The TOD'S Group wants to help promote the image of Italy around the world, by giving special support to major initiatives to protect and promote Italian heritage. Its aim is to consolidate the great reputation of Italy and maintain and promote tourism, which also positively impacts the economy.
As previously reported, the Group made an agreement to cooperate with the Italian Ministry of Cultural Affairs and the Rome Special Archaeological Service in 2011, promising to cover the cost of a series of restoration projects on the Colosseum for a total amount of 25 million euros. This initiative, which was inspired by TOD’S desire to protect and promote Italian culture, as well as by the certainty that investing in “Made in Italy” products, in the skills, traditions and culture of Italy is the best way to make it more competitive, concluded the first phase of actions in April 2016, with the completion of the restoration of the north façade and south façade of the Colosseum and the installation of gates around the perimeter.
On the occasion of the completion of the first phase of restoration works, TOD’S, in collaboration with the Superintendence for the Colosseum and the central archaeological area of Rome, launched the “Un’arena di luci e colori” (Arena of lights and colours) project, which was conceived to offer the entire community the possibility to make a full use of the Colosseum, which is the symbol of the Italian artistic and cultural heritage, with the opportunity to witness a fascinating and evocative light show inside the arena, free of charge, two evenings a week, from August to October 2016.
About 7,000 people, from federations, Confartigianato, Confesercenti, Confcommercio, accredited entities for personal services, Caritas, hospitals, schools, universities, police forces, enthusiastically joined the project that has allowed to experience timeless emotions inside a monument that is crucial for the promotion of Italian culture all over the world.
Pursuing the same intention to promote Italian culture and Italian-made products, the TOD'S Group supports two symbols of the Italian culture in Milan, such as the Teatro alla Scala and the Padiglione di Arte Contemporanea (PAC – Contemporary Art Pavilion).
Teatro alla Scala is the most famous opera house in the world, a prestigious institution of major international standing, intended to enhance the historical and cultural heritage. The TOD’S Group is proud of being a Permanent Founding Member of the Teatro alla Scala Foundation, and of having the opportunity to support art performance services of absolute excellence, participating in spreading musical culture all over the world.
A four-year agreement is in place with the Municipality of Milan, which is aimed at supporting the implementation, curatorship and promotion of research and proposal activities carried out by the PAC. Founded in 1954, PAC represents one of the first examples in Italy of an exhibition space designed for contemporary art that serves as a key link to the international community. It can host unique exhibitions of worldwide importance, with an average of 20,000 visitors to each of its exhibits. Within the scope of the agreement in support of the PAC’s activity, in 2016 TOD’S also implemented and promoted, in the capacity of technical sponsor, an important photographic exhibition, So Far So Goude, dedicated to Jean Paul Goude, the unmistakable “auteur d’images” who marked the iconographic imagery of recent decades, the proceeds of which were fully assigned, in support of the PAC itself, for maintenance, protection and restoration interventions, and in favour of a well-known non-profit organization.
For the second year, the TOD’S Group also gave its contribution to the PAC for the photographic exhibition named “Riscatti” (Redemptions), dedicated to multi-culturality and integration. The proceeds from the sale of the photos displayed at the exhibition, which were taken by persons from all over the world, were used to provide Italian and foreign new mothers in difficulty with the Home Visiting service delivered by the CAF association (www.caf-onlus.org), which operates in the sector of hospitality and care of child victims of abuse and neglect and support for families in crisis.
The TOD'S Group continued to lease spaces of Villa Necchi in Milan for the presentation of its collections, thus confirming its commitment to support the mission of the Fondo Ambiente Italiano (FAI). This national, non-profit foundation has been operating with passion and enthusiasm since 1975 to preserve, restore and provide public access to major sites of artistic and natural interest in Italy, by promoting institutional and public awareness of the need to protect it.