In New York for NYCxDESIGN (May 14–20) and on the occasion of Italy on Madison (May 12–15), the fourth edition of the cultural showcase that transforms the headquarters of ITA – Italian Trade Agency on the Upper East Side into a living embodiment of Italian excellence through a program of events dedicated to the Italian lifestyle, INTERNI Magazine presents “Design, Theater of Excellence.”
Following the successful collaboration between INTERNI Magazine and ITA – Italian Trade Agency in New York, which began last year to great acclaim from all participants, the magazine returns to the Agency’s New York offices on 67th Street to present, once again under the creative direction of OTTO Studio — Paola Navone and Cristina Pettenuzzo — an exhibition running from May 12 to July 15.
“Design, Theater of Excellence” is an immersive installation event, a showcase that embraces design in its broadest sense: it is not only about furniture or food design, but more generally about the culture of design itself.” — Gilda Bojardi, Editor-in-Chief of INTERNI Magazine
“Collaborating with Gilda Bojardi, the driving force behind INTERNI Magazine, and with a visionary such as Paola Navone of OTTO Studio, elevates ‘Italy on Madison’ to a higher curatorial level. Gilda brings with her the ability to narrate design in its many expressions, extending far beyond the language of furnishings, while Paola Navone’s eclectic and cosmopolitan touch ensures an aesthetic that speaks a universal language. This partnership demonstrates that Made in Italy knows how to work as a system: when institutions collaborate with the brightest minds in the sector, the result is a cultural — as well as commercial — initiative with global impact. Made in Italy represents a cornerstone of Italian exports, with the United States confirmed as the leading market outside the European Union.” — Erica di Giovancarlo, Commissioner in New York and the Executive Director for the ITA Offices in the United States.
“This year, our project is a tribute to the tradition of Italian theater,” explain the designers of OTTO Studio, Paola Navone and Cristina Pettenuzzo. “Just like in a theater, a grand curtain welcomes visitors into the headquarters of the Italian Trade Agency in New York, marking the beginning of the exhibition journey. The excellence of Made in Italy takes shape through scenographic sets inspired by the visual codes of theater and photography, and each scene interprets an iconic place in our country, conveying a message like a postcard.
By evoking the celebrated Grand Tour once undertaken by young aristocrats, this contemporary journey through Italy leads visitors from Milan and Rome to Cortina d’Ampezzo and the Dolomites, then on to Venice, Turin, Florence, Rimini, and finally Capri. We wanted to convey the emotion of a landscape unlike any other in the world, associated with the charm of memory and the expressive power of an entirely Italian savoir-faire. Along this journey, each set design becomes a stage on which the very best of Italian production comes to life — from furniture and objects to fragrances, textiles, fashion, and fine food and wine. The result is a narrative of the territory built through images, atmospheres, and impressions of Italy’s most emblematic places, offering visitors an evocative and deeply identity-driven experience.”
Italian manufacturing excellence and industrial design are thus interpreted through more than 180 pieces from 50 Italian furniture brands, creating a visual and narrative journey that ideally travels across the country.
The following Italian design companies contributed to the creation of this installation:
2.8 Design For Dogs, Alessandra Roveda, Armani/Casa, Arper, Artemide, B&B Italia, Baxter, Bisazza, Boffi | Depadova, Calligaris, Cappellini, Cassina, Corsi Design x Fish Design, Davide Groppi, De Padova, Fiam, Flos, Foscarini, Frette, Gervasoni, Gessi, Giorgetti, Halo Edition, iGuzzini, Illulian, Ingo Maurer, Judi Harvest, Karpeta, Kartell, Lanerossi, Living Divani, Martinelli Luce, Meridiani, Minotti, Missoni, Molteni&C, Moroso, Natuzzi, Natuzzi with Whirlpool, Pianca, Poliform, Poltrona Frau, Porada, Porro, Qeeboo, Salvatori, Scavolini, Seletti, Smeg, Society Limonta, Technogym, Thebotanium, Zafferano.
The installation will serve as the backdrop for Italy on Madison, the initiative that for the fourth time transforms one of the world’s most iconic districts for four days into a widespread showcase of Italian excellence. More than 200 prestigious Italian brands from some of the country’s most emblematic sectors — fashion, design, beauty, food, and wine — will take center stage through exclusive activities, talks, and cutting-edge installations, offering a unique window into the creativity, quality, and craftsmanship that define Made in Italy.
The aim of the initiative is to create a direct dialogue between brands and the American public — architects, interior designers, buyers, and design enthusiasts alike.
To celebrate the exhibition, on May 13 at 6:00 PM, a conversation between American architects and Italian entrepreneurs will explore the role of design as a shared language and a tool for regeneration across different cultural and production systems.
Following institutional greetings by Giuseppe Pastorelli, Consul General of Italy in New York, and Erica di Giovancarlo, Commissioner in New York and the Executive Director for the ITA Offices in the United States, Gilda Bojardi — once again serving as testimonial for the Italian Design Day in New York — will deliver a speech on the theme of Italian Design Day 2026: “Re-Design. Regenerating Spaces, Objects, Ideas, Relations.”
This will be followed by a discussion between leading American designers and architects — Marc Fornes of THEVERYMANY, Hani Rashid of Asymptote Architecture, and Nao Tamura — together with business leaders John Edelman, President of Haworth Lifestyle North and South America, Roberto Gavazzi, CEO and President of Boffi | De Padova, and Andrea Sasso, President and CEO of Dexelance. The discussion will be moderated by architect Carlo Biasia of INTERNI Magazine.
The evening will conclude with a cocktail reception in collaboration with Amaro Amara, Chiarella, and Zorzettig.
Design, Theater of Excellence x Italy on Madison
May 12 — by invitation only
May 13–15 — from 10 AM to 6 PM, upon registration at Italy on Madison
May 16–July 15 — by appointment only
Special thanks to AKA Nomad Hotel.
