The Italian Embassy in Amman celebrated the 16th Week of the Italian Language in the World by organising a seminar on the history of Italian design and a fashion show of the new collection by JO! created by local designers under the creative direction of an Italian artist. The 2016 edition of the Week was dedicated to "L'Italiano e la Creatività: Marchi e Costumi, Moda e Design (The Italian language and creativity - brands and customs, fashion and design).
Italian designer Filippo Protasoni held a seminar on 31 October at the Amman Design Institute illustrating some of the main traits characterizing the relation between industry and design from 1950 to 2010. He also discussed some historical cases comparing them with more recent events still focused on similar issues. A Museoimpresa exhibition integrated and expanded on the themes discussed by Protasoni. Titled "Il Grande gioco dell'industria. Oggetti che hanno fatto la storia dell’impresa italiana”, the exhibition showcased projects, ideas and objects that have become icons of the collective imagination.
The Italian Embassy in Amman and the Garment Design & Training Services Centre launched the first Womenswear collection by JO! a new Jordanian fashion brand developed within the "Creative Jordan" project with a view to preserving the Bedouin tradition of geometric embroidery and indigo dyes, according to international design and production standards . The project is funded by the Italian Cooperation and the EU and implemented by UNIDO (United Nations Organization for Industrial Development) within the framework of the regional programme "Creative Mediterranean - Resilience through Creativity" with a view to developing creative sectors and create new economic opportunities.