND AESTHETICS
ITALIAN BEAUTY IS EVERYDAY – “Man is the measure of all things”
SMILE – Italians have a rare talent for sharing emotions and feelings.
A country’s future is marked by the strength and credibility of its reputation. Building this reputation requires a clear, unique Competitive Identity.
Italy’s defining characteristic is Beauty.
For Italians, beauty has a value that goes far beyond the mere aesthetic sense and is indeed an unalterable part of their identity-defining heritage. It is history, culture and territory, but also scientific research and cutting-edge technology, product quality and design creativity, a rich agricultural and food heritage, manufacturing excellence and a talent for building empathetic relationships. A unique plurality that forms the base of the “lifestyle” envied all the world over.
The Foundation sees this way of understanding beauty as the ideal natural differentiating characteristic for relaunching Italy. Harnessing this characteristic, Italy can return to a position of growth, provided that it transforms its potential into a strategic resource for creating jobs, fostering development and achieving prosperity.