LoveItaly Challenge

A project to bring new life to the
Villa Farnesina Museum

A competition for the promotion and the enhancement of Villa Farnesina, headquarters of Accademia Nazionale dei Lincei. Competitors proposed projects for the reopening of three rooms in the Villa to be included in the museum’s itinerary as places for study, interaction, and enjoyment.

The rooms included the Pompeian Room, named after the neo-classical frescoes that adorn the villas, inspired by the then-recent discovery of the decorations in Pompeii, recently.

Characterized by a multidisciplinary approach, the project involved more than 100 students from different universities of Lazio, who were organized in groups to build an entire chain of conservation for a cultural asset- from marketing to restoration.

The aim of the project was for young people to rediscover an interest in the cultural heritage and beauties of Italy, using their technological knowledge and creativity to form a new way to experience culture.

“Culture is usually considered something for old people, however culture is the gasoline of this country and young people must become the drivers.” – Dr. Richard Hodges, President, LoveItaly

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Project timeline

October 13, 2016 Opening event + Organization of guided tours and tutoring in Villa Farnesina

November 27, 2016 Project delivery

December 12, 2016 Award ceremony at Villa Farnesina

The Jury was lead by Professor Francesco Bruni, delegate for the Accademia Nazionale dei Lincei, with Lorenza Mochi Onori, Gloria Arditi, Francesco Sforza Cesarini and Matteo Tamburella. (here with Virginia Lapenta, Conservatrice della Villa Farnesina e Francesca Grassi)

The Special Guest

Piero Angela, journalist and television host

“If I feel, I forget, if I look, I remember, if I do, I learn”
Piero Angela, guest of honor at the Award Ceremony, quoted Confucius

Piero Angela described the Challenge as a stimulating initiative that asked young minds to explore working to give new life to historical-artistic heritage during their university careers.

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The Winning Project

“Fabulous Garden”

Proposed by Martina Codiglione, Susanna Di Gioia, Beatrice Dollorenzo, Antonella Giannotto and Sonia Aura Marino, students from the Universities of Tuscia, Viterbo and La Sapienza, Roma.

Echoing the garden setting and decorations of the Villa, they created a project with both decorative and functional elements inspired by trees, rocks, and water. The group has since been involved in the realization phase of their project to include the three rooms in the museum’s itinerary!

A special mention goes to all the finalists for their presentations:

“Somnium”

Luca Volino, Francesco Begini, Enrico di Maio, Francesco Foti

“Una Rosa Per Galatea”

By Caterina Poli, Isabella Cruciani, Giorgia Balsi, Arianna Gabrielli

“Three Rooms for Villa Farnesina”

Alberto Maria Faccia, Giorgia Basili, Livia Fabiani, Gloria Gabbiotto, Irene Venanzini

Press about the evening

“An evening full of interesting interventions but above all an evening of meeting between two generations, united by the desire to enhance and promote the Italian cultural contribution and flagship throughout the world.”
Snap Italy magazine

“Fabulous Garden […] constitutes a strong signal of a new way of conceiving cultural heritage, not only as a source of admiration, but as places to experience in a participatory way. Love Italy Challenge has marked a path in this new way of creating culture.”
DonnainAffari.it

“The initiative constitutes, among other things, the opportunity for a meeting between culture and business, whose strong ethical sense is certainly appreciated by the large audience that attended.”
NUOVOMILLE.it

“From passion and commitment of […] LoveItaly Young committee to bring young people closer to culture, allowing them to apply their knowledge on a practical case: students will have to face the numerous challenges that the management of a cultural asset poses from a regulatory, managerial or promotional point of view.”
key4biz

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