Spreading and protecting art and culture, which represent a founding element of our country's identity: this is the goal of the partnership between Generali Italia and the Arthemisia Group for 2017. From March to December, 11 exhibitions in 7 cities Italian cities will host ad hoc initiatives – open days with free admission, free audio guides and junior labs – to more easily bring a wide and transversal public closer to moments of great art distributed throughout the territory, from Northern to Southern Italy.
This initiative is part of Valore Cultura, the program launched in 2016 by Generali Italia with the aim of supporting the best artistic and cultural initiatives to make them accessible to an ever wider audience and to promote the development and enhancement of our territory.
The partnership with the Arthemisia Group, a leading company in the production, organization and implementation of major art exhibitions at national and international level, recognized for its innovative style of designing exhibitions of the highest quality with maximum involvement, provides for:
– General Day open to all with free admission to give the possibility to a wider public to discover the exhibitions of “Escher“ in Catania (11 April), “Toulose Lautrec” in Verona (6 June), “Mirò” in Turin ( November 21st).
– Free audio guides to learn more about the works for the entire duration of the exhibitions “Love” in Milan, “Botero” in Rome, “Monet” in Rome and “Surrealism” in Milan.
– Arthemisia Junior Labs open to children up to 11 years of age.
«With Valore Cultura we already promoted 15 cultural initiatives last year, bringing over one million visitors to the most important exhibitions and 15 people to theaters – said Lucia Sciacca, director of communication and sustainability of Generali Country Italia – In 2017 we want to strengthen our commitment and, in addition to supporting the 11 Arthemisia exhibitions, we have decided to create initiatives throughout Italy to attract and make moments of great art available to an ever-growing public».
"Our goal is to convey to as many people as possible the love for art and beauty, and to allow everyone to understand it, regardless of personal preparation - said Iole Siena, President of the Arthemisia Group - with Generali Italia we have found a perfect meeting point and our collaboration is taking the form of useful services for visitors: free admissions, free audio guides, ad hoc workshops for each age group and much more».
CULTURE VALUE
Valore Cultura, the Generali Italia program that supports artistic and cultural initiatives, develops along 2 guidelines:
– support for large cultural institutions (La Scala, Il San Carlo, La Fenice) to guarantee access to a mature audience and at the same time bring younger people closer;
– support for events and exhibitions of the great classics through the most important artistic events and initiatives spread throughout the country, for greater proximity and accessibility of local communities.
In 2016, the Valore Cultura program guaranteed support to 15 cultural initiatives, over one million visitors, 15.000 people in theatres, 700 school students involved in cultural projects; 300 children enrolled in the San Carlo LAB, 350 over 65 invited to the Teatro la Scala, discounts for the 10.000 employees of Generali Country Italia.
