The story of the main Italian brands from 1960 to 2020, of the union between brands and society, of ambitious goals, is illustrated by the exhibition in the Macro Museum in Testaccio. The design objects and products that are symbols of Italian production, recognisable on the international scene, are placed inside the pavilions of the former slaughterhouse, where the dividing elements mark out the space, guaranteeing an overall view of the existing metal structure. Display cases, installations and projections are the elements that characterise the exhibition space.