Economy of Beauty

The study “Economy of Beauty” proposes a journey to enhance our cultural, architectural, naturalistic and production heritage where culture and know-how meet.

“The enhancement of our cultural, architectural, enogastronomic, tradition, identity culture”.
(cit. Emilio Casalini, 2020)

That defines the Economy of Beauty, the project presented in Pavilion Venice at the 17th. International Exhibition of Architecture – The Venice Biennial.

Starting from this consideration Banca Ifis developed its own contribution, creating a Market Watch dedicated to the economy of Beauty: a project looking to build a sustainable innovation model levering on the roles art, design, culture and natural landscape play as a distinctive base for the  Made in Italy  economy, and opportunity for new territorial development.

The Venice Pavilion and the Economy of Beauty

Banca Ifis is Gold Partner of the 17th International Architecture Exhibition of 2021 and sponsor of the Venice Pavilion “Know how to use knowledge”, of which it will be a fundamental part thanks to the Market Watch “Economy of Beauty”.

Acetaia Giusti

The world’s oldest balsamic vinegar.
The story of the Giusti family, who after 17 generations is changing course and turning into a company able to embrace both change and tradition.


Mavive is the purest expression of the economy of beauty. Not only because it has been working on and making outstanding perfumes for years, but also and above all because it was established in Venice, the evocative and iconic capital of absolute wonder

Cipriani Food

The frequencies of simplicity, the precepts of luxury.
Cipriani is one of the longest-standing companies specialised in the food sector. Not just an interesting entrepreneurial history, but also a historical fabric closely linked with the evolution of Italian and international traditions.

The study

The Economy of Beauty has its nucleus in the Italian historical, artistic, cultural and landscape heritage. This nucleus represents that distinctive character able to generate economic value in a dual role: attracting visitors and viewers of beauty, and characterising the  made in Italy production through  design-driven, logics that are both functional and aesthetic.

The Market Watch dedicated to Beauty quantifies this impact.

The survey is divided into four sections:

The map of relations and its value

Definition of who the players are (viewers, producers and customers) who act on the economy of Beauty and where they build relationships.

Territorial experiences

Venice, Bologna and Sciacca, three different territorial experiences for setting and cultural heritage.

Voice of the protagonists

Experiences and points of view of some of the main members and operators of sectors analysed.​


Considerations emerging from the study of Beauty.

The installation

The installation “Economy of Beauty”, curated by Giovanna Zabotti, work created by the artists Marina and Susanna Sent, includes one floor in Murano glass representing the players and the places of the economy of Beauty, and  LED rays to make the relations between players and places visible. The video on the wall shows main data and keywords of the research.

Il bello dell'Italia

L’economia della bellezza: un patrimonio da sviluppare
An event of Banca Ifis with Corriere della Sera to narrate the Market Watch of italian Beauty, with the research’s players.