Attendees were invited to discover Italian heritage at a three-day sensory journey through the finest Italian design, fashion, beauty, food and lifestyle at Italy on Madison, held at the Italian Trade Agency's (ITA) NYC headquarters. 
Attendees were invited to discover Italian heritage at a three-day sensory journey through the finest Italian design, fashion, beauty, food and lifestyle at Italy on Madison, held at the Italian Trade Agency's (ITA) NYC headquarters.Courtesy of Lisap Milano
Italy on Madison is an initiative organized by the ITA, a government entity that supports the business development of Italian brands abroad and promotes the attraction of foreign investments in Italy. Each industry was brought to life through dedicated experiences, inviting guests to discover Italian heritage through all five senses. More than 90 brands participated in the event. 
The activation included live styling demos by Jaime Alcivar (@jaimealcivarnyc), featuring Lisap Milano products such as Ultimate K Spray, Lisaplex Dry Shampoo and the NEW Volume Up Spray.Courtesy of Lisap Milano
With an Italian legacy dating back to 1952, Lisap Milano was in attendance, showcasing the best of Italian hair care. Rooted in heritage and built for high performance, the brand gave attendees a clear look at its dedication to quality, craftsmanship and professional salon results with the “Framed and Styled The Italian Way” activation. The activation included live styling demos by Jaime Alcivar (@jaimealcivarnyc), featuring Lisap Milano products such as Ultimate K Spray, Lisaplex Dry Shampoo and the NEW Volume Up Spray.
To learn more about Lisap Milano, we chatted with the founder of its parent company Sonali Pai. Listen to the full interview on our website.
