The Altagamma Foundation will launch a branding project for the city of Milan as the ambassador of Italy's creative heritage. It will be carried out by Altagamma itself; the local Camera della Moda (Fashion Chamber); Cosmit, which organizes the Milan Design Week; and local governmental, higher education and research institutions. The announcement was made by Andrea Illy, chairman of the foundation, while opening last Oct. 28 in Milan the 2013 edition of the Altagamma Observatory, an annual meeting that provides a snapshot of the global luxury lifestyle industry. Participants discussed the fall in competitiveness of both Italy and Milan, which slipped to the 19th place in this year's Anholt GfK-Roper City Brands Index. Milan will be the host city for the 2015 World Fair. Illy took the opportunity to mention Altagamma's “Italian Style Itineraries,” project, which will include a series of initiatives around the exhibition.