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6 March 2025: Farnesina Lab. Ideas and Voices for New Strategies of Cultural and Integrated Promotion Abroad

Laboratorio Farnesina

6 MARCH 2025

Farnesina Lab. Ideas and Voices for New Strategies of Cultural and Integrated Promotion Abroad

Farnesina Lab is a traveling project organized by the Ministry of Foreign Affairs and International Cooperation in collaboration with 24ORE Cultura-Gruppo 24 ORE. It is divided into a series of stages in Italian cities, where meetings are held between cultural operators, representatives of productive sectors, and scientific and technological research, as well as the representatives of the Directorate General for Public and Cultural Diplomacy and the Directorate General for the Promotion of the Country System. These two General Directorates of the Ministry of Foreign Affairs are responsible for promoting Italy abroad through the diplomatic network of embassies, consulates, and Italian Cultural Institutes.

Italy boasts an enormous and diverse cultural and productive heritage, with great local variations. The aim of Farnesina Lab is to activate new forms of collaboration to tell the story of our country abroad through the best realities of the territories, expressions of quality and value.

The goal of Farnesina Lab’s days is to present the opportunities offered by the Ministry for the promotion abroad of Italian culture and made in Italy. The development opportunities in an international perspective provided by these organizations are still little known to professionals in the field. The days also provide an opportunity for local operators to directly interact with MAECI officials, presenting their proposals for cultural and productive promotion abroad.

We invite you to participate on Thursday, March 6, 2025, from 09:00 at the Farnesina Lab event in Verona, at the Casa Museo Palazzo Maffei. Verona, on this occasion, represents a macro-territorial area encompassing Veneto, Trentino-Alto Adige, and Friuli-Venezia Giulia.

The day will be divided into a morning institutional session, in which MAECI officials will present strategies for promoting Italy abroad implemented by the two Directorates, along with opportunities for collaboration with the diplomatic network, and an afternoon session for direct discussion between MAECI officials and local representatives, to discuss their project proposals.

For more information and the program of the day, please consult the initiative page at the following link: Farnesina Lab – Italiana – Language, Culture, and Creativity in the World.