Where do you see Pitti now and where would you like to take it?
Now it is not a trade show, even though it is the core of the business, but we started 30 years ago to add all of these elements. To digitize it. We also have a company Fiere Digitale that takes pictures, about 70,000 pictures per edition.
People stay an average of 2 days, international stay 2 nights maybe 3. We are trying more and more to add all the elements, that turns our menswear, adding fragrances, bicycles. What you see that you like when you walk into a shop. We try to set up here and the fortress and here in Florence, what we personally. I'm not a fashion person. I'm not crazy about the Balenciaga shoes.
What is the best part about putting on Pitti for you?
The positive perception from buyers, press, and exhibitors the fact that they arrive here with very high expectations and that they go back home richer than when they arrive. Not richer just in the pocket, but richer of contacts, ideas, emotions. This is what satisfies me the most.
Seeing or hearing people walking in town, speaking about Pitti, speaking about the context…I've seen this, or discovered this. It means that it is a statement of modernity, of interest, of good investment you do when you are here. The disaster is when you go back home and when you complain. Here they cant complain…or maybe they can complain about the traffic, but that's about it!