The inventor of plastic and the ethics of innovation. A presentation by Luca Cottini (PhD)

* Oslo, December 10, 1963. The only Italian #scientist to receive a Nobel Prize in Chemistry
* Achievement & fragility. From the invention of plastic to the management of waste
* The imaginative mind of Giulio Natta. On #literature and #chemistry (Primo Levi)
* A groundbreaking lab of innovation. Montecatini: from nylon to Moplen
* The new material that God forgot to create. The birth and misuse of plastic
* A new imagination of plastic. On the role of culture and ethics on innovation

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The woman behind Italy’s greatest wine (A presentation by Luca Cottini, PhD)
* The call to serve. The beginning of Giulia Falletti’s mission in Turin’s prisons
* The story of Juliette Colbert de Maulevriér. From the French revolution to the Parisian encounter with Carlo Tancredi Falletti
* From Napoleon’s rule to the Risorgimento. The growth of Turin in the 19th century, between anticlericalism and religious renewal
* Carlo and Giulia’s effort in the betterment of the city, from the monumental cemetery to prison reform
* The Falletti estate in the Langhe countryside. Giulia’s investment in the Nebbiolo grape and the “discovery” of Barolo
* A story of holiness and redemption. The Barolo wine as mirror of Giulia’s personality

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The Masters of Italian Publishing (A presentation by Luca Cottini, PhD)

* The Martinitt orphanage in Milan, home of 3 great #innovators
* From poverty to entrepreneurship. The parallel path of Angelo Rizzoli and Arnoldo Mondadori
* The project of the Italian encyclopedia (Rizzoli, Bocconi, and Treccani)
* The Borletti-Mondadori partnership. The rights of D’Annunzio and the birth of detective novels
* A long-lasting rivalry. From magazines to literary classic series
* Mondadori, America, and the creation of the critical theory publisher Il saggiatore
* Rizzoli, cinema, and the sponsorship of Fellini’s masterpieces
* Rizzoli & Mondadori today. The legacy of two masters on Italian 20th century culture

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Liquore Strega and the bewitching power of literature (A presentation by Luca Cottini, PhD)

* The fascination for "La" Strega (the witch) and the apprenticeship at "Lo" Strega liqueur factory
* Poster #advertising and the aura of Strega. The blue, green, and red "witch" by Marcello Dudovich
* The Roman city of Benevento, the legends of witchery, and the #drink of Giuseppe Alberti
* A Southern Italian excellence from 1860 to the present. Guido Alberti as #entrepreneur
* The passion for #storytelling. The Nazi occupation of Rome and the salotto of Maria Bellonci
* The birth of Premio Strega, a laboratory of postwar culture & Italy's most important literary award
* From literature to #cinema. The acting career of Guido Alberti, from Fellini to Rosi
* Of #cocktails and literary imagination. What do #stories do? What is their added value?
* Guido Alberti. A complex entrepreneur and #intellectual in search of never-fading #beauty

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A presentation by Luca Cottini (PhD). Keynote address of the International Conference of the Canadian Association of Italian Studies (CAIS). Delivered on July 5, 2022.

* The culture behind the label. What model lies behind the Italian "impresa"?
* The three components of the Italian "incanto": limit, #design, the chorality of "works" (#opera)
* 1. The creative power of limit: care, respect, and #sustainability
* 2. Design as #storytelling. The characters of the "speaking object" (genealogy, vitalism, performativity & consistency)
* 3. Hybridity of languages and chorality of interactions (the piazza as a negotiating site, the family as a guarantor of continuity, the fabbrica as community, the theatre as a site of emotional action)

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The creative compass of Ferrero (A presentation by Luca Cottini, PhD)

* Finding the recipe. How Pietro Ferrero arrived to the hazelnut and cocoa paste
* The early years. The marriage of Piera and Pietro, the birth of Michele, three entrepreneurial failures, and the return to Alba
* The Langhe and Italy’s civil war. From WWII to reconstruction (1943-1945)
* The post-war birth of the Giandujot (the forerunner of Nutella) and the foundation of the Ferrero chocolate company
* A new model of social reconstruction. To work, create, and give (from the early days to the Ferrero foundation)
* Piera’s presidency and Piera’s legacy. A remarkable story of female entrepreneurship

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The father of Italian design (A presentation by Luca Cottini, PhD)

* Domus. The theory and practice of “industrial design” (What is design? Who is the designer?)
* Designing life: a worldview in an object; a particular character in a space
* Ponti and Milano. From formation to expositions, from practice to theory
* Object-worlds. The passion for ceramics and glass. Lightness as brightness and weightlessness
* Secular and religious architecture. The “continuity” of opposites
* Vivere all’italiana, vivere alla Ponti. The synthesis of tradition and modernity

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A conversation between Luca Cottini (PhD) and Marco Baldocchi, Neuromarketing research director at NINA (the Italian Association of Applied Neurosciences), author, public speaker, and visionary entrepreneur in consulting and advertising.

* From Lucca to Miami. From advertising to #neuroscience (1:05)
* What is neurobranding? Why is neuroscience a key tool for #marketing? (2:35)
* The understanding of emotions. Our decisions take place at the unconscious level (6:00)
* The powerful impact of #storytelling in activating our #senses and our #memory (7:50)
* Italy, melodrama, and the transformation of products into emotional platforms (10:30)
* What moves our brain to #innovate? (13:43)
* What is #luxury and what mental associations do we refer to it? (15:25)

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The pursuit of legend (A presentation by Luca Cottini, PhD)

* The finish line at the 1908 Targa Florio. How it all started
* The birth of Italy's #automobile industry. Nazzaro (#Ferrari); Trucco (#Maserati); Ceirano (#fiat)
* The mechanic of Isotta Fraschini who became a pilot. The story of Alfieri Maserati
* Visionary entrepreneurship, competition, and elegance. At the core of Maserati
* Maserati's most legendary models and Alfieri's legacy
* What (really) happened that day in Palermo in 1908

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A conversation between Luca Cottini (PhD) and Michael F. Moore, PhD (freelance translator, interpreter, and author of a wonderful English version of Alessandro Manzoni’s novel “The Betrothed")

* A novel (and a language) for the Italian nation. Manzoni's I promessi sposi (1:00)
* From Manzoni's characters to Italy's character. A prototype of the Italian psychology (6:20)
* The American reception of Manzoni's masterpiece (13:40)
* Reading Manzoni to read the pandemic. The narration of the bubonic plague (18:10)
* The art and methods of translation (21:32)
* Interpreting at the United Nations. Giving voice to Italian politics on the world stage (27:00)
* Why businesses and entrepreneurs need great translators/interpreters (31:15)

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