« Go back The "Italie Nouvelle" Festival as a Lever for Creative Exports
The return of the "Italie Nouvelle" Festival to Paris, scheduled from March 25 to 29, 2026, at the Sorbonne Nouvelle’s Campus Nation, is more than just a significant cultural event. It is part of a broader framework of integrated promotion for the "Italian System" in France. For Italian companies, the tenth edition of this festival, sponsored by the Comites of Paris, offers a soft power opportunity to engage a French audience (B2C) that is increasingly attentive to Italian innovation and excellence.
France remains one of the primary destination markets for Italian exports. Monitoring or participating in such events allows companies to:
- Strengthen Brand Positioning: In sectors such as publishing, design, and digital technologies, the festival serves as a showcase for Italian modernity, moving beyond traditional stereotypes.
- B2B Networking and Investments: The spring season in Paris is packed with technical events. Notably, "Italy RestartsUp in Paris" (April 14–16, 2026), organized by the ITA (Italian Trade Agency) and SMAU at Station F, is dedicated to startups and innovative SMEs operating in fields like artificial intelligence, energy transition, and fintech.
Italian companies looking to import or export can leverage the services of InfoMercatiEsteri and the ITA Agency, which regularly organize missions for French buyers to major trade fairs in Italy (such as the Salone del Mobile in Milan, April 21–26, 2026). For the B2C segment, collective participation in fairs like Maison & Objet remains the preferred channel for the furniture and textile sectors.
In summary, the "Italie Nouvelle" Festival paves the way for a quarter of intense promotional activity, where the dialogue between culture and industry becomes the primary tool for ensuring visibility and competitiveness for Italian companies in the French market.