From May 13 to 15, the Italian Trade Agency (ITA) will unveil the third edition of Italy on Madison, a three-day cultural showcase that transforms the agency’s Upper East Side headquarters. Curated by INTERNI’s editor-in-chief Gilda Bojardi and designer Paola Navone, this immersive experience celebrates Italy’s creative heritage across five key industries—fashion, design, beauty, food & wine, and travel & wellness—and features more than 70 Italian brands. “New York remains a global stage where Italian creativity continues to shine,” said Erica Di
Giovancarlo, Commissioner Director of the Italian Trade Agency in the United States. “With Italy on Madison, we are not just showcasing products—we are inviting the public to experience the spirit of ‘Made in Italy’ in a deeply personal and sensory way. This event represents our commitment to helping Italian brands connect with American audiences through curated experiences that inspire, engage, and elevate.”
The ITA’s historic townhouse at Madison Avenue and 67th Street will be transformed into a captivating Italian home. Each room will evoke a different facet of Italian living: from a welcoming entrance and refined living room to an aromatic kitchen, a peaceful bedroom, and a blooming garden terrace. A floral design theme will connect every corner, expressing Italy’s deep ties to beauty, hospitality, and nature.
At the heart of Italy on Madison is a curated celebration fashion, design, beauty, food & wine, and travel & wellness —brought to life through immersive activations and engaging experiences. More than 70 distinguished Italian brands will be featured, each offering a unique window into the creativity, quality, and craftsmanship that define Made in Italy .
To represent fashion, Italian designers will spotlight the artistry and innovation behind contemporary fashion through live photoshoots, personal styling moments, and curated showcases. For design, the headquarters will be transformed into a living canvas for Italian interior design, curated by Gilda Bojardi and Paola Navone. Through site-specific installations, furniture pieces, and lifestyle vignettes, guests will explore how Italian design continues to shape global conversations around aesthetics, function, and sustainability.
To demonstrate beauty & wellness, Italian skincare, fragrance, and haircare will take center stage through interactive workshops and sensorial experiences that explore holistic wellness rituals. From extra virgin olive oil-based skincare to artisanal perfumes, this program will showcase how centuries of tradition meet cutting-edge research in Italian beauty innovation.
Lastly, for food & wine, the space will highlight regional flavors, product tastings, and chef-led demonstrations. From morning espresso rituals to afternoon aperitivi and refined pairings, food becomes a storytelling medium that celebrates Italy’s terroir and hospitality culture. Each industry will be brought to life through immersive masterclasses, live demonstrations, and curated experiences, inviting guests to discover Italian heritage through all five senses. Daily events are designed to immerse guests in the beauty, taste, and lifestyle of Italy.
For the full list of the Italian brands participating to Italy on Madison and the full program, please visit: www.italyonmadison.nyc Follow @extraitastyle on Instagram.
