Strategies and partnerships to bring Italian culture to the world

In our vision of shared cultural planning, we work closely with public institutions to develop innovative and participatory enhancement strategies. We collaborated with the Ministry of Foreign Affairs and International Cooperation (MAECI) on the project Farnesina Workshop. Ideas and voices for new strategies for cultural and integrated promotion abroad. to offer new opportunities for the enhancement of Italy’s cultural heritage and know-how abroad. The goal of the initiative is to create opportunities to meet with different players in the world of culture and made in Italy – museums, foundations, companies, theaters and theater companies, university or research centers, training institutions, festivals and reviews, just to name a few – to present them with the opportunities dedicated to the promotion of Italian culture offered by the network of Italian Cultural Institutes around the world and institutional representative offices.

The first edition of the Farnesina Workshop took place from September 2023 to February 2024, a roadshow divided into five stages in as many Italian cities: Turin, L’Aquila, Bergamo, Bari and Syracuse. The desire was to get out of the axis of the big capitals and involve local realities that are often less represented in international networks. The initiative involved entities and organizations by offering them contacts and tools to actively participate in the promotion of Italian cultural heritage on a global scale.

Among the goals of the initiative: the strengthening of institutional communication; the development of new forms of collaboration with different territories to tell the story of the vast material and immaterial heritage of our country; the realization of format proposals and cooperation projects. About two hundred realities involved in the first edition, of which more than 55 percent presented a project; positive numbers that led to the organization of the second edition of Laboratorio Farnesina, which took place starting from Genoa in November 2024 and will end in the first half of 2025.

An initiative that has involved us from the very beginning, thanks to our ability to export relevant cultural projects and a broad vision of culture, which includes Italian quality, know-how and savoir-faire, symbols of Italian excellence in the world.