“True beauty is sustainable because it is made to last over time”

Italian design is an expression of beauty, innovation and sustainability all together Dubai, UAE; 14th November 2021: Over the last decade, Made in Italy also became synonymous with sustainable design. The Italian wood interior decoration industry is 1st in Europe in terms of circular economy: 93% of materials come from recycling; 26 kgs of CO2 emissions per .000 euro produced compared to 43 kgs of the 2nd best country in the same chart. “Beautiful bust sustainable: the Italian way of design” was the tile of the 6th Innovation Talk organized by the Italian Trade Agency, in cooperation with the Embassy of Italy in the UAE, the Consulate General in Dubai and the Italian Commissioner’s Office of the Italy Pavilion. The Innovation Talk – hosted in the Italy Pavilion at Expo 2020 - intended to offer a focus on modern fashion and design and their commitment to a more environmentally responsible and sustainable approach The Innovation Talk was officially opened by Paolo Glisenti, Commissioner General Italy Pavilion and the panel of experts, moderated by Mr. Roberto Luongo, Director General of Italian Trade Agency, included Massimo Iosa Ghini, President Iosa Ghini Associated; Nabyl Chenaf, Dean, School of Architecture Art and Design and Professor of Architecture American University in Dubai; Antonella Mansi, President Florence Center for Italian Fashion; and Maria Porro, President Salone del Mobile Milano. Among the 27 European Union countries Italy has the largest number of design companies: 34.000 units (15.5% of the total E.U.) with 65.000 professionals which is estimated to generate an added value of 3 bln Euro on each sectorial turnover. Italy’s furniture and interior decoration industry counts almost 19.000 companies, 130.000 employees and 23 bln Euro turnover out of which 39% exported all over the world including towards the UAE (average yearly value exported: 200 mln Euro; + 27% 1st semester 2021) Discussing about the important od sustainability in modern design, Maria Porro, President Salone del Mobile Milano, the largest trade fair for the furniture sector, shared the experience of the last edition of Salone del Mobile di Milano, designed to be circular and sustainable. “This year, the Salone del Mobile in Milan has decided to organize a special event, called Supersalone, focusing on sustainability. The participation of companies, the public, and visitors, has shown us how central the design industry is in the domain of sustainable beauty. Sustainability is not always beautiful but true beauty is sustainable because it is made to last over time. In this case, quality unites with sustainability. Hence, the commitment of our federation FederlegnoArredo in guiding and supporting companies from all over the sector that decide to make this change and invest not only in production units but also in people, workers, and designers. This is done precisely to accompany this ecological transition that has become an essential ingredient of the quality of beauty, which has made Italian design widely recognized and cherished around the world.” Talking from the event, Massimo Iosa Ghini, Italian Architect and Designer and President Iosa Ghini Associated, said: ”In our time, I feel it is important to calculate the use of the various components with precision in order to consume less and be more aware of what we consume. For this reason, I select different materials that, combined with each other, contribute to reducing the environmental impact while still improving well-being and quality of life. To name a few: Low consumption lighting, preferably powered entirely or in part by renewable energy sources such as photovoltaics; and FSC certified wood coming from a controlled and conscious use of forests and fabrics with recognized certifications of respect for quality and environmental standards. Also, taps and sanitary ware with flow control to allow a low consumption of water.” Talking about the future of sustainability in the design and architecture world and the role of technology and AI, Nabyl Chenaf, Dean, School of Architecture Art and Design and Professor of Architecture American University in Dubai, said: “In the past we used to create a mosaic on the floor or on the wall wasting a lot of materials. With parametrics, and using augmented reality, you can cut and produce exactly the pieces you need.” With 16 panel discussions taking place between October 2021 and March 2022, each Innovation Talk will feature highly-regarded personalities from both Italy and the UAE. The esteemed speakers will discuss issues related to Expo 2020 Dubai’s weekly themes that are aligned with Italy’s plans to fulfil the European Green Deal, and the trade fairs ITA is participating in around the Emirates. To watch the registration of the Innovation Talks, please visit the official YouTube channel of Italy Expo 2020: https://www.youtube.com/watch?v=NmsjidA0NuQ For latest news and updates, please follow @ITAdubai on Twitter, @ITAdubai on Instagram, ITA – Dubai Office on LinkedIn, and Italian Trade Agency on YouTube.