PROGRAM FOR WEDNESDAY, OCTOBER 8 2025
Meetings will take place at the Real Collegio of Lucca
The symbol * at the end of the title indicates events that contribute to fulfilling the annual 40-hour training requirement for public employees, as established by the Zangrillo Directive of January 16, 2025, unless otherwise specified. A certificate of participation can be requested through Promo PA Foundation’s e-learning platform https://fad.promopa.it/. This certificate will be issued to those who received a positive grade on a learning test and will indicate the number of hours attended by the participant. Upon request, the participant can also be provided with an Open Badge.
October 8th |From 9.30 AM to 1.00 PM| Opening Conference |Ponti di cultura
First Panel | Cultural Welfare
Award Ceremony LuBeC 2025
Second Panel | Culture and AI
6.00 to 7.00 PM |Meeting | Cultural Bridges: Time and Space, War and Peace
Federico Rampini, journalist and writer & Jacopo Rampini, actor and writer
Free admission subjected to availability of seats
October 8th | Ministry of Culture Workshop
2.30 to 6.00 PM | Main Theme | Digital Innovation and Artificial Intelligence
Meetings, debates and introductions on ongoing development measures curated by the National Etruscan museum of Villa Giulia (ETRU), Regional Department of the National Museums of Campania (DEMN CAM), in partnership with Ice Cubes and Allestimenti di Idee (Staging Ideas), Central Institution for the digitalization of the cultural heritage – Digital Library (ICDP – Digital Library), Archaeological Park of Sepino – Regional Department of the National Museums (Molise), Supervision for archeology, fine arts and the territory for the province of Lucca, Massa Carrara e Pistoia (SABAP – LU) in partnership with UNIMI, UNIPI, archaeologists, Formento restauri srl (Formento restoration LLC).
October 8th | Workshop ISIE 5th edition – INTERNATIONAL SUMMIT OF IMMERSIVE EXPERIENCE
3.00 to 6.00 PM | Seminar | Extended commentary: mixed reality, AI and Digital Identity for Culture*
Curated by Promo PA Fondazione, promoted by AI4PA
Alongside more traditional kinds of valorization, a new method of cultural output emerges from the digital world and recognizes it as its fundamental, although not exclusive, area of application. Immersive Technologies are not confined to showing augmented reality: Persistent environments, neural interfaces, gaming languages, and artificial intelligence are contributing to the creation of new cultural realities, where experience is generative, adaptive, and collective. This opens up scenarios to new methods of producing and consuming culture, combining physical with digital and hybrid contexts, and encouraging discussion on the cultural identities that are established, multiplied, and transformed through technological mediation. This workshop provides a dialogue between different experiences – from those who work primarily in digital languages to those who work in cultural venues – for the purpose of sharing views, procedures and doubts on the role of new technologies for the creation of new cultural commentaries.
October 8th | Workshop Cultural Welfare
3.00 to 6.00 PM | Conference | POLICIES DIRECTED TO A NEW STRATEGY ON CULTURAL WELFARE AMONGST COMMUNITY EMPOWERMENT AND SOCIAL ORDINANCE*
In partnership with the working group for the Technical Coordination of the Cultural Committee of Regions and Autonomous Provinces
The idea of Culture as a determining factor to individual and collective well-being places itself more and more at the center of the European public agenda. In this respect, our country is now at the right time and place to proceed with the recognition and systematization of the most advanced practices that incorporate culture, health, and social issues. In order for this approach to become a daily practice, it appears necessary to plan within a framework that encourages clear intervention standards, joint procedures, and integrated technical skills, allowing the development of recognizable cultural welfare ecosystems, in which different public and private institutions have identified roles. That being said this encounter will be an opportunity, also in light of the joint Manifesto for Cultural Welfare, to explore proposals for national and regional policies concerning two major areas of cultural welfare: community building and social prescription.
October 8th| WORKSHOP: SUSTAINABILITY AND FOOTPRINT
3.00 to 6.00 PM | Conference | CULTURE BECOMES BUSINESS: WHEN CREATIVITY GENERATES INNOVATION AND COMPETITIVENESS
In Partnership with PTSCLAS SPA
This panel investigates creativity as a key element for economic and cultural value, a bridge between memory and innovation, past and future, culture and business. Starting from the theme of Cultural Bridges, the discussion delves into the role of scientific and humanistic culture in building a business and preserve the company’s collective memory as a lever for competitiveness and a generator of innovation. The conference seeks to make a comparison of experiences and to offer tools capable of connecting knowledge and progress.
3.30 to 5.30 PM |Conference | CULTIVATING CULTURE, GROWING SUSTAINABILITY. FOR AN ALLIANCE BETWEEN CULTURE AND THE ENVIRONMENT **
With the presentation of the 1st National Report on Sustainable Events by OESC – Observatory for Sustainable Events in Culture
Organized by Promo PA Fondazione and Fondazione Ecosistemi, with the participation of the network of organizations adhering to ECO – Ecologically Cultural.
The purpose of this meeting is to delve into the role of cultural organizations in the ecological transition, called not only to reduce their environmental footprint but also to become promoters of new development models and social awareness. Dialogue among institutions, cultural networks, and operators will serve as a tool to draw out ideas and proposals in order to integrate sustainability into the planning and management of events, strengthening the coalition between culture and the environment as a driver of change and social innovation. Within this framework lies the activity of the newly founded Observatory of Sustainable Events in Culture (OESC), promoted by Promo PA Fondazione and Fondazione Ecosistemi, that aims at monitoring and accompanying the evolution of sustainability processes in the cultural sector. During this meeting, OESC will exhibit the results of the very first national survey on the sustainability of cultural events.
October 8 | WORKSHOP: CULTURAL AND CREATIVE COMPANIES
3:30 to 6:00 | Conference | FOR LUCCA, CITY OF CULTURAL AND CREATIVE COMPANIES (CCC): TOWARDS A SCALABLE MODEL
In collaboration with the Municipality of Lucca, CCIAA Toscana Nord-Ovest, Fondazione Cassa di Risparmio di Lucca, and IMT School for Advanced Studies of Lucca
This initiative falls within the framework of the newest national and European policies supporting Cultural and Creative Companies (CCC), recognizing their crucial role in the process of social innovation, quality job creation, territorial transformation, and urban renewal. It also represents an opportunity to meditate on a perspective complementary to the mere tourist enhancement of cities and artistic heritage. This meeting aims to compare national and local experiences—categories, entrepreneurs, creative young people—to evaluate the launch of services that can enhance the CCC system, providing visibility to old initiatives while simultaneously attracting what’s new.
October 8th | 2:30 – 5:30 PM
The DATA VISUALIZATION WORKSHOP FOR CULTURAL DATA ANALYSIS will be held As part of DICOLAB or the Tuscany-Umbria HUB.
The meeting offers hands-on experience when using data visualization tools to analyze cultural sector data. Some of the activities include creating reports and interactive visualizations, interpreting data, and identifying significant trends to support decision-making in cultural institutions.
Lecturer: Paola Riva, Assistant Professor, Management, Economics and Industrial Engineering Department, Politecnico di Milano
Limited seats available, max. 25 participants.
PROGRAM FOR THURSDAY, OCTOBER 9 2025
Thursday, October 9 | WORKSHOP: SUSTAINABILITY AND IMPACT
09:30 AM – 1:00 PM| Conference | OPERATING MODELS AND SUSTAINABILITY FOR THE ENHANCEMENT OF GARDENS, BEYOND THE PNRR **
Organized by Ales Spa, APGI – Italian Parks and Gardens Association, and Promo PA Fondazione
The National Recovery and Resilience Plan (PNRR) has accelerated the enhancement of Italy’s green heritage, with major investments in the redevelopment of historic and contemporary gardens. In light of this development, it becomes essential to reflect on how to operate these places effectively, sustainably, and coherent as to balance identity, preservation, accessibility, and resources—while also identifying useful tools for future development of the garden system. Designed also to provide tools to the Garden Route network, the meeting explores organizational models and sustainable economic scenarios for gardens open to the public—or intending to open—taking into account specific contextual and structural features. The goal is to critically analyze existing management approaches and provide elements for sustainability—economic, environmental, and social.
10:00 AM to 5:30 PM| Workshop | ASSESSING THE IMPACT OF CULTURAL PROJECTS: BASELINE FRAMEWORK, METHODOLOGIES, AND TOOLS | With the introduction of Calibro **
In partnership with the Tuscany and the Emilia-Romagna Region. Knowledge Contributor: Deloitte
Cultural activities are a key element for sustainable progress, as they combine economic growth, social cohesion, and the enhancement of cultural heritage. To evaluate their effectiveness, it is therefore essential to have the knowledge and tools necessary to assess their effects at cultural, economic, social, and environmental levels.
This workshop analyzes the assessment of cultural projects’ performance concerning the relationship between culture and sustainability, guiding attendees—with the help of experts and practitioners—through approaches and methodologies for such analysis, as well as possible forms of reporting. In this context, lies the introduction of CALIBRO, a new digital platform funded by PNRR – TOCC for the assessment of the impact generated by cultural projects in relation to the Sustainable Development Goals.
10:00 AM to 1:00 PM; 2:30 to 5:30 PM | ART BONUS | WORKSHOP RESERVED FOR THE WINNERS OF THE ART BONUS CONTEST 2025
In collaboration with Ales Spa
An educational operating workshop on the theme of cultural impact evaluation, dedicated to the finalists of the 2025 edition of the Art Bonus Contest, organized in collaboration with Ales Spa.
Participation by invitation only
October 9th |MINISTRY OF CULTURE WORKSHOP
09:30 AM to 1.00 PM| Main Theme of the Day | ACCESSIBILITY, SUSTAINABILITY, PNRR, CULTURAL WELFARE, AND NEW WAYS OF ENGAGEMENT – MORNING SESSION
Meetings, debates, and presentations on ongoing development activities curated by the Superintendence of Archaeology, Fine Arts and the territories for the provinces of Pisa and Livorno (SABAP-PI), Archaeological Park of Pompeii (PAP), Superintendence of Archaeology, Fine Arts and territories for the provinces of L’Aquila and Teramo (SABAP AQ-TE), Directorate general of Museums, in partnership with the National School of Heritage and Cultural Activities
October 9th | WORKSHOP: CULTURAL WELFARE
10:00 AM to 5:30 PM| Workshop | CULTURAL WELFARE PRACTICES BETWEEN COMMUNITY’S WELL-BEING, ACCESSIBILITY, AND MULTIDISCIPLINARITY – World Café and Project Work **
In collaboration with the Cultural Welfare Working Group of the Technical Coordination of the Conference of Regions and Autonomous Provinces
An engaging and multidisciplinary work day that lies in the shared Manifesto for Cultural Welfare and showcases the idea of civic well-being necessary for the implementation of actual cultural welfare policies. This collective workshop also provides an opportunity of discussion with practitioners barer of good practices, to identify—through listening and group analysis—the foundational, common, and specific elements of different projects.
Content: Cultural welfare between social prescription and community building, approached in two ways: the first, visionary and inspirational; the second, enabling, with the analysis of the baseline ecosystem and target audiences, accessibility levels and tools, the definition of integrated solutions, and identification of team skills.
Format and target audience: A first plenary part, followed by division into 8–10 working groups, each with a practitioner, to analyze case studies. Maximum 100 participants from cultural, social, educational, and healthcare organizations—public and private.
October 9 | ISIE WORKSHOP – 5th Edition | INTERNATIONAL SUMMIT OF IMMERSIVE EXPERIENCE
10:00 AM to 1:00 PM | Conference | THE FUTURE IS NOW: THE TRANSFORMATIVE IMPACT OF AI IN MUSEUMS BETWEEN IDEAS, SKILLS, AND PRACTICES **
Organized by Promo PA Fondazione, in collaboration with Fondazione Kainòn ETS. Promoted by AI4PA
New technologies—from artificial intelligence to advanced digital solutions—are redefining the identity of the contemporary museum, transforming the visitor experience and access to culture, the relationship between artwork and audience, and methods of participation. In the context of ongoing innovation, museums are called upon to reflect on both the opportunities and challenges of using AI—in terms of development and visitor strategies, as well as impact on work. This conference, in continuity with past ISIE editions, promotes interdisciplinary dialogue among museum directors, technology experts, and accessibility specialists.
3:00 to 5:30 PM | Conference | JAM SESSION – HOW AI RESONATES WITH CULTURE
A dynamic, engaging discussion to meditate with professionals and representatives of museum institutions on the impacts of artificial intelligence in the cultural and creative sector, overcoming the traditional lecture format. After brief opening remarks proposing critical questions and possible scenarios, each partecipant will be called to actively contribute to the debate with observations, experiences, and ideas. The meeting also seeks to encourage open discussion with the audience, who will be able to participate in the discussion.
October 9th| WORKSHOP: TOURISM
11:00 AM to 1:00 PM| Presentation | Federculture Annual Report 2025 – CULTURAL ENTERPRISE. CULTURAL TOURISM IN ITALY. ANALYSIS, MODELS, AND PROPOSALS
Curated by Federculture, in collaboration with Promo PA Fondazione and the Municipality of Lucca
The 21st Federculture Annual Report, “Cultural Enterprise”, is a tool for observing and interpreting Italy’s cultural reality—a reality facing new challenges (digital, social, economic), yet retaining a remarkable capacity for adaptation, innovation, and local rootedness. From quantitative data to firsthand testimonies, from macro analyses to local case studies, the Report builds a multifaceted but coherent mosaic that reflects the richness, potential, and contradictions of Italian Culture. This presentation provides an opportunity to meditate and debate on the most pressing issues, challenges, and possible perspectives for the development of culture in relation to the economy and citizens’ lives.
2.30 to 5.00 PM | Conference | BEYOND COMMON PLACES. NEW POSSIBILITIES AND COMMUNITY-BASED TOURISM TO (RE)DISCOVER WIDESPREAD BEAUTY **
Curated by Promo PA Foundation
This panel proposes a collective discussion on the role of cultural possibilities as tools for social, environmental, and identity regeneration, capable of countering overtourism and enhancing territories often marginalized by traditional tourist narratives.
October 9th | MINISTRY OF CULTURE WORKSHOP
2:30 – 6:00 PM| Main Theme of the Day | ACCESSIBILITY, SUSTAINABILITY, PNRR, CULTURAL WELFARE AND NEW METHODS OF ENGAGEMENT – AFTERNOON SESSION
Meetings, debates, and presentations on ongoing development activities curated by: Museum of Oriental Art (MAO), in collaboration with Venetian Cluster and Gruppo Pleiadi, Gallery of the Academy of Florence (GA-AFI) with Fondazione CR Firenze, Directorate General of Human Resources and Organization – Center for Educational Services (DG-RUO – Sed), Directorate General of Archaeology, Fine Arts and Territories (DG ABAP) – Service IV – Circulation, U.O. Exhibitions and other temporary outputs, Museum and Real Bosco of Capodimonte.
October 9th | IMT SCHOOL FOR ADVANCED STUDIES LUCCA WORKSHOP
3:00 to 5:30 PM| THE MANY PERSPECTIVES ON CULTURAL HERITAGE AT THE IMT SCHOOL FOR ADVANCED STUDIES OF LUCCA
Cultural heritage takes many forms and requires different perspectives in order to be understood, protected, and enhanced. PhD students of the IMT School for Advanced Studies of Lucca will present some of their research, offering an overview of different approaches—historical, artistic, museological, archaeological, and legal—exploring the richness and complexity of our heritage. It will be an opportunity to discover how cultural heritage can and should be investigated from multiple angles, with the aim of making it increasingly accessible, long lasting, and shared.
October 9th | DIGITAL WHORKSHOP
Dicolab. Digital Culture – Tuscany-Umbria HUB presents two workshops:
Lab 1 | 10:00 to 1:00 PM| MODELS AND TOOLS FOR DESIGNING CULTURAL EXPERIENCE
The workshop explores strategies and tools for designing effective digital cultural experiences, delving into the use of emerging digital technologies, with a focus on the User-Centered Design approach.
Lecturer: Fabio Viola, Game Designer and designer of digital innovation experiences
Limited seats available, max. 25 participants.
Lab 2 | 2.30 to 5.30 PM | CREATING SUCCESSFUL EXPERIENCES – METHODOLOGY AND APPLICATION FRAMEWORK FOR DIGITAL DESIGN IN THE CULTURAL SPHERE
This workshop provides a practical approach to the application of co-design tools through the combined use of a series of digital papers covering different aspects of digital design in the cultural sphere: goals, types of institutions, target audiences, usable technologies, economic models, and potential challenges.
Lecturer: Fabio Viola, Game Designer and designer of digital innovation experiences
Limited seats available, max. 25 participants.
3:30 to 17:30 PM| Conference – Launch Event for Tuscany-Umbria and Lombardy Hubs | DIGITAL SKILLS IN THE LIFE CYCLE OF THE CULTURAL ORGANIZATION **
For cultural organizations today, digital represents a structural and transformative element that requires skills no longer limited to specialist roles (like in the past), but distributed transversally throughout the entire organizational life cycle: from strategic governance to cultural production, from communication to public engagement and accessibility, from administrative management to data analysis, from digital preservation to service innovation.
