27 September 2025 – 15 February 2026
M9 - Museo del ’900 | M9 Orizzonti
Venice Mestre
Wednesday, Thursday, Friday: 10 a.m. – 6 p.m.
Saturday, Sunday: 10 a.m. – 7 p.m.
Monday, Tuesday: closed
Historic Italian brands that have shaped the country’s visual and material culture take center stage in an exhibition that explores the legacy of Made in Italy through design, industry, and collective memory.
Curated by Carlo Martino and Francesco Zurlo, and promoted by the Ministry of Made in Italy in collaboration with Unioncamere, the exhibition brings together one hundred Italian companies, key players in the country’s industrial history, to celebrate the 140th anniversary of the Italian Patent and Trademark Office.
Through iconic logos, symbols of Italian design excellence, memorable slogans and commercials, vintage advertisements, and everyday objects, companies open their archives and share their heritage — offering the public an entirely new perspective on the stories and identities behind Italy’s most iconic brands.
Identitalia is a mosaic of entrepreneurial stories: logos, packaging, advertisements, works of art, architecture, and products that have shaped the Italian imaginary. Each brand is a tessera of this collective narrative, conveying the vitality of a country capable of innovating and turning ingenuity into an icon.
The exhibition unfolds like a typical day, from dawn to night: situations punctuated by daily gestures, advertising images, and objects that have entered homes and collective memory. Six universal musical tempos — andante, presto, allegro, adagio, larghetto, largo — accompany visitors through an immersive layout that enhances forms, colors, and visual memories. This path invites viewers to see Made in Italy not just as production, but as an aesthetic and cultural experience.
To further explore the exhibition Identitalia – The Iconic Italian Brands, M9 – Museum of the 20th Century, in collaboration with Ca’ Foscari University of Venice and as part of the iNEST project, presents Brand900 – Six Walks through Made in Italy.
A thematic path to discover the exhibition through six key words — Woman, Together, Youth, Beauty, History, Pleasure — and to observe how Italian society has evolved from the postwar period to the present day, through advertising campaigns, photographs, and products.
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Activities carried out within the framework of the iNEST Project – Interconnected North-East Innovation Ecosystem
Project code ECS 00000043 – CUP H43C22000540006 second call of the National Recovery and Resilience Plan
