The value of 'Made in Italy' must necessarily be up-to-date. This is the philosophy that Italia Independent has embraced. We decided from the outset to do away with stereotypes and attune ourselves to the extreme pace, to the incessant metamorphoses of the globalized world.

'Made in Italy' is from the tycoons of the '80s, not me. It is people who represent an Italy which I don't belong to and I don't feel a part of.

Tiles, the best furniture, fabrics, bath fixtures, bronze - just leaf through any design magazine and you immediately understand they're all 'Made in Italy.' We have the premier opera house in the world, La Scala, and behind the Nobel given to CERN is the research of many Italians.

Even when it comes to zippers and buttons, Italy reigns supreme. The luxury market is ours, as demonstrated by the voracity with which various foreign conglomerates are buying up the jewels of our manufacturing sector.

If you stop for lunch elsewhere in the world, you tend to eat a sandwich, and a bad one. Italy is unique for the style of life. I think everyone envies it a bit.

My company Independent Ideas worked with Gucci on a special edition Fiat 500.