What defines the Italian character, so much appreciated all over the world. We have already emphasized in this newsletter that Italianity is a distinctive factor, a symbol of beauty, creativity, ‘genius loci’, and connection to the territory. We gladly return to this point by proposing a truly effective reading: the volume “The Italian Factor” by Francesco Morace, which analyzes the character of our country and its people in order to suggest a path aimed at multiplying its value. In practice, it identifies the Italian X Factor as a condensation of the potential of a country itself.

Francesco Morace, sociologist, writer and journalist, expert in trends, president of Future Concept Lab, identifies the Italian X factor not as an unknown, but as a mix of intelligence, creativity, taste, technical and artisanal skills. The journey of the book “The Italian Factor” clarifies the elements that have shaped and limited our character for centuries, to reinterpret them as levers through which to transform Italianity and the Italian way (the all-Italian way of doing things and therefore also of producing) into the Italian factor capable of transforming a psychological vocation and a cultural attitude into a multiplier factor for the value of our activities and our enterprises.

From this truly inspiring book, Italian Touch an RBA Design project is born that involves the search for signs, colors, images, characters, and stories that make the Italian origin and its excellence immediately recognizable. Elements of authentic expression that recognize the Italian origin and its excellence even without the tricolor flag. A project that stems from the desire to recover awareness of our ability to create beauty based on sensations, intuition, experience, and a philosophy of life that characterizes the Italian genius loci.
In practice, the search for a new aesthetic (and quality of life). This is the challenge of tomorrow in which Italy could find itself as a protagonist, as Morace rightly points out in his book.