Parma Italian Capital of Culture 2020 + 21 among the winners of the 9th edition of the Cultura + Impresa Award

The winners of the 9th edition of the Culture + Impresa Award, the most important Italian award for projects involving Culture and Business as a team, were presented today at the ADI Design Museum in Milan. Lombardy, Veneto and Emilia Romagna this year are the regions that have won the most awards, with new protagonists among companies such as universities and hospitals.

Parma Italian Capital of Culture 2020 + 21 has been awarded the special mention Networking in Arts: The Parma 2020 Committee, Parma Municipality and several local companies have worked together by combining the forces of the public and private sectors and experimenting with ways to strengthen the cultural and creative offerings, in its traditional and innovative forms, promote territorial development also thanks to the added value of culture.
“This event is an opportunity to take a picture of the increasingly important relationship between culture and business communication – reminiscent of Francesco Moneta, chair of the non-profit Culura + Impresa committee, founded in 2013 by Federculture and The Round Table communication projects , which organizes and promotes the award with the aim of creating benchmarking and professional culture, also thanks to the support of the Accenture Italian Foundation and ALES – the Ministry of Culture. ”Culture and ‘The Arts Factor’ ensure added value for communication
of companies; contemporary art is increasingly present in corporate cultural projects; Companies play in teams
to merge with Culture; Culture is increasingly the protagonist of the promotion of its territories “.

The first prize in the category of sponsorship and cultural partnership was won by Opere in Parole from the Museo Accademia Carrara in Bergamo and Humanitas Gavazzeni. The project brings together care, beauty, health and culture by bringing art from the Carrara Academy Museum into waiting rooms, corridors, wards and intensive care at Humanitas Hospital. The project was born together with 11 authors (Albanian, Baliani, Bergamini, Bianchi, Bozzetto, Costa, Fresu, Ianniello, Laudadio, Murgia, Renzi), who, inspired by some paintings in the museum, have created unpublished works – stories, scores, menus , comics – and made a podcast that can all be used for free in the wards of patients and healthcare professionals. The first prize for Corporate Cultural Production was awarded to PIC – Contemporary Industrial Heritage, a project of the Ca ‘Foscari Foundation in Venice and the AIKU Center – Arte Impresa Cultura. Here, the relationship between culture and business is the link between past, present and future, which generates a new narrative about Venetian production, driven by new partnerships between the world of cultural production and 6 medium-sized companies with a long entrepreneurial tradition.

67 columns for the Arena by the Arena di Verona Foundation in collaboration with several support companies won the first Art Bonus Award. The Fundraising and Corporate Membership project, created by the Arena di Verona Foundation together with co-founders Sandro Veronesi – President of Calzedonia Group – and Gian Luca Rana – CEO of Pastificio Rana, and Publisher Athesis, raised over one million euros half a euro involving 67 companies that have contributed through Art Bonus to consolidate the social and economic value of the Verona Festival, whose sustainability has been threatened by the pandemic. Together with entrepreneurs with private crowdfunding, the associations of professionals from Verona have joined forces, along with many citizens and enthusiasts from all over the world.

The 3 winners of the main categories were awarded the artist prizes signed by Lorenzo Marini, 3 lithographs from the Alphatype series, a new visual concept where the letters are collected in paintings, each dictated by the artistic inspiration, creativity, emotions. author. As a famous advertiser, and today also as an increasingly successful artist, Marini personifies both Business Communication and Art. Special mention has been given to projects that have been able to interpret the new trends in the relationship between culture and business well, deliver education awards, Masters in Management and Cultural Promotion thanks to 24ORE Business School, Fitzcarraldo Foundation, IULM University, School of Fundraising Rome , Upa.
Grand Tour Emil Banca from Emilbanca BCC has been awarded the Special Mention CCR – Corporate Cultural Responsibility: it is a project born in 2013, which includes four traveling Sundays to discover the treasures of Emilia between nature, art, history and food and wine, promoted by one of the most prevalent banking realities in these areas.

During 35 Special Mention went to the Città in trappola project by Dramatrà, a social enterprise together with Unes, Viaggiatore Goloso, Acel Energie, Germo, Ricola, Cameo and Mastertent. It is an innovative ‘live gaming’ initiative that has seen Lombard citizenship actively involved, combining tradition, innovation and role-playing. Divided into 12 consecutive stages spread across the 12 Lombard capitals, it brought local citizens closer to the history, traditions and culture of the lesser known and valued territories from a tourist point of view.

The BAG project – Bocconi Art Gallery from Bocconi University won Mention Contemporary Art + Business: it is an annual path to enrichment and opening of the mind, to approach the artistic world of today thanks to the presence of more than 100 works of contemporary art in BAG ‘one where the university becomes a’ temporary exhibition ‘that strengthens the dialogue with its community and the city of Milan.

The two Special Mentions Digital Innovation in Arts went to CUBO by Unipol and RESTART by BASE Milano, Oxa Impresa Sociale, ACNE, Cesura, Parasite 2.0, Music Innovation Hub, POGO Production and Deloitte. CUBO is the second space in the Insurance Group’s Business Museum, which through the cultural language communicates with the territory by providing new spaces for artistic projects, educational activities and inclusive and inclusive emotional paths.
RESTART was born out of the collaboration between BASE Milano and Deloitte’s creative collective ACNE to help small businesses in the Tortona district of Milan, where both are based, reboot after the pandemic through contemporary art.

Sponsors and active partners for the CULTURE + IMPRESA 2021-2022 Award are: Ministry of Culture, Municipality of Milan, ACRI, ALES, ANCI, Artissima, Assif, Assifero, Federculture, FERPI, Italian Accenture Foundation, Sodalitas Foundation, GAI, Cultural Heritage, Priority, CSR and Social Innovation Exhibition, UNA. Media partners: AgCult, Artribune, Exibart, Il Giornale dell’Arte, Prima Comunicazione.

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