When an event changes the perception of a place: Vittorio Sgarbi's ExpoArteItaliana at Villa Bagatti Valsecchi

Building a digital presence as the event takes shape

When I began collaborating with Fondazione La Versiera 1718, Villa Bagatti Valsecchi's online presence was still being built. ExpoArteItaliana required official channels, up-to-date information, and a visual narrative capable of accompanying a months-long exhibition.

I created and managed Facebook and Instagram for ExpoArteItaliana, the Villa's profiles, and the volunteer association's presence. I curated images, text, operational information, press reviews, and communications, including in English. It wasn't just about filling a calendar: it was about shaping different identities and keeping them connected.

«The communication of the event and that of the place had to reinforce each other.»

Communication within an ecosystem

A cultural project of this scale thrives within a network of relationships. The foundation, volunteers, institutions, artists, curators, journalists, and the public all work together to create the event's perception.

As a member of the local press office, I collaborated with Vittorio Sgarbi's team and journalist and editor Claudio Calvi, overseeing press reviews and writing content for external publications as well. Working within the ecosystem meant circulating consistent information and transforming the Villa from a mere backdrop to a central part of the story.

«Seeing the system allows us to better communicate each part of it.»

An article from 2015, reread today

In June 2015, I published an article on Villa Bagatti Valsecchi and ExpoArteItaliana in Dossier Cultura. That article is a tangible testament to my editorial work and the way I, even then, viewed the relationship between culture, territory, and valorization.

Rereading it today reveals a certain continuity: my interest wasn't just in recounting what was happening, but in understanding what it might have left behind. For this reason, I'll republish it on my blog with a new introduction, while also keeping the original publication visible.

Temporary attention and the trajectory of a place

ExpoArteItaliana exceeded 16,000 attendees and brought Villa Bagatti Valsecchi to a new audience. The digital presence built during that period continued to make the venue recognizable after the exhibition closed.

In the years that followed, the Villa hosted television productions and major events. In 2024, it became one of Alcova's venues during Milan Design Week, and Fondazione La Versiera 1718 called me back for a new freelance assignment. For me, this continuity is one of the most significant achievements: a project I completed as a volunteer began a long-lasting professional relationship.

A major event draws attention. Strategic work also involves building channels, content, and relationships that ensure that attention doesn't fade away when the doors close.