Made in Italy roadshow arrives in Barcelona

Italian excellence takes centre stage in Barcelona on 20 October as the international roadshow “Made in Italy: Between Tradition and Innovation” arrives at the European Institute for Design (IED). The event aims to promote Italian entrepreneurship and innovation while deepening commercial and cultural ties with Spain.

Organised by the Made in Italy Community with support from the Consulate General of Italy in Barcelona, the Italian Chamber of Commerce, Foment del Treball, and IED Barcelona, the initiative forms part of a broader international project already hosted in several European capitals, including Madrid earlier this year.

The Barcelona event will bring together Italian and Spanish business leaders, institutional representatives, and entrepreneurs for a day of discussion on the challenges and opportunities of the Made in Italy brand in the Iberian market. The goal, organisers said, is to foster collaboration, generate new business ideas, and strengthen links between the Italian entrepreneurial ecosystem and Spain’s dynamic economy.

Among the key speakers are Roberto Santori, founder of the Made in Italy Community; Igor Garzesi, president of the Italian Chamber of Commerce in Barcelona; Gabriele Luca Fava, Italy’s Consul General in Barcelona; Mar Alarcón, vice president of Foment del Treball; and Andrea Marchesi, general director of IED Barcelona.

Barcelona programme

The programme includes the presentation of new research into Spanish consumer perceptions of Made in Italy, offering valuable insights for companies expanding in the market. A round table discussion, moderated by journalist Patrizia La Daga — the initiative’s ambassador in Spain — will follow, featuring representatives from major firms such as Amplifon-GAES España, Italtel España, Garda Import, Rhea Vendors Group, and Smeg España.

Innovation will also take the spotlight, with entrepreneurs Valentina Pizzuti (Valentina and Pasqualina) and Massimiliano Brigida (It’s Week – La Tech Made in Italy) presenting their start-ups.

“Our goal is to support companies that, despite increasingly complex and uncertain markets, continue to take Italian identity and innovation beyond our borders,” said Santori, who also leads Challenge Network Spa. “Events like these encourage dialogue, inspiration, and real business opportunities.”

The evening will conclude with a networking cocktail, offering participants a final opportunity to exchange ideas and explore future collaborations between Italian and Spanish enterprises.