Enrico Durazzo's new book, "Napolimania: Behind the Scenes of an Idea," will be available starting Wednesday, September 11th, in Napolimania stores, on the Edizioni Senzalinea publishing house's website, and in online markets. The author traces the history of the Neapolitan brand Napolimania, from its inception to its explosive success in the late 90s, recounting a key part of Neapolitan popular culture.
The Creation of a Symbol
In the book, Durazzo guides the reader through the creative and entrepreneurial phases that led to the creation of ironic and iconic gadgets that have been able to tell Naples in a new and original way. The initial idea, born from the "air of Naples", quickly became a recognizable symbol, spreading locally and nationally. These gadgets are not simple objects, but represent the fusion between tradition and innovation, capturing the essence of a city that has always been able to reinvent itself.
Beyond Marketing
“Napolimania” is not just a story of marketing and creativity. It is also an intimate account of how the city of Naples has changed and transformed over the past decades. Through the pages of the book, the author reflects on how the social, cultural and economic evolutions of the city have influenced the development of Napolimania, making it a true cultural phenomenon. The 90s, in particular, saw a rebirth of Neapolitan pride, also facilitated by projects such as Napolimania.
Memorabilia and Nostalgia
The book could not miss a Memorabilia section, where, through images, the birth of a brand is retraced, which every year excites more and more loyal fans, re-evaluating the image of the Neapolitan city, often associated with different chronicles. This section is a real dive into nostalgia, offering the reader a visual journey through the years, from the first sketches to successful products.
The Essence of Naples in a Brand
With an engaging style and a fresh perspective, Enrico Durazzo reveals the behind-the-scenes of an idea that has captured the essence of Naples and transformed it into an iconic brand. “Napolimania: Behind the scenes of an idea” is a journey into Neapolitan creativity and its ability to reinvent itself, with a keen eye on the city’s urban and social transformations. This book is a tribute to Naples, its beauties and its contradictions, and a recognition of the ability of Neapolitans to respond to challenges with creativity and entrepreneurial spirit.
The author
Enrico Durazzo is a Neapolitan creative and entrepreneur, founder of the Napolimania brand. Always passionate about his city, he has been able to transform this passion into a successful project, bringing Naples to the world through his unique and original products. With this book, Durazzo offers not only the story of a brand, but also an authentic portrait of his beloved Naples.
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