Italian Cuisine Forum Explores Design of Behavioral Experiences in Manduria

The inaugural Forum della Cucina Italiana, launched on March 30, 2026, at Masseria Li Reni in Manduria, presented a new perspective on design's role in culinary culture. Conceived by Bruno Vespa with support from Agenzia ICE and organized by Comin & Partners, the event framed Italian cuisine—recognized by UNESCO as intangible heritage—as moving beyond product to become a designed experience. The forum highlighted how restaurants now function as extensions of domestic space, with changing social habits noted in IKEA research showing declining dining table purchases among younger generations. Chef Massimiliano Alajmo, holding three Michelin stars since 2003, curated a gala dinner on March 29 that exemplified this approach through dishes like his 'Cappuccino Murrina,' a potato cream with seasonal fish inspired by Murano glass. ICE president Matteo Zoppas emphasized the agency's role in connecting spatial design with international distribution strategies, citing Eataly's collaboration that brought over 110 new partners to their stores. The venue itself served as a narrative element, hosting discussions about regional products from consortia like Burrata di Andria and Mozzarella di Bufala Campana, alongside gourmet pizzas by Gino Sorbillo. The event positioned design as essential for shaping contemporary dining environments and social interactions, merging product culture with design culture within lifestyle paradigms.