Three days of discussion at the Nuvola Lavazza, meetings and ideas to research and celebrate the paths that are able to determine the transformation of a brand into a legend. Exceptional testimonials from the business world, opinion leaders, experts and visionaries discussing on the theme of legendary brands. Four panels for four key points: product, heritage, innovation and a moment dedicated to the creation of the first manifesto of legendary brands.  Among the guests present on the stage: representatives of the most legendary Italian and international companies, the astronaut Paolo Nespoli and the commentator Federico Buffa.