an exhibition against counterfeiting in every sense of the word

Counterfeiting is harmful to everybody and to the
Nation’s economy: it steals from Italian businesses;
it is detrimental to the “Made in Italy” image and
is a direct risk for the health of citizens and for
consumer safety.
The Italian Government is committed to making
the most of the Industrial Property system and
to protecting the originality, style and quality of
goods Made in Italy. The counterfeit market is
a serious hindrance to the competitiveness of
firms and a risk for consumer safety and it fuels
organised crime and undeclared employment.
Counterfeiting means a loss for the entire
country and that is why it is important to
arouse the awareness of citizens and firms,
informing them about the phenomenon and
showing them why “Fakes make no sense”.
Knowledge and information are therefore the
two keywords interpreted and promoted by this
Exhibition, using a novel approach and an
exhibition layout that highlights the quality and
originality of Italian products.
Visitors are accompanied along an exposition
path that emphasises the experience of seeing,
feeling, smelling, hearing and tasting: an itinerary
in which every market sector is highlighted by
emphasising one of the five senses, for an omnisensory and perceptual experience.
Hearing: motors
Feeling: fabrics, fashion and luxury
Seeing: lines, industrial and craft design, toys
Smelling: fragrances and beauty products
Tasting: flavours, the culture of food
The sixth sense is not on display: it is left to
individual awareness so as to encourage more
responsible and conscientious behaviour.
Guida_ENG.indd 1
(Fakes make no sense)
The concept of the exhibition
was conceived by
Gianni Quaranta,
set designer and Oscar winner,
inspired by the works
of the artist
Angelo Bucarelli.
An exhibition
against
counterfeiting
in every sense
of the word
GUIDE TO THE EXHIBITION
www.sviluppoeconomico.gov.it
www.uibm.gov.it
www.ilfalsononhasenso.it
Fondazione Memmo
Palazzo Ruspoli
Via del Corso 418, Rome
13 January - 6 February 2011
Free entry
11-01-2011 19:28:15
Room 5
Tasting: flavour, agri-food products
Room 1
Hearing: engines
Room 3
Seeing: lines and colours, design and toys.
State of the art engines, for fast, dazzling and
safe luxury cars: these are the protagonists
in Room 1, where hearing is the predominant
sense.
The automotive sector is one of those where
there is a greater increase in the counterfeit
market: the products being marketed are lacking not only in quality but in the minimal safety standards The risks for consumer health
and safety are extremely high.
Tradition and progressiveness: two values
that symbolise the brands featured in Room 3,
displaying unmistakable Italian design and
creativity, as well as traditional skill in the
manufacturing processes.
The perfect lines, the most innovative design
solutions, the choice of material, the attention to
safety, the use of fine and exclusive compounds:
seeing is the sense chosen to represent design
and the world of children’s games.
Brand: Automobili Lamborghini
Brand: Artemide, Atlas Concorde, Assicor,
Il Giurì del gioiello by Assicor, Cisgem, Bticino,
Giochi Preziosi, Look Occhiali, Luxottica,
Nuova Faro, Safilo, Trudi
Room 2
Feeling: fabrics, fashion and luxury
Fine fabrics, made into unique, carefully tailored
garments with expert lines and cuts, are a
feather in the cap of the Italian industry, esteemed, known and appreciated all over the world.
Today the fashion sector is hard hit by the
counterfeit market, a phenomenon that demeans the quality and intrinsic value of original
products. Italian creativity and the high quality
of the clothing play the leading role in this room,
enhanced by the sense of feeling and bearing
witness to an eternal heritage.
Room 4
Smelling: fragrances and beauty products
Brand: Cavalli, Fendi, Gucci, Dainese, Versace
Brand: Cavalli, Versace
Guida_ENG.indd 2
Smell is the sense chosen to exalt extremely
refined fragrances and state of the art formulas.
Counterfeit products expose consumers to
considerable health risks: quality is inevitably
poor or non-existent, ingredients are neither safe
nor subjected to the strict controls required. The
result is products that can cause allergic or even
toxic reactions.
The culture of food. This is the best known, most
widespread and appreciated aspect of “Made in
Italy” throughout the world, a synonym of tradition, authenticity and genuineness.
Artisanal processing methods, careful choice of
raw materials that are typical and characteristic
of their place of origin and production, unique
and exclusive flavours.
There is one whole room, number 5, devoted to
the best recognised feature of Italy and its enterprises all over the world, in other words the
culture of food. The genuineness of the products
and the renown and reliability of historic brands
are a target for counterfeiting, which gives rise,
particularly in this sector, to serious risks for the
health and safety of consumers.
Brand: Asiago, Ferrero, Parmigiano Reggiano,
Prosciutto Di Parma
Rooms 6 - 9
Institutions
The Italian institutions are committed to the
fight against counterfeiting by actions aimed at
protecting citizens and businesses; projects
for protecting and promoting Industrial
Property assets; programmes for cooperation
and collaboration, promotion of innovation
and research, communication and awareness
rousing.
Integrated and effective initiatives that can only
be carried out in the best way if there is close
collaboration between everybody involved in
various capacities in the fight against the
counterfeit market.
Ministero dello Sviluppo, Unioncamere,
Guardia di Finanza, Agenzia delle Dogane,
Poligrafico dello Stato, Università Sapienza di
Roma – Cattid
11-01-2011 19:28:20

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