The TOD'S Group wants to help promote the image of Italy around the world, by giving special support to major initiatives to protect and promote Italian heritage. Its aim is to consolidate the great reputation of Italy and maintain and promote tourism, which also positively impacts the economy.
As previously reported, the Group made an agreement to cooperate with the Italian Ministry of Cultural Affairs and the Rome Special Archaeological Service in 2011, promising to cover the cost of a series of restoration projects on the Colosseum for a total amount of Euro 25 million. This initiative was undertaken to confirm the Group's desire to protect and promote Italian culture, but was also inspired by the certainty that investing in “Made in Italy” products, in the skills, traditions and culture of Italy was the best way to make it more competitive. In 2015 the project saw further progress of work on the first of the four planned phases of activities. This first phase involves restoration of the north façade and south façade of the Colosseum, and the installation of gates around the perimeter of the first tier of the building, which will be completed in the first half of 2016.
Pursuing the same intention to promote Italian culture and Italian-made products, the TOD'S Group supports two symbols of the Italian culture in Milan, such as the Teatro alla Scala, as Permanent Founding Member of the Teatro alla Scala Foundation, and the Padiglione di Arte Contemporanea (PAC – Contemporary Art Pavilion) in Milan, which TOD'S uses to present its own collections. On the other hand, a four-year agreement is in place with the Municipality of Milan, which is aimed at supporting the implementation, curatorship and promotion of research and proposal activities carried out by the PAC. Founded in 1954, PAC represents one of the first examples in Italy of an exhibition space designed for contemporary art that serves as a key link to the international community. It can host unique exhibitions of worldwide importance, with an average of 20,000 visitors to each of its exhibits. Within the scope of the agreement in place with the Municipality of Milan in support of the PAC’s activity, in 2015 TOD’S also implemented and promoted, in the capacity of technical sponsor, an important photographic exhibition dedicated to one of the founding fathers of contemporary photography, David Bailey; the related proceeds were fully assigned, in support of the PAC itself, for maintenance, protection and restoration interventions, and in favour of a well-known non-profit organization for actions in favour of minors who are more fragile than others.
Finally, the TOD'S Group continued to lease spaces of Villa Necchi in Milan for the presentation of its collections in 2015. By doing so, it confirmed its commitment to support the mission of the Fondo Ambiente Italiano (FAI). This national, non-profit foundation has been operating with passion and enthusiasm since 1975 to preserve, restore and provide public access to major sites of artistic and natural interest in Italy, by promoting institutional and public awareness of the need to protect it.