Culture, what business – La Stampa

As often happens, the good news ends when Antonio Marcegaglia, landlord with his sister Emma in the new room under construction at the group’s headquarters in Gazoldo degli Ippoliti, announces an investment plan worth one billion euros over five years. And there is a need for positivity, at the end of an afternoon introductory phase of the Alphabet of the Future tour by the director of XIX century Luca Ubaldeschi – how many issues have been addressed, from the war to the international scenario, from the economic crisis to the Italian political framework, during the interview between the director of The printoutMassimo Giannini, and the two industrialists who lead the steel giant.

The 2022 edition of the Innovation Dedicated Tour, organized by the GNN publishing group with stops in all the areas where its newspapers are present, started from Casa Marcegaglia in Mantua. The new physical entrance to the factory that becomes the ideal entrance to the universe of the group and its values. A kind of journey between past, present and future where you can breathe the business culture of the family of the founder Steno and his wife Mira. A space where the digital library is located, and the Academy, a project that aims to become a training place for the group’s employees and partners, but also for the most diverse external users. From customers to suppliers, from professionals to citizens, from teachers to high school and university students. In short, a versatile cultural space. “With culture, you also live, learn, grow, enrich and invest,” says Enrico Grazioli, Director of Journal of Mantua – provides space for Stefano Baia Curioni’s reflection, director of the Palazzo Te Foundation and professor at Bocconi University.

“Today, management must be perceived as a cultural fact – the professor explains – culture is not a means, it is not oil, a cultural institution has no products. We are here to give impulses, moments, to give poetry and freedom. We do not produce cause and effect, but we provide the opportunity to create humanity, even with its imperfections ». Eleonora Calavalle, CEO of Pennelli Cinghiale, a historic pioneer in the communications and advertising world since the 1970s who has just inaugurated her corporate museum, is the bearer of an experience that began many years ago with her grandfather. Today, she runs a company that has 80 percent of the women in the company and a very pink board. “The corporate museum meant rediscovering our history, the memory of the brand, but we did it by turning to a street art artist and thinking of a young audience who may not know what a brush is, but who know how to recognize the beauty of beauty. language. “.

By his side, Angela Picozzi, the founder of the Mantuan fashion house Castor Fashion, who named her own high-end line Mantù in tribute to her country’s cultural heritage. And then again Massimiliano Ghizzi, president of Tea, an integrated service company that has culture among the keywords in its mission. “The choices made in the past show that we are right,” he emphasized, “years ago the first dossier examined was the creation of a fund. But we have chosen a different path, also thanks to the development of legislation, by becoming a benefit company. In short, to bring culture, we need to change our skin, starting with small movements. From the new generations where we invest to spread the importance of saving, reusing, recycling ». Increasingly important issues in a hostile environmental context with the ongoing drought and the effects of the water crisis. Finally, the testimony of Marco Pasquali, the young mayor of Sabbioneta, is important. The ideal city, one of the most important examples of the Renaissance in Italy, in search of the winning formula to give its country the visibility it deserves. The formula is called Sabbioneta Heritage, a participation fund.

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