The ability to communicate a territory

Forum della Bellezza

On November 10, 2022, the first Forum della Bellezza (Beauty Forum), a day dedicated to the many projects that focus on the beauty of the Italian territory understood in its most broad: art, tourism, landscape care, creativity, scientific and technological research, production and planning, agri-food heritage and manufacturing excellence.

The Forum was born as a moment of comparison and growth between realities active throughout Italy, welcoming experiences and testimonies of different types and emphasizing the role that communication plays in the enhancement of a territory.

The themes and the protagonists of the panels

The day was divided into different panels, starting with Contemporary art to reinterpret the territories , in which they told their experience Amaci, Arte Sella, Hypermaremma, In Loco: Museo dell 'Abandonment, Post Disaster Rooftops , followed by The culture of know-how , which involved Accademia Teatro alla Scala, Padernello Castle, Cologni dei Mestieri d'Arte foundations, Enrico Isaia and Maria Pepillo Foundation.

The last meeting of the morning, Community: new models for new destinations, featured the stories of Associazione Rondine Cittadella della Pace, Borgoland, Firenze Greenway, Il Golfo dei Delfini, Le Pescherie di Giulio Romano, Revolution of the Cuttlefish . In the afternoon the works continued with workshops on topics related to communication and territorial marketing.

"The mission of the Foundation is to support projects that stand out for their ability to enhance the territory, finding a new key to reading and using the tangible and intangible heritage" underlines Maurizio di Robilant, president of the Italy Foundation of the Homeland of Beauty.

"The goal is to grow existing virtuous realities and fill the void related to the communication aspect of cultural projects in Italy , to spread awareness of its competitive value and its strategic role".

A concrete and active example: La Rivoluzione delle Seppie

As for dynamic virtuous realities that have clear ideas (also) in terms of communication, we cannot fail to mention La Rivoluzione delle Seppie (The Cuttlefish Revolution).

Among the winners of the 2022 call, it is a hypercollective that aims to activate practices aimed at creating forms of regeneration of areas defined as marginal, and in particular, with the concept BelMondo, from the village of Belmonte Calabro.

And it does so by experimenting with new models of life and work, using a relational approach that involves the local population and new inhabitants (students, academics, digital nomads, applicants for asylum) arriving from different areas of Italy and Europe, for a plural, multiethnic and international community.

Read also: the 4 winners of the 2022 call

The communication of a shared world

The effort and objectives of communication focused on the construction of a shared world, virtual and physical, in which the interests, visions and needs of the different realities and communities that made it up: the temporary one made up of students and professionals (to discover new worlds), the local one (with the desire to rediscover different while remaining in their place of belonging), that of migrants (in looking for a place similar to home).

"We operate in the voids of the territories, both physical and virtual, in search of abandoned shells, occupying the space and assuming its shape" they explain the young international professionals who in 2019 founded the hypercollective.

Read also: Cheap, when art meets the city

A constant but ever-changing community

In 2020 and in the following years, the pandemic has given an important boost to the desire to return to a more relaxed and natural life, often away from cities, and has transformed the temporary community into a constant community. Constant but changing. The group was enriched and populated by people who lived in Belmonte Calabro at different times of the year.

And the local community has come very close to the temporary one, thanks to a series of services that have been activated.