MILAN — Fondazione Altagamma marks its 25th anniversary in 2017 and is embarking on a series of image and communication changes.
Moving to a new 2,700-square-foot space in Via Montenapoleone designed by architect Piero Lissoni to be more centrally located and closer to the luxury brands it represents, the association is now to be simply called Altagamma, said chairman Andrea Illy on Wednesday, flanked by founding chairman Santo Versace, honorary chairman Leonardo Ferragamo and vice chairman Armando Branchini.
Robilant Associati also evolved Leonardo da Vinci’s icosahedron logo with a more stylized and lighter version, made more vivid by a touch of red. Annamaria Testa developed a new tag line: “Creatività e Cultura Italiana [Italian Creativity and Culture].”
“Creativity and culture are the yin and yang of the haute de gamme,” Illy said. “Creativity is the lymph of projects and culture is the essence of tradition.” Illy emphasized Altagamma’s efforts today to change the brands’ “value proposition to attract the elusive Millennials,” evolving distribution formats and taking on technological challenges. “We must rethink the Italian family business model that does not prepare companies for the future. There must be a more managerial structure,” he remarked.
Illy said Altagamma is working on the project of a professional school to help fuel a pipeline that employs 530,000 people.
While the update of Altagamma’s study with Bain & Co. will be presented in the second half of May, Branchini said 2017 “kicked off much better than 2016, starting from Europe. The first weeks of 2017 were positive in North America, China and Europe.” He was cautious about forecasts because of uncertainties such as the border adjustment tax in the U.S., and potential taxes on energy, cars and motorcycles, and personal luxury goods as well as wine and liquors in China.
Altagamma is thinking of holding an event to mark its anniversary, but in the meantime Branchini highlighted the first European Excellence Summit in Berlin on June 29 and 30 held by ECCIA, the European Cultural and Creative Industries Alliance, composed of five national European luxury goods organizations: Circulo Fortuny (Spain), Comité Colbert (France), Altagamma, Meisterkreis (Germany) and Walpole (U.K.).