From Liguria to Washington one way. It is the “journey” undertaken more than 15 years ago by Roberta Marcenaro Lyon when in the States he created Imark, a holding of profit and non -profit society that promotes Made in Italy in design, infrastructure, fashion and food and wine, becoming a sort of “bridge” between two worlds so different but always looking for each other. After a degree in Economics in Genoa, Marcenaro Lyon is interested in the Polytechnic of Milan in the disaster caused by Hurricane Katrina in New Orleans and a book-reflexion is born on the creation of homes-mobiles and, more generally, on the transformation of living. So he knows the American market better and decides to found stars and stripes in the capital of politics. Since 2008 there are many companies such as Fincantieri, Rina, Armani, Almaviva who have turned to her, Chesi defines as “an accelerator”, a professional who “creates complex paths, but fast for Italian companies, looking for collaborations”.
His customers are often large groups that initially rely on the big names of advice to make his way in the complex of the American business, but who then “if they have to go to a politician or participate in a race do not know how to move. I am a boutique, I am quick and I do first. That’s why they turn to me: I make the Delivery first and I have the right contacts, since I have been carrying on my relationships in a correct way”. And this is because even for a “weight” group it is not so simple to land and, above all, to stay in the States. “The problem” admits the founder of Imark “is that as a system of Italy we are losing ground in America, and this happens because we do not know how to team up – not even at the sector level – and we do not look at future strategies”. The United States, in fact, “reward in the long run and those who produce there, a theme of the” Buyamerican “of very current topicality after the duties introduced by the Trump government. Export, alone, can no longer work, as among other things it already happens in China. For this reason, the tricolor companies must become American in full and in many they are making it opening operating branches or through acquisitions”.
In addition to the lobbying activity, Marcenaro Lyon over the years has also created a series of vertical platforms with which “Fareponti to establish constant dialogues on some themes and create a community”. One of these strands is that of the STEM disciplines, culminating in recent days in the Global Math Summit in Cagliari. “We have chosen Sardinia” continues Marcenaro Lyon “to make the island, candidate to host the Einstein Telescope for the detection of gravitational waves, a scientific and cultural point of reference for the entire Mediterranean. The summit” concludes the founder of Imark “will not be an episode, but the zero year of a ten -year path: a stable and interdisciplinary community with publications, open educational platforms, Programs for schools and businesses “.
The next appointment, however, is the Italian Design Week, which has been taking place in Washington from 2023 in October in the month of Italian Heritage – this year from 13 to 16 October – coinciding with the celebrations of the Columbus Day, putting together companies of the highest level which during the past three editions are ranged from Ferrero to Leonardo, from Valentino to Intesa Sanpaolo, from Beretta to Essilorluxotic, from Beretta, from Beretta. Ferrari in Lamborghini, from Gucci to Manifatture Tuscan cigar, from Piaggio to Brioni.
