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YEAR 3 - NUMBER 11 - MAY 2017


associazione giovani opinion leader

EDITORIAL by Dario De Lisi


ccepting new challenges is the best way to inspire change in ourselves and in those who surround us. We live in different and ever-evolving contexts and we change the tools with which we approach these contexts. We move in a world where everything is variable and forces us to change, or better, to evolve in order to maintain our commitment to the magazine’s mission. In this way, we do not take the risk to become self-congratulatory too soon, remaining a useful tool to read and analyze reality. For all these reasons, from this Focus ON issue, we continue our journey of development and change with more strength and determination. This will lead us to the goal of becoming a real round table of discussions, where each topic comes to life, encouraging debates and exchanges of opinion. We will meet new spokespersons, new targets, new technologies, new places and new communication tools. We will ask other people’s opinion, but we will not back down when it is time to share our opinion. We will deal with “front-page” topics, as it is proper for a magazine like Focus ON, but we will draw even more attention and energy into bringing into light hidden but actual themes, outcomes of our daily experience. Because we believe that these, more than other contents, can represent our way of being and our style. We want to be a credible standpoint to talk things over with, to agree or disagree with. That is why we will commit to compare different professionals and interests, which may seem to contradict each other, with the promise of being a fair moderator, able to encouraging a solid and valuable debate.

In order to start all this, we looked around us and decided to begin from near us, from our city, Milan. Why? Because, just like us, the metropolis is living a great moment of change. Moreover, all national and international media are talking about its “Bosco Verticale” (Vertical Forest), its role in fashion, design and food after EXPO. Finally yet importantly, Milan is in the public eye because it welcomed Barack Obama for his first trip after the mandate. Seeds&Chips, the global food innovation summit, invited the former USA President to talk about the future of food and environment, during the Milanese “Food Week”. We will try to understand if this massive change is just a coincidence, or if it is the result of a wise direction. We will investigate the city’s ability to create an interaction between the public entities and private ones which may become an example in Italy and maybe even in Europe. We will pass the torch to our Roman colleagues of The New’s Room, who will share with us the Millennials’ point of view. We will discuss many new topics…it is quite hard to describe them all here, in these few lines that I am given. There is so much to say, and even more are the ideas to share. That is why I don’t feel like ending this editorial with a full stop – as I should – but with the awareness that our job’s just started and we’ll have the chance to do and say many things…







From business city to cultural metropolis. Italy starts again with Milan.





















The wonders of Ventura/Lambrate areas.

Roma: from the Eternal city to a dynamic experiment of evolving beauty.

Turning passion into a career. Food&Wine becomes a school subject.

When creativity is good for the city. Discovering art through a fork tine.

The #MilanoFoodWeek is back. From Showcooking to Storycooking.

Technology, art and design: an enchanting bond at the Fuorisalone.

Milan’s Single Desk for Events.

The Out Of Home is Live: communication comes to life in the streets!

News & locations.

“O mia bela madonina...”


From business city to cultural metropolis. Italy starts again with Milan.

by Francesca Passoni


he Financial Times was the first to promote Milan as the rival city of London after the Brexit. Last year, the English newspaper praised the city’s role of financial center, quoting Giuseppe Sala’s determination on its pages. The Regional Capital’s Mayor stated that he sees a great opportunity for international growth for Milan since the United Kingdom left the European Union.

Bosco Verticale, Boeri Studio

The city, in fact, was known mainly for business and fashion rather than for culture. Today, things are completely different. Over the last 10 years, Milan seems to have carefully planned every move starting from a massive urban requalification and settlement of new artistic and cultural hubs in central areas of the city. Between the latest news that amazed both the citizenry and tourists, we can definitely consider the renewal of Isola district with its traditional courtyard houses with balconies, together with the more recent construction site of City Life district (former Trade Fair area). In addition to the big revitalization process, there are also many other works in progress, taken into consideration by some of the most well-known architecture firms such as the ones from Stefano Boeri, Cino Zucchi, and the duo’s Miralles-Tagliabue. Milan is an ever-changing city and aims to reach Italy’s Capital in terms of both presence and cultural offer.

Metamorphosis II, Maurits Cornelis Escher



The commitment is undeniable in the recent inauguration of MUDEC (Museum of Cultures), located in the former Ansaldo industrial plant, and Fondazione Prada, the result of the transformation of a former distillery dating back to the 1910s. The city, of course, cannot miss the spotlight on the fashion business, a real pillar for Milan, which, last year, welcomed the new Armani Silos: an ample 4,500 squaremeter space spread over four floors dedicated to the master of Italian elegance. Now more than ever people consider Lombardy’s Capital the trends forerunner, as well as the reference point for international design; and it is in this kind of choices – meaning the will to put together different cultural activities – that lies the admirable decision of the Capital to evolve without forgetting its traditions. Milan the Fashion Capital, Italy’s financial center, land of business and work opportunities. To all this, there’s to add the determination of going the extra mile, giving the proper attention to those touristic and social demands that allow big cities to become a complete metropolis. Milan wants to stand out and it takes the inspiration from international capitals while continuing a development project, which highlights the city’s own characteristics


that may lead it towards the future. With EXPO, it managed to catch the eyes of the world and through territorial reevaluation works, it kept it. Now the city is focusing on extending its portfolio of cultural and educational events, opening its museums’ doors to the greatest artists of all time. Last year we witnessed a rich program, regarding, in particular, the world of art. Even after the World’s Fair, Milan did not stop Palazzo Reale, Milan investing in culture, offering its citizens a very respectable artistic schedule that had nothing to envy to other European countries. The exhibitions that registered the main influx of tourists were the ones planned at Palazzo Reale, which dedicated each season to one of the greatest moments in art history: February was the time for Symbolism, and then spring opened with the enthralling exhibition of Boccioni and Futurism. Summer welcomed Escher’s polymorphism, ending the year in autumn with Japanese’s masters of woodblock printing Hokusai, Hiroshige, and Utamaro. Numbers speak for themselves, especially for these first months of 2017: during the Easter bank holidays, more than 23 thousand people visited Milan’s museums, an excellent result which overcame last year’s record of 10 thousand people (during the same period).


Museums and exhibitions are not the only things that live up the city. With a higher number of tourists since the EXPO phenomenon, this year Milan seems to have planned all its activities week by week, filling the calendars with initiatives and events that will keep company to everyone in the city until summer (actually the town council is already working on the Christmas holidays’ events schedule!) After declaring its love for art, last March the city started the fourth edition of Art Week: the appointment where culture and events showed off, turning Milan in a huge urban work of art. From March 31 to April 2, the program was full with events, among which inaugurations and extraordinary openings of museums, public and private buildings. Only two days after the Art Week, Milan re-organized itself to host one of the most important events of the year: the Design Week planned – as usual – alongside the Salone del Mobile exhibition. The results of the 56th edition? Stunning. Last two years’ success reached every corner of the globe and lured a higher number of visitors. Last April, the Salone del Mobile registered more than 340 thousand people, while 250 thousand invaded the city streets. The event of the Salone surely put Milan in pole position among the capitals of design, but maybe it was the Fuorisalone – which began decades ago as a spontaneous and independent event – that awarded

Milan the primacy of the modern and functional city for events. The Fuorisalone has been gathering artisans, artists, stylists and designers since the Sixties (a winning period for the Italian furniture, which, in those years, launched the first edition of the Salone del Mobile). The innovation bringer was Cassina – historical reality of Made in Italy –, which decided to use its own showroom as an exhibition complex in order to bring a part of the Salone in Salone del Mobile, Rho Fiera Milan the streets of Milan. Cassina was a pioneer and rapidly it became an example for many other companies, which started to display their products outside the Fair’s building. The Fuorisalone was put on track thanks to the contribution and the talent of many Milanese masters. Today, it is an international showcase to which everyone wants to participate, municipality included. Exhibitions and events are the outcomes of a massive organization and reevaluation of industrial areas: former factories were restored to host showrooms, while customized hubs, placed among the alleys of Tortona and Brera, replaced institutional and standardized booths. Private courtyards were opened exclusively, just to host temporary exhibitions. During the Fuorisalone many districts of Milan become the protagonists of a great party and of a plan of cultural extension which is exceptionally mastered year after year.



At the end of the Design Week, the municipality commented the Milanese success, underlining how the commitment spread rapidly from institutions to private entities. Assessor Cristina Tajani talked about a “valorization of beauty, culture, research and innovation”. The challenge was quite demanding, but as proved by the hundreds of art installations in the city - which joined artisanship and technology - it was definitely a success of cultural mix turned into an event.

Despite the optimistic declarations from the organizers, there was no lack of criticism. Especially regarding the celerity with which the city is adapting to its new façade of events stage.

It is not easy to manage an entire city for eight straight days, 24/7. Some people are asking themselves to what extent this investment may yield a return to those companies and designers who participate in this kind of event. Nevertheless, we can say that this first half of the year seems to have started showing results to a city which wants to cover a cultural universe from A to Z, going from art to gastronomy (with the Milan Food Week which has just ended), to music.

Among the most known, there are those risen during the public transport strike in the days of the Fuorisalone. On the other hand, those linked to the management of the turnout during the same period (people literally stormed Piano City into the streets). To support these lessenthusiastic opinions, there are also the numbers of the recent “Tempo di Libri”, the cultural event “stolen” from Turin after the fracture between the organizers and the town hall. The first edition was not as successful as expected. Maybe it was because the planning was not so efficient – the event took place during Easter’s bank holidays – or because the event was at its first attempts to fit in in a massive calendar of other initiatives. Tempo di Libri involved more or less 60 thousand people (against the expected 80 thousand). In any case, organizers are still excited and are already working on the next edition.

Recently there was the Radio City festival at the UniCredit Pavillion in Gae Aulenti square and Milan Piano City that, at its sixth edition, during the weekend of 19 May, brought over 300 pianists around the city.

It seems that this year is actually ready to be lived. Week after week, the city will find itself at the starting line and will set in motion outstanding capitals, drawing the attention of far and near countries. To ensure the proper investments (in addition to



the mere limelight) last March, Ministers Alfano and Padoan, together with the Region’s President Mr. Maroni and Milan’s Mayor Giuseppe Sala, flew to London, at the Italian Embassy, for the event “ITALY NOW AND NEXT Milan at the heart of tomorrow’s Europe: attraction, expertise and investments”. The Financial Times had it right, in fact, short after the announcement of United Kingdom’s withdrawal from the European Union, the Italian task force presented to the investors of the City the first plan to start the operation pro-Milan. Among the many proposals, which were presented, there was the one linked to the tax reduction for businesses and the introduction of fiscal benefits for those who want to come back to our country. Included in the territorial marketing operation, there was also the proposal of hosting the EMA (European Medicines Agency) inside the iconic Milanese building Pirellone. According to its four representatives, Milan has what it takes to overcome capitals such as Vienna, Copenhagen, Amsterdam, and Dublin. While it waits to know if the prediction will come true, the city is committed to keeping its attractiveness levels high for its stakeholders, launching a strong collaboration with the world of Live Communication.

Last April, Mayor Sala invited the most renowned Italian events agencies to Palazzo Marino, to present them the “Christmas Light Show”: the tender to manage the most important event of the year. It will involve the entire city (30 squares in total, of which 22 in the city center and 8 closer to the suburbs), from 6 December to 7 January 2018. The Christmas period will be another test bench and the premises are more than positive. The fact top players of Italy Now and Next, London the event industry are participating in this project is an additional testimony of how the city is opening up to other representatives, adding values to the different competencies. This new step will open a new and share dialogue, with a common goal to reach: making Milan always more alive and international. Having a guide that, from above, manages to attract different businesses and to involve entire market sectors towards a shared goal is not something people see every day, especially in Italy. Today, Milan is giving its 100% to gain a new record as a sustainable, active and reliable city, and it is proving that it can be the engine, which will lead the country out of the crisis. From a centralized event management to a careful planning of all the gears that move inside the big city


MILAN machine, Milan can actually represent a best practice to export in other Italian cities. From the reevaluation of entire areas to the care into organizing attractive and interesting events, Milan is playing offense also to give an answer to those who see in this continuous events promotion just a decoy, which puts the “real” problems in the background. For some people, the administration is not taking enough responsibility for what happens in the city besides the events. Surely the public attention can be very useful for a city, it influences the way it organizes its social and political activities. However, we must not forget that in addition to the events, to exhibitions and thematic weeks, it is necessary to face the daily, civic challenges which

not only involve those who participate in the urban happenings but the entire community. Healthcare, education, safety, and integration are still the pillars around which the local institutions shall develop their programs, bringing to their citizens both certainties and opportunities. Among the next scheduled events, there are the Wired Next Fest (from 26th to 28th of May) and Arch Week from the 12th to 17 June. Two more opportunities to refine Palazzo Marino’s intervention that, once more, calls companies and investors to shape the image of Milan, going beyond the conception of “capital of Fashion”, reaching the complete definition of well— rounded Capital. Today, those who visit Milan can breathe the air of an excited and agitated city that is evolving in a metropolis that does not have anything to envy other European capitals. Milan embraces the sharing economy and sustainable business models, but more

Old print of Palazzo Marino, Milan



Skyline of Milan

importantly, it contributes to improving the reputation of a country that is on the up and up. Reaching the goal of becoming a city for events involves commitment, competencies and strategic vision. The risk of falling into the trap of “eventopoli” for its own sake cannot be ignored. Hosting amazing buildings from famous “archistar”, sponsoring new openings for branded spaces, changing the face of a city according to the scheduled event…This kind of operations must be planned sensibly so that Milan would remain recognizable to the eyes of the tourists and citizens, both witnesses of its transformation. Together, public

realities, private entities and the citizenry can give life to a livable Milan, and not to a “consumable city”. A city that can maintain its own identity and, at the same time, adapt to the new social and economic needs. We are in the middle of the year; there is a long way ahead of us. Other countries are looking at Lombardy’s Capital with great interest, but the main spectator of Milan’s path towards success is Italy. An entire nation that sees in the Milanese example the first tile of an innovation Domino, which can reach the whole country.



Fuorisalone 2017:

The wonders of Ventura/Lambrate areas. by Francesca Cagliani


ach year in April Milan becomes the Capital of international design for an entire week. The main event, the Salone del Mobile, is located at the Rho Fair area, while on the city streets it’s time for the Fuorisalone. 6 days, 1498 events and 13 itineraries turned Milan into a stage for exhibitions, events, workshops and lots, lots of fun. 136 events took place in the Ventura/ Lambrate area (this year linked to the newborn Ventura Centrale), one of the places most in turmoil during the Fuorisalone. About three years ago, this suburban area started to establish itself as one of the most innovative districts of the city, with more and more young designers who found the rough spaces of the former industrial areas of Via Ventura, the most fitting for the display of their works.



FUORISALONE So many people moved here, and the district benefitted from this.

after year, people started to love this area more than others.

Slowly, what so far was considered only a residential area – with the succession of many renovated hangars – became an exhibition center internationally recognized and with the most requested locations.

Courtyards are open; the huge and severe buildings with that industrial flavor become joyous exhibition areas. Pubs are full of people; car body shops welcome designers and become small art galleries.

This year, I had the chance to visit the neighborhood every single day. Even because I live here and I like to get lost in this multitude of places and location, dazzled by new things. The first stop is obviously Ventura Street, Fuorisalone’s main artery. Here, more specifically at Street number 2, people bump into a For some time now, also historical car body shop that, Conte Rosso Street is living a La carrozzeria, Ventura Street © LikeMi each year, leaves some room renovating process, thanks to a wise work or street redevelopment, which made it one for young international designers. Lamps, vases, carpets…all these objects are put on display on the of the most beautiful streets of the neighborhood. In machinery, which are ordinarily used to repair cars. Lambrate, people can still find the good old shops, from the baker who in the morning talks about the Proceeding with the tour, there is a splendid building newest initiatives of the area, to the tobacconist who that stands out because of its giant sign “Luna”, knows each of his clients by name, to the stationary placed on the roof. On the other side of the street, store that still displays original toys from the ‘80s. there is another building, which has another sign: There are also some “Park”. What a creative pun! vintage shops full of hidden [T.N. In Italian, “Luna Park” treasures and the wellmeans “fun fair”]. Here equipped wine house run by the exhibition areas are the cheerful Andrea, who is spacious and all renovated. always ready to suggest a One project definitely great glass of wine. Finally caught my attention: the iconic mechanic, the the Super Supermarket one who, at lunchtime, by School Kolding. The takes a break in the artists recreated a real courtyard of the Acli Club supermarket, complete which every day becomes with food on the shelves the privileged refuge for old Super Supermarket by design School Kolding © LikeMi and shopping carts, except and young people. that everything was fake. There you have it. All the products were made of paper, plastic and so During the Fuorisalone all of this is transformed. on. There were tagliatelle, meat, yogurt, eggs and The neighborhood welcomes tourists, citizens, vegetables, toilet paper and toothbrushes made of insiders and curious people without ever losing its copper… but let’s proceed. authenticity. I believe this is the reason why, year The main difference with the other districts is quite simple: in the Ventura/Lambrate area, you can still breathe that typical air of the suburban countries, an atmosphere that seems forgotten in a metropolis such as Milan.


FUORISALONE After visiting other “Luna” spaces, I am surprised by the beauty of a Villa in Ventura Street 12 (at the corner of Massimiano Street). I always wonder who the lucky owners who live here are. The house is magnificent, to say nothing about the garden. A bunch of food trucks prepares every kind of food: sandwiches, regional specialties, ice cream, beers and healthy juices and, in front of the Villa, the Italian School of Design opens its doors, next to this edition’s new entry signed by Faema. Just a few meters ahead, there are the gates of Ventura 15: an outstanding garden is the center of a series of exhibition spaces and, as always in this period of the year, an iron ladder brings people to Catellani&Smith exhibit. Its lights are exceptional, one of those classy

things that you can’t miss. Leaving Ventura 15, I reach another great news for this year: Ikea! The Swedish company turned Ventura 14’s spaces into its headquarter (usually, this depot is the house of the renowned East Market). In my opinion, this was one of the most beautiful things I have seen in this district. As soon as I entered, I perceived that wonderful atmosphere that only Ikea is able to recreate, just like in its stores. Among sofas, tables, furniture and bars I found the famous veggie balls, beer, desserts, and pastry. The real surprise though was on the inside: a sequence of different settings, which all communicated between them. Lounges, DJ sets, living rooms, kitchens, and terraces…just like only Ikea can do.

Officina Ventura, Ventura Street © LikeMi


FUORISALONE People settled in the space they enjoyed the most, it was a real show: adults, children, families, elderly… they were all together and they were all smiling. I confess that, once the design week was over, I wrote a letter to Ikea asking them to take into consideration the fact of leaving this space in the city forever. In front of Ikea, another huge location presented interesting objects and furniture from international designers. Here, climbing the stairs, people can discover the Black House, a charming building that stands out in Ventura Street because of its total black walls.

Its terraces on the high floors are real oasis marvelously furnished with iron tables and luxurious plants. It’s a great place to take a break. After many other nice surprises in Ventura Street, I continued my tour in Massimiano Street. Here people can find another historical car body shop that welcomes international designers, but with a precise focus on bathroom designs. In addition to this, there’s another warehouse full of hundreds of objects: furniture, lamps, frames, jewelry and a big area signed Simone Micheli. On the outside, a wonderful garden hosts other food trucks.

Simone Micheli © LikeMi


FUORISALONE destination for all those people who want to discover something new, exploring new places, objects and meeting new artists who embrace innovation on many levels. All of this is very positive but also has its downsides. For example the prices: everything is more expensive, from the sandwich to the rent.

Continuing to Oslavia Street… Also here, the exhibition spaces welcome the most bizarre design collections. One of the most unusual things I’ve witnessed was a pavilion filled with oddities, among them water and air from the moon (or at least this is what was written on the tag glued to the showcase). If I can be honest though, last year this area was more exciting. Leaving Oslavia Street I entered Sbodio Street, where the Osteria del Castello, which usually is located in Truccazzano, recreated its setting here. A few steps away, there is the courtyard of a new, interesting reality: Sbodio32. A lively warehouse that displays lamps, various objects, dresses, and vases.

And if we could understand the fact that this is a period where everyone in the city is doing their best to welcome tourists, on the other hand, there is the risk of tearing the Flotte Lantern by Luxxbox, Sbodio32 boundaries apart. We’re in the middle between “I understand that is the Fuorisalone week” and “I can’t stand the idea of paying 10€ for a sandwich or 500 for a lousy 2-star room, just because it’s the Fuorisalone week”. Even locations are more and more expensive; some of them ask thousands of euros for displaying someone’s works of art. This can be harmful to those designers who can’t afford these prices or simply can be discouraged to organize their exhibition.

I finish my tour in the splendid Conte Rosso Street. Here there is the Acli club, a historical Milanese location where in this occasion hosts some markets while the restaurant offers simple and yet tasty dishes. Following a line of stands, almost at the end of the Street, there is another news: it is The Bar by Simone Micheli. The architect chose the Ventura/ Lambrate district to open his new concept of a bar, hyper-modern and in contract with the district’s historical significance. At civic number 36, the latest surprise: an old restaurant, which has been closed for years, came back to life after a marvelous restoration, which discovered the original brick walls.

By the way, Milan is a welcoming city where everything seems going smoothly despite everything. The underground is full of people, there is more traffic, but at the end of the day, it’s part of the game. Black House, Ventura St. © LikeMi

Our “virtual” tour of the Fuorisalone in Ventura/ Lambrate’s district is over. Now it’s time for some thoughts and general analysis. The design week is a magic moment for Milan, it’s full of energy. Every year more, the city is becoming the main

I love seeing my city like this. Invaded by smiles, new faces, an energy that reaches everywhere and nice things to see. Now we just have to wait for the next edition, to see what other novelty will reach Milan.



Rome: from the Eternal city to a dynamic experiment of evolving beauty. OUTDOOR and Spring Attitude festivals between urban spaces reuse, street art and musical contamination. by Sara

D’Agati, Velia Angiolillo e Niccolò Piccioni

It is becoming more and more common in Rome to find a giant, opencast graffiti, which, unexpectedly, break the monotonous sequence of grey-orange buildings in the Testaccio, San Basilio, and Tor Marancia neighborhoods. Giving life back to forgotten areas of the Capital through street art: this is one of the main objectives of the OUTDOOR Festival. After four editions in the Ostiense district (which became the Capital’s first Street Art District), it moved – in



ometimes, a flower can grow through a crack in an old wall. Two holding hands can sprout through concrete, in a sort of modern judgment day. Even Gramsci can stare at you from Ostiense Street’s underpass.

Graffiti in Tor Marancia Street, Rome


2014 – to the former Dogana area and then - in 2015-2016 - to Guido Reni’s former military station. Street art was born in this series of ex-locations, artists wanted to reestablish an interaction between citizens and the suburbs through the creation of beauty from the heart of the city. These spaces are immense: more than 50 thousand square meters (for Guido Reni) and all of them are abandoned, waiting for a change in their destiny. New actors such as young creative, innovative and brave people intervened to fill the temporal emptiness generated by the slow turning wheels of Rome’s bureaucratic machine. Francesco Dobrovich, the Roman inventor of the festival together with Alessandro Omodeo, says “When we first wrote the concept’s documents, our aim was clear: transforming the Testaccio district into an attractive center for experiential tourism in Rome, launching a process of affirmation for the Street Art”. The goal was definitely achieved, especially if we think that today, the Ostiense area is a tourist destination and the municipality of Rome suggests 17 thematic routes.

Graffiti in Tor Marancia Street, Rome

Francesco explains the most important thing “we contributed to a change of perception, both of the area and of the artistic practice we adopted to make

Blu, Rome



Guido Reni former military station

a characterize it”. In 2014, the project shifts in the Ex Dogana’s spaces, in the Tiburtino district. Some say that in this area will rise a hotel or a student’s house; in the meantime, it has become theater of a busy agenda. If today the Ex Dogana is a reference point in the Roman cultural scene, and not just for teenagers, it’s also because of OUTDOOR, which, after ten years from the building’s closure, chose it as the main location for its first event. A similar fate also for Guido Reni’s former military station, which reopened in 2015 to host the last two dates of the festival and where, soon, will be inaugurated the construction site that will turn the area into a residential one.

To award these guys’ commitment, in addition to more than 31.000 attendees in 2016 (each edition increased its participant’s rate by 50%), there is also a multitude of events that, on the way of OUTDOOR’s experience, chose to leave their traditional locations, to go liven up other forgotten areas. Among them, there is Spring Attitude, the first Roman festival of electronic music. Born in 2002 from the encounter of two Roman music realities: the L-Ektrika and AKAB Club. Today, during the festival’s eighth edition, we have proof that it is reaching a wider audience (12.000 people only in 2016).

OUTDOOR chooses its headquarters with a careful eye: “From 2014 we focus on the city’s urban changes through temporary actions of reactivation of abandoned areas”, continues Francesco, “each location is functional to the storytelling we want to do of the city. Our vision of Rome in continuous evolution and that can change for the better thanks to the contribution of art. Festivals such as Stavanger’s Nuart in Norway and the Tour Paris 13 inspired us. In general, we look at those initiatives, which speak about the future, about innovation and social impact with a fresh angle, and with the ability to draw the attention of an increasing audience”. Spring Attitude Festival © Giovanni De Angelis


MILLENNIALS Claudia Gianvenuti, one of the festival’s creator, said: “In Rome, there are many places that no one knows. For example, Guido Reni’s and the Ex Dogana are wide spaces that have always been under our nose, but we never asked ourselves what we could do once inside their gates. We can say that the OUTDOOR organization was the first to enter both locations and turned them into a citizen’s heritage. Two great areas of cultural entertainment”. Just like OUTDOOR, in addition to the will of bringing life back into abandoned places, there’s also the desire and the ability to experiment in order to use art as a convey of change. Even though the music is the protagonist of these events, Spring Attitude gradually evolved into an “experiential” project which is becoming bigger and bigger. Today it includes installations, workshops and artistic performances (with the Arts&New Media section, dedicated to exhibitions and visual arts performances, in collaboration with RUFA). The main goal is to create “a sort of continuity between the music and its surrounding scenery, to give place to an immersive experience”. It is no coincidence that the two events, in the former editions, took place in two of the most important art center of the city: Testaccio’s Macro and Maxxi. This year’s edition of Spring Attitude (from 25th to 27th of May) was described as “a refined and innovative contemporary sound, linked to digital

art. Electronic music meets the avant-garde of pop culture, folk is hand in hand with rap”. The ambition at the base of these projects is showing that a new, international, attractive Rome can exist. Actually, it does exit. These appointments look at festivals such as Sonar and Primavera Sound, which, each year, bring more than 300.000 people in Barcelona with positive outcomes also in terms of young tourists. This year, Spring Attitude wants to bring more than 15.000 people in Rome, luring them with famous artists such as Air, Disclosure, Jon Hopkins, Apparat, and Bonobo. This is a great start. And maybe one day, with a bigger contribute from the institutions, events like the OUTDOOR and Spring Festivals may involve more people. Who knows, maybe they will create a new model for the city, which won’t have to rely only on its cultural heritage. This is a starting point that shows great commitment to building beauty out of the forgotten suburbs. To see Rome not only as the Eternal city but also as a dynamic experiment of ever-changing beauty.

Spring Attitude Festival © Giovanni De Angelis



Turning passion into a career. Food&Wine becomes a school subject. by Carolina Remo

Shutterstock © mixform design




taly has always been a reference point for the food and wine industry. For a few years, Bel Paese culinary traditions have become subjects of universities programs and Masters. The objective is not just to promote the territory, but also to train professionals who will know how to communicate this heritage best. With a view to the Milanese Food week, we had the pleasure to talk about education for Food with Errico Maria Luca Cecchetti, Marketing and Communication Consultant for food&wine, as well as course coordinator for the Food & Wine Communication Master at the IULM University of Milan. In these days, Milan is alive with the Food Week events. It comes naturally to talk about the Master in Food & Wine Communication that you coordinate. How do you see this undeniable interest in the food world? Did you notice if there is an increased enrolment to the Master?

It’s been three editions that the enrolment rate is increasing. Last year we reached the number of 30 students, something that we considered extremely satisfactory, but in 2017, our class consists of 33 people, which is even better. To manage 6 months of lessons, projects and tasting (5 days a week, 8 hours a day) we had to move our classes to the building n.5 in a wider and more equipped classroom. The secret of our success lies in the fact that every year, together with the Scientific Director, Dr. Russo, we present – with the slogan “stop case histories, let’s make history” – different marketing and communication Project Work which involve our students in real projects for companies and institutions. This year we organized a communication project for the Consortium for the Protection of Oltrepò Wines, for Bucine municipality, for Buitoni, San Pellegrino, Gambero Rosso and for Vinitaly International. We evaluate every work of our students and some companies can award each project, offering a period of internship with them at the end of the six months training. Another reason why the enrolment rate is increasing is the identification – year after year – of new communication topics, which contribute to completing the offer of our training courses. Starting this year, for example, we added the “Fish week” to our calendar, an entire week presented by Valentina Tepedino, General Manager at Eurofishmarket (a scientific periodical addressed to the fishing industry). In one week, dozens of fishing companies presented themselves in the classroom, talking with the students about their businesses and their communication strategies. They were also willing to become partners with our University for internships. In your opinion, what leads young people to enter the world of food&wine?


TRAINING Although this may sound banal, I believe that passion is essential. Every one of us, in some way, knows the sector of food&wine, because we live it every day. The possibility to transform a passion into a job…well it has its charm. For sure, each time a student wants to start this path, his or her motivation must go along with an excellent knowledge. For this reason, during our selection process, we verify the studying experiences of the candidate, which may confirm his/her, determination. We are also talking about a business that in the last 6 years has lived an incredible media acceleration and, I must admit that among our students, some rare cases of enrolment are linked to the “chef effect”. Without lingering too much on the TV phenomenon, the growth of the entire food&beverage sector also caused by the companies’ contribution which, always more, are demanding high-level professionals who are also skilled in the communication field. This is another reason that leads young people to discover the food&wine world and, as a consequence, to choose our Master. The Master’s offer is enriched by the presence of a neuro marketing research lab (the Behavior and Brain Lab); how do you see the relationship between neuroscience and the culinary world? Are we going to find more technology to support this market? Gastronomy and neuro science have many chances to contact each other. Neuro marketing for example, by studying with specific tools the intensity of an emotional engagement, can obtain important results on the communication strategy behind a product, together with an analysis of its potential to draw the consumer’s attention. Moreover, the most innovative element of neuro marketing lies in the ability to measure emotional reactions, independently from rationality and from what people say or “think” they feel. This possibility to measure unaware aspects of our mind often causes puzzlement and skepticism. Sometimes it is perceived as a manipulation of some sort because people try to quantify a reaction that is not actually countable.


Anyway, as Dr. Vincenzo Russo, whom I quote, said, “neuro marketing is not the problem. The marketing itself is the problem since many advertising techniques aim to manipulate and guide consumers’ choices. Neuro marketing is just a measurement of their involvement”. Let us take some time to think about a representative example of technologies employed by neuro marketing. Normally the experts use a common tool: electroencephalogram. It is necessary to measure the activation of a specific area of the brain, which is, for example, associated with the sight of a commercial on TV. The face reader is another tool that helps the specialists to recognize and register any brief, involuntary facial expression of a person. Every micro-expression is associated with a feeling: pleasure, amazement, sadness…all of this happens whenever we find ourselves in front of a new object or product. Bringing the theory into everyday practices, we can see how always more shops are welcoming their customers with multiple sensorial stimulations. In almost every shop, there is music, and sometimes even a perfume that can influence our experience.

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Pastry shops for example often used the scent of vanilla. It reminds people of sweets and, most intimately, of family. It creates positive vibes and supports the disposition of the customer to buy. In the same way, we can see multi-sensorial stimuli in different situations, for example in some clothing shops or during an exhibition: we have proof that people stop in front of a stand for a longer time if it has a particular scent. In conclusion, there are many applications linked to neuro marketing, especially for the food&beverage business. There is an important opportunity to link these two worlds; we just have to seize it. In your opinion, can the new food&wine culture contaminate the mass market? Are we really witnessing a new kind of consumer, who is more interested in the quality of raw materials and in the sustainability of the production processes? Of course. The mass market can’t, and won’t, live without being contaminated by new consumer trends. Today the customer is more “virtuous and careful”, and not only to the price performance. He/she cares about an entire universe of values linked to economic, productive and environmental sustainability. On their side, contemporary customers have a wider chance to access information. Be it institutional or not, they use them to increase their competencies. The “new consumer” is more aware what he/she needs and of the fact that whatever he/she buys, does not just satisfy a primary need, but identifies a specific lifestyle. Talking about Italy’s Import/Export strategy. How can we divide the market? Moreover, what leads customers to buy a Made in Italy product?

single category of the market. With no doubt, we can say that in the last ten years the volumes of food&wine export are considerably increased. There are different causes which can justify this phenomenon. First, there has been an important contraction of internal consumption in many fields, an example? Wine. Almost half of the income is linked to the international market. Consumption behaviors have changed in many ways: some people buy less, in general (this Behavior & Brain Lab, IULM is often due to a reduction of their spending power), and some other choose to consume less, but better. There is a renewed attention to the products quality, which is for sure a relevant factor, but not enough. Especially abroad, the desire to buy Italian derives from the “Italian charm” that goes with our goods. People not only buy pasta or a bottle of wine, they buy a lifestyle. The excellence is an important connotation and is always related to “being Italian”. These two factors support the exportation of our products around the world. Given that, companies feel the need to invest in communication. The weak point of the entire Italian agricultural business – especially for wine - lies in the fact that it cannot work as a team.

The market of “good food” is full of opportunities. At the same time though, it needs great care and attention from a multitude of public and private entities that, only working together, can bring out our country’s profound value of tradition and culture. Laying the foundations of a qualitative training in the food&wine field is surely another great step towards the awareness of our national potential.

It is hard to generalize. To have a complete context we should analyze numbers and statistics of every



When creativity is good for the city. Discovering art through fork tines. by Francesca Passoni


f I had to find something that is omnipresent in Milan, I would say movement. Cars, trams, people… Everybody seem to come and go somewhere, they all move tirelessly and they are always in a hurry. Because Milan has no time to lose, or so it seems. There is a place though, where these rules do not apply. Here, hidden among the traffic of the rush hour, in one of the busiest Milanese districts, which in the last few weeks hosted a large number of people there is a special, silent, corner of the city. On Bergognone Street – around the corner of the famous Via Tortona, queen of the Fuorisalone – in the courtyard of an old building, there is the art studio of Giovanni Scafuro. Giovanni was born in Naples, and for over twenty years, he’s been working metal, giving life to unique works of art. Over the course of time, he mastered the craft of working with forks, experimenting with everyday materials and opening his mind to other pieces of silverware, until he brought his art here, in Milan. I visited his studio during a peculiar time of the year: between the end of Fuorisalone and the beginning of Milan Food Week. Finally, after following a track of colorful forks painted on the sidewalk, I reached Giovanni in his atelier: a jaw-dropping cornucopia of creativity. His works are scattered everywhere. Some of them


are huge and some others are super small and draw the attention behind their glass showcase. While Giovanni starts sharing with me the creative process behind his objects, his eyes began to shine as the ones of a father telling stories about his children. He is very proud of what he does, but he is also humble in explaining it to someone (like me) who doesn’t know his world. He smokes his cigarette while I’m constantly with my head held up high, trying to discover more and more works of art. Then, when I meet his gaze, I ask him how the design week was for him, now that he can finally enjoy a few days of rest before the next event. Personally, I believe that this year the Design Week wasn’t such an interesting experience. Once, during the Fuorisalone, studios would remain open until late, letting people come to appreciate every object. For sure, today we sell a lot, but I believe that this exhibition has become a bit of a bazaar. I noticed that it doesn’t work like it used to: people wants to see more but has less time to invest in this event. This leads to a more superficial visit, without much attention to quality. I think that this makes things worse for young people who want to stand out. I decided to put my money on the Milan Food Week; I feel it closer to my relationship with design and food. I’ll set up and exhibition here, [Bergognone street] one


in Tortona street, and the third one in Savona Street. Giovanni’s works of art reveal his “napoletanità”, his way of being Neapolitan. From the rings made of tombola tiles to the traditional Neapolitan vases, modified in an unconventional way. Until, of course, to silverware: a real ode to good food. Naples is my city – he says – I grew up there, it’s part of me. It’s more difficult to do this job in Naples, while Milan welcomed me warmly for the first time, more than twenty-seven years by now, I proposed my objects here. In Milan, there is a strong focus on the creative process and on art in general. In addition, my studio is located in a very advantageous area of the city. I must say though, that Naples gave me a lot, and taught me even more. I learned about the attention towards food and towards recycling…I must thank Naples because if I’m conscientious about my objects, and I see them in a different way, is because I’m still influenced by my city. There is a lot of Naples in my works, from the sea to the town’s idea of religion, till the most desecrating and ironic aspects of life.

objects are my memories, my thoughts, my feelings… Artistically, I grew up. For example, today I also use knives. In addition to his art process, Giovanni is working on other parallel projects like Forkeat: a unique experience of multisensorial dinner, where his silverware are the protagonists of each dish. Forkeat was born ten years ago when I was in Naples. In the beginning, it was a dinner for 25 people, then for 50. Usually, my contribution is to create the silverware and then I “rent” them to the restaurant, which organizes the dinner. The thing I enjoy the most is studying each course with the chef so that they all fit with the cutlery. I ask him if he has every thought of expanding this format to more than 50 people, his answer highlighted once more his commitment to quality. Fifty is a good number. I like it because is suitable for both the activity and for the seats that restaurants make available. I rather keeping a lower number of participants because, in this way, they can pay attention to the dishes.

It is clear that, for Giovanni, the fork is very valuable. This object is everywhere in his atelier. When I ask him about his first memory with this piece of silverware, he shows me his hands.

Giovanni doesn’t just make artistic silverware. His works start from abandoned objects, the element of recycling is very strong in his art and he uses it as a vector of strong messages.

Today I pierced myself with a fork…we could say that it got into me! [Laughs] I didn’t plan to fall in love with this object. Actually, in the beginning, it was more of an encounter, a casualty…then, the more I studied it, the more I felt it mine. If I’d look into psychoanalysis, I could say that I see myself in the fork. That would be the truth! My

I believe that many artists are born using alternative materials, you know, people work with what they have. This goes also for my choice of working with cutlery. Even if I use the steel ones, it is undeniable that the old silverware has its charm. I like the fact that they are a bit rusty because it means that they have lived!


FOCUS ON ART Time leaves its mark on things and they assume a different aspect…they deliver a sort of nostalgic feeling and love for the past. I love that effect as much as I love the production of these objects. I live watching things from a different angle. In my act of studying objects, I try to pierce the veil, without stopping “on the surface”. I hope I can share this message through my works. I think he can. Giovanni takes an everyday object and uses it to communicate. His art is playful, almost childish, but at the same time, it can strike you with profoundness and with an emotional concept of life that sometimes is even dramatic, like in his work “Solitude”. It’s right when I am looking at it that he starts talking again, telling me about his relationship with the young artists of the city. I noticed that young people care more about the world that surrounds them. I am happy that there is this new trend of recycling because it brings people to be more concerned about things. From some time, I’ve been following the artistic direction of Brandstorming, a little shop in Corsico Street. As soon as I started, I perceived what these young artists want to do: I understood where they want to go, even if it is harder for them. In fact, I know just a few colleagues who can make a living off their art. Today is Solitudine more difficult to stay active in the art world because you have to put together different abilities to the artistic talent. I believe that the State isn’t helping these young people that much, but, fortunately, I see that they support each other. Thanks to my role as creative director, I can help many boys and girls to find their object. Sometimes I teach them to build the proper packaging, to manage the communication, or to handle the price and distribution. Sometimes they have no idea where to


start, and I support them with understanding how they can stand out from the crowd and how the audience may react to their art. In his studio, Giovanni has two computers and knowing how much he works with young people, I ask him about his relationship with the social network. I am old! [He says with a shrug] I can’t keep up with Instagram and all those other social networks! I have to admit though, that I use Facebook a lot because it seems like a good compromise: you know who you are talking to, there is almost a direct relationship you know…then some clients come visit me here in the studio. Anyway, I actually don’t like mixing my private life with work, but I had to accept it, even because my own brand is my name! In the past, I wondered if I had to find another name to all of this…but in the end, after some attempts – like Fork in progress – I decided that I was fine with just Giovanni Scafuro. You know, when you are young you don’t know what’s best for you in terms of visibility. Now that I am an adult, I can say my name loud and clear, and more importantly, I can say that I am an artist. Forks, spoons, and now even knives…before the end of our interview, I ask Giovanni if he’s ever wondered what he would do if, one day, even if in a hundred years, he’d fall in love with another object. He almost interrupts me with a thunderous laugh. Sometimes I wish it would happen now! Every time I find a new piece of cutlery, I know that there will be another one. It’s always been like that. You have no idea of how many people asked me “come on, how many things you’re going to do with just a fork?” My answer is right here, in this studio. I live surrounded by hundreds of objects, which for most people are

FOCUS ON ART I would have loved to work with Leonardo, he was both an artist and an inventor. Oh! With Einstein as well! He wasn’t properly an artist, but that would’ve been fun nonetheless. Today I’d like to work with Anish Kapoor, and I also admire two colleagues: Paolo Ulian and Massimiliano Adami, they are geniuses!

hard to imagine, they are the proof that I will keep on creating new stuff. People say, “the best is yet to come”, but in the meantime, I try to enjoy what I do. When I work I’m thinking about the fork I am creating, but at the same time I also think about the ones that led me here, and those that I will design tomorrow. Outside the studio’s windows, people continue to walk fast on the sidewalk, they honk while sitting in their cars, they scream at the bus and they get lost in traffic. Slowly, Milan takes me back to its frenzied reality. Finally, I decide to satisfy my curiosity and I ask Giovanni if there is an artist (from the past or alive today) with whom he’d like to collaborate. He turns on the radio and lets the jazz music flowing into the studio, there, where his works of art seem to look at us.

Giovanni says that, with time, a man can become an artist, and that mistakes are always useful. For sure, the road that led him here today is awarding him with a distinguished studio. Together with his talent, there is a strong entrepreneurial spirit that evolved during the years and allowed him to build a solid and long-lasting career. People like Giovanni are those who make Milan even more attractive for art and culture lovers. People who, with their passion, their exhibitions and workshops, give an important contribution to this city’s life.

Giovanni Scafuro works of art at:



The #MilanoFoodWeek is back. From Showcooking to Storycooking. by Carolina Remo


he veg garden and Storycooking On the last third of May, the Milano Food Week came back to Milan for its eighth edition, together with Milano Food City. Eight days of culinary adventures that satisfied curiosity, hunger, and the desire to enjoy parties in the city center. Food, wine, and agribusiness are part of our country’s heritage. A place like no other for quality, history, heterogeneity and uniqueness. A true reflection of our territory’s variety, the only one in the world for biodiversity, cultural and local traditions. Italian food has become an extraordinary vessel for the entire Made in Italy, for its values and its formidable productive energy. Milan itself is now a globally recognized brand, the center of innovation, of creativity and Italian brilliance (especially in the design, fashion and communication fields); and after the experience of EXPO 2015, the city has become leader in the food sector as well. Everyone should feel the responsibility of giving value to the city’s heritage. MfoodW (Milano Food Week) narrated these stories, their protagonists and


their projects through the topics of tradition, change, creativity, artisanship, sustainability, solidarity and sociality; involving and giving value to all the relationships that food gas with other sectors and professions. All of this was guided by an engaging, surprising and moving storytelling, just as only this universe can offer. This year, the MfoodW, in collaboration with Coldiretti, decided to give the Tortona-Savona districts an urban veg garden. Farmers, citizens and shopkeepers planted six different types of vegetables and aromatic, which were given as a token to 1200 families of the district. They took care of them, made them grow and shared their experience with the hashatag # leviedegliorti. The veg garden was just the beginning of a new tale, characterized by a semantic passage that was, at the same time, profoundly significative, from showcooking to storycooking. A new concept that adds, to the preparation of a dish, the storytelling of its raw materials and their territory. During the week, the veg garden theme turned into

FOOD a culinary experience: a team of 11 Italian chefs managed some real cooking lessons, starting from their native horticultural products. These appointments, held at the Milano Food Week headquarters, involved influential chefs such as Enrico Bartolini, Luigi Taglienti, Alessandro Negrini, Serena D’Alesio, Andrea Aprea and others from 11 different regions. Many food trucks, food workshops, barbecue contests, outdoor social events and the first metropolitan market (open until 9p.m) animated the 8 days of the Food Week. These activities were meant to add value to the city, making many organizations talk with their territory. Tortona’s heart and the “Off the Menu” Milano Food Week’s beating heart was the TortonaSavona district, while, in the rest of the city, the other activities were branded as “Off the menu”. Some of the most important events: a laboratory for the young ones called “everybody in the veg garden: let’s grow together!” by Catella Foundation, the “Milan Barbecue Contest”, for BBQ lovers. Then a teaching laboratory organized by the Museum of Science and Technology; a calendar full of events

and classes, which were held at the Food Genius Academy in Col di Lana Street. In Tortona-Savona district, the headquarter was located inside Spazio Bergognone 26 and was characterized by a packed calendar of events: from the trip to discover the world of sake with ENTER. Sake, to the De Cibo photographic exhibition by ShootFood, Pastry Kitchen’s workshops dedicated to tiramisu and Luigi Caricato’s appointment to taste the oil from Olio Officina. People lived these events inside a multifunctional space that also hosted a selection of the most important and distinctive products of Italian delicatessen, promoted by Accademia Citterio. Barmen created cocktails with the spirits selection of Compagnia Dei Caraibi and the greatest sparkles by Trento Doc, while the Leffe beer offered a tasting of its product with a selection of traditional cheese. MFoodW great events Among the main events that characterized this week there was definitely the opening party on May 4. Remarkable also the Street Food Parade, staged between the fifth and the seventh of May and dedicated to food on the road (with a super interesting selection of food trucks). In its temporary story, Trento Doc let people discover the uniqueness of its fizz through some Masterclass events, which guided the audience among the greatest labels of those companies that joined Trento Doc. The Wunder MRKT was dedicated to the Food Edition, an unprecedented version of the most hyped festival in Italy, organized on the 6 and 7 of May at the Tortoneria in Tortona Street with more than 100 exhibitors. Sadly, because of the bad weather, the Pixel Picnic was


FOOD canceled. It was supposed to be an en plein air event inside Sempione Park, where there would’ve been a long tablecloth (1km) where people would eat on the grass all together. Finally, on the last 10th May, there was the “Dinner in Red” by Amaro Ramazzotti, which involved 100 guests who sat on a long table to enjoy typical dishes, inspired by the most profound Italian traditions. MFoodW closing party “Shake the Chef” was a unique event that joined mixology, cuisine and music at the historic pub Boccino in Tortona Street.

that we believe could bring back the idea of chefs as ambassadors of the immense culinary heritage of our country. This passage led us to collaborate with important protagonists of Italian cuisine, who managed to reach the top of their careers, even without the support of the media. They are role models of commitment and love for someone’s profession. We believe that these values

To understand better Milano Food Week’s philosophy and dynamics, a few days before its beginning, we interviewed Federico Gordini, founder of the event and now partner of Lievita, a society of the group CEV HOLDING that, starting this year, took over the manifestation with the objective of relaunching it and broadening its national and international horizons.

Milano Food Week is about to begin, how are you getting ready for this edition? Which are the expectations and challenges that you are going to face in May? This is the eighth edition of Milano Food Week, but I feel as if it is the first. In the last few years, many things have changed, especially the relationship of Milan with the world of food: when we started, there wasn’t any idea of the city that today is the national Capital of communication, innovation, of retail and food. If we wanted to manage these changes, we had to think again about our event. We had to make it more current and more original. An example of this choice is the replacement of our show-cooking schedule – which characterized Milano Food Week until 2015 – with thematic kitchens scattered throughout the city. In 11 appointments, some of the most famous Italian chefs, from 11 different regions, linked their performances to the story of their hometowns, starting from its traditional and local products. We called them “story-cooking”, a combination of storytelling and cuisine performances


are very important and we hope to share them with the many young people who are crowding the kitchen schools, often attracted by some false media figures, which could mislead them. This year, we also have Milan’s council on our side. Thanks to its support to the Food Week, we reinforced our event and increased its potential: nine years ago we though that only a great occurrence would have brought Milan into the Italian and international food business. This edition is surely one big step further towards the realization of our objective. Why is it important to talk about food waste and alternative food networks in 2017? The topic of a more equal and responsible distribution of food resources was one of the main issues of EXPO 2015, and an important inheritance. I believe that we moved from a debate about issues to a dialogue about their solutions. In relation to that, I think that we should start facing some other serious topics, which, sometimes, western civilizations find absurd, like entomology.

FOOD Going beyond the issues that far countries struggle to deal with, we can’t forget those, which are near to us. The growth of people in financial difficulty, created – together with the incoming immigrants - a strong pressure on no-profit organizations that manage to offer free food to people in need. A pressure that, in some times of the year, almost leads them to collapse. Combating the massive food waste and optimizing the channeling of discarded products (starting from GDO unsold items) can be an alternative for these associations and can become the answer to an increasing need. After giving the proper importance to the role of voluntary work, I think it’s fundamental to give tangible answers to those that are already present on the field. The fact that we rely on this kind of social institution, is often taken for granted or considered with skepticism.

The quality of phone cameras and people’s strong will to share their experiences on social media, find in pictures the ideal inspiration. People tend to take pictures of what they cook and what they eat at restaurants regardless of the fact that is a salami or a chef’s dish. What matters is the experience that you want to pass down.

What is the power of media on the food and wine market? What lies behind the picture of a dish? The influence of media in this field is always quite strong. This substantial evolution obviously concerned the digital world. In 2009, when we began our path with Milano Food Week, the majority of Italian food bloggers were starting to work, without even thinking about reaching this level of opinion leadership that, in less than a decade, was conferred to them. In eight years, bloggers became influencers and today they are cross-media individuals that companies want in their events for their ability to influence market trends. The culinary press and critique are still very important; they innovate and re-invent themselves to get with the times. For example, one of the most prestigious pages dedicated to the food and wine sector is Gazza Golosa, hosted for a few years (and with success) by the Italian sport newspaper Gazzetta dello Sport, thanks to the intuition of its deputy editor Pier Bergonzi.

A picture can replace words, many press offices claim that high-quality photographs can even replace the press release they send to journalists. With this knowledge, photography enthusiasts and experts can find helpful a detailed study of this art, to communicate with high-quality images. In this way, they’ll be able to express contents and feelings way better. The official numbers of the latest Milano Food Week will be shared when our magazine will be printed. Taking into consideration the media coverage and the participation to the many events of the last weeks, we’re sure that today there are new and solid grounds to develop this project. Hoping that Milan will stay receptive and prepared to host this kind of events, we wouldn’t be surprised if the Milano Food Week would be just the beginning of a new “Fuorisalone”, dedicated to the food world.

The outburst of food photography is a natural consequence of the permanent duo smartphonesocial network.



Technology, art and design:

an enchanting bond at the Fuorisalone. by Francesca Cagliani


rom the fourth to April 9, the Fuorisalone was back in Milan.

The city welcomed designers, brands, and young talented people from all over the world. The official events were exactly 1498, of which 136 took place in the Ventura/Lambrate district, one of the most innovative of the last years. In addition, this year, together with a multitude of proposals - which encompassed design, architecture, and food art – technology played an important role. Let’s start from Ikea, that occupied the location of Officina Ventura 14. Inside a huge warehouse, people encountered a quite odd printing machine. Students from the Swiss art school ECAL, collaborated with the robotic engineer and inventor Patric Lüthi, to create real works of art –complete with oil paint – printed by a machine, on canvass. However, that’s not it. Music is also important, and so the Swedish Teenage Engineering Soundsystem walked on stage to perform together with the audience. Last but not least, Björn Block, Business Leader in Ikea’s Home Smart assortment, held a press conference to share all the details about new domotics projects which will help realize the “intelligent” house, thanks to wireless technology.



After Ikea, it was the turn of Simone Micheli: world-class architect who, in 1990, founded the namesake architecture studio and, in 2003, the “Simone Micheli Architectural Hero” firm, headquartered in Florence, Milan, Dubai, Rabat, and Busan.

IKEA, East Market, Ventura St.




In Ventura/Lambrate district, he recreated a futuristic space to make people live a peculiar sensory experience, which allowed them to discover, through the digital world and a virtual duplicate, the details of the project (3S) X THd: three suites for TownHouse Duomo. Thanks to a VR device, the audience got to know the details of each suite that will become reality in the next few months, inside the prestigious Townhouse Duomo in Milan.

Teenage Engineering Soundsystem

Let’s continue. The Dutch company Pikaplant interpreted the trending topic of green plant keeping, which is becoming more and more important, in a curious way. They invented an innovative method of nurturing plants - each one handpicked – that are hermetically sealed inside a jar, which mimics a humid biotope that continuously recycles the water and air inside. During the exposition, people could see mini coffee plants that were able to self-



nourish themselves, exclusively through the effects of condensation. Minimal’s monolithic kitchens were also quite fascinating. The Venetian brand proposed a cutting-edge solution that turns the kitchen surface in a perfect solid that hides the technology dedicated to those who love to cook, without leaving out the design. All of this is possible thanks to a special innovation that allows the surface to slide from side to side.

In the middle of the room, there was an art installation by the German Maria Yablonina, which – with three robots in action – imagined the building of always-evolving, moving structures, hung on a sort of long spider web. The robots, which could be stored inside a suitcase – were equipped with a technology that allowed the movement through environment sensors. Always inside the “Black House” in Ventura Street, a black cube, called “dArk CUBE” welcomed Dyson’s technology.

For 2017, Logotel, the Architects Cristian Russo Service Design Company and Marco Pietro Ricci in Ventura Street, renewed designed the installation, itself. In this location took which considered an entrance place “Post Human - When in a totally dark space, with the Technology Embeds Society” exception of two lights: one on Pikaplant © LikeMi by Susanna Legrenzi and Stefano the outside and one on the inside, Maffei, who presented 100 case history generated by the powerful light of CSYS™ and video interviews regarding the topic of the lamp, that uses the cooling system of the thermic relationship between high-tech, design, and society. channel, preserving the LED brightness.



Post Human, When Technology Embeds Society

To complete the installation, two air blades with the power of 690 Km/h (thanks to Airblade™ technology) that allows the machine to dry hands in just 12 seconds. At n.1 of Oslavia Street, another installation put technology at the center: Lambert Kamps’ Tube Lamp Clock reminded, with its ticking, a giant digital clock.

This year was the time for Resonance, by di Enzo Catellani. An art installation that perfectly mixed lights, darkness, and music. It was located in the main room and for this creation, were used disks, covered in gold and illuminated by micro LED lights, positioned at different heights. With this project, Enzo Catellani wanted to pay his respects to the sun and to the heat, it emanates.

The movement, generated by thirty tubularpneumatic lamps, allowed a continuous and hypnotic transformation of the shape. Finally, like every year, many people allow themselves a visit to the Catellani&Smith spaces, at the Casa Della Luce, in Ventura Street nr.5.

Tube Lamp Clock by Lambert Kamps © LikeMi



Milan’s Single Desk for Events:

A step forward for companies and the city. by The Newsroom


ocus ON is rooted in Milan. Whether for birth or adoption, the beating heart of this magazine is located just a few steps from the modern City Life district. Therefore, we live the rhythms and the many activities of Lombardy’s capital. We are proud to collaborate with our colleagues from every part of Italy, and we believe that dialogue and debates will bring new life to our editorial project. At the same time, though, we inevitably see ourselves as stakeholders of our city, both as Milanese – older or younger generations – and as city users. As for our being spokespersons of the events business, we talk to Italian companies and managers, bringing them a clear and competent point of view on an ever-changing reality.

Palazzo Marino, Milan



For this reason, together with our relationship with Milan and the national territory, we want to be active participants in the conversation that involves the public administration and the world of enterprises. Somebody replied to our will of change, and her name is Patrizia Aversano, the Director of Milan’s Single Desk for Events. She welcomed us into her office to discuss the projects that the municipality has in mind for the city and for those who live it.

Dr. Aversano thanks for the opportunity. You are in charge of Milan’s Single Desk for Events, an essential tool for those who work in the events business. Which necessity made this project necessary, and what is its goal?

The Single Desk for Events started as an experiment during the six months of EXPO 2015. At the time of the World’s Fair, we found ourselves facing many authorizations and licenses; this led us to wonder about the best way to accelerate these processes. We discovered that we had the necessity to create a consulting desk that would support the event organizer through the entire authorization path, which at the time was – unfortunately – quite fragmented. Those who had to present an application to organize an event had to communicate with many different offices. This is the reason why we decided to create a desk that would guide, and at the same time facilitate the relationships with the municipality’s offices and companies. EXPO was a success, and so was the result of the people using the Desk. With this new administration [Mayor Giuseppe Sara E.d.] we moved to a new phase of development that concerned not only the highquality consulting aspect but also the rationalization of the applications, all concentrated in one sector. The Desk manages the issue of 80% the applications,


like the ones for the concession of public land, sales licenses, administration, and entertainment. Besides the consultancy and the rationalization, the Desk deals – through the same system - with the applications for other branches connected to the event business, even if they are not its direct responsibility. Today we are adopting a systematic approach, in the attempt of re-organizing the IT as well. Before, each office would use a different system – or it wouldn’t use it at all; so we decided to employ a unified and share practice, where we register everything that is linked to a determined procedure. My office issues all the final provisions and can check at what point is every single procedure, even if it is run by another office. In the future, we would like to extend this opportunity also to the events business professionals. We committed to a software that was used for the public land management, and with the support of our technicians, we updated almost everything: if a few months ago we managed only the public land, today we are finalizing the sectors of entertainment, noise management, and municipality. After the activation of a unified system, we want to help the organizers with the submission of the documents. To do this, we are working on a second project, which is to adopt an online form: we believe that it will be available for companies within the end of the year. The Single Desk is living quite a propulsive evolution, stronger than other sectors of Public Administration. In your opinion, what lies behind this success?

For sure, the commitment is widely heart-felt. Especially from our Mayor and our General Manager, Dr. Arabella Caporello. From the moment of her settlement, Dr. Caporello shared with me her idea of the Single Desk and we started the project. I work directly with the General Management; I do not have an Assessor



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Process flow chart for the IT System (Patrizia Aversano)

as a reference because we intentionally decided to “shorten the line” and to be a multi-sector support for all Assessors.

How do you think the Mayor managed to instill this will of change to a reality that, as almost every Public Administration, is firm?

Of course, this change goes hand in hand with another one, which is the attitude – especially the one of my colleagues. In my team, I have 22 people and we all make the effort of moving towards a different direction. We do this to overcome the basic idea of “fulfillment” and to follow the logic of service supply. In fact, we are working with Milan’s Politecnico to identify other ways to simplify things for the user. We wish – and we are working on it – that one day, organizers will be able to realize and design their events online, using our geoportal. The foundation of all this: the project, the change…there is the will of an entire building to turn the attitude and the logic into something more assertive.

Dr. Sala surely motivated us a lot. In addition to that, we had the luck to know him very well because he was General Manager, before becoming CEO for the EXPO Company. He is a person that the building knows very well, we appreciate his style and leadership, but most of all we share his pragmatism. This made the difference. Pragmatism and coherence with the mission are leading the municipality towards the future. Milan is changing positively on the tail of EXPO…

Surely, the World’s Fair brought a lot of attention on the city, internationally. Tourism increased and it is a


VOICE TO THE PUBLIC ADMINISTRATION favorable time for Milan, which can take advantage of the cultural turmoil that is everywhere in the city, and that is fueled by companies and associations. Talking about companies, privates and stakeholders, as Single Desk, what do you expect from the spokespersons in order to facilitate this evolutionary course? What would you like them to perceive from you, and how can they help?

We definitely expect two things: dialogue and mutual respect. We are doing our best to listen to the companies and we are trying to accommodate their needs. We know that the latter is increasing, that there is always something new, and that maybe we are not up to the standards to answer to all the things that we are asked. For this, we are working on the simplification of processes and on the reduction of timing. On the other hand, though, we demand respect, meaning that we want you to see our commitment in all this. We ask to go beyond the usual image of Public Administration good-for-nothing because we are proud of the professionals who work here. We strongly believe that this is the proper base on which building a solid and lasting relationship. The municipality’s work in these few years is starting to change the idea of the “old” local Administration.

Our efforts are huge, because we are often entangled in some regulations that we must follow. In spite of that, a lot of us are trying to find the best solution for everyone. Milan anticipated something that is reaching other regions of the State, like in Rome, for example; where companies are starting to request more services – and this isn’t something easy to have from the Capital’s Administration. What to do, to create a greater involvement with other cities’ stakeholders?

Certainly, we must support more the associations, meaning that the small ones – that are a lot, I’d say a lively social fabric in our territory – need a different assistance, even considering the “training” since they are often lost in such a complicated world. So, I believe that we need a particular attention to these entities.


Agencies and companies have different needs, but both can contribute greatly to the city. They can also help small businesses. What do you think about a hypothetical mechanism, where the latter can plan activities during the lesser “crowded” weeks? In this way, they could make Milan always appealing even through events with a smaller range. Do you think it could work?

In the Comune there is a strong activity from the Assessors, who have all the mandate on events. They elaborate the schedule for the city, also asking the intervention of agencies, companies and associations. Then, the Single Desk becomes a tool of administrative fulfilment of the event, helping the organizers. How much does the idea of splitting the city’s activities into thematic weeks, impact on the Single Desk, compared to when there are no events that engage the entire city?

Bear in mind, only during the Fuorisalone week, we issued about 600 provisions. This number says a lot. For sure, compared to last year, there is an interesting growth, almost exponential, from one year to another. This division in weeks affects a lot on our job and we’re in the front line to rationalize the timing, improve the procedures etc. because we’re very focused. What about quality? What could you tell us about the projects you are receiving in the period?

I noticed a higher level of quality, yes. Moreover, the projects we are receiving today are much more complex. I perceive much, much quality! I say that in the past two years I’ve experienced an explosion of creativity, in addition to a sensible intelligence from the Assessors who managed to channel it into weekly thematic schedules that are always coherent with our building’s mission. The Comune is following the enterprises, and they are supporting the Comune.. In your opinion, can we attribute this creativity and complexity to the dialogue between the involved parts and to the answers that the Public Administration is giving to the organizers?

VOICE TO THE PUBLIC ADMINISTRATION Yes. There is a sensibility in keeping Milan creative and lively, and there is a commitment to keep up, and so to give answers and services, both fundamental. For sure, the possibility to have a unified IT system and relying on technologies, help to keep track of many processes. At the beginning of the interview, you said that an exchange of views is paramount to grow. Don’t you think that this digitalization may push away people from a real and tangible conversation?

The opportunities of digitalization are, for us, complementary to the activities of the Single Desk, which remain the cornerstone of our intervention. Its function is very important, since it is a first moment of consultancy. Then, the second phase is facilitated by digital: when the organizers come to the Single Desk to present their application with all the documentations necessary. This is what can be avoided thanks to digitalization.

The dialogue on the closer relationship between the administrations and the events business is becoming

more and more crucial. It will lead the city to evolve, making its processes easier and available to everyone, even foreigners. It is important to make sure that procedures can be easily activated, and we feel like saying that today this is happening more than a few years ago. The 2015 ExpoInCittĂ project was a first awakening of the city, but if we consider the growing group of spokespersons, we wonder how we can ensure that the necessity of an impartial control is respected. We agree with Dr. Aversano when she says that the system will have to work also in this direction. We also hope that we will have the opportunity to discuss this topic even in the future, sure that, with time, the Municipality and the companies that work with it, will grow and consolidate as realities able to promote dialog and mutual respect. The chance we had to talk with Dr.Aversano was an important proof that the communication channel with Milan is open and must be used. The city is willing to listen whoever wants to support its growth in terms of attractiveness and reputation so that every Milanese (old or new) can be proud of its Milan..

Arengario Building, Duomo Square



The Out Of Home is Live:

Communication comes to life in the streets! by Dario De Lisi


rom a few years, especially after EXPO, Milan is organizing its activities in weeks, each of them with a different topic. We recently experienced the Design week, followed by the one about food, and many companies started to seize the opportunities that such events offer in terms of audience and visibility. In 2016 IGP Decaux – the number one in Italian Out Of Home Communication – decided to face the Live Communication market, by creating a dedicated Business Unit called LIVE. It was our pleasure to interview Mrs. Benedetta Arlati, IGP Decaux’s Creative and Live Solutions Manager.

What brought you to open a Business Unit dedicated to Live Communication, and how do you consider its first year of activity?

The main reason that led us to open Live is related to the fact that we see in the “street activities” the natural extension of our product. We always dealt with out of home communication, so we believe we have the knowledge and experience to manage this sector. The second reason is that we had the chance to see – since the Unit was already active in France and England – that even here, in Italy, clients are interested in enhancing their communication projects involving the street as location. In the end, considering their - and the market’s - attraction, we decided to start managing not only our closest and most familiar spaces (like bus shelters, stations, and means of transport) but also the squares and streets where the latter move every day.


Our Live Business Unit manages only this aspect, nothing else: it focuses exclusively on activation strategies for the street. The Digital element is always more present in the events business; it is requested not only by clients but also by consumers. What is your relationship with new technologies? Moreover, how do you organize yourselves to bring the digital “in town”?

The Digital is definitely important; I believe that the pictures of our “Inferno” event that we organized in Florence can be still found on the Internet, together with those of Fastweb’s event. For this client, we customized the subway station Moscova, in Milan, as if it was in Tokyo, Japan. We created the campaign in January 2011; it won two Cannes Lions and it’s still trending online. I am sure that the digital feature is relevant in our events, as it is in everybody’s lives. It is natural that if something catches the attention of the audience and makes it think, or laugh, or cry, the same audience will take pictures and will share them on the Internet. In IGP Decaux we don’t see this component particularly significant on a specific event or Live operation, we consider it paramount in everything that we do. For example, during the Milano Food Week event, we




worked with the brand Caffè Borbone, customizing a tram with furniture from the Eighteenth Century. We also brought on board some actors, dressed in the fashion of those time, who welcomed travelers to a real tasting experience. This activity leads to a spontaneous digital reaction. We actually don’t see a massive change in our strategy, but we hope that, with our Live Unit, these digital activations will increase.

One of Live’s initiatives is to use both the traditional calendar (Mother’s Day, Christmas, Easter etc.) and the city’s events schedule. The Design Week, for example, was a great opportunity, and so was the Food week. We have plans also for the Milano Piano City events. Our aim is to connect with the schedules of every Italian city, but not all of them are on the same level of Milan in terms of evolution and potential.

Considering Milan’s events organization in thematic weeks, how much this new attitude can become an opportunity for IGP Decaux?

In your opinion, is this potential the outcome of a wide and detailed strategy, or is the result of some mixed up random causes?

Every city’s calendar of events is surely a huge opportunity for Live. The decision of Milan’s mayor Sala to manage the city as a television schedule is, in my opinion, logical with the increase of Live Communication Divisions. Milan is very receptive and open; every spark here becomes a trend for the rest of the country.

I believe that at the base of all this there is the economic crisis. Before that, we had an increasing number of requests on Milan, Rome, and Naples. If once, we received orders for a maximum of 100 cities, today this number is much lower. There is a greater attention to costs and budget for communication.



Therefore, cities that have continued to communicate developed faster and better than those that did not. They increased their consumptions and clients were more engaged…it’s like a dog chasing its own tail, but in a positive way. Then we have also very beautiful cities where, unfortunately, it is very difficult to manage the public land, like Rome, for example. That’s another reason why customers fall out of love. We see in Milan the proper environment for our activities. To us, the management of a street event is the same as the implementation of a bus shelter; the latter is an urban piece of furniture made for “cuddling” people who are waiting to get on the bus. They wait seated in a protected environment…the idea is linked to a sort of furniture for the street. Even our events must answer to determined aesthetic values, safety and care for citizens are also very important. When we see an installation that seems a bit improvised, it definitely impresses us, because for sure the streets are for everybody, but this doesn’t mean that it can become a jungle. The public land’s availability, the relationship with the administration and their ability to seize the opportunity of becoming a reference point to companies and private, is it something that you find differential in Milan, or something that we could take as granted everywhere because that is how it is supposed to be?

Decaux’s best qualities. We are committed to putting on the streets a product that can be seen next to Norman Foster bust shelters. Our shareholder wanted to open Live, but the division answers to IGP Decaux for innovation, design, respect, and directness. Do you think there is a gap between Milan and other international cities regarding the accommodation capacity and the city’s approach to events and activities on the territory?

I am working on a huge distance – which I am trying to fill – that concerns IGP Decaux Live division positioning in a competitive market such as ours. I find myself talking to big companies, well-structured and with a great expertise in the events business. Of course, for us is way easier to organize an event in a train station than on a crowded square. I don’t think that this gap can be linked to the Public Administration, though. Maybe is more related to the professionalism and consideration that the market has of IGP Decaux as a partner. Thanks to the Milano Food Week we managed to create news connections with some companies and to strengthen the relationship with the old ones. We are creating important partnerships and we hope we’ll carry them on in the coming years.

We always had a great relationship with the 100 districts with whom we work. We worked well with the events divisions, both in Florence – when we had to install the water-screen on the Arno river[for the Inferno event E.N.] and in Naples. Actually, the communication is different in each city, and so are the people with whom we have to discuss agreements. We are glad, though, to see that there are procedures to follow. The important thing is that there is order, not chaos. We are aware of the fact that the Italian heritage must be protected and well managed, that’s why we can’t take advantage of this opportunity to use the public land, we are happy to see that there is rigor behind all this. We also hope that this direction will always be real and respected. Reliability, care, and quality are IGP



News & locations by Mario Saccenti

Beachcomber French Riviera, Côte d’Azur


leanliness and courtesy in hotel What is the most important thing in a hotel? Cleanliness, Wi-Fi connection or a luxurious pool? The clients of have no doubts: cleanliness and comfort. This is the outcome of an analysis carried out by the website on 148million comments, listed under more than 5 million guest reviews. The results, carefully summarized in a mathematic formula, proved how cleanliness is 35 times more important than an elegant breakfast, a sumptuous swimming pool or a coffee machine in the bedroom. Another curious fact, in a hyper-connected world, is that clients see the staff courtesy 10 times more important than free Wi-Fi. The third essential element needed to award the best hotel is, for travelers, the bed comfort: “from a psychological point of view – says Simon Moore, an expert in consumers psychology and responsible for research – the risks and the lack of comfort exceed positive aspects by 5 times. It doesn’t surprise me that travelers pay more attention to paramount features such as comfort and cleanliness compared to pools or fancy restaurants”.


Hotel: customer care and social networks They are called ‘Live’ and they are not some inreal-life intervention of a youtuber, but particular systems of customer care that some hotel chains are activating to answer their clients’ needs in real time. Needs that are categorized in a peculiar way: by monitoring clients’ posts on the main social network. From Taj Hotels and Resorts to Hilton, from Six Senses to Marriott, all the big groups have more than one task force that checks the social activity of their clients, and their effort is majestic. According to the Italian newspaper “Il Corriere della Sera”, the Marriot hotels have an ‘M-Live” division in Bethesda that covers the entire United States, another one in Florida for South America, one in London for Europe and another one in Hong Kong for Asia. The result of this commitment is that if a Marriott’s client posts a complaint on social media, they are immediately contacted in their hotel, and the problem is solved. And it doesn’t end there. Marriott’s staff looks into birthdays and other celebrations in order to surprise their clients (what about a bottle of Champaign in the bedroom?). Da


Hotel Residence Roccamare, Castiglione della Pescaia, Tuscany

Beachcomber French Riviera Beachcomber French Riviera is an elegant four stars Superior in Côte d’Azur, located in a strategic area in the hinterland between Nice and Cannes. The hotel was renovated last year and has an informal-chich style with 155 rooms and a range of services for the meeting industry: 11 meeting rooms (the biggest is 480sqm) and wonderful balconies that face the pool and the gardens. Two restaurants and a poolside terrace are the best set for lunch and dinner up to 180 guests. The “Cinq Mondes” is a 700sqm Spa with two heated pools, one fitness room, four paddle courts and 34 tennis fields with the Mouratoglou Tennis Academy to complete the offer. Roccamare The resort, commissioned by Sofia Loren and Carlo Ponti in 1960 to architect Ugo Miglietta, is located in a secular pine forest, with wide spaces en plain air right next to the beautiful shore of Castiglione della Pescaia. An important restyling process is undergoing and it includes the works on the Congress Center with 120 seats. The accommodation and catering capacity exceeds 400 guests in 209 rooms, cottages with patios

and apartments, with a well-managed peak of 700 clients. Here is possible to organize teambuilding activities of all kinds: from Lego Serious Play sessions to mini-Olympics on the beach, to competitive Master Cocktail Sessions, quad biking, Business Clinics and the ultimate news of 2017: the Digital Detox Week-end. The quality of the service is guaranteed by the fact that the hotel belongs to one of the most important Hotel Chains in Tuscany, the Carattere Toscano Hotels & Resorts, which has also Florence’s Grand Hotel Baglioni among its buildings. Under the Volcano: Villa Itria Located on the slopes of the Etna, in Viagrande, the Grand Hotel Villa Itria is a super new 4 stars, equipped with every comfort. A few kilometers from the city center of Catania, and from the airport, the Grand Hotel Villa Itria is the perfect place for both business and leisure clientele. 92 rooms, 6 meeting rooms, an amphitheater with 400 seats, one Spa and two restaurants.



Hotel Villa Itria, Catania, Sicily

Film-inspired holidays A good idea to diversify the offer is to propose a trip inspired by famous movies that have the trip, in its various forms, as the main theme. Directors often choose Italy for their love movies; we selected a few cities in Tuscany that can be proposed to your guests: Castelnuovo Berardenga It takes just a small detour from the road to Siena to enjoy the wonderful view of Tuscan hills and valleys. Here, famous directors decided to set their movies, catching a glimpse of this beautiful country: Bernardo Bertolucci chose the rustic setting of the Tenuta di Brolio, San Sano’s Villa Spender, San Regolo, Castelnuovo Berardenga and Geggiano’s Villa Bianchi Bandinelli, for his movie “Stealing Beauty” (‘96): a eulogy of youth and carefreeness surrounded by Siena’s countryside. Carlo Verdone for his “Wolf! Wolf!” also used Geggiano’s Villa Bianchi Bandinelli. It is possible to see all these locations, recalling the best scenes of the movies, like the one in “Stealing Beauty” where the protagonist meets an important character at the Villa in Siena. Or the other scene in the city center, where Italian actor Vittorio Gassman gave his best


Life is beautiful, by Roberto Benigni

MICE NEWS performance in Luigi Zampa’s “The love specialist” (’57). More recently, the famous Piazza del Campo was used in James Bond movies “Quantum of Solace” (’07). Arezzo and surroundings An alternative itinerary can be Arezzo, Cortona and Castiglion Fiorentino, where Roberto Benigni shot the majority of his 3-Oscars-movie “Life is beautiful”. Arezzo, with its calm beauty and its historic city center, was the perfect representation of heaven on earth, the place where the Jewish family is taken away in the beginning of the movie. The trip follows towards Castelnuovo, where it is possible to detour and visit Montevarchi, another location of “Life if beautiful”. The city’s Villa in Liberty style, is now the headquarter of Prada’s Space Outlet (a reminder of “The Devil Wears Prada?”). Finally, on the way home, the road reaches Cavriglia, the location of Alessandro Benvenuti’s “Ivo the Genius”; the story of a troubled forty-year old man that some critic renamed “the Italian Forrest Gump”.

Val d’Orcia It is definitely worth it to spend half a day in Val d’Orcia, it is so beautiful that the place itself seems the location of a movie. It is perhaps not generally known that Zeffirelli’s “Romeo and Juliet” wasn’t set in Verona but in Pienza. The city takes its name from Pope Pio II and it is an example of beauty, harmony and architectural perfection. Its copious streets have evocative names (Kiss Street, Love Street…) and they all front breathtaking views of the countryside. Speaking of astonishing panoramas, here there are “The Gladiator” fields of gold and the clearing of Anthony Menghella’s “The English patient” (’96). From here to Montepulciano there are many locations seen in the movie “Wolf! Wolf!” places that were crossed by the characters who, while traveling in the Maremma area to find the protagonist’s missing father, take a break in Bagno Vignoni. There are a particular smell and taste of ancient things here in Val d’Orcia. For example, Montepulciano was built along a narrow calcareous crest and surrounded by

Castelnuovo Berardenga, Tuscany


MICE NEWS formidable ramparts. The majesty of Renaissance buildings and the elegant beauty of churches, intertwine with the ancient winemaking craft that gives life to the “Nobile di Montepulciano”, the oenological symbol of the city.

Rotterdam Schiedam, gin or jenever? Only a few subway stops from Rotterdam there is Schiedam, a citadel well known for its windmills and gin production. Here there are the highest windmills of the country (and people say, of the world): some of them reach 34 meters height! If you take a walk along the Lange Haven canal, you will see the iconic five windmills (what is left of the original 20) called The Whale, The Three Cornflowers, The Freedom, The North, and The


Must-see destinations for beer lovers There are four of them and they are all in Europe. The first one to visit, possibly in summer, is Munich: the famous city of the Oktoberfest and home for some of the most appreciated beers in the world such as Augustiner, Paulaner, and Franziskaner. Here the production is abundant, especially because there are many monastic orders in the city. The second mandatory stop is Dublin, the homeland of green beer and of the most famous beer in the world: the Guinness. It would be interesting to visit the city’s 1000 pubs, like the unmissable Temple Bar Pub, but also The Brazen Head, the David Bryne, The Palace Bar and the Oliver St.Johns Gogarty. To find the best climate, it is better to go there in February, March, May or July. In Amsterdam, you can find Heineken, Amstel, Bavaria, Orangeboom and Kwak beers. The best places to try them are the Wildeman, Pollux, Café Gollem, Brouwerij’t Ij and Café Brecht. Best time to visit? February, April, May, September, and October. In the end, we have the City of Brussels, Europe’s administrative center. With its 180 breweries and the longest production tradition, it can be renamed the “Beer Capital”. It is advisable to visit the city all year, except in summer (because it is particularly rainy). The beer list almost never ends, but among the most famous we have Chimay, Leffe, Stella Artois and be strawberry beer “Framboise”. Don’t miss the pubs Becasse, Le Cirio, Cervecería Toone and Au Bon Vieux Temps Da eDreams

Palm Tree. They are still used to make flour and local pastry. “Nolet” is the biggest distillery in Schiedam and from 300 years is producing and exporting gin all over the world. Visiting the factory is like a travel back in time, where is possible to discover the origins of the jenever – the juniper-flavored liquor – vodka and of the London Dry Gin. Entering in Nolet means entering a magic world that leads people through three centuries of history, landing then in a modern and cutting-edge present day. Not far from this place, there is another special distillery. In its corridors hides a speakeasy, one of those clandestine bars that were famous during the Prohibition times. To enter, people must buy a bottle of Loopuyt Gin and write to the address they find printed on the cork. Then they wait to be invited

Schiedam, Rotterdam

to taste the cocktails of the exceptional bartender. Loopuyt produces a kind of gin that has an incredible taste, a complex mix of herbs, flowers, seeds, berries, and fruits that create a balanced bouquet of flavor. To reach Rotterdam you have to take the train (30min ride) from Amsterdam airport, from there, you can also visit Schiedam by taking the underground and make just a 10min trip. The Mainport Hotel can be the best choice for the stay. It is a splendid four stars hotel in a strategic location (within walking distance of the city center). It offers a wonderful view of the canal with the convenience of facing the Leuvhaven subway stop. On the eighth floor of the hotel, there is a Spa – guests only – where to take a break among pools, saunas, steam rooms and massages. Da Melià Palacio de Congresos de Palma On 1 April, there was the inauguration of the new Palau de Congressos de Palma, the congress center that, in Majorca, will be managed by the Meliá

MICE NEWS Hotels International Group. An important event that involved the entire destination. The group’s President and Chief Executive Officer Gabriel Escarrer said: “It will be the best congress center of the Mediterranean, with such an enormous potential that may lead Palma de Majorca among the 50 best locations for meetings, congresses, and international conventions”. The Palau de Congressos de Palma (former Palma Convention Centre), is located at about 5 minutes from the island’s airport, fronting the sea. It was designed by the prestigious architect Patxi Mangado, who describes it as “a special place, where the scenery, the sea, and design are united in a strong bound, giving life to a new crucial center for the city”. The Grand Auditorium can welcome more than 1.900

delegates and can be divided into two spaces (with 1.249 and 729 seats) to host two different events at once. The Small Auditorium can receive up to 462 people, it is equipped with the same technology of the Grand Auditorium and is linked to the Exhibition Area (2.340sqm). Including the lobby, the ground floor of the Palau occupies 3.000smq, with a direct access to the outside. Meeting rooms are on the first floors, divided into 8 independent spaces, each one of 80sqm. The Palau de Congressos is connected to the Meliá Palma Bay Hotel, which has 268 rooms and a 750sqm Spa with a view of the sea. Da

Palau de Congresos, Palma de Majorca


Shutterstock Š Barone Firenze


“O mia bela madonina…” by Davide Verdesca

W yorker.

hat a beautiful city is Milan! As beautiful as New York, where you just need to live for a year to become a new

Among the first things that newcomers have to learn from the historical citizens, there is the famous “Madonnina” song. Almost everyone in Milan knows the tune, some of them actually commit to learning at least the last verse of this unofficial city anthem: «Tutt el mond a l’è paes, a semm d’accòrd, ma Milan, l’è on gran Milan!» [“The whole world is but a village, and we agree, but Milan’s a great Milan!”]. But…how many people actually know the meaning of this song? And who can sing it without making a single mistake? I can’t.



Shutterstock © RossHelen

My roots are in Emilia Romagna, and despite I was born and raised in Milan, I can’t say I can sing this song by heart (actually, it’s been just a few years that I’ve started to understand its meaning). This piece of art comes from the hearts of the oldtime Milanese people who, after the war, managed to put their city back on its feet, starting from nothing but ashes. Behind the song lies the tragedy of losing the loved ones, while their hometown was falling to the ground. They saw Milan die and born again under their efforts, that’s why they wrote this song. The lyrics represent the heart, the passion and the love of the citizens for their city. «O mia bella Madonnina, che te brillet de lontan; tutta dòra e piscinina, ii te dòminet Milan; sòtta Ti se viv la vita, se sta mai coj man in man.» [Oh my beautiful Madonnina, who shine from far away, all golden and minute, you dominate Milan; at your feet live is lived, there’s no twiddling of one’s thumbs]. This last sentence is particularly representative of the Milanese DNA: under the Madonnina lives a community of great workers, the same ones who never stopped believing in the city and teamed up to bring it back to glory. How can we not find ourselves, right in these words?


Today Milan is more beautiful than ever, and it shines brightly with its Madonnina. It isn’t so little anymore like it was in the Fifties. At the same time though, we can’t define it a megalopolis like other big capitals in the world (it’s not even half of Rome in terms of surface and population). A question arises: how did all this happen? How can we justify this unthinkable growth in such a little time? Who wanted it, who thought of it, who planned it…and who made it possible? If we look back at the song, the answer seems clear: Milanese people, those who never sit back and do nothing. I wonder if it’s true. If it’s true that this all happened without any external intervention, without luck… Many provincial and regional committees came and went, I don’t believe that there ever was a tangible “visionary” project on our beloved city. Let’s be honest: luck was paramount. In the last ten years, Milan had the wind in its sails. Surely, it was also because of its managers, but like A.C. Milan football team fans would say: when there was Sacchi [football coach t.n.] Milan always won. How can I not criticize – while still hopeful – this

THE MAVERICK’S CORNER I have no doubt that Milan is full of dreamers, but I am sure that the city needs people who are capable of turning dreams into actual progress. Milan is growing bigger and more beautiful because everyone played a part, but also because we were all very lucky. This is my theory. There wasn’t a director. There was not an “upper will” that designed the final objective for the city. Everyone worked, but not together, not as a team. And it randomly went well. What about other cities? What can we say about Rome and Florence? Were they less lucky than us? (in addition to having less prepared managers).

model of growth and development? Today I wonder if in ten years from now, we’ll still have entrepreneurs like Manfredi Catella who will change, again, Milan’s skyline or if we’ll host another worldwide event that, however, it will end, will put our city in the spotlight. It is important to remember that projects are the real link between dreams and reality.

Yet, as every Project Manager knows, is not possible to avoid the element of risk. We can, and must, try to lower it as much as possible. Luck is the positive bit inside chaos, and chance cannot be organized. People who work on planning and designing a city cannot rely on fortune. It can be redundant; it can be the detail that doesn’t change the entirety of the project. Today I ask myself if we’re really happy to be citizens of a lucky town. If I think about it...I’d say yes! But can we keep hoping to be lucky? No. Personally, I’d rather giving my city to some prepared, skilled managers, hoping that they’d work together for a visionary project, and more importantly, for a long period of time. If these people will be also very lucky, I guess it would be better for everyone!

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YEAR 3 - NUMBER ELEVEN - MAY 2017 Focus ON is registered to Milan’s courthouse with n.140

MANAGING EDITOR Dario De Lisi EDITOR IN CHIEF Francesca Cagliani EDITORS Francesca Passoni Mario Saccenti COLLABORATORS Velia Angiolillo, Francesca Cagliani, Sara D’Agati, Niccolò Piccioni, Carolina Remo, Davide Verdesca Went on press on 22nd May 2017

ART DIRECTION Greta Tremolada TRANSLATED BY Francesca Passoni

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Focus ON 11 (eng)  

Focus ON renovates with issue n.11, which marks the progress of an editorial project that keeps adding high-quality contents, topics, editor...