A love for Reinvention
To celebrate our 145th anniversary and marking our innovative future
26th january 2022
THE EVENT IS CLOSED
To celebrate our 145th anniversary and marking our innovative future
We tell the heritage story of Barilla, showing key moments of our development through the years, starting from its birth in 1877.
145 years of evolution of a brand, closely linked to the changes happening in society and the people it has accompanied on its journey.
"A sign of love" that has come down to the present day through 3 centuries of history, nurtured around a design that has changed over the years while always remaining true to its values.
Chief Communication & External Relations Officer
Francesco Giliotti moderated Barilla's first Global Keynote Event "A Love for Reinvention". For Barilla, 2022 marks an extraordinary year, full of changes coming from a time of great challenges, inspiring people to reinvent themselves.
Chief Marketing Officer
Gianluca Di Tondo showed Barilla’s heritage and the new evolutionary path of the brand. 145 years of pasta, of entrepreneurial spark, of care for people. A long history of continuous improvement, research and selection of the best grains, together with the development of new products meeting everyone's needs.
Global Marketing Barilla Brand Vice President
Ilaria Lodigiani presented Al Bronzo, the new range of pasta that embodies all Barilla's attention to quality, authenticity and, above all, the purpose to look at the future and to innovate. Ilaria Lodigiani also unveiled the reopening of Bottega Barilla, where every details have been carefully designed to celebrate the new bronze-drawn Al Bronzo pasta in the name of reinvention.
Pasta Research & Development Director
Francesco Barba deepened the new Al Bronzo pasta experience and the Barilla’s “lavorazione grezza” method. An intensely rough pasta over its entire surface, both on the outside and on the inside, which is fascinating both to the eye and to the touch and, above all, works perfectly in thickening sauces.
Celebrating its 145 th anniversary, Barilla held its very first Global Keynote Event, unveiling the brand’s 2022 roadmap.
With Al Bronzo, Barilla marks a new dimension for pasta and brings the intensity of something tasted as if for the first time.
Through this event, Barilla announced its new visual identity, rooted in the A Sign of Love positioning and bringing the emotional value of pasta to the center once again. For the first time in 25 years, Barilla launches a new logo and a new pack as a Sign of Love for the Planet.
Finally, to celebrate this modern take on its legacy, Barilla presents “Italian Story”, a film portraying the brand’s long-standing history and its ability, throughout time, to be there for people.
