Starting today and until February 15, 2026, visitors will have the chance to admire Amarena Fabbri as part of the exhibition “Identitalia, The Iconic Italian Brands”, hosted by the Museo del ‘900 in Mestre. The event is promoted by the Italian Ministry of Enterprises and Made in Italy and the Italian Patent and Trademark Office, in collaboration with Unioncamere and the Association of Historic Italian Brands. The exhibition, first presented last year at Palazzo Piacentini — the Ministry’s headquarters — was inaugurated on September 26 in the presence of Minister Adolfo Urso.
Alongside memorabilia from more than 110 companies that shaped Italian history, visitors can admire the original white and blue Faenza ceramic jar, a famous 1950s advertising poster, a selection of clips from the iconic Carosello commercials featuring Salomone the Chubby Pirate — the beloved children’s character of the 1960s and ’70s — as well as a scene from the film “Do You See Me?” starring Paola Cortellesi and Raoul Bova, in which Amarena Fabbri makes a special cameo appearance. These elements tell the story of a company that, over its 120-year history, has become part of everyday family life, helping to elevate Italian gastronomic culture on the global stage.
Amarena Fabbri’s museum journey continues: “Identitalia, The Iconic Italian Brands” arrives at Mestre’s Museo del ‘900
“This exhibition brings together the very best of Italian entrepreneurial genius and represents a fundamental pillar of Made in Italy worldwide. The more than 100 historic brands on display are a unique and priceless heritage: companies often born from the intuition of a single person and passed down through generations, becoming icons of the collective imagination and symbols of our industrial history,” stated Minister Urso. “It’s no coincidence that we are celebrating them here in Venice, the city where, back in 1474, the first patent law was enacted, introducing the earliest form of intellectual property protection in Europe,” he concluded.
The opening ceremony was attended by Vincenzo Marinese, President of the M9 Foundation; Luigi Brugnaro, Mayor of Venice; Armando De Nigris, Deputy Vice President of the Association of Historic Brands; Roberto Bottan, Vice President of the Venice and Rovigo Chamber of Commerce representing Unioncamere; as well as the exhibition curators Carlo Martino (Sapienza University of Rome) and Francesco Zurlo (Politecnico di Milano), who presented the exhibition.
“For me, it’s a tremendous joy,” said Carlotta Fabbri, Digital Marketing & Sales Director of Fabbri 1905 and fifth-generation family member, “to see that the ceramic jar that Gennaro Fabbri gave to his wife Rachele as a gesture of love and gratitude has become, for many, a special family memory. And that’s why we feel a responsibility to continue guaranteeing the quality and uniqueness of the product that has made us recognizable and loved all over the world.”
For more information about the exhibition, visit: https://www.m9museum.it/
