What defines the Italian character, so much appreciated throughout the world. We have already underlined in this newsletter how Italianness is a distinctive factor, a symbol of beauty, creativity, ‘genius loci’, connection to the territory. We are happy to return to this point by offering you a truly effective reading, the volume “The Italian Factor” by Francesco Morace, which analyzes the character of our country and its people to suggest a path aimed at multiplying its value. In practice it identifies the Italian X Factor as an epitome of the potential of a country.

Francesco Morace, sociologist, writer and journalist, trend expert, president of Future Concept Lab, identifies the Italian X factor, precisely, not as an unknown, but as a mix of intelligence, creativity, taste, technical and artisan skills. The path of the book “The Italian Factor” clarifies the elements that have shaped and limited our character for centuries, to reread them as levers through which to transform Italianness and the Italian way (the entirely Italian way of doing things and therefore also of produce) into that Italian factor capable of transforming a psychological vocation and a cultural attitude into a multiplication factor for the value of our activities and our businesses.

From this truly stimulating book was born the Italian touch, a project by RBA Design which involves the search for signs, colours, images, characters, stories that make the Italian origin and its excellence immediately recognisable. Elements of authenticity and expressiveness from which the Italian origin and its excellence can be recognized even without the tricolour. . A project that originates from the desire to recover awareness of our ability to create beauty based on sensations, intuition, experience, a philosophy of life that characterizes the Italian genius loci.
In practice, the search for a new aesthetic (and quality of life). This is tomorrow’s challenge in which Italy could find itself a protagonist, as Morace rightly underlines in his book.