01 Oct 2013
New York, September 2013 - The Marche region will be the undisputed protagonist of the Italian Heritage Month in New York City during October 2013. “Marche is Good”, is a massive initiative by Regione Marche and Confindustria Marche, who created an integrated project dedicated to culture, food, fashion and design. This rich mosaic of activities will take place in several prestigious academic and cultural locations as well as in major stores, shops and restaurants. Marche is Good represents a revolutionary format, transcending a specific industry to represent a territory in its whole, and involving a wide spectrum of professionals and world renewed brands to present the entire system of “Made in Marche.”
Such an ambitious goal deserved unique and memorable testimonials, from the past to the present. Marche is in fact the birthplace of masters such as Raphael, Gioacchino Rossini, Giacomo Leopardi, but also very modern talents such as award-winning Dante Ferretti and even the Winx animated TV series! A good portion of them will be featured: a rare Raphael’s juvenile work, Saint Catherine of Alexandria, on display at the Italian Cultural Institute starting October 1st. The presentation of the masterpiece will offer the opportunity to reveal a chart of other noteworthy Renaissance paintings from Marche and currently part of major metropolitan institutions. While the Museum of Modern Art (MoMA) will pay tribute to Dante Ferretti, the New York University will talk about Opera with distinguished scholars (Maestro Francesco Micheli and Fred Plotkin), and Columbia University about Leopardi. Among other activities created specifically for this series, is the display of major operatic costumes coming from superb opera houses (Pesaro and the Rossini Opera Festival, the Macerata Opera Festiva and Jesi with the Pergolesi-Spontini Opera Festival), hosted in strategic locations part of the circuit on Madison Avenue, Eataly and SoHo.
The main focus of “Marche is Good” will be on the thirty-six participating manufacturers, proud to represent the excellence in foods, wines and spirits produced in Le Marche and already exported in the U.S., for the delight of savvy American consumers. Those elite taste “ambassadors” well capture the essence of Marche’s values: passion, dedication and commitment to supreme quality.
Marche is Good will also bring out many subtle, invisible ties between the US and Marche, working on strengthening emotional connections and commercial relations: various well-established American professionals originating from the Marche Region, will pay an homage to their homeland. Among them, chef Fabio Trabocchi and photographer Francesco Tonelli will be participating in a photo exhibition about the companies participating in the project. In addition to food, wine and spirits, also major design and fashion powerhouses will join in: Scavolini, Silvano Lattanzi, Cesare Paciotti, Pedini, IGuzzini Lighting and Max Girombelli, which will host exclusive tastings and conversations about fashion and design.
A crucial tool of communication has become the web site "Marche is Good" and related social media platform, designed to target an English-speaking audience. On the website, Ambassadors (participants manufacturers from Marche) and Testimonials (outstanding brands and professionals of Marchigiani origin) present a joyful assortment of skills, samples of the richness of the Marche region in terms of quality of life, excellent products, social cohesion, ingenuity, hard work, warmth, style, culture, traditions, and innovation.
Marche’s Minister of Culture, Pietro Marcolini, states “This is a great opportunity to promote Marche’s brand as a whole. Culture and territorial identity are the driving forces of our productive system, imprinted in a unique mix of tradition and innovation in all the industrial sectors distinctive of our economy: art, music, theater, cinema, literature, design, fashion, food and wine. In the United States, Marche will be represented by three great ambassadors of culture: Raphael, Leopardi and Dante Ferretti. The symbol of the operation is Saint Catherine of Alexandria by Raphael. After visiting Sofia (Bulgaria), the masterpiece will get to the Italian Cultural Institute of New York for the exhibition Urbino, the Renaissance, Raphael: journey into the heart of European Humanism. It’s our messenger of culture and art from Marche, an iconic symbol that showcases the perfection and the richness of Urbino, a candidate to be 2019 Capital of Culture of the European Union.”
“Marche is Good is much more than a promotional initiative,” says Orietta Maria Varnelli, chairwoman of Confindustria Marche's Food Committee. “It is a great system operation that focuses on the fertile synergy between culture & food, as a process of identity to enhance the pride of being spontaneous Ambassadors of a special land through our products.”
The program of various events includes a series of presentations, concerts (even an operatic flash mob with young graduates from Mannes School of Music), conferences, exhibitions and tastings in a circuit of several restaurants and shops (including the megastore Eataly and the historic DiPalo in Little Italy).
For more information, a complete list of participants and the final program, visit www.marcheisgood.com