ITALY – Great success for the 1st edition of IT’s Tissue – The Italian Technology Experience
Lucca was the stage of a unique internationally resounding project: IT’s Tissue – The Italian Technology Experience.
In a territory rich in beauty and charm, Italian excellence in tissue was the protagonist, together
with art, culture, music and entertainment, of a journey to discover the most important paper district
IT’s Tissue was created by the Tissue Italy Network, comprised of 12 Italian tissue equipment
suppliers, with the help of Maurizio Vanni
(Project management), MViva Srl, IBG – Italia Brand Group
and AE Comunicazione d’Impresa (Aegis Media Group) with the aim of collectively enhancing the reputation for excellence of this industrial
district and its cutting edge technologies by showing its know-how and innovation potential on a
The first edition attracted over 700 participants from 317 companies coming from 70
countries in representation of all five continents. Over 50% were European with a particularly
strong presence from Italy, Turkey, England and Germany, followed by Latin American countries
(mostly from Brazil and Mexico) and North America. Numerous participants also from African
countries, among which Uganda, Ghana, Nigeria, Angola and South Africa. The UAE, Japan,
China and Polynesia were also represented.
Besides the event closely tied to the world of tissue, the extra activities connected to the world of
culture, entertainment and wellness also attracted numerous participants. The photo exhibition by
Henri Cartier-Bresson at the Lu.C.C.A. museum aroused particular interest, as did the concerts
of the “Puccini e la sua Lucca” International Festival and those of Luccanfiteatrojazz organized in
collaboration with the Municipality and the Province of Lucca.
The delicious wine and food tasting
by several participating Lucca restaurants were also much appreciated and some guests
also enjoyed truly relaxing moments at the Terme di Bagni di Pisa spa.
One of the most suggestive occasions of the nine-day event was the exclusive welcome dinner
correlated by a special concert by Tony Hadley, former leader of the Spandau Ballet, who brought
guests back in time to the atmosphere of the Eighties.
IT’s Tissue is a territorial and emotional marketing program unique in its kind that aspires to be
a link between traditional business activity, culture and entertainment. Lucca will host the next
appointment, too, in 2016.
The President of the Republic of Italy, Giorgio Napolitano conferred the Medaglia del
Presidente della Repubblica state award for excellence to IT’s Tissue – The Italian Technology
Experience in recognition of its value.