A Celebration of Italian ExcellenceThree 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.
Explore the Schedule & Reserve Your PlaceReservations for General Admission are required. Tickets are available in 15-minute intervals and are valid for one hour, subject to capacity.
Experience these activations throughout the Townhouse...
Explore the ScheduleWEDNESDAY MAY 13
Happening throughout the day...
GENERAL ADMISSION
Explore the activations happening throughout the townhouse. Tickets are required. Entry is available in 15-minute intervals and valid for one hour, subject to capacity.
10:00 AM - 1:00 PM
BEAUTY TOUCH-UP BAR: ITALIAN MAKEUP MOMENTS
Between 10:00am and 1:00pm, a professional makeup artist will be available for personalized touch-ups using the finest Italian makeup products.
10:00 AM - 1:00 PM
BEYOND MAKEUP: AN AWARD-WINNING APPROACH TO BEAUTY
Skin comes first. Discover intelligent textures and high-performance formulas designed to elevate your makeup routine through visible, skin-first results. Explore a new generation of hybrid products -- skincare and color merge seamlessly with effortless, authentic beauty. This lesson will last 15 minutes.
11:00 AM
GOOD SKIN = BETTER MAKEUP: THE PREP RITUAL THAT CHANGES EVERYTHING
Great makeup starts with great skin. Discover how targeted skin prep enhances glow, smooths texture and reduces the need for coverage. Experience the SuperYOU ritual for a radiant, effortless finish where make-up becomes minimal, fresh, and perfected. This lesson will last 15 minutes.
12:00 PM
YACHTING DESIGN IN MOTION: FROM EXTERIORS TO INTERIORS
2nd Edition. An afternoon conversation presented by Salone Nautico Internazionale – Genoa International Boat Show on the increasingly strong bond between Italian yachts and the Made in Italy design and furniture sector, along with performance, innovation, style, and trends. Prompt arrival at 2:30 PM is required.
Speakers: Mr. Stefano Pagani Isnardi - Head of Research, Confindustria Nautica • Mr. Paolo Trevisan - SVP Design Pininfarina of America • Mr. Francesco Secchiaroli - VP of Sales di Poltrona Frau Americas
Moderator: Mr. Khoi Vo - CEO American Society of Interior Designers (ASID)
2:30 PM - 4:00 PM
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.
Introduction:
Erica Di Giovancarlo—Trade Commissioner, Executive Director ITA USA Offices
Gilda Bojardi — INTERNI Magazine Editor
Sparring Partners: Architects vs. Entrepreneurs:
Architects: Marc Fornes (Architect) • Hani Rashid (Architect) • Nao Tamura (Designer) vs. Entrepreneurs: John Edelman (President, Haworth Lifestyle, North & South America) • Gabrielle Salvatori (CEO, Salvatori) • Andrea Sasso (Chairman & CEO, Dexelance)
Moderated by: Carlo Biasia — INTERNI Architect
6:00 PM - 8:00 PM
THURSDAY MAY 14
Happening throughout the day...
GENERAL ADMISSION
Explore the activations happening throughout the townhouse. Tickets are required. Entry is available in 15-minute intervals and valid for one hour, subject to capacity.
10:00 AM - 4:00 PM
BEAUTY TOUCH-UP BAR: ITALIAN MAKEUP MOMENTS
Between 10:00am and 4:00pm, a professional makeup artist will be available for personalized touch-ups using the finest Italian makeup products.
10:00 AM - 4:00 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.
10:00 AM - 12:00 PM
FRAGRANCES BY ALLY SANTOS
SWEET OBSESSION: THE POWER OF GOURMAND FRAGRANCES
An addictive olfactory journey where sweetness meets sophistication, blending notes of vanilla, caramel, and praline into irresistible compositions. Discover how gourmand fragrances evolve on the skin—comforting yet seductive, playful yet refined—leaving a deliciously unforgettable trail. This lesson will last 15 minutes.
11:00 AM
BEYOND GROOMING: MAKEUP CLASS FOR MEN
Not just skincare. Not just makeup: a new vision of modern men’s care. An experience created exclusively for Him, redefining the concept of men’s beauty through discretion, care, and style. An exclusive masterclass to discover how to refine your image with a result that is natural, sophisticated, and invisible. This lesson will last 15 minutes.
12:00 PM
ITALIAN LUNCH
A curated midday moment exploring Italian culinary heritage through tasting and storytelling, centered around a live pasta preparation finished in a cheese wheel. Enriched by The Artusi Voice, bringing tradition and technique into a contemporary, performative context.
12:00 PM - 2:00 PM
FRAGRANCES BY ALLY SANTOS
GOLDEN GLOW: THE SENSUAL ALLURE OF AMBERY FRAGRANCES
Warm, radiant, and enveloping—amber notes capture the glow of a golden sunset on skin. Experience rich, sensual compositions where softness meets intensity, creating a trail that is both luminous and unforgettable. This lesson will last 15 minutes.
1:00 PM
EFFORTLESS HAIR STYLING: THE PERFECT LOOK IN MINUTES Master quick, high-impact techniques to create polished hairstyles with ease. Discover how the right tools transform simple gestures into flawless results. This lesson will last 15 minutes.
3:00 PM
GIALLO ZAFFERANO 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
6:00 PM - 9:30 PM
FRIDAY MAY 15
Happening throughout the day...GENERAL ADMISSION
Explore the activations happening throughout the townhouse. Tickets are required. Entry is available in 15-minute intervals and valid for one hour, subject to capacity.
10:00 AM - 4:00 PM
BEAUTY TOUCH-UP BAR: ITALIAN MAKEUP MOMENTS
Between 10:00am and 4:00pm, a professional makeup artist will be available for personalized touch-ups using the finest Italian makeup products.
10:00 AM - 4:00 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.
10:00 AM - 12:00 PM
FRAGRANCES BY JESSESCENTIALS
INTO THE WOODS: THE DEPTH AND MYSTERY OF WOODY SCENTS
An exploration of deep, textured fragrances rooted in nature’s most captivating elements. Uncover the richness of woods, spices, and resins—powerful, elegant notes that define character and leave a lasting impression. This lesson will last 15 minutes.
11:00 AM
FRAGRANCES BY JESSESCENTIALS
THE SECRET GARDEN OF FLORAL FRAGRANCES
Step into a hidden world of blooming scents and delicate petals. Explore how floral fragrances are created, blended, and brought to life. This lesson will last 15 minutes.
12:00 PM
ITALIAN LUNCH
A curated midday moment exploring Italian culinary heritage through tasting and storytelling, centered around a live pasta preparation finished in a cheese wheel. Enriched by The Artusi Voice, bringing tradition and technique into a contemporary, performative context.
12:00 PM - 2:00 PM
SIGNATURE EYE LOOKS: FROM SUBTLE TO STATEMENT
Master the art of eye makeup through effortless techniques and next-generation textures designed for maximum impact with minimal effort. Learn to sculpt, define, and illuminate the eyes—creating looks that transition seamlessly from everyday elegance to elevated drama. This lesson will last 15 minutes.
1:00 PM
ESSENTIAL LIPS: VOLUME, COLOR & CARE IN ONE GESTURE
An immersive experience dedicated to lip beauty, combining treatment, protection, and high-impact color for a perfectly defined smile. Learn expert techniques to prep, hydrate, and enhance lips—from natural daytime glow to a more sculpted, sophisticated finish. This lesson will last 15 minutes.
2:00 PM
HAIR CARE RITUAL: THE ART OF THE ITALIAN BRUSH
Experience a new approach to hair care through expertly engineered Italian design. Learn how the right brush enhances shine, health, and styling precision. This lesson will last 15 minutes.
3:00 PM
ITALIAN MERENDA
An afternoon pause inspired by the Italian merenda, where guests enjoy a curated selection of sweet offerings. Pastries are finished live, adding a performative and sensory dimension enriched by The Artusi Voice.
3:00 PM - 4:00 PM
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.
6:30 PM - 9:30 PM