Yesterday, the doors of Italy on Madison were opened, the event organized by the Italian Trade Agency that until May 15 transforms the ICE townhouse to the 33 East 67th Street in an immersive showcase dedicated to Made in Italy. The event, now in its fourth edition, brings to New York more than one hundred Italian brands between fashion, design, beauty and food & wine.
The public has already begun to flow from the opening, moving between installations, scenographic installations and corners dedicated to Italian excellence. At 18.45 the inaugural moment began with the speech by Erica Di Giovancarlo, ICE Director of New York, who stressed the new direction of this edition.
“We are here at the fourth edition of Italy on Madison. Four years ago we decided to bring Italy on Madison Avenue to New York and this year we chose to change approach. We decided to host the New Yorkers here, in our headquarters, that we hope will become their Italian home: the headquarters of the Italian Foreign Trade Agency”.
Di Giovancarlo then recalled the evolution of the project, passed from simple showcase to increasingly immersive experience: “Last year’s edition was dedicated to the Italian House and we wanted to offer everyone an experience of Italian lifestyle. This year, however, we decided to do something different: a larger, larger and even more ambitious edition”.
The heart of the new format is enclosed in the title chosen for 2026, Theater of Excellence. “Here you can find over 200 Italian brands participating in Italy on Madison. It’s really a big hit. Through these excellences we want to make you live not only the Italian lifestyle, but also a real immersive journey through Italy, in its most iconic places, to tell what really means Made in Italy».
The Consul General of Italy in New York, Giuseppe Pastorelli, who stressed the coordination work behind the event and the central role of Erica Di Giovancarlo. Highlighting how in this way Italy on Madison has become in a few years a recognizable event in the cultural and commercial panorama of New York.
Immediately after institutional speeches, the evening register has changed rapidly. A fashion show went through townhouse environments with models and dancers who started dancing among the audience, turning the crowd into an integral part of the performance. The theatrical dimension evoked by the concept is translated into a dynamic stage, made of music, lights and choreography. At 19,15 the evening continued with a DJ set that kept the energy of the audience high, while from 20 the live of the band The Richie Nuzz ended the first day
L’articolo <i>Italy on Madison</i>, the fourth edition in New York proviene da IlNewyorkese.