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We were not prepared for the pandemics - how could have we? Now we must be ready to face the reopening that we hope will be final: trying to overcome a tragedy that upset the perspectives of our past normality as individuals and trying to orient in the labyrinth of economic and social uncertainties gaping before the luxury universe. From webinars and the researches that have been long exploring the possible post Covid-19 scenarios, a number of key words have been evidenced that, according to experts and sociologists, will probably mark the following period like caution, awareness, omnichannel, sustainability, artisanship... Made more aware by the quarantine on the real values and needs of their lives, consumers will generally act more cautiously and with a greater consciousness in their daily choices and in important purchases, favouring those companies that they will have perceived and will perceive as truly solid and “close”, in an on line and off line interaction made of curiosity, empathy and respect. Already ongoing trends will be further developed like the attention paid to the environment, now become a priority in wide population groups throughout the world, and the desire for reliability, of well made items, characterised by a high level of artisanship and culture, meant to last over time. These, we know, are the domain of choice of Italian companies, boasting incomparable reputation, tradition and know how. From here - this is our hope and commitment - we will be able to restart with a good deal of courage, flexibility and audacity.