Mid Pop Design
When identity becomes glamour
On 4 July, 2025, the 19th-century Palazzo Cherubini—now a luxury B&B and museum—hosted an evening that blurred the lines between design, heritage, and strategy. Between ginestra and liquirizia, the governance of beauty inspires a new narrative for Calabria.
In the heart of Calabria, in the historic centre of Rossano, Palazzo Cherubini became the stage for the official launch of MID Pop Design, a cultural enterprise born from the regional initiative MID–Marcatori Identitari Distintivi della Calabria Straordinaria. The event brought together institutions, entrepreneurs, and artists to reimagine Calabrian identity through an experiential and competitive lens.
Conceived by architect Francesca Felice of FFA Architecture & Design and based on the visionary framework of communication strategist Lenin Montesanto, the launch of MID Pop Design was more than an unveiling of promotional products—it was a manifesto. Inspired by the MID method—now championed by Gianluca Gallo, the Regional Councilor for Agriculture and Linguistic Minorities—the project aims to reshape the narrative of Calabria, moving beyond seasonal tourism to establish a distinctive, exportable identity.
The garden stage, framed ancient walls and a serene pool, welcomed a curated panel moderated by journalist Francesca Lagoteta. Among the speakers were host Nicola Cherubini and Lenin Montesanto, who described the project not as a commercial initiative but a “cultural provocation”—a bold stand against global homogenisation and an invitation to wear Calabria’s unique story with pride.
Francesca Felice unveiled the inaugural collection: beach bags, pareos, scarves, t-shirts, and table sets crafted from local ginestra and hemp threads by the historic Fabbrica Tessile Bossio in Calopezzati. Each detail was carefully selected to carry meaning—natural pigments like powdered Amarelli liquorice (sourced from a workshop dating back to 1731) not only coloured the textiles but imbued each piece with symbolic depth and narrative power.
As Felice explained, the objective is not merely to sell products, but to “popularise the MID”—to give Calabria’s heritage a contemporary and audacious voice that resonates with style and authenticity.
Voices, Visions, and Values
The event brought together notable figures who reflected on the intersections of culture, economy and identity. Fortunato Amarelli spoke on the cultural and economic value of Calabrian liquorice and the potential for cross-sector synergies. Enzo Bossio highlighted the prestige of ginestra through collaborations with fashion houses like Fendi. Professor Franco Filareto, former Mayor of Rossano, elaborated on how memory and identity serve as essential levers for sustainable development in Calabria.
A powerful sensory journey unfolded through a video spot and photo shoot staged at the Castello dell’Arso, a 12th-century Norman tower in Mandatoriccio, and within Palazzo Cherubini, where a temporary concept store was also installed. Guests were immersed in a curative experience of Calabrian wines, culinary excellence, and wearable heritage.
The official ambassador of MID Pop Design is Verdiana, a leading Calabrian voice in contemporary Italian music and a symbol of creative and emotional return to one’s roots.
The evening’s soundtrack—“Lule Lulje,” a 500-year-old Arbëresh song performed by Emiliana Oriolo and arranged by Roka Produzioni—elevated the event from an aesthetic showcase to a shared emotional journey, honouring Calabria’s layered multicultural heritage.
Speeches by Saverio Madera and local administrators underscored the power of cross-sector collaboration—among institutions, businesses, schools, and communities—as a driving force behind MID Pop Design’s mission.
From Tradition to Innovation
The initiative builds on a series of successful MID-inspired projects, including the Scanderbeg handbag presented to Albanian Prime Minister Edi Rama in 2024, and a limited-edition collection created for Odissea 2000, one of Italy’s largest waterparks. These endeavours interweave myth, craftsmanship, and popular culture into compelling cultural artefacts.
Felice affirmed that this is just the beginning. At its core, MID Pop Design is about Nostos—the return to one’s origins—a journey that will evolve through bespoke projects for hospitality, experiential tourism, and identity branding.
The evening of July 4 wasn’t just a celebration—it was a declaration: Calabria is ready to wear its identity with confidence and pride. With the support of GAL Sibaritide (led by Antonio Pomillo), Lenin Montesanto Comunicazione & Lobbying, and a network of artisans, musicians, and institutions, MID Pop Design is poised to shape the future of tourism, textile innovation, and cultural revitalisation.
This is more than fashion—it’s a reclamation of narrative sovereignty. It’s Calabria reintroducing itself to the world through the language of beauty, courage, and belonging.
