Media: Publishing brands

Previews, entertainment, games and engaging social storytelling marked “La Notte dei Testi”, the first social-driven event by TV Sorrisi e Canzoni dedicated to the lyrics of the songs competing at the Sanremo 2026 Festival.

The evening’s guests included 50 creators from the worlds of entertainment, lifestyle and music who, shortly after midnight at the Noise il Cinemino venue in Milan, previewed the lyrics of the songs competing in the 76th edition of Sanremo, published exclusively by Sorrisi in the collector’s issue on newsstands from today.

RECORD-BREAKING NUMBERS FOR SORRISI’S EVENING

During the première, guests took part in an immersive experience led by TV Sorrisi e Canzoni editor-in-chief Aldo Vitali and special host Jody Cecchetto, with games and numerous activities, joined by Eva Calvani, the creator chosen as the face of the Festival storytelling across Sorrisi’s social profiles.

TikTok, Sorrisi’s Official Entertainment Partner during the Festival, was naturally part of the exclusive La Notte dei Testi event, with a selection of creators from the platform chosen for their ability to interpret the competing lyrics in an authentic and original way. Among them: Mattia Stanga, Chaimaa Cherbal, Andrea Verde, Kiro Ebra, Sespo, Edoardo Zaggia, Stefano Guerrera and Benedetta Quagli, along with many others.
The creativity of individual creators helped enrich the Sanremo storytelling with personal and distinctive perspectives, inspiring new interpretations of the competing lyrics.
In this way, TikTok confirms its ability to add a three-dimensional layer to entertainment by integrating editorial depth, community participation and real-time content.
Sorrisi will be at the heart of the narrative, with storytelling that cements its status as the go-to entertainment brand in the digital space as well, thanks to its unique ability to create unforgettable moments of sharing between audiences, showbiz personalities and the community.

EXCEPTIONAL PARTNERS

Prime Video was the evening’s exceptional partner, opening the event with a video message from Mia Jenkins, Pepe Barroso Silva and Luca Melucci, stars of the hit new film Love Me Love Me, the young-adult romance directed by Roger Kumble that celebrates the many shades of love, just as the Festival does every year through music.
Guests had the opportunity to personalise the backdrop dedicated to the new Prime Video film with magnetic hearts on which they could write the name of their favourite artist. At the end of the event, they received a gift bag containing the special edition of the book Love Me Love Me by Stefania S. (Sperling & Kupfer), on which the film is based, as well as headphones inspired by the much-loved romance.

The première opened at the venue’s corner bar, offered by MARTINI, which hosted the aperitivo with a special spritz-focused drinks list: MARTINI Bianco Spritz, MARTINI Bitter Spritz and MARTINI Vibrante (the non-alcoholic version of the classic cocktail).

THE EXCLUSIVE PREVIEW OF THE SANREMO SONG LYRICS

At 10.00 pm, Jody Cecchetto, led by TV Sorrisi e Canzoni editor-in-chief Aldo Vitali, kicked off a unique game show in which creators, divided into tables, competed by matching the artists in the line-up to excerpts from the song lyrics and testing their knowledge of the Festival and entertainment culture. During the evening, special video messages were broadcast from key Festival figures—including Carlo Conti, Laura Pausini and Nicola Savino—to celebrate and honour the event.

The highlight of the evening came at midnight, when the new iconic issue of TV Sorrisi e Canzoni—featuring the complete lyrics of the Festival songs—was handed out in absolute preview to the influencers and creators in attendance. The issue is on newsstands from this morning. It is a unique release: for the first time, the magazine includes a detachable 36-page insert at its centre, with its own dedicated cover, containing all the lyrics and interviews with the competing artists.

The evening concluded with a cake created and offered by Zenzero talent Lucake, who prepared a magnificent themed dessert for the occasion, and with Lavoratti 1938—Sorrisi’s partner for the new Festival edition—offering treats to all guests and adding a touch of sweetness with its iconic chocolate.

Piemme, as the exclusive advertising sales partner of TV Sorrisi e Canzoni, collaborated on the development of the partnership projects, helping to further enhance the experience and impact of the exclusive La Notte dei Testi party.

On the occasion of the 76th Italian Song Festival, TV Sorrisi e Canzoni once again confirms its status as the go-to brand for the world of entertainment, thanks to an ever-evolving, increasingly rich multichannel ecosystem made up of the magazine, digital channels, social accounts and on-the-ground initiatives.

A diverse programme dedicated to the most anticipated music event of the year will accompany both the public and the artists throughout the Sanremo week, featuring new formats, unmissable events and exclusive content.

It all begins in Milan with La Notte dei Testi

For the very first time, Sorrisi is organising La Notte dei Testi, an evening dedicated to the preview of the lyrics of the songs competing at the Sanremo 2026 Festival. This special party will take place tonight at Noise il Cinemino, where more than 50 creators from the worlds of entertainment, lifestyle and music will take centre stage for the première of the Sanremo 2026 lyrics, traditionally published exclusively in the pages of TV Sorrisi e Canzoni’s magazine.

The event will feature two exceptional partners: Prime Video, which has chosen to join the evening organised by Sorrisi to celebrate the debut of the new film Love Me Love Me, a young-adult romance directed by Roger Kumble and starring an international cast (Mia Jenkins, Pepe Barroso Silva, Luca Melucci) that highlights the many shades of love, just as the Festival does every year through its songs; and TikTok, thanks to the presence of creators able to interpret the competing lyrics in an authentic and original way, giving voice to the many sides of both the songs and the platform. Hosting the evening, alongside TV Sorrisi e Canzoni editor-in-chief Aldo Vitali, will be Jody Cecchetto, who will entertain the audience with games inspired by the song lyrics and plenty of surprises.

As per tradition, on Sunday 22 February in Sanremo the Opening Party reserved for the cast and competing artists will take place, ahead of the start of the Festival. Champagne house Comte de Montaigne—based in the Aube region, with a centuries-old heritage dating back to the 13th century and renowned for its strong-character Cuvées de Prestige, produced through a slow 55-month vinification process in full respect of nature’s rhythms. Together with Lavoratti 1938, a creative chocolate atelier blending Mediterranean tradition with innovation, will be the evening’s exclusive partners, offering champagne and chocolate to guests. Primarkwill also be taking part in the evening, among the brands involved in this exclusive event.

The “Sanremo Festival” is not only Italy’s biggest music event; it is also a great celebration that brings together millions of Italians. The same is true for us at Sorrisi, as we spend an intense and inspiring week in the Ligurian city, filled with exclusive interviews and unforgettable encounters. Thanks to the new features introduced for this edition, from La Notte dei Testi to Sorrisi The Beach Club and an ever-expanding schedule of initiatives, the public will have the chance to enjoy a unique experience that strengthens our brand’s role as a true point of reference for music and television fans, as well as for the entertainment industry,” said Aldo Vitali, editor-in-chief of TV Sorrisi e Canzoni.

From “Casa Sorrisi” to “Sorrisi The Beach Club”

TV Sorrisi e Canzoni has organised a wide range of initiatives to accompany its audience throughout the week of the Italian Song Festival.

The brand’s editorial team will follow the competition directly from Sanremo, based at an exclusive new location within the Royal Hotel, one of the most charming historic hotels in the City of Flowers. This will host the TV Sorrisi e Canzoni headquarters, the setting for numerous activities with competing artists, as well as happy hours, watch parties and must-see interviews.

In addition, on the iconic poolside terrace of the Royal Hotel, Sorrisi The Beach Club will be launched: a brand-new space of more than 500 square metres, where the brand will host a full programme of interviews with all the key figures of this year’s Festival.

A wide range of events open to the public for the first time

For the very first time, Sorrisi The Beach Club will open its doors to the public. Visitors will not only be able to see the arrival of guests, but also enjoy exclusive experiences thanks to the many partners supporting the brand in this venture. Sorrisi The Beach Club will be inaugurated on Monday 23 February at 5.30 pm. From Tuesday 24 to Saturday 28 February (10.00 am–1.00 pm and 3.00 pm–7.00 pm), fans will be able to access the venue, follow everything happening inside and take part in partner-led activities, becoming true protagonists of the Festival week through numerous activations and unforgettable moments.

The layout has been created to guide every guest through an immersive experience, with the evocative pool designed by Giò Ponti providing the backdrop.

The Food Lounge, the hotel’s outdoor restaurant area, will host dedicated corners and innovative tasting experiences, while the Chill Area, the elegant in-house corner bar, will welcome artists, singers and journalists in a space designed for a relaxing break.

Sorrisi The Beach Club will feature a continuous daily schedule of interviews with all the artists and guests of the event, through dedicated formats such as Breakfast with the Editor, in collaboration with Caffè Motta, where TV Sorrisi e Canzoni’s editor-in-chief Aldo Vitali will sit down with five competing artists, one each morning from Tuesday to Saturday. Aperitivo sessions offered by partner Martini in the late afternoon, featuring spritz cocktails in Bianco, Bitter and Vibrante (non-alcoholic) versions. And finally, Gimme Five, the vodcast hosted by Jody Cecchetto, which turns the traditional interview on its head by transforming each question into a top five. Each artist shares five choices and five stories inspired by a single question from Jody, revealing intimate, humorous and surprising anecdotes.

The much-loved Fantasanremo also returns, with a dedicated league created by TV Sorrisi e Canzoni, actively engaging its audience in the musical contest.

TV Sorrisi e Canzoni confirms its partnership with TikTok at Sanremo

TikTok will be the brand’s Official Entertainment Partner during the Festival.

TikTok has become the platform where TV Sorrisi e Canzoni expands and deepens its Sanremo storytelling. And that’s not all, Sorrisi also believes in the creativity of the community and will give selected creators on the platform the opportunity to produce original and preview content, allowing the public to follow the event in all its facets from a privileged point of view.

It is within this context that Eva Calvani, a well-known TikTok creator, will also take part, meeting the artists at a crucial moment: the creation of the cover story.

In addition, thanks to in-app conversation, TikTok adds a three-dimensional dimension to Sorrisi’s entertainment at Sanremo: the creativity of individual creators enriches the narrative with personal and unique perspectives, inspires new interpretations and generates an impact that goes beyond the boundaries of the platform.

New edition of the “Vertical Music Contest”

For the second consecutive year, TV Sorrisi e Canzoni will be the official on-the-ground promoter of Vertical Music, the 9:16 vertical-format music contest created in collaboration with Interproject. The initiative offers amateur artists a showcase in the world of music, giving them the opportunity to submit their original tracks in vertical clips to be evaluated by an exceptional jury. On the evening of Wednesday 25 February at 7.00 pm, inside Casa Sorrisi, the new edition of the contest will be announced. Afterwards, the winning artists from previous seasons will have the opportunity to perform live and share their personal experiences.

Three special issues dedicated to the Sanremo Festival

To celebrate the Italian Song Festival, TV Sorrisi e Canzoni will, as tradition dictates, publish three special issues of the magazine entirely dedicated to the contest, with an additional print run totalling 1.5 million copies.

The first issue—on newsstands from tomorrow, Tuesday 17 February—will be a collector’s edition. In addition to all the competing song lyrics, published exclusively, and the iconic cover shot featuring the entire cast of Sanremo 2026, Sorrisi will, for the first time, include a detachable 36-page insert at the centre of the magazine. This special section, with its own dedicated cover, will collect all the lyrics and interviews with the competing artists.

The cover stars of the second issue—available from Tuesday 24 February, opening night of the Festival—will be two special figures: artistic director and host Carlo Conti together with singer and presenter Laura Pausini. Inside the magazine, the running orders for each evening will be accompanied by the artists’ lyrics.

The Festival winner, together with the second- and third-placed acts, will instead appear on the cover of the issue on newsstands Tuesday 3 March, in the traditional post-awards photograph taken inside the Sorrisi editorial office. There will also be a special report from the Sanremo week, including an exclusive 30-plus-page “Best of” featuring behind-the-scenes moments, secrets and anecdotes from the Festival, as well as a dedicated section on the Sorrisi website.

Partners involved

This year once again, numerous companies, brought on board by Piemme, TV Sorrisi e Canzoni’s exclusive advertising sales partner, have chosen to support the brand through tailored partnership projects and activities that will run throughout the Sanremo week.

• ActionAid returns for its second consecutive year as Charity Partner of TV Sorrisi e Canzoni. The competing artists will donate personal items to be auctioned on CharityStars during the Festival; the proceeds will support the development of an anti-violence centre in Uganda. The initiative will also be showcased through an exhibition set up inside Casa Sorrisi for the entire week.
• KIKO Milano will bring the world of beauty into the spotlight with a branded space inspired by the new HUG COUTURE Limited Edition, available in all stores: an experiential area dedicated to discovering and trying the spring collection, where the beauty experts of Italy’s number one make-up brand will offer personalised consultations and retouch sessions to enhance every look throughout the Festival week.
• Muitomas, the lifestyle brand of the Esprinet Group, will be present with a visually striking display corner conceived as a scenic, Instagram-friendly space: an immersive environment where colour, the brand’s distinctive element, takes centre stage, creating a vibrant and engaging glow experience inside Casa Sorrisi.
• Entertainment and technology will come together in the area dedicated to Roborock, the world-leading robot vacuum brand. Through interactive quizzes, personalised demonstrations and gadgets, visitors will discover a new approach to home management, focused on convenience and free time.
• With Grotte di Frasassi, the journey becomes virtual and immersive. In a dedicated area, the public will be able to enjoy a surprising experience exploring the territory and its natural wonders through VR headsets. An experience that combines technological innovation with the promotion of Italy’s natural heritage.
• The spaces of Casa Sorrisi will be made even warmer and more welcoming thanks to Calligaris, which will provide much of the furniture: a contribution that strengthens the identity of the venue, creating a warm and comfortable atmosphere to welcome artists and guests throughout the Sanremo week.
• As per tradition, the daily coffee appointment with TV Sorrisi e Canzoni editor-in-chief Aldo Vitali will return. The intense aroma and authentic flavour of Caffè Motta will accompany the days at Sorrisi through a daily coffee break, also open to visitors and the attending public.
• Mielizia will enrich the Casa Sorrisi experience by accompanying the morning moments with quality products that tell a 100% Italian story, in keeping with the tradition of the Italian Song Festival.
• Sweet breaks will also be curated by Gelateria La Romana dal 1947, a leading name in Italian artisanal gelato, present with its iconic Gelato Bike. At the Sorrisi The Beach Club, in an authentically relaxed and welcoming atmosphere, guests can savour an exclusive selection of artisanal gelato, crafted according to tradition.
• Martini will bring the TV Sorrisi e Canzoni happy hour to life in the Casa’s Chill Area, an elegant space set within the Royal Hotel. The stars of the show will be the MARTINI spritz range: Bianco Spritz, Bitter Spritz and Vibrante Spritz, the non-alcoholic version of the classic cocktail.
• Outside Casa Sorrisi, the new Ford Puma Sound Edition will take centre stage, inviting the public to enjoy a sound experience not only to be heard, but felt throughout the body. The advanced 650-watt B&O audio system does more than play sound, it transforms it into a deep tactile experience: the music pulses, surrounds and generates vibrations that engage the entire body. Visitors will also be able to take part in exciting live performances inside the car, trying their hand at a live rendition of the iconic Fiumi di Parole. A must-see moment is scheduled for 27 February, when Jalisse will appear as special guests, ready to energise the event with performances inside the vehicle.

• Colgate will also be present with a glass box in the centre of Sanremo dedicated to the concept “Purple is the New Instant White”: from a Korean photo booth to capture brilliant smiles, to a “wheel of fortune” with gadgets, and advice from beauty experts, who will reveal the secrets to achieving a whiter smile instantly with the Colgate Max White Purple routine.

TV Sorrisi e Canzoni is the Mondadori Group brand and a point of reference for lovers of television and entertainment, reaching 2.6 million readers each month (source: Audipress 2025/I), 4.2 million website users (source: Audiweb Jan–Oct 2025) and 1.15 million fans (source: social insights across Instagram, Facebook, TikTok, X and YouTube), thanks to a multichannel system that spans the magazine, website, social media, events and related products.

AdKaora, the digital company of Mondadori Digital, has been selected by Guess, one of the world’s most recognisable fashion brands, to manage its 2025 digital activities in Europe, with coordinated planning across Italy, Spain, Germany and Poland. The partnership was created to support two of the brand’s most important initiatives through a creative and technological ecosystem capable of maintaining a consistent narrative across multiple markets.

The campaigns, aimed primarily at a female audience attentive to style, personal care and fashion trends, with a strong interest in beauty, fashion and accessories, benefited from a multichannel approach combining high-impact formats, premium editorial distribution and advanced proximity marketing tools.

A central role was played by the proprietary creative formats developed by the AdKaora Creative Studio, designed to showcase products through an immediate, immersive language capable of capturing attention from the very first seconds. Thanks to their interactive nature, these solutions offered Guess a distinctive way to present both the spring lingerie collections and the iconic accessories launched in the second half of the year.

The strength of the collaboration lay in the ability to build a full-funnel journey, adapting messages and objectives to the different stages of the decision-making process. The upper funnel was supported by high-impact rich media and premium placements, while the consideration phase relied on more interactive experiences. Conversion, in turn, was driven by proximity marketing and drive-to-store solutions, integrated with a certified footfall analysis, enabling the real impact of digital activities on Guess boutiques across the various markets to be measured.

The overall analysis highlights how the synergy between strategy and creativity delivered strong performance, significantly exceeding market benchmarks in all countries involved, thanks to targeted planning on the AdKaora Value Network, an international editorial ecosystem that includes premium sites across the fashion and lifestyle sectors. This network enabled Guess to reach relevant audiences in each market while maintaining high quality standards. “Working with a partner like AdKaora allowed us to achieve very solid results, both in qualitative terms, thanks to consistently high-quality content, and in performance across the entire funnel. At the same time, being present within a premium editorial environment gave us the reassurance of planning aligned with the brand’s values, even across multiple markets,” said Ester Diamante, Media Planning Manager at Guess.

“The collaboration with Guess is a concrete example of how proprietary creativity, multichannel planning and measurable drive-to-store activation can coexist within a single international strategy,” commented Davide Tran, MarTech Hub Director Mondadori Digital and CEO of AdKaora. “Our Value Network, made up of premium vertical publishers across the main European markets, is a strategic asset that enables us to guarantee quality, consistency, brand safety and real results wherever the brand chooses to communicate. With proximity and drive-to-store strategies, we also ensured that Guess could bring genuinely interested customers into its stores, maximising visit rate performance throughout the campaign,” Tran concluded.

Mondadori Digital is strengthening the offering of its MarTech hub with the merger of Hej! into the digital company AdKaora. The transaction represents a strategic step forward for both businesses, which come together as a single operating entity and a market leader, driven by a highly specialised technology hub offering full-funnel digital solutions: from brand awareness and lead generation through to final conversion.

“With this operation we are completing a strategic integration journey that has, over the years, proven its effectiveness in terms of results and innovation,” said Andrea Santagata, CEO of Mondadori Digital. “The merger of Hej! into AdKaora further consolidates the positioning of our MarTech hub, which today generates more than €40 million in combined revenues across Italy and LATAM, thanks to a full-funnel offering that brings together creativity, technology, data and performance. From this virtuous integration emerges a digital ecosystem that enhances the value of each individual asset, setting new benchmarks for effectiveness and performance in the MarTech landscape,”,’ Santagata concluded.

The new AdKaora, with operations in Italy and Spain, brings together a team of more than 80 industry professionals, led by Davide Tran as CEO and Paolo De Santis, COO and Co-founder of Hej!, who has been appointed Co-CEO of AdKaora.

“The integration of AdKaora and Hej! under a single brand is the natural outcome of years of shared successes, and having Paolo De Santis alongside me in leading this new organisation reflects our strong commitment to continuity,” said Davide Tran, MarTech Hub Director at Mondadori Digital and CEO of AdKaora. “Today we no longer offer simply complementary products, but a single digital ecosystem in which creativity, data and technology work together to guide users throughout the entire funnel. AI plays a central role in this evolution, with Hej! remaining the cornerstone of our performance offering. Our goal is to further strengthen our position as the partner of choice for innovation in marketing and communications, delivering effective and distinctive solutions for our clients. In the first quarter alone, we already have several new products in the pipeline, spanning both awareness and performance, as we continue to evolve and differentiate ourselves in the market,” Tran concluded.

“By bringing teams and expertise together, we are building something truly new, grounded in very solid foundations. For us, bringing people together has always come before merging companies, as from the very beginning we have shared the same principles and the same vision of the world and of business. This deep alignment results in a genuine cross-pollination of ideas and know-how, creating the fertile ground from which our next wave of products, services and innovation will grow”, said Paolo De Santis, Co-Managing Director of AdKaora.

THE STRENGTHS OF THE NEW ADKAORA

The new AdKaora is built on three key pillars:

1. technological evolution: the sharing of technological infrastructures accelerates the development of proprietary solutions and the integration of increasingly advanced artificial intelligence systems;
2. data enhancement: the integration of databases and analytical capabilities enables even more granular user profiling, transforming data into predictive value for campaigns and into measurable, tangible results;
3. optimisation of operational workflows: the unification of internal processes allows for a faster, more comprehensive and more consultative response to market needs.

In this context, Hej! retains its strong identity as a best-in-class product line and as a specialised technology arm focused on AI and Conversational Marketing.

ADKAORA’S NEW ORGANISATIONAL STRUCTURE

AdKaora ‘s new organisational structure brings together, under a single strategic vision, specialised expertise designed to enhance the company’s ability to bring integrated, data-driven technological solutions to market. Reporting directly to CEO Davide Tran, the team includes key roles with cross-functional responsibilities, including:

• Stefano Argiolas (Chief Strategy & Innovation Officer at AdKaora and Mondadori Digital), responsible for steering strategic development and product innovation, with a specific focus on leveraging AI as a competitive driver across the entire Mondadori Digital ecosystem;
• Paolo Ingrosso (Chief Revenue Officer), responsible for revenue growth, commercial activities and relationships with clients and agencies;
• Francesco Binetti (Chief Operating Officer – Supply), leading operational management and supply-side development, with a focus on the monetisation of advertising inventory for national and international publishers;
• Walter Ferrari (Chief Marketing Officer), responsible for coordinating marketing strategies, communication and events;
• Luca Nigro (CEO AdKaora Iberia) and Gonzalo Guzman (Co-CEO AdKaora Iberia), leading business development and commercial strategy in the Iberian markets, as well as the expansion of the international publishing network.

INTERNI kicks off 2026 by celebrating the excellence of Italian design worldwide and the major upcoming event of the Milan Cortina 2026 Winter Olympic and Paralympic Games (6–22 February and 6–15 March), with a double editorial launch: the international issue Sport&Design and the new volume in the Gold Series Milano Design Hub&Spoke.

Two special publications exploring the dialogue between sport, culture and design will be previewed on January 14 at the Italian Cultural Institute in Paris, in collaboration with ITA (Italian Trade Agency), during a talk involving French designers and Italian companies. This will be followed,on January 28, by a presentation at Triennale Milano together with its president Stefano Boeri and all those who, in different roles, have taken on the challenge of addressing a complex and crucial theme: rethinking the future of the planet with a clear-eyed and responsible approach, using design as a compass to imagine new ways of living, practising and protecting the mountains.

What will become of winter sports when there is no longer any snow? Will we ski on sand, or chase the last surviving glaciers at unreachable altitudes? As the climate crisis reshapes Alpine landscapes, the way we experience them is also changing: equipment, facilities, architecture and entire ski resorts must be rethought, suspended between utopian and dystopian scenarios.

“Our January–February issue, traditionally published in English, provides answers to these questions,” explains Gilda Bojardi, Editor-in-Chief of INTERNI. “Starting from the topical relevance of Milan Cortina 2026 and from the exhibition White Out. The Future of Winter Sports (28 January – 29 March), curated by Konstantin Grcic and Marco Sammicheli at Triennale Milano. The exhibition, of which INTERNI is media partner, explores the role of design in the extreme conditions of the mountains and shows how, amid the climate transition, design intelligence is being called upon to redefine practices, equipment and imaginaries.”

The magazine also analyses winter tourism; sport as an advanced research laboratory for materials and functions; and architecture as a new ‘climatic skin’ capable of enveloping the body and generating comfort, quality and energy efficiency. This perspective also extends to urban regeneration projects, where innovation becomes a cultural and social value as well as a technical one.

The INTERNI Sport&Design issue (January–February) is enriched by two major supplements: the volume Milano Design Hub&Spoke and the Design Index Guide 2026. Available in both print and digital formats, the Guide features over 8,000 addresses from the world of design: who produces and what they produce, where to buy and what to buy, who designs, photographs, advertises, publishes, teaches, organises and exhibits. A complete list of showrooms and retail spaces of the companies featured in the Guide, with their respective brands, will also be available for digital download.

The magazine will be on newsstands and available via the app from 22 January. It is entirely in English, with an Italian translation included at the end of the issue.

Distribution of this special edition and its supplements is planned in Paris at hotels, art galleries, design and fashion boutiques, major showrooms and architecture studios, in the hospitality areas and at the Maison&Objet kiosk, as well as at the main newsstands in the city centre.

The volume “Milano Design Hub&Spoke”

Milano Design Hub&Spoke is the sixth chapter in INTERNI’s Gold Series, which celebrates the leading figures of Italian design and the companies that have played a decisive role in establishing Italian Design as a global benchmark for quality, vision and manufacturing excellence. In this new edition, the focus shifts to the territory, specifically to Milan, a city that has become a system in itself, an international hub for design, communication and, more broadly, project culture.

Over recent decades, the Lombard capital has taken on the role of a platform where skills, languages and disciplines converge, and where design finds its most fertile ground. This centrality is manifested through an increasingly articulated network of dedicated places: not simple commercial spaces, but environments that become points of encounter, discussion and exchange. Flagship stores, showrooms and retail spaces are transformed into cultural venues, recognised by international audiences as key nodes within the design supply chain. Here, products are not merely displayed but also interpreted, narrated and placed within immersive experiences that enhance visitors’ awareness and understanding.

The volume was conceived with the aim of interpreting Milan precisely as the beating heart of this complex ecosystem. The city is portrayed through a map of physical locations that embody contemporary design in all its expressions: ever-larger exhibition spaces, rich in content and distinguished by constantly evolving aesthetic and museographic quality. From this perspective, Milano Design Hub&Spoke becomes a valuable tool for navigating the excellences of Made in Italy and discovering where to encounter them, understand them and purchase them.

“If Milan represents the Hub – the nucleus that concentrates and amplifies the narrative of Italian design – the Spokes are the many productive realities that sustain this system,” explains Gilda Bojardi, Editor-in-Chief of INTERNI. “It is in the dialogue between city and territory that the strength of Italian design develops: a widespread heritage made up of companies, districts and supply chains that preserve centuries-old manufacturing traditions while at the same time embracing technological innovation and sustainability. It is a mosaic of complementary skills that reflects the value of Made in Italy and fuels a continuous flow between creativity, technique, research and production.”

The narrative of the volume is accompanied by a rich photographic gallery that juxtaposes the architectural icons of historic Milan with the buildings that, in recent years, have transformed its skyline. The images portray a city in evolution, where symbolic places of tradition coexist with new districts shaped by urban regeneration projects that have positioned Milan among the world’s most dynamic international metropolises.

The introduction includes the interventions of the main institutions of the Project System — Salone del Mobile.Milano, Triennale Milano, ADI and Politecnico di Milano-School of Design — which offer an authoritative point of view on the evolution of the sector. Particular attention is given to the theme of distribution, analysing how the physical space in which products meet consumers is changing in response to new needs, new contexts of use and transformations in global markets. The challenges faced by the sector clearly emerge: the need to rethink relationships with audiences, to enhance experience, to incorporate digital tools, while at the same time maintaining a strong connection with the material identity of the product.

Each company featured in the volume tells its own story, vision and the spaces that best represent it within the Milan ecosystem: flagship stores, urban showrooms, headquarters, museums and exhibition spaces. These are environments where relationships are built, ideas are developed and future projects are imagined. What emerges is a panorama of companies that safeguard Italy’s great artisanal heritage, capable of integrating it with advanced industrial processes and the most innovative digital tools, without sacrificing a strong commitment to sustainability.

The publication aspires to be a Who’s Who of Made in Italy: an authoritative and comprehensive guide for Italian and international professionals interested in discovering leading manufacturing companies, their expertise and the places where they can be encountered. The book also includes data and in-depth insights illustrating production capacity and evolution, offering an up-to-date and accessible tool for understanding the complexity of the sector.

The volume is distributed not only in Milan – through bookshops, newsstands and major design hubs – but also in the capitals most actively engaged in the international design debate: Paris, New York, Copenhagen, London, Dubai, Riyadh, Shanghai and Miami. These are cities where creativity, production, distribution and communication interact to bring design to a global audience, making it increasingly accessible, recognisable and shared.

The Paris event

In collaboration with ITA (Italian Trade Agency Paris) and the Italian Cultural Institute of Paris, INTERNI will present the January–February issue Sport&Design and the book Milano Design Hub&Spoke on Wednesday 14 January at 5.30 pm in the French capital, at 50 rue de Varenne.

Following the welcome addresses by Antonio Calbi, Director of the Italian Cultural Institute of Paris, and Luigi Ferrelli, Director of the Paris Office of the Italian Trade Agency, an exclusive talk will bring together leading voices to discuss the affinities between Sport&Design, practices, behaviours and disciplines. Speakers will include Giovanni Del Vecchio, CEO of the Giorgetti Group; Giulia Molteni, Marketing Director of the Molteni Group; Mathieu Lehanneur, designer and founder of Mathieu Lehanneur; Dominique Perrault, founder of DPA Architecture; and Carlo Ratti, Director of the MIT Senseable City Lab and co-founder of CRA–Carlo Ratti Associati. The discussion will be introduced and moderated by Gilda Bojardi, Editor-in-Chief of INTERNI.

Recent Olympic Games have further strengthened the connection between sport and design, involving leading designers in the creation of stadiums, athlete facilities and even Olympic torches – from the Paris 2024 torch designed by Mathieu Lehanneur to the Milano Cortina 2026 torch by Carlo Ratti. Dominique Perrault will outline the key principles of sports architecture, while Giovanni Del Vecchio and Giulia Molteni will explore competitiveness and discipline as shared values between sport and business in the design world.

The evening will conclude with a reception, offering participants the opportunity to continue discussions and delve deeper into the themes addressed.
Special thanks go to Agence 14 Septembre, Villa Marquis – Meliá Collection, Masciarelli Tenute Agricole and Eataly.

Some people sing to entertain, others sing to break down doors locked tight. And then there’s BigMama.

Marianna Mammone, known as BigMama, will speak candidly today on camera for Scomode, the interview format from the digital women’s magazine The Wom, which gives a voice to those determined to challenge prejudices and addresses the hottest topics in contemporary women’s life with authoritative women who resonate with the community.

The 25-year-old Italian rapper and singer-songwriter, champion of authenticity, will share never-before-heard stories from her life with spontaneity, sensitivity, and intimacy.
During the interview, BigMama will discuss bullying, insecurity, vulnerability, and how she has transformed the most profound experiences of her life into strength, awareness, and music – a personal story that encourages opening up to others and not being afraid to show who you truly are.

This episode highlights the importance of listening, starting with the youngest, and the necessity of asking for help when needed. It portrays anger as a legitimate emotion to acknowledge and release, and music as a tool to channel it, celebrating vulnerability, sensitivity, and empathy as valuable resources that can make us feel better and less alone.

“My advice to parents is to approach their children with an open ear, to listen to what they have to say, and help them when necessary. […] I think this kind of attention is essential because it can literally save a person’s outlook on life.” When asked, “What would you say to the little girl you were?” BigMama responds with advice that applies to all young people: “Keeping everything inside doesn’t help at all; it just overwhelms you with emotions.”

BigMama’s artistic power stems precisely from this: emotions and anger become living material in her lyrics and songs, erupting fully when she performs. “On stage, I have the courage to say things I don’t in everyday life,” she explains, “and music has been the way to channel the anger from my mind to the microphone.”
“My work – my artistic project, my music – also helps me stop hiding that inner vulnerability. I’ve learned that exposing myself honestly makes me feel better. Talking about what I feel, connecting with others, and then finding people who say, “You know, I feel that way too,’ makes me feel less alone.” BigMama shared.

The Scomode interview with BigMama can be followed starting today, 3 December, at 6:00 p.m. on The Wom’s social media profiles.

• Instagram
• Facebook:
• YouTube
• Spotify

In a world that wants us to be “comfortable,” silent, and conformist, BigMama and host Valentina Lonati, Culture Editor of The Wom, will engage in a constructive conversation about what it truly means to be uncomfortable today: the suffocating constraints of provincial life, the art of being a nuisance, illness, and rebirth.

You can watch the trailer for the BigMama interview by clicking this link.

SCOMODE, THE CULT FORMAT OF THE WOM

Hosted by Valentina Lonati, Culture Editor of The Wom, Scomode was created to offer unfiltered, open spaces where authentic words and deep conversations can emerge on underrepresented topics in women’s lives. The discussions feature well-known figures who can provide comfort, motivation, and inspiration. It’s not just a vodcast: it’s a safe space where taboos are dismantled piece by piece, allowing new awareness to surface, and its guests serve as role models to look up to.

The format premiered on 4 November with Giorgia Soleri, the activist and writer who has long fought against stereotypes surrounding mental health, invisible illnesses, body image, and relationships. The debut was remarkable: the first episode garnered 4 million organic views on Instagram, demonstrating a strong demand for depth, authenticity, and identification among young millennials and Gen Z.

The Wom is Italy’s leading social magazine for women, dedicated to younger generations and real-life stories that promote self-acceptance. It is a reference point for young women on Instagram, with a total fanbase of over 10 million followers, and reaches more than 9 million unique users per month across web and social channels (Comscore Social Incremental Reach, average of the last 3 months). In 2023, The Wom was awarded “Best Web Article” at the Diversity Media Awards, and in 2025, together with Gruppo Mondadori, it received the Special Advisory Board Award “Assolombarda for Social Impact.”

Focus Live, Focus magazine’s festival of knowledge, set a new record this year, attracting over 20,000 visitors across the three days of the event. This was the eighth consecutive edition, held in collaboration with the Leonardo da Vinci National Museum of Science and Technology in Milan.

Demonstrating the success of the formula and the brand’s strength in the digital and social space, over 10 million users were reached – a significant increase compared to the 2024 edition – through posts, stories, and videos shared across the web, Facebook, Instagram, YouTube, and TikTok. All content will remain available and will continue to be enriched with new material for both young and adult enthusiasts.

From Friday 7 to Sunday 9 November, Focus Live – Passione  featured 120 guest, including astronauts, scientists, Olympic champions, researchers, and science communicators, as well as comedians, singers, and chefs, who animated the Main Stage, Speakers’ Corner, Creators’ Corner, and the Kids Area curated by Focus Junior.

“Focus Live is proof that a passion for knowledge brings people together and breaks down all boundaries,” said Gian Mattia Bazzoli, Director of Focus. “It’s not just a festival; it’s a celebration of curiosity and a demonstration that science, when shared with passion, becomes a powerful driver of community. The real magic of this event is its ability to transform science communication, often experienced through a page or screen, into a tangible, shared, and often highly entertaining experience.”

All 100+ events sold out, making the eighth edition of the festival truly special. Talks, workshops, and shows across various scientific disciplines – linked by this year’s theme of passion – prompted participants to reflect on the fundamental role of science in shaping our future.

Contributing to the outstanding success of Focus Live were the leading figures from the worlds of science and beyond, who allowed attendees to experience the future firsthand, engage with the present of research, and rediscover the passion that drives science. Highlights included: ESA astronaut Samantha Cristoforetti, who opened the festival sharing her space passions and daily challenges; CERN physicist Guido Tonelli, discussing the concept of the void; journalist Beatrice Mautino; science communicator Massimo Temporelli; Luciano Pinotti and Enzo Spisni; Pierdomenico Perata from the Sant’Anna School of Pisa; scientist-criminologist Gian Maria Campedelli; Olympic gold medallist Mara Navarria in the team épée at Paris 2024; astrophysicist Amedeo Balbi; communicator Federico Taddia; neurosurgeon Christian Brogna; journalist and writer Matteo Bordone, who engaged in a playful challenge with ethologist Monica Battini; Elio e le Storie Tese; biotechnologist Marco Martinelli; and master chocolatier Ernst Knam. The lineup also included representatives from the Milano-Cortina 2026 Foundation and the Minister of Environment and Energy Security, Gilberto Pichetto Fratin.

At Focus Live, science is not just watched or listened to: it’s experienced and done firsthand. The true heart of the Festival lies in the installations and workshops of the Experience Area, a multiverse of discovery where every corner promises a new adventure. This year too, Focus Live gave countless visitors the chance to travel into the past or dive into the future through virtual reality, escape rooms, and much more, experiencing firsthand how science and technology are shaping the world around us. The experiences in the Experience Area were made possible thanks to installations curated by exceptional partners such as ENI, Humanitas University, Scuola Sant’Anna, Istituto Italiano di Tecnologia, Fondazione AIRC, Università Cattolica di Milano, and Politecnico di Torino.

For children and teenagers, the Kids Area curated by Focus Junior offered an even richer program: from workshops organized by Mondadori Education and Jordan Oral Care to drawing workshops, STEM activities, VR experiences from the Frasassi Caves, and a new “offline” play area to test skills with Kapla building blocks, chess, and origami, rediscovering the joy of analog play.

“We shared three wonderful days with the children at Focus Live, witnessing their natural curiosity and eagerness to experiment,” said Sarah Pozzoli, Director of Focus Junior. “The Focus Junior Kids Area team carefully selected the STEAM activities to offer. We are delighted to see that when the program is of high quality, the audience responds with great enthusiasm.”

On Friday and Saturday evenings, two thrilling shows entertained the audience: La scienza vista dal Basso, a quiz hosted by the irresistible Federico Basso that turned curious questions and scientific knowledge into a hilarious game blending education and laughter; and Murder at the Museum, where Massimo Polidoro guided the audience through the scene of a crime that took place among the halls of the Leonardo da Vinci Museum.” A captivating crime night showing how science, psychology, and the scientific method help investigators solve even the most complex cases. Two evenings, two different ways to experience science communication. Engaging, entertaining, and full of wonder.

The festival will close on Sunday at 6:30 pm with Luca Perri and Giacomo Moro Mauretto in La passione è un motore o un freno a mano?

Partners and sponsors

Focus Live is a Mondadori Media event, organised in collaboration with the National Museum of Science and Technology Leonardo da Vinci and numerous partners.

MAIN PARTNERS: Eni, Ministry of the Environment and Energy Security
PARTNERS: Bayer, Grotte di Frasassi, Humanitas University, Jordan Oral Care, Subito, Toyota Motor Italia
CONTENT PARTNER: AIRC Foundation for Cancer Research, Mondadori Education
OFFICIAL RADIO: R101
In collaboration with the Cultural Olympiad of Milan Cortina 2026
KIDS’ AREA powered by Focus Junior
With the patronage of the City of Milan

The advertising for Focus Live is managed by Piemme S.p.A., the exclusive sales agency for Focus and other Mondadori Media brands.

This edition of Focus Live is made possible through the collaboration and support of numerous institutions, research centres, and universities, including: ADMaiora, ASI, Business&Roads, European Gravitational Observatory (EGO), ESA, FBK, Human Technopole, IIT, INAF, Istituto Superiore Sant’Anna, JRC – Joint Research Centre, Kosmos, PLANit – Associazione dei Planetari Italiani, Politecnico di Torino, Smonting, Think About Science, Università Cattolica del Sacro Cuore, Università degli Studi di Milano, Università degli Studi di Milano-Bicocca, and Università degli Studi di Trieste.

The communication campaign and creative design of the event have been developed by Zampe Diverse, with production and organisational management by Left & Right.

AdKaora, the international digital Martech agency of the Mondadori Group and a leader in mobile advertising, proximity marketing, and full-funnel solutions for brands and publishers, has launched the white paper “Dal banco alla brand experience: il Retail Media in farmacia” in collaboration with Haiku Technologies. The study provides an in-depth analysis of pharmacies as new strategic media hubs and examines consumer trends shaping the sector’s evolution.

In recent years, Italian pharmacies have undergone a profound transformation: from simple points of sale to multifunctional hubs integrating prevention services, consultation, and advanced technologies capable of measuring advertising effectiveness. Thanks to digitalization and the installation of indoor screens and multichannel proximity solutions, pharmacies have become high-value communication channels, reaching consumers already predisposed to purchase.

The white paper offers market analysis, case studies, and guidelines for leveraging this growing channel, which is projected to reach over €640 million in Italy in 2025.

Key insights from the white paper include:

• Purchase trends show significant seasonality: supplements +20% in August, dermocosmetics +43% in December, and infant products +79% in December.
• Product category weight varies: OTC (over-the-counter drugs) 41%, Personal Care 24%, and Supplements 11% representing the most significant share of the pharma sector.

The document also highlights the importance of a full-funnel approach for effective retail media strategies AdKaora and Haiku’s solutions are designed to reach consumers both inside and around the pharmacy and across their digital journey through multiple touchpoints.

With over 250 digitalized points of sale, 2.5 million monthly scans, and an omnichannel ecosystem, AdKaora and Haiku provide healthcare and pharma companies with granular insights into purchasing behaviour and real-time KPIs. This allows for direct connection between media investment and actual sales results, optimizing campaigns and maximizing ROI (return on investment).

For brands and investors, the opportunities are numerous: from planning high-impact, measurable retail media campaigns to segmenting and personalizing strategies based on specific product categories.
In conclusion, retail media confirms its status as a strategic and innovative channel, set to play an increasingly central role in communication and marketing strategies for the future.

The full white paper is available here:link.

INTERNI, the interiors and contemporary design magazine of the Mondadori Group, dedicates its November 2025 special issue to Rome: a monograph titled Rome, eternal change, which presents the capital as a laboratory of architecture, design, art and culture, and explores how the Eternal City is a living canvas continually reshaped over time.

“Rome never stops surprising us,” says INTERNI’s editor Gilda Bojardi. “Every era has rewritten it, layering shapes, overlapping memories and visions. The Urbs reveals a face that is always changing. It is a place where archaeology and contemporaneity intertwine in a dialogue suspended between identity and transformation. This is the story we tell in the pages of our Rome issue, portraying the city as a mosaic of languages and cross pollinations, a place open to international creative ideas and always capable of astonishing us.”

This special edition of INTERNI will be presented on Friday 7th November 2025 at 5.30 pm at  the Galleria Nazionale d’Arte Moderna e Contemporanea in Rome, in the presence of the Undersecretary for Culture  Lucia Borgonzoni, the Gallery’s Director Renata Cristina Mazzantini, INTERNI’s  Editor Gilda Bojardi, architect and  Director of Laboratorio Roma050 Stefano Boeri,, design historian and curator Domitilla Dardi, architects Massimo Alvisi and Junko Kirimoto, co founders of the Alvisi Kirimoto studio, COREPLA President Giovanni Cassuti and journalist Roberto D’Agostino.

The event will offer an opportunity to reflect on a new identity for Rome that weaves together architecture, design, art and society and that can encompass multiple souls within a single powerful and evocative image on the international stage.

The event will also see the inauguration of TAM TAM. Tempio, Azione, Movimento, the installation by the Alvisi Kirimoto studio created last April as part of INTERNI CRE-ACTION during FuoriSalone 2025 at the University of Milan. A temple of white columns made of recycled plastic becomes a transformable and dynamic organism through the actions of visitors, encouraging both personal reflection and shared experiences.

The installation, on display in the Central Courtyard of the Galleria Nazionale until 8^th December, embodies the dialogue between art, design and architecture and confirms Rome’s calling as a city open to international creative experimentation.

Partner of the installation is COREPLA, the National Consortium for the Collection, Recycling and Recovery of Plastic Packaging. Communication partner for the initiative is Comin & Partners.

TAM TAM. Tempio, Azione, Movimento is part of the museum’s exhibition path and therefore requires a standard entry ticket to visit.

In this special issue

INTERNI opens with a reflection on the nature of time and on the identity of Rome, a city capable of holding many souls within a single powerful and evocative vision. This vision emerges from Laboratorio Roma050, the project led by Stefano Boeri and promoted by Roma Capitale and the Department of Urban Planning with Risorse S.p.A, which imagines the Capital projected into 2050.

The issue then explores the theme of archaeology entering the contemporary world, with projects that transform iconic sites of the past into opportunities for architectural and urban experimentation. These include the Parco Archeologico del Colosseo, the renewed Piazza Augusto Imperatore, the Colosseo Metro station, and Forof, the cultural space created by Giovanna Caruso Fendi overlooking Trajan’s Forum, which has already restored identity to the underground spaces of the second-century Basilica Ulpia. Also featured is the new Passeggiata Archeologica, which will connect the entire central archaeological area of the city.

The narrative continues with a logbook on the architectures of politics and diplomacy, highlighting the role of institutions as ambassadors of political, cultural and social values. It explores buildings such as the FAO headquarters, the Great Mosque of Rome, the Church of Tor Tre Teste, the Danish Academy, the Japanese Cultural Institute, Villa Medici and lesser-known projects such as Notre Dame de Sion, rediscovered as an example of Gio Ponti’s architecture.

The heart of the Architecture section is dedicated, through studio visits and first-person accounts, to leading figures on the contemporary Roman scene. These are architects who live and work in the city and are reshaping its identity through design research, sensitivity to context and creative innovation. Among them are: Massimiliano and Doriana Fuksas, Alvisi Kirimoto, Labics, IT’S, Andrea D’Antrassi/MAD, Westway Architects, Lazzarini Pickering, Claudia Campone/Thirtyone e Dario Curatolo.

Generous space is also given to domestic and historic interiors, from contemporary design residences, including a brand-new project by Studio Strato, to the homes of figures who have intertwined art and collecting, and to the reconstruction of iconic environments such as the one designed by Ettore Sottsass for Franco Debenedetti in 1994.

The cover story is dedicated to Bulgari, an emblem of Roman luxury and a global brand deeply rooted in the Eternal City. But that’s not all. In Milan, the recent inauguration of the flagship store in Via Montenapoleone is a tangible tribute to the encounter between the spirit of the maison and the creative energy of the city.

The Interviews section features conversations with leading cultural and creative figures. Roberto D’Agostino reflects on the Rome of La Grande Bellezza and the transformations the city has undergone in recent years, while Renata Cristina Mazzantini, Director of the Galleria Nazionale d’Arte Moderna e Contemporanea, outlines her interdisciplinary vision of twentieth-century art and presents the Museum’s new collection.

With this special issue, INTERNI renews its mission as an observatory and promoter of design culture, offering a full panorama of Rome, a city that is both a heritage of the past and a laboratory for the future. Its narrative weaves together architecture, design, art and society, capturing the complexity of a capital that continues to inspire shared visions and imaginaries on a global scale.

In addition, on 7^th November, INTERNI will also be distributed together with Il Messaggero in all newsstands in Rome.

INTERNI

A monthly magazine with a circulation of 50,000 copies, publishing began in 1954 as the first Italian periodical dedicated to interior decoration. Today INTERNI is one of the main communication tools in contemporary Italian and international design, essential for professionals and design enthusiasts. In 2024 it celebrates its first seventy years, a period during which it has had the privilege of witnessing the extraordinary and adventurous evolution of Italian furniture and interior design. It has closely followed the remarkable growth of design in Italy, driven by the insight and work of visionary cultural figures, architects, designers and bold, talented entrepreneurs. In the early Nineties the magazine became part of the Mondadori Group, Italy’s leading publishing company, and over time, under the direction of Gilda Bojardi, it developed a system of parallel publications that transformed the magazine from an elite medium into a mass medium. INTERNI’s work also includes the creation and coordination of events and exhibitions designed to bring together designers, manufacturers and distributors. The celebrated FuoriSalone, the urban phenomenon that energises the city of Milan during Salone del Mobile week, was launched in 1990 on INTERNI’s initiative. In 2021 it marked its thirtieth edition with the publication of the volume XXX-Y 30 anni di FuoriSalone | 1990-2020 Milano Design Stories (Electa). Following the launch of INTERNI’s Chinese edition in 2015, further international editions are planned. INTERNI is also the communication partner of the Italian Pavilion at Expo 2025 Osaka, titled The Ideal City.

Space passions, revolutionary gene therapies, artificial intelligence, gravitational waves, black holes and 3D-printed organs you can actually touch. But also the chemistry of chocolate, the atlas of emotions, the 90th anniversary of Schrödinger’s cat and prehistoric reptiles brought back to life. Focus Live 2025, taking place from 7 to 9 November at the Museo Nazionale Scienza e Tecnologia Leonardo da Vinci in Milan (via Olona 4), will be an extraordinary journey across the many disciplines of science, where passion – this year’s theme – will be the common thread linking science, history, sport, art and music.
Over the course of three days, the festival organised by Focus magazine, under the patronage of the City of Milan, will offer visitors a chance to touch the future, experience the present of research and rediscover the passion that drives science. More than 120 guests, including astronauts, scientists, Olympic champions, artists and communicators, will meet the public in talks, workshops and live events.

Focus Live was created for those who aren’t satisfied with easy answers, for those who see the world with the eyes of an eternal explorer,” says Gian Mattia Bazzoli, Editor-in-Chief of Focus. “It’s a place where curiosity meets the experts shaping our tomorrow and where every question – even the most challenging – has its place. Here, a neurosurgeon can speak with a student, an astronaut answers children’s questions, and anyone can take part in experiments that usually happen only in labs. It’s our way of showing that science isn’t distant: we make it tangible, open to questions, even open to challenge. For three days, we transform the museum into a living laboratory for hands-on discovery and dialogue. For us at Focus, it’s the most genuine moment of the year – when we step out of pages and screens to connect directly with our readers and share our hunger for knowledge.”

The goal of this Festival of Knowledge by the Mondadori Group magazine is to explore the crucial role of science in shaping our future, presenting the achievements of human knowledge in an accessible and engaging way. It does so through authoritative voices, innovative formats and a mix of styles and disciplines – blending arts, music, nature, theatre and biology, sport and technology – revealing unexpected connections between them.

Focus Live – Passione, open to the public and completely free (with registration), will feature a rich programme of talks, workshops and performances hosted in the Cavallerizze area of the Museo Nazionale Scienza e Tecnologia Leonardo da Vinci, Italy’s largest science and technology museum, which for over 70 years has served as a bridge between the past and future of scientific culture.

To open this extraordinary edition, at 9:30 a.m. on Friday 7 November, Gian Mattia Bazzoli, Editor-in-Chief of Focus, will be joined by Fiorenzo Marco Galli, Director General of the National Museum of Science and Technology Leonardo da Vinci in Milan, and Carlo Mandelli, Chief Executive Officer of Mondadori Media.

The official opening will be led by Samantha Cristoforetti, ESA astronaut, who will share her “space passions”, the challenges of life in orbit, and how space research contributes to progress on Earth, helping us understand our planet and paving the way towards a more conscious and sustainable future. The festival will close on Sunday afternoon with astrophysicist Luca Perri, following a day featuring CERN physicist Guido Tonelli on the science of the void, journalist Beatrice Mautino on fighting misinformation, and science communicator Massimo Temporelli with his notebook of formulas explaining the Universe.

Between these moments, an extraordinary line-up will animate the Main Stage, Speakers’ Corner, Creators’ Corner, and the Kids Area curated by Focus Junior, offering activities and discussions designed to inspire curiosity and reflection.

The topics will be wide-ranging. Medicine will explore the promise of gene therapy with Luigi Naldini, Director of the San Raffaele Telethon Institute for Gene Therapy, who will explain how cutting-edge tools are used to fight rare diseases and cancers. The future of food will be explored by Luciano Pinotti and Enzo Spisni as they discuss novel foods and the challenges on our plates. Pierdomenico Perata, from the Scuola Superiore Sant’Anna in Pisa, will talk about the RNA revolution, while Patrick Gerlich from Bayer Crop Science Italia will present innovations in agriculture. On the tech front, Gian Maria Campedelli, scientist and criminologist, will show how AI can be used to fight organised crime, Tommaso Andreussi will explain how satellites might one day “breathe” Earth’s atmosphere, and researchers from the Italian Institute of Technology will introduce visitors to a real cyborg.

Olympic fencing champion Mara Navarria, gold medallist in Paris 2024, will talk with journalist Giorgio Terruzzi about what it takes to deliver a winning strike. Astrophysicist Amedeo Balbi will explore our cultural obsession with the apocalypse, while communicator Federico Taddia will “enter Einstein’s mind” with the help of a live illustrator. Neurosurgeon Christian Brogna will describe the marvels of awake brain surgery, joined on stage by one of his patients, who played the saxophone during the operation. Journalist Matteo Bordone and ethologist Monica Battini will challenge myths about cats, while Elio e le Storie Tese will deliver a humorous yet serious lesson on musical passion. Biotechnologist Marco Martinelli and the Subito team will engage the audience in a quiz about second-hand treasures.

Special moments will punctuate the festival: on Friday, representatives of Fondazione Milano Cortina 2026 will showcase the most iconic Olympic and Paralympic symbols, including torches, medals and mascots Tina and Milo. On Saturday afternoon, physicist Marcello Fanti will explore the Star Wars universe from a scientific perspective, joined by official Star Wars cosplayers from the Disney Lucasfilm-recognised 501st Italica Garrison (the “villains”), Rebel Legion Italian Base (the “heroes”) and the pink droid R2-KT. That same day, a group of Templar reenactors will demonstrate daily life and rituals from the medieval order. Finally, on Sunday, Gilberto Pichetto Fratin, Italy’s Minister for the Environment and Energy Security, will discuss energy transition. There will also be AI masterclasses, showing how to use artificial intelligence in everyday life, and the sweetest event of all: maître chocolatier Ernst Knam will take to the Main Stage to make chocolate live, revealing its fascinating chemistry and physics.

Experience Area

At Focus Live, science is not just something to watch or listen to — it is something to touch and do. The true heart of the Festival lies in the installations and workshops of the Experience Area, a multiverse of discovery where every corner promises a new adventure. The journey begins at the very dawn of time aboard the Big Bang Machine, a mobile installation (an enormous lorry) that takes visitors on a virtual odyssey back to the origins of the universe. Inside this space-time capsule, stars fuse, matter takes shape, and visitors learn how listening to cosmic signals is deeply connected to understanding our own planet. The exploration continues under the dome of an inflatable planetarium, where immersive films and live lectures unveil the secrets of the night sky. From there, a virtual leap transports visitors among the telescopes of the Cherenkov Telescope Array Observatory to chase the flashes of light emitted by black holes. Moving from the vast to the minute, the adventure shifts to the building blocks of life: visitors can extract DNA in a hands-on lab or imagine the future of medicine at the Humanitas University stand. The journey then heads south to Antarctica, where visitors can step inside a real polar field tent used by researchers from the University of Milano-Bicocca to drill ice cores — a rare chance to see the tools of extreme-environment research up close. Nearby, the micro-robots of the Sant’Anna School of Advanced Studies await, along with Supercalcolo, super passione, an interactive installation designed and produced by Amigdala.ch in collaboration with Eni.It explores the hidden world of supercomputing — the silent power driving science, industry, and everyday life. Here, every visitor can create a unique text and voice narrative in real time, co-authored with artificial intelligence. To discover how everyday habits affect our health, the AIRC Foundation will present its Prevention Labs, where playful games and quizzes reveal the risks of alcohol consumption, debunk myths, and show how smoking harms not only smokers and those around them but also the environment. The robot artist of the Università Cattolica will weave kilometres of thread to create striking portraits and images, while in the Outdoor Area (Open Air Lab) visitors can test themselves on an artificial climbing wall (powered by Grotte di Frasassi), an exciting challenge with both physical and mental benefits.

Immersion in the world of science and technology will also be ensured for Focus Live visitors thanks to the Museum’s rich resources. Each day, festival participants can book guided tours of the Leonardo Galleries and the Space Area, step into the shoes of a real astronaut at Base Marte, or try The Touch, the innovative sensory escape game that blends reality and virtuality in a Mars-themed adventure. The brand-new i.lab Sostenibilità will also be open, inviting visitors — through games, experiments and immersive installations — to explore what makes a product or an action truly sustainable, taking into account every element within its wider, interconnected system.

These are just some of the many experiences awaiting visitors at Focus Live, thanks to installations created by outstanding partners including Humanitas University, the Sant’Anna School of Advanced Studies, the Italian Institute of Technology, the AIRC Foundation, the Catholic University of Milan, and the Polytechnic University of Turin.

Kids’ area

For children and young people aged 2 to 13, the Kids Area — curated as always by Focus Junior — will be even richer this year, filled with STEM workshops, a dedicated stage for talks, and activities designed to help kids discover the wonders of science in a creative and surprising way.

From the science and math labs run by Mondadori Education to drawing workshops with Carioca products and Pokémon, every experience will be an adventure to live firsthand. In collaboration with the Kosmos Museum of Pavia, kids can take a dive into the past with the Oceani Perduti station and, guided by palaeontologists, handle original fossils and casts of ammonites, trilobites, and ancient marine reptiles, uncovering the stories hidden in the rocks. Grotte di Frasassi will amaze visitors with a VR Experience, while Jordan Oral Care will teach young explorers about the dentition of animals and the evolution of human teeth from prehistory to today. In the new “no Wi-Fi” play area, kids can take on challenges with Kapla wooden constructions, rediscovering the joy of analog play.

For the youngest visitors, children up to age 7, Focus Pico will offer workshops to draw, colour, and have fun. There will also be plenty of shows: on Friday, November 7, the day kicks off with a super quiz on sustainability and environmental awareness by Grotte di Frasassi. At 11:00 am, Fondazione AIRC will present its new science show Ricerca(ta) speciale, a journey through experiments, quizzes, and theatrical scenes. Saturday, November 8 at 12:00 pm, the acrobatic family Mr David & the Family will astonish audiences with their performances. On Sunday, November 9 at 4:00 pm, Geronimo and Tea Stilton will meet fans for a show about inventions. Throughout the weekend, artist Raffaele Salvoldi will guide children and adults in building fascinating Kapla structures, transforming imagination into real wooden architecture. Among the special guests, on Saturday at 3:00 pm, science communicator Gianumberto Accinelli will give a talk on the animal world. It’s a perfect chance to experience science as play, learn while having fun, and discover that knowledge can be the most thrilling adventure of all.

The Creators

As in the past three editions, Focus Live 2025 will host the Creators’ Corner, a stage where digital communicators bring science and culture to life on Instagram, TikTok, and YouTube.

This year, audiences will discover that the elements of the periodic table hide stories far more curious, and amusing, than one might think. Is it true, for instance, that drinking gold keeps you young forever? To answer that, there’s Eva Munter (@chimica_in_pillole). For those who’ve always dreaded math class, Professor Rocco Dedda (@unquartodoraconilprof) will share anecdotes that might just spark a passion for numbers. Giulia Ciccarelli (@medicina_in_cucina) and Giulia Biondi (@bilanciamo) will explain how to build a balanced menu, showing that eating is not just a necessity but a mix of culture, health, and well-being. Sara Figura (@laboratologia) will reveal the curiosities behind scientific research, while Silvia Casabianca (@madamstories) tackles a thought-provoking question: who really writes history? And that’s not all. Visitors will also meet the new faces of science communication, the top three finalists of FameLab Italia, the country’s first science communication talent competition, recently held in Perugia.

Special events

To enrich the schedule, as per tradition, on Friday 7 and Saturday 8 November at 8:30 pm, there will be two evening shows, free like all Focus Live events, combining entertainment, mystery, and, of course, science. Kicking off the 2025 special events, La scienza vista dal Basso will feature the hilarious Federico Basso hosting a live quiz that turns scientific curiosity and knowledge into an engaging game full of laughs and learning. On Saturday, the atmosphere turns thrilling with Delitto al museo, where Massimo Polidoro leads the audience through a crime scene set within the Leonardo da Vinci Museum. A captivating crime night showing how science, psychology, and the scientific method help investigators solve even the most complex cases. Two evenings, two different ways to experience science communication. Engaging, entertaining, and full of wonder.

The festival will close on Sunday at 6:30 pm with Luca Perri and Giacomo Moro Mauretto in La passione è un motore o un freno a mano?

Bookings

Event bookings can be made at www.focuslive.it There are two timeslots available: morning (10 am–2 pm) and afternoon (2 pm–8 pm). Those who wish to stay for the whole day can, of course, book tickets for both sessions.

Partners and sponsors

This edition of Focus Live is made possible through the collaboration and support of numerous institutions, research centres, and universities, including: ADMaiora, ASI, Business&Roads, European Gravitational Observatory (EGO), ESA, FBK, Human Technopole, IIT, INAF, Istituto Superiore Sant’Anna, JRC – Joint Research Centre, Kosmos, PLANit – Associazione dei Planetari Italiani, Politecnico di Torino, Smonting, Think About Science, Università Cattolica del Sacro Cuore, Università degli Studi di Milano, Università degli Studi di Milano-Bicocca, and Università degli Studi di Trieste.

Focus Live is a Mondadori Media event, organised in collaboration with the National Museum of Science and Technology Leonardo da Vinci and numerous partners.

MAIN PARTNERS: Eni, Ministry of the Environment and Energy Security
PARTNERS: Bayer, Grotte di Frasassi, Humanitas University, Jordan Oral Care, Subito, Toyota Motor Italia
CONTENT PARTNER: AIRC Foundation for Cancer Research, Mondadori Education
OFFICIAL RADIO: R101
In collaboration with the Cultural Olympiad of Milan Cortina 2026
AREA KIDS powered by Focus Junior
With the patronage of the City of Milan

The advertising for Focus Live is managed by Piemme S.p.A., the exclusive sales agency for Focus and other Mondadori Media brands.

The communication campaign and creative design of the event have been developed by Zampe Diverse, with production and organisational management by Left & Right.

The full Focus Live 2025 programme: Schedule: Focus Live 2025