"L'Ideario" is an agile manual of creativity, art, marketing and digital culture, in the form of an agenda for 2023, a key year for the two authors: they complete their first twenty years of Art and Design Patricia Pfenninger and forty years of Advertising Pasquale Diaferia.

The correct definition is “Half diary, half book. And half what you see in it.”, to underline the characteristics of uniqueness, eccentricity and stimulation of lateral thinking that characterize it.

In particular, next year's agenda, which normally has a single week on the left and a blank sheet of notes on the right, is characterized by a series of keywords (53, one for each week of 2023) illustrated with original images and artwork, which alone are worth the price of the agenda.

In an era in which the word "innovation" is wasted on the most varied occasions, the two authors therefore wanted to leave a sort of inspirational manual to free, creative and pataphysical thought, with a lot of irony, which is the only way to overcome hard and problematic times, as well as to try to design one's future.

What is the best way to present an innovative idea?

Patrizia Pfenninger, Pasquale Diaferia and those brilliant collective brain storming

And this is within the possibility of every human being, adaptive by definition, as recalled by the perfectly assorted association of authors embodied by Patricia Pfenninger, genius of art from Zurich, e Pasquale Diaferia, advertising genius from Varese.

To demonstrate the reliability of the thesis on democratic creativity, instead of traditional performances, the two authors have planned some obviously unique initiatives: they are called “Ideas Night”.

The request is to bring dilemmas and ideas into a series of collective brain stormings, to demonstrate that it is possible to train one's ability to produce new ideas.

E "The Idea" he is the ideal coach.

Three are scheduled before Christmas “Ideas Night” between Italy and Switzerland, notably in Mendrisio (December 13), Milan (December 14) and Bellinzona (December 16).

But many other dates are being organized for the beginning of 2023, in the major Italian cities.

The book is available at the LAC Shop in Lugano (the bookshop of the cultural center Lugano Arte e Cultura www.lacshop.ch) and at the Hoepli bookshop in Milan (www.hoepli.it).

The December 2022 presentation meetings of “L'ideario” 2023 by Patrizia Pfenninger and Pasquale Diaferia