When Daniela became marketing director of Pastiglie Leone in 2004 she had a vision, she wanted to push forward the values of the brand that made Italian confectionery appreciated all over the world, and do so with her predecessors passion and moral strength. Since then she has been the creative mind behind a new, refreshed image of the company, centered on its core values of quality and excellence. To Daniela, heritage has a meaning that goes beyond mere marketing: heritage is a possibility to look forward while preserving and leveraging your own identity.This is exactly what she had in mind when, drawing inspiration from the biscuits recipe her grandmother Giselda, founder of the company, passed on to her, she created the new Biscotto flavor. A way to keep history go on. In the sign of sweetness.
H: Do you belong more to the past, the present or the future?
D: I have a cyclic understanding of time, I believe it is not possible to be what you are unless you have a past and a vision of the future. For this reason I would say I belong to the spiral of time , as Hegel would describe it.
H: What of your country’s heritage represents you the most?
D: I like the Italian movies that came out after the Second War: true masterpieces done with “poor” ingredients! The Italian Comedy as everyone knows it: simple (and with folklore), fun but with a trace of gloom
H: Something of your family’s heritage which you would like to bring forward?
D: I would like to have a “romantic” vision, just like my father, who brings his projects forward with true passion and without having hidden agendas
D: A postcard from the 60’s ?? Maybe of Coney Island!
H: A place?
D: The Bicerin in Turin or the Poliziano di Montepulciano, both historical Italian Cafés
H: A word?
H: A sound?
D:The sound of Itzhak Perlman’s violin or, to put it simple, the ding dong of some old brass bells
H: An object belonging to your own heritage?
D:This is pretty obvious! A classic tin of Pastiglie Leone
H: A time in history you would like to live again?
D: The time between the two Wars, marked by Art Deco and the last noteworthy Italian artistic movements. There was then a feeling of uncertainty that made everything dramatic and full of life
H: Something from your present meant to become heritage?
D: Definitely the orange juicer made by Philippe Stark for Alessi. If it’s not heritage yet!
Photos : Courtesy of Daniela Monero