Kalokagathìa, Made in Italy and Cultural Heritage in Campania Region

The paper is focused on the relationship between artistic craftsmanship, Made in Italy and cultural heritage as distinctive elements of the Italian "product". "To understand Italian culture, way of being and beauty, the way forward is precisely that groove, that imprint left by style. The Italian style (...) is the form that explains the substance. There is perhaps no people in the world more than the Italian one that can be understood through its external forms, which are appearances full of meaning" [1]. Interest in culture and beauty can foster a new interpretation of the assets themselves, inserting you into artistic, architectural and museum contexts in which new vocations and peculiarities are revealed. To this end, the activities promoted by two institutions of excellence in Campania region: the MANN - National Archaeological Museum of Naples - and the Archaeological Park of Pompeii, were analyzed.