A Celebration of Italian Excellence

Three days of immersive experiences at the ITA Townhouse on Madison Avenue — live artisan demonstrations, culinary storytelling, fashion performances, beauty discoveries, and evening events that bring the finest of Italy to New York.

RESERVE YOUR EXPERIENCE
RESERVE YOUR EXPERIENCE

Throughout the Event May 13 - 15

During General Admission Hours

All Three Days

Immersive Makeup Activations

Live artistry showcasing transformation moments inspired by Italian elegance — from bold editorial looks to refined everyday beauty.

All Three Days

Virtual Eyewear Try-On Photobooth

Experience the latest Italian eyewear collections through cutting-edge mirror technology — try on frames and take your moment home.

Thursday & Friday

Live Fashion Performances

Model showcases with simultaneous outfit changes unfold throughout the day, bringing Italian fashion to life in real time.

Thursday & Friday

Shoemaker Demonstrations

Master shoemakers present traditional Italian handcrafted shoe-making alongside an innovative startup demonstrating 3D-printed footwear, highlighting the contrast between heritage craftsmanship and cutting-edge design.

Reservations for General Admission are required. Tickets are available in 15-minute intervals and are valid for one hour, subject to capacity.

VIEW TICKETED EVENTS & RESERVE
VIEW TICKETED EVENTS & RESERVE

Wednesday, May 13

General Admission 10:00 AM – 1:00 PM
Scheduled Events 2:30 PM - 4:30 PM, 6:00 PM – 8:00 PM
Available Throughout Day Immersive Makeup Activations  ·  Virtual Eyewear Try-On Photobooth

Evening Programming — Limited Tickets Available

2:30 PM – 4:30 PM
Ticketed Event
Salone Nautico Conference
An afternoon conversation presented by Salone Nautico. Please note that arrival at the start of the event is required.
6:00 PM – 8:00 PM
Ticketed Event
Design Talk: Theater of Excellence
A conversation curated by INTERNI Magazine, gathering internationally renowned designers and entrepreneurs to explore how Italian design continues to merge tradition, innovation, and lifestyle.
Erica Di Giovancarlo — Trade Commissioner, Executive Director ITA USA Offices
Gilda Bojardi — Interni Magazine Editor
Sparring partners: Architects vs Entrepreneurs
Moderated by Carlo Biasia — INTERNI Architect

Thursday, May 14

General Admission 10:00 AM – 4:00 PM
Social Aperitivo 6:00 PM – 9:30 PM
Available Throughout Day Makeup Activations  ·  Virtual Eyewear  ·  Fashion Performances  ·  Shoemaker Demonstrations
10:00 AM – 12:00 PM
Italian Breakfast
A morning moment inspired by Italian breakfast rituals, where guests are invited to begin the day through curated tastings accompanied by an immersive audio-visual narrative and Artusi-inspired storytelling.
12:00 PM – 2:00 PM
Italian Lunch
A curated midday moment exploring Italian culinary heritage through tasting and storytelling, centered around a live pasta preparation presented and finished in a cheese wheel. The experience is enriched by The Artusi Voice, adding a narrative layer that brings tradition and technique into a contemporary, performative context.

Evening Programming — Limited Tickets Available

6:00 PM – 9:30 PM
Ticketed Event
GialloZafferano Social Aperitivo
A dynamic evening led by four culinary talents, moving guests through an itinerant journey of theatrical pasta-making, Sicilian cannoli preparation, and curated wine pairings — with Italian brands woven throughout.
Chef Silvia Barban  ·  Chef Alberto Marcolongo  ·  Pastry Chef Bilena Settepani  ·  Julia Molinari

Friday, May 15

General Admission 10:00 AM – 4:00 PM
Closing Party 6:30 PM – 9:30 PM
Available Throughout Day Makeup Activations  ·  Virtual Eyewear  ·  Fashion Performances  ·  Shoemaker Demonstrations
10:00 AM – 12:00 PM
Italian Breakfast
A morning moment inspired by Italian breakfast rituals, where guests are invited to begin the day through curated tastings accompanied by an immersive audio-visual narrative and Artusi-inspired storytelling.
12:00 PM – 2:00 PM
Italian Lunch
A refined midday moment centered on the art of risotto-making, where guests experience a live preparation followed by curated tastings. Enriched by The Artusi Voice, the activation is paired with selected Italian wines, highlighting regional pairings and enhancing the sensory experience, while reinforcing the central role of wine within Italian culinary culture.
3:00 PM
Italian Merenda
An afternoon moment inspired by the Italian merenda, where guests are invited to pause and enjoy a curated selection of sweet offerings. Pastries are finished live in front of guests, adding a performative and sensory dimension to the experience, enriched by The Artusi Voice.

Closing Party — Limited Tickets Available

6:30 – 9:30 PM
Ticketed Event
The Closing
Italy on Madison closes with its most open and celebratory moment — a vibrant street food evening with iconic Italian flavors, wine, cocktails, and the energy of a final night shared among guests, makers, and Italian brands.