Identitalia 2025: Iconic Italian Brands at M9 in Venice

Looking for detailed information about Identitalia 2025 in Venice? We at Venice Insider Guide have got you covered, all the info you need about Iconic Italian Brands from September 27th 2025 to February 15th 2026.

Here you will find a full guide - yes, with all the details - for international tourists interested in Venice but fascinated by design.

Read all about Identitalia 2025 here by Venice Insider Guide: we start with the essentials, then some curiosities, and finally all the practical tips.

Identitalia 2025, Iconic Italian Brands of Made in Italy

The title Identitalia 2025 - Iconic Italian Brands - says it all: brands are symbols, tell stories.

The protagonists are over 100 Italian historic companies that hold historic brands and have contributed to building the image of the country in the world.

The Identitalia 2025 Venice exhibition uses various display tools: historic logos, slogans, ads, videos, design objects, original products, old documents.

A narrative key that has been adopted is that of the moments of the day (morning, lunch, afternoon, evening, night) in which the brands “enter” into everyday life.

There is also a section dedicated to Historic Brands Association, to show how the “historic brand” has a cultural and identity value beyond the commercial one.

This Iconic Italian Brands exhibition is not just nostalgia, but an attempt to mediate between memory and present: how these brands live today, how they talk to the present.

Identitalia 2025 at M9 Venice Mestre

Where is Identitalia 2025? By “Venice Mestre” we mean the mainland part of the city of Venice. M9 is located there, not in the classic lagoon islands: it’s easily reachable from Mestre train station or from Venice via land or public transport.

This is a plus if you’re staying in Mestre or prefer to avoid the lagoon traffic. You can combine your visit to Identitalia with other points of interest in Mestre or the mainland Venice or use it as a base to explore the lagoon.

Plus, being hosted in Mestre is symbolic: the “italianità of the future” that looks at design, industry, collective memory, is not limited to the historic tourist center but is present in the urban periphery.

What is Identitalia 2025 (Iconic Brands Made in Italy)

IDENTITALIA. The Iconic Italian Brands is a thematic exhibition that puts the heritage of Italian historic brands at the center: logos, products, ads, technologies, archive pieces.

It’s conceived as an evocative journey through the memory, design and industry of “Made in Italy” with an eye to the roots of the present.

The Identitalia 2025 Venice exhibition is promoted by the Ministero del Made in Italy in collaboration with Unioncamere.

Among the goals of Icon Italian Brands of Made in Italy: celebrate the 140 years of the Italian Patent and Trademark Office (UIBM) and offer the public an unprecedented view of the links between national identity and corporate brands.

Who is Identitalia 2025 for

The ideal public of Identitalia 2025:

• Design enthusiasts, industrial history and branding.
• Tourists who want to “understand Italy” beyond the tourist places, into the material culture.* Students and researchers in fields like art history, design, communication, business culture.
• Creative professionals (graphic designers, marketers, brand managers) who want to be inspired.
• Curious travelers: who don’t know what to expect but want to see something that combines art, industry and memory.

Why attend Identitalia 2025

Attending is an opportunity (not just “nice to see”) to:

1. Connect with Italian identity in a different way, not monuments nor canals, but the invisible horizon of brands that shape the daily life.
2. Do “iglobal thinking with Italian roots”: if you come from outside, see how some things you thought were obvious were shaped by decades of cultural and industrial evolution.
3. Access to rare archives: it’s not just an exhibition of objects, but opening of company archives, sketches, historic ads, materials not visible to the public.
4. Professional inspiration: see how historic brands evolved, how they told themselves, how they integrate tradition and innovation (useful if you do branding, graphic design, fashion).
5. A cultural experience: not a “light” exhibition, but a journey that requires attention, maybe more than an hour or two.

Identitalia 2025 exhibition at M9 Museum in Venice (Venezia Mestre)

Where to see Identitalia 2025, M9 Foundation in Venice? The venue is the M9 – Museum of the 20th century, located in Venice Mestre (via Giovanni Pascoli 9 / 11).

M9 is defined as “museum of the 20th century” and presents itself as a permanent contemporary laboratory: it tells the social, political, cultural and technological changes of the 20th century Italian with great use of multimedia and interaction.Part of the M9 structure is dedicated to temporary exhibitions like this one; the Identitalia exhibition will be hosted in the temporary spaces of the museum.

A detail: the museum is characterized by an immersive and narrative approach, not just “objects on display”, but settings that stimulate thinking.

Identitalia 2025 opening hours

Here are the official hours (for Identitalia 2025) at M9:

• Wednesday, Thursday, Friday: 10:00 – 18:00
• Saturday and Sunday: 10:00 – 19:00
• Monday and Tuesday: closed

Identitalia 2025 is from September 27, 2025 to February 15, 2026.

Tickets, prices and useful info

In the “Visit M9 / Tickets” section of the museum website you will find the prices and reductions.

For the “Identitalia” exhibition you will need to buy a ticket for the temporary section. The general ticket price at M9 is around €12,00 and €8,00 (students up to 26 years, over 65, disabled) for the permanent exhibition.

Check if the temporary exhibition has supplements or special conditions (some exhibitions require an extra fee).

Booking in advance is highly recommended if you visit on weekends or during peak cultural season.

All the info about Identitalia the iconic italian 2025

Identitalia 2025 opens to the public from September 27, 2025 to February 15, 2026, so you will have almost five months to discover the world of the brands that made Made in Italy famous in the world.The event takes place at M9 – Museum of the 20th century in Venice Mestre, in via Giovanni Pascoli 9/11, a cutting-edge cultural center dedicated to the history and evolution of contemporary Italy.

Opening hours are designed for both week-day visitors and weekend tourists: the museum is open from Wednesday to Friday 10:00 – 18:00 and Saturday and Sunday 10:00 – 19:00. Monday and Tuesday the museum is closed to the public.

Tickets: the entrance fee for the permanent collection is around €12,00 for the full ticket, while the reduced ticket is around €8,00 and applies to students up to 26 years, over 65 and disabled. There are also free tickets for children up to 6 years, accompanying people with disabilities and ICOM members, but it’s better to check the official website if these reductions apply also to the temporary exhibition.

The exhibition is promoted by Ministero del Made in Italy, Ufficio Italiano Brevetti e Marchi (UIBM), Unioncamere and Associazione Marchi Storici d’Italia, with the curators Carlo Martino and Francesco Zurlo. Over 100 Italian companies will be participating, owners of historic brands that have shaped the cultural, economic and visual identity of the country.The exhibition path is designed as an immersive and dynamic experience: not just a collection of objects, but original logos, historic advertising campaigns, TV spots, archive materials, documents and design pieces that tell decades of creativity and innovation. Everything is organized to accompany you on a journey that intertwines business culture and collective memory, showing that the brand is not just a commercial symbol but a central element of Italian identity.

Practical tips

• Arrive with time to spare: the exhibition path deserves to be savored.
• Check for any extraordinary closures (holidays) on the museum website.
• If you visit on Saturday or Sunday, book in advance.
• Bring a guide or an app to help you decipher historic logos, dates, company contexts.
• Check if there are guided tours or collateral events (talks, workshops).
• If you live in Venice city center, consider the travel time to Mestre (public transportation, traffic).

Conclusion

In short, the Identitalia 2025 exhibition is an opportunity to see Venice from a non-canonical point of view: not landscapes nor palaces, but Italy hidden in the brands, in the graphics, in the everyday products that have shaped identity and dreams.

Visiting it means immersing yourself in a story that combines industrial memory and brand contemporaneity.

If you are planning your trip to Venice for 2025 or early 2026, make sure to add this stop to your itinerary: it will add a cultural layer that many tourists don’t consider.