Written by Aisha Maiz » Originally published on TNW
Italy is celebrating its 90th birthday this year. It has had 90 years of incredible growth and today is one of the fastest growing economies in the world.
That growth has been largely dependent on an “Italian” brand of business–from fashion to banking to food, there are plenty of examples of Italian influence in global industries. But the Italian brand is still only half the story. Italy has always had an aspirational brand.
Looking back to the late 19th and early 20th centuries, there is still a romanticism to living in Italy. When you see the romance in the historical buildings and the cobbled streets and the boutique hotels, it’s easy to get excited. Like the Swiss pretension–Italy can feel like an island — when you get there you’re like, “Oh look at that lovely terrace, ooh, the air is fresh and the people are so beautiful. I want to live there.”
Related: 50 things you didn’t know about Italy
Living the dream
What many people don’t realize is that they’re not living in the future, but reliving their childhood dream. When you know you’ll never move to Rome, or Paris, or London, or New York and you just want to live in Italy, you’re missing out on the best of all worlds.
And perhaps that’s because living in Italy is so easy.
You can do it all
Italians don’t have a problem making choices. It’s almost instinctive to do something different.
Italian culture and taste are unique and no doubt people have a choice of buying the prestige brand (like at Dolce & Gabbana), or the local products, the cheaper alternatives or the accessories. They can eat delicious home-grown vegetables, authentic cheeses and it’s perfectly fine to grill up some scrambled eggs to share with friends.
Mixed feelings
When the revolution is over and Italy turns 90, will it still be a beautiful country full of peace and calm? Or is it going to be spent planning its centenary celebrations and planning its economic future?
Moved there already? Or are you planning on moving to Italy this year? Share your experience with us in the comments and share with your friends too.
Image: Jacqueline Beecher / Getty Images