Media

AdKaora, a digital agency specializing in user-centric mobile advertising and proximity marketing, Adgage, a Spanish company specialising in mobile advertising and partially acquired by Mondadori at the end of 2021, and Anzu.io, the world’s most advanced in-game advertising platform, have signed an exclusive partnership in the Italian, Spanish, and Portuguese markets to enhance the Mondadori Group’s offering with intrinsic in-game advertising.

AdKaora and Adgage have joined forces with Anzu to help more advertisers seize the unique opportunity to reach a vast target audience of gamers and gaming fans. This gives these companies the edge by anticipating the new communication opportunities that have emerged with the explosion of gaming and metaverse.

Now post-pandemic, the gaming phenomenon has exploded: the global gaming audience has expanded to 3.24 billion people, covering all age groups and nationalities. Accessing such a lean-forward target audience, with very little ‘second-screening’ or distractions from other media is one of the main incentives that increasingly drives brands to allocate more of their budgets into in-game advertising strategies.

Anzu boasts the world’s most advanced in-game advertising solution available across mobile, PC, consoles and Roblox, with IAB-recognized, highly immersive formats, and an expansive gaming inventory, including exclusive AAA titles from the world’s leading game studios like Ubisoft, Razor Edge Games, and Saber Interactive.

The company has also been named Best Ad Tech Platform at the Digiday Media Awards Europe 2022 and Best Tech Partner at 2022’s Drum Awards. Anzu’s patented 3D ad tracking engine and a full suite of integrations with third-party vendors, including Oracle Moat and IAS, provide first-to-market viewability measurement for in-game ads for direct and programmatic campaigns across platforms. Playing a large part in establishing the new Intrinsic In-Game Measurement Guidelines with IAB and MRC, Anzu’s efforts mean that advertisers have never had more confidence to invest in the in-game advertising medium.

Anzu also provides a gateway for many brands to activate advertising campaigns through the metaverse and gaming platform, Roblox. Recognized as one of the world’s best-known metaverses with stringent brand safety measures, particularly towards younger players, this presents brands with a unique opportunity to reach a very young, fast-growing audience aged 17-24 by engaging with them through multiple unique experiences.

Stephanie Lublinski, Head of Partnerships, Emerging Markets at Anzu: “There’s never been a more exciting time for brands to enter gaming as an advertising space. With over 50 million gamers in Italy, Spain, and Portugal collectively, the audience is there and advertisers have the opportunity to reach them right now. We’re delighted to partner with AdKaora and Adgage to broaden the horizons of brands and refresh their campaigns with the possibility of intrinsic, brand-safe, and attention-grabbing in-game ad campaigns.”

AdKaora and Adgage have already been launching in-game ad projects with Anzu that have helped to strengthen brand awareness, visibility, and key KPIs, while running in an environment with high brand safety guarantees. Data from HUMAN recently showed that out of 579M events, Anzu’s IVT averaged out at 0.36% on mobile and 0.11% on PC reaffirming that its in-game ad formats have much lower fraud rates than other forms of digital advertising.

Davide Tran, CEO AdKaora: “Video games today generate twice the revenue, in economic terms, of the film and music industries combined, making it a fast-growing form of entertainment with 15 million players in Italy. Because of this, the demand for communicating within the gaming world is increasingly high. For AdKaora to decisively enter a market is to do so with the best possible proposition, and with Anzu it was “game, set and match” at the first sight. We are happy to work with them, and in parallel with los hermanos of Adgage, to develop multi-country projects given the exclusive Italy, Spain and Portugal and develop innovative projects for brands, creating an ecosystem suitable for this type of advertising. Spoiler alert: the integration of Dakar, one of the most played driving simulation games in the world, with Anzu on consoles as well.”

Icon is the point of reference for the men’s fashion and lifestyle segment thanks to an offer of cross-media contents across the magazine, website, social channels and events: a shared story with descriptive insights on the passions of contemporary men and an always detailed glance at the new styles and trends – from fashion to beauty, from travelling to the world of engines and beverages – emphasised in the new special “Back to the roots” issue, on newsstands with a collection of about 100 pages of advertisements.

The focus of the magazine’s new issue, supervised by Andrea Tenerani, is a return to the roots and origins, with exclusive interviews and contents to illustrate how the values, ideas and fashions have changed alongside society’s mutations.

“The issue celebrates a return to the beautiful and classical origins, while simultaneously relying on innovation, like a modern Caravaggio, thanks to the use of a never before seen light and the ability to perceive the essence of objects or human thoughts from the darkness, only to reveal a truth conceived for all to see,” stated Andrea Tenerani, director of Icon.

The partnership with Ginori 1735
“Back to the roots” also devoted a section for the story of Icon’s new partnership with Ginori 1735. Readers will find a service dedicated to Luke Edward Hall, a very young and talented designer of a dandy style who designed Profumi Luchino’s new home fragrance collection, among the magazine’s pages. The collection will be presented by Ginori 1735 and Icon at a private event to be held on September 20, at Ginori 1735’s boutique, in the heart of Milan.

The Issue’s protagonists and stories
The Mondadori Group selected four faces of the fashion and lifestyle world for the lead stories of this issue, which will be on newsstands as of tomorrow and whose contents will be amplified on Icon.it and on the brand’s social channels.

The actor Aaron Taylor-Johnson, star of the film “Bullet Train,” in which he played with Brad Pitt. At 32, Aaron already has 26 years of career behind him. At an age when everyone wants to exceed, he prefers to slow down: one, maximum two films a year, and then off to the countryside to cultivate the fields, cook, build swings and stay away from the social media. “I put my heart and soul into my work and forget about everything else when I’m on the set. Then, as soon as we are finished shooting, I go back to my origins and all these therapeutic activities, such as cooking, gardening and building,” he confided in an exclusive conversation with Icon.

Then, Alejandro Speitzer, the star of the Netflix thriller series “Dark Desire,” followed by over 100 million viewers in 77 countries and thanks to which he became the sex symbol of the new Latinx generation. The actor, portrayed by the American photographer Bruce Weber, whose partnership with the magazine is still ongoing, tells Icon: “I work hard, I never forget where I come from and, especially, how much I struggled to get here. I know we can never go back in time and that it’s important to do something well and harmoniously when doing it, thus giving the best of myself without setting limits.”

Also in Icon’s lead stories, the actor Francesco Scianna, now busy on the set of the second season of Gabriele Muccino’s “There’s No Place Like Home,” and the French star Rìles, author, composer, performer and producer of rap songs. Rìles is also among the protagonists of a fashion shoot – always at the centre of Icon’s story – that portrays the last discoveries of the French super agent, Saif Mahdhi.

Many stories, through which the magazine explores the “Back to the roots” theme from different points of view, are presented in the Destination Future section. Starting from a conversation with the great film director Rob Reiner, whom Icon met in Cannes, to speak about his plans to shoot the sequel of his 1984 hit film, “This is Spinal Tap.” And then, the story of those who literally went back to their roots, such as the agricultural influencer Matteo Fiocco, 33, who became an online star thanks to his Youtube channel, which gathered an enthusiastic community of new digital farmers.

In the Voices section, the exclusive interview with Roberto Baldoni, director of the National Cybersecurity Agency (Acn), founded by the Council of Ministers in 2021 to defend our Country from all forms of computer threats.

The new watches section
This special issue of Icon expands its section devoted to watches, which is edited by the watch editor, Paolo De Vecchi, the magazine’s latest signature aimed to strengthen the brand’s proximity to key luxury sectors. In this issue, speed and performance become the common thread throughout the section’s pages, through the presentation of models that accompany teams and drivers on the track.
Icon’s next appointment with its readers is scheduled for November 18, with a special issue entirely devoted to this world.

Today, Prometeo, a quarterly science and history magazine, organized a meeting on culture’s status, at the ADI Design Museum, to reflect upon its importance, its future perspectives and on the possibility of relaunching one of the most important sectors of this Country.

The topic at the centre of the special insert “Kultur, relaunching ideas,” published in the magazine’s new issue, concerns the resources that are of vital importance for our Country in this sector, and on which it should be able to count, as well as the barriers to be measured.

The three protagonists of Italy’s cultural scene, and authors of Prometeo’s special insert, Armando Massarenti, Severino Salvemini and Valdo Spini were the special guests of this appointment. Andrea Cancellato, director of the ADI Design Museum and President of Federculture, and Gabriella Piroli, in charge of the magazine, were also present to discuss about each and every aspect of this sector.

Prometeo’s 40 years
With this initiative, Prometeo, which celebrates its first 40 years, consolidates its role as a point of reference for an audience of scholars, university students, researchers, teachers and enthusiasts, thanks to a rich and influential production of eclectic, original and multifaceted contents on science and history.

 Founded in 1983, the quarterly magazine of the Mondadori Group plunged into a renewal process that emphasizes its value even more: with a new formula that combines editorial quality – which has always distinguished the magazine – and experimentation of new languages and channels, Prometeo provides its readers with in-depth knowledge on contemporaneous themes, through the ideas, theories and original inspirations of some of the best scholars of our times.

Prometeo’s new issue
The meeting was also an opportunity to explore historical and scientific topics through the highly popular contributions featured in this new issue of Prometeo.
Among these, the critical reconstruction of the March on Rome, achieved by the historians Eros Francescangeli, Giulia Albanese and Mimmo Franzinelli, whose one hundredth anniversary will be celebrated on October 28, 2022.
In the new issue, on newstands and in selected bookstores since today, a new service dedicated to the images of the spatial James Webb telescope commented by the Italian astrophysicist Patrizia Caraveo.
And then, a novelty in “Librixime,” the section dedicated to non-fiction and its readers: the Decomposed Reading section, edited by Mariagrazia Pelaia, member of Prometeo’s Editiorial Committee for almost 20 years, has come to light.

For the Venice Film Festival, Grazia, the magazine edited by Silvia Grilli is available at the newsstand and on the app with a special issue for which the actor Stefano Accorsi is the guest editor. An extraordinary edition that celebrates the magic of the cinema as well as its behind the scenes, the stars and all the key players and professionals of an industry that is undergoing considerable transformation, which is extremely important for the cultural industry.

“Two and half years into the pandemic, movie theatres in Italy are unfortunately struggling as fewer people are going to the cinema, however cinema is very much alive thanks to the platforms and has amplified its most wonderful dimension: that of dreaming. Together with Stefano Accorsi, I invite you to read this issue and experience the unpredictability of a world where the magic can arrive at the last take, like the rainbow we photographed with him during the photo shoot for the cover page in Sicily”, said editor Silvia Grilli in her editorial.

“With Silvia, we tried to describe the behind the scenes of cinema today and how it is evolving for the future, placing special attention on environmental sustainability as well as the right amount of space to the merits and talents of women. I think that the contrast among persons, genders and origins keeps us continuously stimulated. If we proceed with a continuous effort, in a non-emergency situation, we should be able, with the support of the various categories, to make movie theatres attractive to the public again in a few years. It is one thing to watch a film on television, it is another to watch it all together at the cinema: laughing or crying together, sharing the emotions. After two years of the pandemic, we need to start sharing again. It is the cinemas, theatres and concerts that can start again to give us moments of great collective emotions”, stressed Stefano Accorsi in the editorial for this special edition of Grazia.

This issue includes an exclusive interview with Stefano Accorsi conducted by the editor Silvia Grilli, in which the actor talks about the passions of his unpredictable life, which is similar to a film where anything can happen, from his first auditions with a famous director to the months in Mississippi where his first film was shot, the exchange of romance and knowledge with the women he loved, his marriage with his wife Bianca and their extended family.

In the interview for the Venice Film Festival, Accorsi confides to Grazia about the emotions he cherishes the most:”I will always remember the first time. I was 20 years old. I arrived by train and took the ferry by myself and was overwhelmed by a sunset over the lagoon: a feeling of early autumn. This magical arrival, the full movie theatres, the continuous interviews, the memorable phrases of Pupi Avati”.

Accorsi also talked to Grazia about his years in France: “I learned a lot during those years. I had been successful in my country, but there I had to start all over and go to auditions”. During the interview, he added: “When you acted in films that were very successful and when for a period of time it does not happen again, when you are in a profession like acting, where you live for the desire to be seen by others, it is normal for this to make you anxious. I told myself: “You have to be patient, be proactive”. Being proactive does not automatically produce results, but since that time I have never stopped”.

The magnificence of the cinema is also recounted by some key figures of the industry, starting with Alberto Barbera, who was interviewed by Stefano Accorsi: the director of the Venice Film Festival talked to the guest editor of this extraordinary issue of Grazia about his overwhelming passion for the silver screen.

The issue The magnificent cinema! is enriched by contributions from important directors, such as Cristina Comencini, Daniele Luchetti, Matteo Rovere and Elisa Amoruso, and by interviews with actors such as Micaela Ramazzotti, Vittoria Puccini, as well as the Minister of Cultural and Environmental Heritage Dario Franceschini.

When browsing through the pages of this special edition, readers will also find an exclusive survey conducted by the Human Highway institute for Grazia that found that 7 Italians out of 10 go to the cinema much less than before, but would return if the silver screen would offer engaging special effects or if it would be possible to meet and listen to the actors themselves.

The issue also includes accounts from some of the most important women in the industry, inducing Nicole Morganti, head of Italian Originals for Prime Video. Morganti explained to Grazia why we need quality and stories that reflect us both on the small and the large screen, especially if they are written and filmed by more young women. Sonia Rovai, Head of Scripted Production Sky Italia, tells the magazine what she likes today about the new generation of viewers.

The issue also includes stories about the photographers, screenwriters and professionals that make each scene perfect: from the costume designers to the make up artists, experts able to transform actors into their roles and the coaches who prepare them to interpret more difficult roles as well as the entire film set crew.

A tribute to Venice

Venice, the fascinating and magical city that hosts the Film Festival, is described in this special issue also with the most exciting pictures taken by the photographers Graziano Arcici, Jacopo Salvi and Daniele Venturelli: these three great image professionals who have always immortalised the stars on the red carpet explain to Grazia the stunts they have pulled to capture the magic and quirks of the actors who walk the red carpet at the Lido every year.

A tribute to the lagoon is given by the Director of the Cineteca of Bologna and President of the Rome Film Fest, Gianluca Farinelli, who recalls together with Grazia how this city was often the location for many unforgettable films that have made film history, from films by Luchino Visconti to Woody Allen and 007.

The magazine celebrates Venice also through fashion and beauty, with a photo shoot at sunrise along the canals and an overview of the trending beauty looks.

Grazia Gazette

A year from its launch, the project Grazia Gazette, Venice Issue is continuing (www.grazia.it/gazette): Live updates from the Film Festival, interviews, events, in-depth information about many films and the most exclusive looks from the red carpet to explore next season’s fashion and beauty trends. Exclusive content and curiosities that can also be accessed using Grazia’s Instagram profile (@grazia_it), where the editor Silvia Grilli will talk live with Stefano Accorsi on 3 September.

The two partners of the initiative, Moet&Chandon and Lexus, have confirmed their presence at the Venice Film Festival with Grazia for the third consecutive year.

Icon, the Mondadori Group’s fashion and lifestyle brand for men, presents the new issue of Icon Wheels, the brand spin-off dedicated to motor vehicles and future mobility.

With the title “80 wheels in motion” and more than 200 pages, the special issue looks at the protagonists of the two- and four-wheeler world, presenting the latest arrivals and trends for more than 14 new automobiles.

Through exclusive interviews, special features and columns, the magazine edited by Andrea Tenerani investigates the passions of the modern man and confirms its privileged relationship with all the main market sectors.

«This issue of Icon continues and consolidates the successful path we have chosen to talk about the things men are passionate about. We decided to devote it to mobility in all its forms, with a special focus on automobiles, seen from our particular perspective of style,” said Icon editor-in-chief Andrea Tenerani. “Icon readers will find 80 wheels in this issue, because this is the number I’ve test driven. I think we need to pay attention to automobiles because they are part of our lives and they are not just objects, they are also fashion, culture, history, design, luxury, beauty,» Tenerani added.

Icon Wheels will be on the news-stands tomorrow with two covers, to celebrate the world of motor vehicles.  The star of the first cover will be young MotoGP champion Francesco Bagnaia. Born in Turin, championship runner-up in 2021, Francesco developed his career with Valentino Rossi’s riders academy, of which he is still a member today. In the exclusive interview, he talks about Valentino, who became his mentor and maestro: «I was very struck by his mental strength, his determination, his knowledge about so many things and his patience in explaining things.»

The second cover features a 100% electric car to talk about the new vehicles for a future that is already here.  This is also the central topic of the section Destination Future, where writers Stefano Bartezzaghi and Ester Viola look at mobility in all its forms: electric, two wheels as well as “two legs”. Not to be missed is the article on the legendary Graziella, the first fold-up bicycle created in 1964, which is back in an electric version. In the Voices section, an interview with Fabio Orecchini, director of the CARe automobile research centre at the Guglielmo Marconi University in Rome, unpicks stereotypes about the electric car.

Icon Wheels readers will also be able to discover the workings of the Google “Street View” function, which has been mapping the world for the last 15 years with every possible means of transport, from automobiles to camels.

The “80 wheels in motion” issue also includes features on fashion, always a core component of Icon, and the Watches section, where actor Patrick Dempsey talks about his passion for cars and watches in an exclusive interview.

The content of the new issue of Icon Wheels will be expanded on the Icon website in the special Icon Wheels section, and on the brand’s social channels, with exclusive analyses of the latest arrivals and trends in the world of motor vehicles and beyond.

Giallozafferano, Italy’s leading food media brand, is building up a strong international profile. Little more than a year after its launch abroad, it has been winning record numbers, with 25 million followers for its English-language versions, and growing its international social profiles to more than 1.2 million new fans a month.

These results, added to the 20 million people who follow the Italian version, have made Giallozafferano the world’s fourth most popular cooking brand on social media.

This outstanding success is driven by competitive positioning and continuous expansion, leading Giallozafferano to reach a total fanbase of 45 million people and become a go-to brand for a global public of food-lovers keen to learn about and try Italian dishes and ingredients.

A key factor in the Mondadori Group brand’s extraordinary international results are its TikTok accounts: @giallozafferano_en and, above all, @gzfoodqood, a profile with more than 17 million followers, which has established itself as the world’s third most followed cookery account on TikTok.

Significant success has also been achieved by the @GialloZafferanoLovesItaly Facebook profile, which has more than 4.4 million fans, and on YouTube, where the English version has beaten the 1 million subscribers threshold, winning the “Golden Creator Award”.

These impressive results are joined by yet another record: more than 2 billion video views in the last 90 days on the international Facebook, Instagram, YouTube and TikTok channels.

A winning offer that combines exclusive content and original-language versions to engage an ever wider public and become a cookery benchmark, even for the younger generations. Giallozafferano‘s recipes and suggestions involve some of the top talents in the food creator team, which increasingly has become the heart of the brand’s success formula. They include Daniele Rossi with his gourmet cuisine, the little Cooker Girl from the region of Piedmont and Italo-American Nonna Pia.

Extraordinary numbers, which the Giallozafferano international channels have achieved with an offer that has also been successfully developed on the English-language website Giallozafferano.com. The most viewed content includes some of the most famous Italian recipes in the world, from tiramisù to carbonara and amatriciana.

Pride Month has been yet another opportunity for The Wom, Mondadori Media’s new 100% inclusive digital media brand, to confirm its positioning as a point of reference for young millennials and generation Z, who regard uniqueness and freedom of expression as strengths and values that enrich them and others, over and beyond labels.

For more than 1 month The Wom provided its entire community with a rich editorial program of stories and analyses on all 5 of its social channels and on the web: a special marathon with more than 120 content items, which reached over 10 million people (source: Google analytics e social insight, June 2022).

Many video accounts and insights have been shared, enhanced by continuous storytelling on social media and the web that raised awareness about current key issues, thanks in part to contributions from 20 video creators and authors from the LGBTQIA+ universe: they included Sara Fregosi, who told The Wom community about her difficult coming out with her mother, and Samuele Bartoletti, a victim of teenage bullying, who sent a message of freedom and pride in telling his story. The editorial program also included curiosities and analyses shedding light on some of the most keenly debated questions, in part through the Vocal Carousels, a collection of original audio clips in which The Wom asked members of its community about their experiences of Pride.

For each item, The Wom chose the most suitable format and channel: from short reels on TikTok, with stories from the creators and information content, to the Carousels and vertical reels on Instagram devoted to make-up, style pride and fluid fashion; from the web capsule, with a daily agenda on the issues of the LGBTQIA+ community, to  live coverage with IG Stories from Milano Pride, where a video maker and editor interviewed participants to convey the experience in real time on social media. The new special edition format will be used to examine many other issues and events over the rest of the year.

For Pride Month, the brand also launched The Wom Pride, a new rainbow visual, which accompanied the brand storytelling, with The Wom Pride logo appearing on all social channels, the pride rainbow bar on all content, a fixed navigation link on the website, and a fixed space dedicated to the web capsule on the website homepage.

The project confirms The Wom’s mission to promote a culture that affirms free expression of personality: addressing a community of people who care about the values of gender equality, self-acceptance and sustainability, with the typically inclusive content and language of generation Z and the millennials, The Wom is the first Italian media brand to form a Gender & Inclusion Committee.

The Wom audience continues to expand, with 10 million unique users (source: Comscore March 2022), a 4 million fanbase and 35 million video views (source: Shareablee e social insight, May 2022).

The partnership between McDonald’s and Giallozafferano, Italy’s most popular food media brand, goes into its fourth year after burger sales topping 21 million: the original McChicken recipe is joined by Il Gustoso and L’Affumicato, two new Chicken Creations for exciting new taste experiences.

Available in all 640 McDonald’s restaurants in Italy until 30 August, the Chicken Creations are made with special top-quality ingredients sourced from our local supply chain, as well as 100% Italian chicken breast supplied by Amadori and bread produced in Italy by Bimbo. The flavourful Il Gustoso dresses the chicken with Italian red cabbage, Pecorino Romano DOP cheese & pepper sauce and Italian bacon; meanwhile L’Affumicato comes with smoked scamorza cheese made from Italian milk and grilled pepper sauce and will be available in a bun or as a McWrap.

The new recipes reaffirm and strengthen McDonald’s relations with and commitment to the Italian agri-food chain, from which every year it purchases more than 100,000 tonnes of raw materials worth almost 240 million euro. For the 2022 Chicken Creations alone, the company will use around 6 tonnes of Pecorino Romano DOP cheese, 630 tonnes of chicken, 74 tonnes of smoked scamorza and 61 tonnes of red cabbage.

The Chicken Creations were developed jointly by chefs from McDonald’s and the Giallozafferano brand, once again the prestigious partner on the initiative thanks to the strength of its community and ability to involve some of the most popular food creators on an innovative project that is spreading from social media to McDonald’s restaurants across Italy.

“We are excited to renew our collaboration with Giallozafferano, which this year once again has produced original new recipes to satisfy Italians’ love of tasty original food. We are very proud of this project because it reiterates the quality and flavours of our country’s ingredients,” said McDonald’s Italia CEO Dario Baroni. “Chicken is increasingly popular among our consumers, who recognise the quality and origin of the ingredients they find in our restaurants: this, in addition to the tasty recipes, is the reason for the success of a project where we tell everyone about the unique quality of ingredients Made in Italy.”

“Innovation, constant attention to the passions of our community and use of fine Italian ingredients: these are the values underpinning our four-year relationship with McDonald’s, a partner of excellence,” observed Mondadori Media General Manager Andrea Santagata. “We are delighted to continue a collaboration that combines one of McDonald’s most popular burgers with our brand’s creativity and experience. The project is even more innovative this year thanks to the involvement of our creators on the social channels, especially TikTok, where Giallozafferano can try out styles that appeal to young users, and so become a reference in the kitchen for them too,” added Santagata.

The protagonists of the project, starting with the campaign teasers, are the two brands’ web communities, who were invited to guess the ingredients and the names of the burgers.

The Foodqood creators, Daniele Rossi, Fernanda Nicotra, Chef Nerone and Rafael Nistor, each with their own style and communication approach, will deliver a series of exclusive social media content, replicating in their videos the recipes of the iconic McChicken and the new Chicken Creations — presented today during a special event hosted by Willwoosh, youtuber Guglielmo Scilla.

The Chicken Creations campaign and visibility plan were developed together with Brand On Solutions, the Mediamond project area, coordinated by OMD, and will be rolled out on all Giallozafferano digital channels, from the website, all social profiles – Facebook, Instagram, TikTok e YouTube – and the app, with McDonald’s drive-to-store and drive-to-app push notification.

Great success for INTERNI Design Re-Generation at the 2022 FuoriSalone. From 6 to 13 June, the event created and coordinated by the Mondadori Group magazine edited by Gilda Bojardi attracted a total of approximately 300,000 visitors in the three institutional locations: Milan “Università degli Studi”, the Brera Botanical Garden and the Audi House of Progress, for the first time at Palazzo Medelan in Piazza Cordusio.

“This year once again, Milan succeeded in involving an international public in a spectacular across-the-board happening people are determined not to miss,” said INTERNI editor Gilda Bojardi. “Revealing its most secret places and buildings, it turned into a city-wide museum featuring projects and design initiatives whose cultural and experimental dynamism pushed the boundaries of the trade show.”

This edition of the exhibition looked at the regeneration of thought and design, with experimental installations on such important questions as: the new sustainability aesthetic, nature in the city, artificial intelligence for innovative design and a new future through greater design awareness.

With the contribution of the 3 co-producers (Audi, Eni-Plenitude and Whirpool) and in collaboration with companies and institutions, INTERNI called over 50 great Italian and international -designers and architects. Over 40 installations, micro-architectures and macroobjects have been created for the exhibition, all site-specific which – together with conferences, talks and live performances – have created a variegated mosaic of styles and visions, but also moments of confrontation, attracting thousands of people. Visitors included large numbers of Italian and international journalists, who provided excellent coverage for INTERNI Design Re-Generation in the daily papers, on radio and TV, in the trade press and in popular magazines, and ensured a continuous presence for the exhibition on the main social channels and the web.

The INTERNI exhibition confirms its place as the iconic  event of the FuoriSalone, created as an initiative of the magazine’s editor, Gilda Bojardi. The foundation of its success is the outstanding design and cultural content of the installations, the internationally famous brands involved, flanked by smaller operations who also offered exhibits of great interest.

The exceptional response from both the public and the media reflects the absolute leadership of INTERNI in the professional living segment and in design system communication.

Thanks go to the co-producers Audi, Eni-Plenitude with CRA Carlo Ratti Associati and Italo Rota, Whirlpool with AMDL CIRCLE and Michele de Lucchi, and all the companies, designers and architects who took part: Citco with Ron Arad and Associates, AlphaTauri with Hannes Boeker and Daniel Kainz, Roca with Cobalto Studio, Rubner Haus with Giacomo Garziano- GG-loop, Mathera by Saib with Diego Grandi, Tecno with Zaha Hadid Architects, Deutsche Telekom Design & Customer Experience in collaboration with Layer, Sanlorenzo with Piero Lissoni, Focchi Group, Mitsubishi Electric with Progetto CMR, De Castelli with Antonio Marras, Guglielmi Rubinetterie with Elena Salmistraro, Portobello, Casone Group, Mapei, Pietra Serena Group with Isay Weinfeld, Amazon with Lissoni Associati, Beton Eisack with Jacopo Foggini, Nardi with Raffaello Galiotto, AHEC with Benedetta Tagliabue – EMBT and Fundació Enric Miralles, iGuzzini illuminazione with Scandurra, ApexBrasil with the curator Bruno Simões, Fujifilm Italia with FTA | Filippo Taidelli Architetto, Porro with Andrea Branzi, K3 with K3 Creative Team, Ledvance with Eurostands together with CastagnaRavelli, Hitachi Cooling & Heating with LuccheseDesign, C&C Milano with Nicolò Castellini Baldissera, Mirage with Andrea Boschetti – Metrogramma, G.T.Design with Deanna Comellini, Accademia IUAD with the Three-Year Course in Interior Design and Architecture, Lladró with Lladró creative team, Cerasarda with ovre.design, LibriBianchi of Lorenzo and Simona Perrone, the Italian Embassy in Madrid with Gianluca Pugliese-Lowpoly Design Studio, Milano Makers with Franco Raggi, Maria Christina Hamel and Cesare Castelli, Michieli Floricoltura with Roberta Studio and Paolo Michieli, Ever in Art with Marco Nereo Rotelli, Higold Group with Pininfarina Architecture, Missoni with Alberto Caliri, Forbo Flooring Systems with Mac Stopa and Massive Design, FIND – Design Fair Asia, and Giulio Cappellini for the design of the Cappellini@IBM Studios Milano Exhibition.

Grazia, a key reference for the latest in the fashion industry and current issues, is presenting Viaggio in Italia – Exploring Italy – a special issue on the most popular locations in the country, recounted by personalities from the worlds of cinema, music and culture.

“This special issue devoted to Italy looks at people’s love of our country. I wanted this passion to be told by the nation’s protagonists: leading names in entertainment and culture. Readers will find features on fashion and beauty that reflect the soul and extraordinary diversity of our country. Enjoy reading Grazia,” said the magazine’s editor Silvia Grilli.

The special edition offers accounts from three top authors, who describe their Italy. Luca Bianchini describes the country in the belief that its real treasure are its people, about whom not enough is said. Gianluca Carofiglio provides snapshots of Bari and Chiara Gamberale, who has been travelling round Italy to present her latest novel, tells Grazia about the emotions and dreams of a country that always has the power to astonish.
Home towns, squares and unexpected corners will also be described by popular figures like Stefano Accorsi, who takes us on a tour of his Bologna, and Luciana Littizzetto, who describes the working-class district in Turin where she grew up, while Mahmood talks about his childhood in Milan’s Gratosoglio district.
The Viaggio in Italia issue is packed with items on must-visit locations in Italy, from the Dolomites to the seas of the southern regions, from hilltop hamlets to enchanting beaches.

The cover story features Paola Di Benedetto, a TV presenter and social media star with more than 2 million followers, who poses for an exclusive photoshoot and recounts her childhood in a provincial town, the unplanned audition, her work on TV and radio.

Readers will find two fashion stories in the magazine: a special feature photographed the among residents of Naples and a shoot in Paraggi on the Ligurian coast. Cool colourful clothes, beachwear, and essential accessories for an all-Italian summer.

Grazia Viaggio in Italia was presented on Monday evening at an exclusive event in the courtyard of Milan State University during the Interni “Design Re-generation” exhibition. The guests were entertained by young singer-songwriter Emma Nolde and the La Rappresentante di Lista pop rock duo. The partner for the evening was the Gattinoni Group, one of Italy’s leading Travel, Business Travel, Incentives and Events operators.

With 21 editions worldwide, Grazia is a constantly evolving brand with 3 million users (source: Nielsen Media Impact Data Fusion, September 2021), and more than 1.6 million fans (source: Shareablee plus Tik Tok and Pinterest).