Matteo Lunelli: Made in Italy is an ecosystem, not a sum of excellences
Matteo Lunelli, the CEO of Gruppo Lunelli and President of Ferrari Trento, believes that the essence of Italian luxury is rooted in the synergy between fashion, design, wine, gastronomy, hospitality, manufacturing, culture, and geography. In a 2024 discussion with Artribune, he points out that luxury brands such as Prada and LVMH are increasingly prioritizing lifestyle over mere products. Lunelli warns of a looming generational crisis in artisanal skills, emphasizing that global consumers are drawn to Italy's legacy of beauty and craftsmanship. He calls for a national initiative for 'saper fare' and his 'Adotta una scuola' project connects Altagamma companies with technical schools. He also differentiates between patient and opportunistic capital, stressing sustainability’s importance in maintaining quality, and concludes that Italy's competitive edge hinges on preserving its manufacturing heritage.
Key facts
- Matteo Lunelli is CEO of Gruppo Lunelli and President of Ferrari Trento.
- He was appointed Cavaliere del Lavoro in 2024.
- Lunelli argues Made in Italy is an ecosystem of fashion, design, wine, gastronomy, hospitality, manufacturing, culture, and territory.
- Luxury brands like Prada (Marchesi) and LVMH (Cova) now invest in hospitality and experiences.
- International consumers buy an image of Italy, not just products.
- Lunelli highlights 'talento nelle mani' (skill in the hands) as key to Italian manufacturing.
- He advocates for a national plan for 'saper fare' to support artisans and vocational training.
- His project 'Adotta una scuola' partners Altagamma companies with technical institutes.
- Lunelli studied at Bocconi and worked at Goldman Sachs.
- He distinguishes patient capital from opportunistic capital in finance-industry relations.
- Equalitas certification integrates environment, social responsibility, and governance.
- Lunelli warns that Italy must not treat its heritage as an acquired rent.
- The interview was published on Artribune in July 2026.
- The article was written by Paolo Cuccia.
Entities
Artists
- Matteo Lunelli
- Paolo Cuccia
Institutions
- Gruppo Lunelli
- Ferrari Trento
- Surgiva
- Bisol1542
- Tassoni
- Altagamma
- Prada
- Marchesi
- LVMH
- Cova
- Equalitas
- Goldman Sachs
- Bocconi University
- Artribune
Locations
- Italy
- Parco Naturale Adamello Brenta
- Valdobbiadene
- Motor Valley emiliana
- Brianza
- Tuscany