The Italian Ambassador to Kuwait, H.E. Lorenzo Morini, affirmed that the opening of the Italian Design Week at The Avenues Mall represents a unique opportunity to showcase Italian creativity and innovation across various fields.
He described The Avenues as the ideal venue in Kuwait to present high-end Italian products to an audience renowned for its refined taste and appreciation for quality.
Speaking to reporters on the sidelines of the event — held under the theme “Celebrating Italian Creativity” — Ambassador Morini noted that most participating companies are already active in the Kuwaiti market.
He pointed out that Italian technology is widely used in the mall’s safety and security systems and its restaurants, while Italian marble, furniture, and interior designs adorn nearly every corner of the complex.
He added that companies from the perfume, eyewear, and automotive sectors are also taking part in the activities, reflecting, as he put it, “the visible presence of Italian products in the daily life of Kuwaitis.”
The event, he stressed, aims to highlight the deep cultural and commercial ties between the peoples of Italy and Kuwait.
Ambassador Morini revealed that the program includes traditional artistic performances over the weekend by professional artists specializing in historical flag dances from the medieval era, saying that such performances enrich cultural exchange and bring people closer together.
Discussing Kuwaiti interest in Italian culture, the Italian envoy said, “Italian culture is beloved in Kuwait. Many Kuwaitis have visited Italy and are familiar with our products. Our tastes are quite similar when it comes to food, fashion, and design.”
He added that the high quality of Italian products makes them highly sought-after despite global competition, as “the Kuwaiti consumer values design and quality over price.”
Morini also noted that the embassy is working to promote Italian language education in Kuwait in cooperation with local universities. As part of Italian Design Week, Italian designers will deliver lectures at Kuwait University on architecture and interior design.
“We believe youth are the key to the future,” he said, “and we are keen to expand their knowledge of the Italian language, even though the number of fluent speakers remains limited.”
The opening day of Italian Design Week concluded with a musical performance titled “Music of the People – An Italian Story” at the Amricani Cultural Center, where Italian and Kuwaiti musicians performed joint compositions, earning warm applause from the audience.
Ambassador Morini emphasized that music is a universal language that builds bridges of understanding and serves as a form of soft diplomacy, strengthening mutual appreciation and facilitating long-term cooperation between the two nations.
He added that the performance, “Una Storia Italiana” (An Italian Story), represents a musical and cinematic journey through Italy’s 20th-century history, highlighting through art the richness of Italian culture, heritage, and human experience.
