On Friday 26th October we talked about the future, about Italianness, about excellence in innovation, elements that are deeply rooted in our ceramic district and that have contributed to making it unique in the world. The palimpsest, full of important names among architects and designers of international renown and entrepreneurs who have alternated in dialogues and conversations to offer their way of seeing the future that is already now. All the interventions were interesting. Francesco Morace with lectio magistralis, inaugurated the day talking about the 4 italian factors, passing through the intervention of Devon & Devon and Italcer on the comparison between luxury and excellence, then Giulio Ceppi, Mario Trimarchi, Chiara Luzzana who gave focus to the different ways of interpreting the concept of beauty and beyond. From the contextualization of Giulio Ceppi, to the 36 ways of conceiving the beauty of Trimarchi up to the sound beauty of Luzzana. It was a meeting that had no commercial purpose but rather born to highlight the value of work by re-evaluating the way things are done. “It’s not a story telling …. ours is a story doing”.