The phenomenon of Italian brands and their global future was the main topic at a ceremonious event organised by MILDBERRY in Milan in the largest Italian design museum, La Triennale di Milano in October 12, 2006. Despite the professional content the event was planned as a public outing offering a show. The unusual and bit extravagant format fit well with the topic since Italian brands always surprised and continue to surprise even the most sophisticated pundits. Natalia Stefanenko, the star of Italian TV, was the host of the event. Top managers of leading Italian fashion, FMCG, financial, hi-tech and other companies, in addition to a large amount of TV, radio and press journalists were invited to the event.
During the event the following people personally or through a video address gave presentations: Thomas Gad, a branding expert who worked with Nokia, Procter & Gamble and Compaq; Alena Doletskaya, the Head Editor of Russian Vogue; professor Arturo Dell’Acqua Bellavitis, Director of INDACO and Vice-President at La Triennale di Milano; Deborah Dawton — Director at Design Business Association, Great Britain; Lynda Relph-Knight — Editor of the Magazine Design Week, Great Britain; Aleksandr Gendelsman, Commercial Director of the Chain of Globus Gurme Supermarkets; Mikhail Delyagin, Head of Council for Globalisation Issues, Ph.D. in Economics, Member of the Russian Academy of Natural Sciences; Ilya Berezin, Director of Ferrari Maserati, Russia; Nikolai Uskov, Head Editor of GQ Russia and Igor Denisov; President of Ile de Beaute.