What happens when Made in Italy becomes culture, research and vision

21 May 2026

There comes a moment when Made in Italy stops being just a label. It happens when you step inside a company and realize that behind a product lies an entire system of ideas, people, research, obsessions, expertise and vision.

This is what students from the Made in Italy track of the Master in Business Management experienced during the Kick-Off of the Company Project Work developed in collaboration with Dainese, held on Friday, May 8 at the company’s headquarters in Vicenza.

Beyond the already fascinating company visit, this experience offered students the opportunity to see firsthand how a brand transformed safety, performance and innovation into a culture recognized all over the world.

From the tour of the production site to the immersive experience at Dainese Archivio, students explored the story of a company capable of constantly evolving without ever losing its identity. A space where technology, design and research coexist with the emotions of racing, legendary champions and extreme challenges: from Giacomo Agostini to Valentino Rossi, all the way to projects dedicated to space exploration.

For Mariachiara Barbieri, a student in the Master, the visit represented above all a discovery of the deepest meaning of corporate culture: “Dainese was a continuous discovery from beginning to end. Every element within the company is consistent with the brand’s DNA.” What emerges from her reflections is not only the excellence of the products, but the strength of a shared vision. “Dainese is tradition, but also and above all innovation,” she explained. “I’m not referring only to the products, but to the entire ecosystem they have managed to build around very strong values: research, identity, protection and innovation.”

And this is precisely where the experience takes on a deeper meaning for those studying management today: understanding that innovation does not mean breaking away from the past, but rather learning how to reinterpret it. “At Dainese I understood that Made in Italy is something more: it is vision, design and a strong identity.”

One word returns repeatedly throughout Mariachiara’s account: consistency. Consistency between what a brand communicates and what people experience every day within the company. Between heritage and innovation. Between technology and human dimension. “Their main mission is to save lives, and they truly believe in it.”

Experiences like this represent one of the core elements of Bologna Business School’s educational model: putting students in direct contact with companies that are redefining their industries through research, design capabilities and an interdisciplinary approach.

Because it is where classroom learning meets business reality that management becomes tangible. And because understanding Made in Italy today means learning to look beyond the product itself: culture, method, vision and the ability to evolve without losing authenticity.