Riccione, always considered the catwalk for new trends and styles, as much in fashion as in life-style, really is an exemplary case-history. Since the early sixties, its shops have contained objects of desire; its displays are a dream-world to be explored for novelties and innovations. Starting with the paper-swimsuit designed in the Sixties, to the concept-store inaugurated in the Nineties, overseeing the infinite varieties day and night throughout the decades. Always portrayed and devoted to an allure of its own - Riccione has always been granted a dominating position in the world of holidays. It is always committed to setting itself up as the scene of fashion. But today the modernity of Riccione is no longer exclusively based on what has already been exhibited. Nowadays following what is said to be the strongest tendency of fashion– though not very much talked about on a national level but according to experts likely to spread  shortly -  Riccione entrusts itself to the last generation of politicians, therefore earning a special award for the Italian city with the youngest deputy mayor.

A MAN of the NEW GENERATION: He is 26 years old, graduated with a bachelor’s degree in law when 23, since the 13th of June 2004 he has been the second citizen of the city and in charge of  tourism and technological development, having already held the role of city council member for public education on the previous council. He is Lucio Berardi, an exemplary figure of the new generation at its best. His agenda is planned at least fifteen days in advance, he owns two mobile phones - one with the voice mail service permanently on and the other available on a 24/7 basis – and two secretaries – a secretary and a secretary’s assistant at his disposal!
 In summer he always opts for the scooter, but in case he must, at the end, go to a press conference, umpire a tournament of beach tennis with VIP’s and sport champions (last summer at the Vidivici), or attend a public event in the city at night here, then he goes for the car, indispensable to guarantee a perfect outfit even when he has to change quickly between one commitment and the other. Chasing rhythms, that leave you breathless but nonetheless do not prevent him from living Riccione’s  night and social life, spending time with people of his own age who are always a source of ideas and suggestions that he treasures when the time comes to plan something new  in order to guarantee an on-going development of Riccione and its activities.
How Riccione has changed in the last two years:
Believing the future of Riccione is to be seen and considered in its internationalization, Berardi has chosen universal languages in order to converse with young, dynamic and well-informed travellers of XXI the century, beginning, obviously, with the web-site, which will eventually allow  Riccione to show itself worldwide.... obviously thanks also to riccione.net.
And then the fashion and the music, bringing on stage the beach and street wear: " these are the styles that belong deeply to this city and on which, therefore, we must insist if we want   to achieve a leadership based on values which are already characteristic of our region" he says he finds his opinion also shared by confirmed stars of the Italian and International musical stage – like Carmen Consoli and Barbara Tucker. And then again, it is in a contemporary context that he deals with WI-FI   connection - which is being tested at the moment and due to be available shortly.  "We are waiting for the legislative decree, but we have already picked the positioning of the hot spot along the beach and on the main shopping streets in order to guarantee a wireless connection to anyone, anywhere ".
According to on-going plans, Contemporary Art will be the next project to be taken on board, giving space to the unlimited and amazing creativity of young talents who have many things to tell.

A CITY” TO TAKE AWAY”:
If you did not live here why would choose Riccione for your vacations and why?
"A holiday in Riccione will always be remembered, for thousand of reasons".
 If you were a tourist and you were asked to tell your friends three memorable things about Riccione, what would you choose?
The good food, the amusement and the girls (only to true friends, anyway...!)".
So are these the musts of Riccione?
"the thing that personally appeals to me most is the people, whom I know very well and I live with, They are likeable, simple but ingenious, there is great spirit of initiative" everywhere.
But... you... where do you normally spend your holidays?
"Winter In Trentino and European capitals, great sources of ideas".
You always talk about having fun in Riccione, but between a political meeting and a supper with friends with a night in the disco to follow, what would you choose?
"Although priority is always given to politics, I try to find the time and the way to do everything, even arriving a little delayed...