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Let’s not lose the Italian Dolce Vita.
It does not mean sweet life only but also Italian lifestyle.
It is not only about the fact of seeing a product but it is a lifestyle.
The life style is the emotional frame in which a product is inserted and it helps in seeing it.
It is constituted by many things: the food, coffee places, our squares, the music and the way the people talk and walk.
It is the culture and the life of a population to emphasize the style, casting the image in the world.
Our life style is an attraction for millions of citizens from all over the world.
We do not have to lose it but growing it and emphasize it by its evolution.
This combination between the product and the Italian lifestyle will be fundamental for our future and will decide the destiny of the “made in Italy” and of our economy.
