New Narratives for Made in Italy. Communication Design Through Disruptive Technologies

The Made in Italy label has long symbolized excellence rooted in the integration of design culture, craftsmanship, and aesthetic quality. In the digital transition, its communication risks reducing these complex values to superficial narratives, especially regarding sustainability and innovation. The Emotionalproject addresses this issue through a design-oriented approach that integrates disruptive technologies, such as Extended Reality (XR) and Data Visualization (DV), to restore narrative depth and accessibility to these complex contents.The article presents two complementary approaches: an immersive virtual reality experience, based on the embodied perspective of the crafted object, and an interactive semantic atlas mapping the evolution of concepts related to circularity and sustainability in the Made in Italy context. The study shows how communication design mediates systemic complexity and emotional engagement, making these intangible values visible and shareable.