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Design is not just a field focused on aesthetics. It is the ability to transform ideas into solutions that combine beauty and functionality, said Alessandro Ferranti, Ambassador of Italy to Armenia, as he opened the exhibition "Photography in Career," which became part of the IX edition of the Italian Design Day.

The HayArt Cultural Center on Tuesday turned into a space where art, photography, and design came together in a subtle, almost tangible dialogue. High white walls, soft light emphasizing the details of the photos, subdued conversations of guests, including diplomats, representatives of the Armenian government, designers, and simply connoisseurs of beauty. Here, in the very heart of Yerevan, an event unfolded that became another bright page in Armenian-Italian relations.

The exhibition “Photography in Career” is a collection of 48 large-format photographs that re-discover the history of legendary Italian designers, winners of the Compasso d’Oro, a prestigious award that has recognized the pinnacle of Italian excellence since 1955. People and objects that have left their mark on the world of design are captured through the lenses of both classic and contemporary photographers. Each image reveals a search for perfection, harmony between form and content, and a look full of respect for the material and the idea.

“Design is present in everything: in the objects we use, in the spaces we live in, in the cities that surround us. It has a much greater impact on our lives than we can imagine,” continued the Italian ambassador, noting that design is not just beautiful things, but a tool that can make our reality more comfortable, functional, and humane.

This idea is especially important in the context of the theme of today’s Italian Design Days: reducing inequality. High-quality architecture, innovative technology, and aesthetically meaningful solutions can not only improve the urban environment, but also create more accessible spaces where beauty and practicality are combined.

However, this exhibition was not only a tribute to the masters of design, but also a significant event for Armenian-Italian economic relations. One of the key moments of the evening was the announcement of the launch of ITA Desk in Armenia—a new initiative of the Italian Trade Agency (ITA) aimed at developing business ties between the two countries.

ITA director in Moscow Alessandro Liberatori emphasized the importance of this move. "We are confident that the opening of ITA Desk in Yerevan will significantly increase the effectiveness of our promotional services and the provision of personalized assistance to Italian companies, and will also become an important tool for strengthening Italy's position in the Armenian market. In 2024, Italy ranked sixth among Armenia's largest suppliers, increasing its export volume to 322.7 million euros. Our key export sectors are fashion, mechanical engineering, agribusiness, chemical and pharmaceutical products, household goods and transport technologies,” he noted.

The cooperation between Armenia and Italy continues to deepen, going beyond traditional trade. The creation of ITA Desk at the Italian embassy in Yerevan—and under the leadership of Teresa Avagyan—is not just a new office, but a point of attraction for Armenian and Italian entrepreneurs, and a platform for developing joint projects and introducing innovations.

And ahead are new projects, exhibitions and, of course, the main world event in the field of furniture and design—Salone del Mobile in Milan, which will be held from April 8 to 13. This is another opportunity for Armenian designers and entrepreneurs to discover the unique facets of Italian craftsmanship and find new points of contact.

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