Media: Publishing brands

MypersonalTrainer, the leading health and wellness brand by Mondadori Media, recorded a great public response and participation at RiminiWellness for the second year running. The most important international event dedicated to fitness and wellness took place from 29 May to 1 June at Rimini Feria.

A big novelty at this edition was the 400-m² stage in Hall C5, designed by MypersonalTrainer together with Cross Cardio and realised in partnership with Napisan.

The Stage Turns Green with over 5,000 MypersonalTrainer Fans

During the four-day event, MypersonalTrainer was the star of RiminiWellness. The schedule of events won over more than 5,000 MYPT fans, who dyed the event green wearing the media brand’s T-shirts. The programme was full of energy, movement and wellbeing, with a total of 50 non-stop workouts, to the delight of everyone who participated in mobility lessons, yoga, functional circuits and original Cross Cardio formats. High-impact training sessions led by the best trainers of the MYPT crew, with creative stage direction by Jairo Junior for Cross Cardio, engaged a diverse audience in a motivating atmosphere accessible to everyone.
Leading coaches included: Nicolò Famiglietti and Silvia Fascians, both from the Power Talent Agency roster, Eleonora Giordani, Giorgio Pallikullen and Tamara Tanzilli.

Dedicated Stands, Fitness-Themed Challenges and Lots of Gadgets

Topping off the experience around the stage were two stands by MypersonalTrainer and Napisan with dynamic and engaging activities for the audience, including interactive challenges led by community fitfluencers and the distribution of customised elastic bands for all participants.
At the MypersonalTrainer stand, visitors were welcomed by Tamara Tanzilli — a postural mobility coach who led original challenges to help participants rediscover fluidity, stability and physical wellbeing through an integrated approach based on conscious movement, breath and body control — and Roberta Vanzella, an expert trainer in yoga, Pilates and mobility, who enlivened the space with accessible and stimulating activities designed to rebalance the mind and body.

Media Partnership with RiminiWellness

As media partner of RiminiWellness for the fourth consecutive year, MypersonalTrainer once again affirmed that it shares the values that have always enlivened the famous event, which celebrated its 19th edition this year: a love of fitness, sport, wellness and personal care.
Through extensive daily social media coverage, MypersonalTrainer provided an overview of both its own activities and highlights of the entire event, offering the fitlover community an engaging and continuous story throughout the event.
The presence of MypersonalTrainer at RiminiWellness was enhanced by an important brand visibility strategy featuring a strong visual presence of the media brand, with posters and other dedicated spaces at key strategic points of the Feria.

Activities with Brand Partners

In addition, MypersonalTrainer developed branded content and social storytelling in cooperation with Brand On Solutions, a unit dedicated to special Mediamond initiatives.

Napisan
Napisan was the title sponsor of the MypersonalTrainer stage, one of the most active and participatory spaces at RiminiWellness 2025. Next to the stage, the MypersonalTrainer area hosted a dedicated Napisan stand, where the audience could participate in themed challenges and activities combining entertainment, content and educational value.

Other Brand Partners

Barilla Protein+ Pasta
Two activities on the MypersonalTrainer stage were curated by Silvia Fascians, who invited the audience to the Barilla stand at the end of the sessions to discover and taste Barilla Protein+ Pasta first hand. The activity was amplified by social content by Silvia Fascians and MypersonalTrainer.

Zespri
MypersonalTrainer supported the visibility of the Zespri stand (Hall B5) through social media coverage with Instagram stories, showing key points and highlights of the engagement activities offered by the brand.

Omegor
MypersonalTrainer worked with Omegor on a branded content activity focusing on the importance of nutritional supplements for high-intensity athletes. Silvia Fascians, Nicolò Famiglietti and Laura Crugnola starred in Instagram content on omega-3 supplements in daily athletic training.

Bayer – Vaginaverso
In the area dedicated to women’s health, MypersonalTrainer collaboration with Bayer to talk about the Vaginaverso project and the Gyno-Chat service, in videos made with gynaecologist Monica Calcagni and psychosexologist Sabina Fasoli.

Appointment with MypersonalTrainer Days in September in Milan

At RiminiWellness, MypersonalTrainer announced the fourth edition of MypersonalTrainer Days, scheduled for 13 and 14 September at the Arco della Pace in Milan. This weekend full of free appointments dedicated to fitness, health and wellness will include engaging activities, experiential corners and the presence of well-known faces in sports, special guests and fitfluencers.

MypersonalTrainer: Integrated Leadership with Web-Based and Live Experiences

Following the success of RiminiWellness 2025 and in view of the high-profile event in September, MypersonalTrainer confirms itself as a reference in the health and wellness sector. It not only tops the digital and social media charts but is also a growing key player in first-hand experiences, strengthening the bond between brand and audience through local events with high relational value.

MypersonalTrainer is Mondadori Media’s leading media brand in the world of health, wellness and healthy, functional sports nutrition, with a monthly reach of 13 million on social media and the Internet (source: Comscore 2025), as well as 6.6 million followers on social media (source: Comscore Shareablee and social insights April 2025). It has been active in the area for four years with live initiatives, including annual appointments at RiminiWellness and in Milan at the Arco della Pace with the Mondadori Media event, MypersonalTrainer Days.

Cross Cardio® is a functional training system founded in 2015 by Jairo Junior, a physiotherapist and fitness group trainer whom MypersonalTrainer has long collaborated with on initiatives and events.

Focus, the benchmark brand in science popularisation and entertainment, launches “Prisma, il perché delle cose“, a new podcast that responds to the thirst for knowledge of readers and users passionate about the whys of the world.

Every morning, from Monday to Friday, Prisma shares with its listeners a wealth of trivia: from science to politics, technology to current affairs to the basics of human behaviour.

The Focus Podcast is a valuable compass to better understand the world and answer questions such as: Why is the death of a Pope not verified by a doctor? What happens when a blackout occurs? How are we extending the lives of our immortal pets? How does the sequence plan of “Adolescence” work? What does an algorithm really think of you?
In the episodes of  ‘Prisma, il perché delle cose‘, every answer is provided with the scientific rigour, clarity and simplicity that distinguish the Mondadori Media brand.

The podcast is hosted by Giada Giorgi, a science journalist from Focus, who combines the more technical and academic aspects of the story with the curiosity and impact of the topics discussed in everyday life; Giada is joined by experts, technicians, scientists and colleagues.

Prisma makes itself available to its listeners, who can write to the Focus editorial team asking any questions they would like a podcast episode on.

On Focus’s website you can see the schedule with the episodes being released day by day on the main streaming platforms.

Advertising sales for “Prisma, il perché delle cose” are entrusted to the media platform Piemme, which, as the exclusive concessionaire of the Focus and Focus Junior system, will take care of the launch and development of communication projects linked to the new podcast.

The kitchens of Palazzo Farnese opened their doors yesterday for a festive meeting and cultural exchange, organised by the French Embassy in partnership with GialloZafferano, Italy’s number one food media brand, which promotes Italian cuisine throughout the world.

Participants from all over Italy arrived early in the morning at Palazzo Farnese in no particular order, as well as some chefs and members of the jury directly from France. The idea for the event came from Martin Briens, French Ambassador to Italy, a food and wine connoisseur and keen chef – who recently tried his hand at preparing the cacio e pepe recipe together with Nonna Silvi, the ‘Grandmother of Italy’ – and Andrea Santagata, CEO of Mondadori Media, publisher of GialloZafferano.

As part of the celebrations for the 150th anniversary of the establishment of the French Embassy in Rome, several teams of aspiring chefs, culinary masters under 35, and talents from the food world competed to offer a contemporary and multicultural reinterpretation of Sunday lunch.

The key concepts for the day hosted by the French Embassy were three: the transmission of knowledge, by training new generations of chefs and fostering dialogue and collaboration between schools and professionals from different nations; sharing, as the creation of synergies between young French and Italian chefs through cooking; and sustainability, seen as the promotion of the use of zero-kilometre products and limited budgets for each menu.

The program for the day at Palazzo Farnese

Gustofolie is a project – organised by the Institut Français Italia in collaboration with the Alliances Françaises d’Italia – aimed at students of Italian hotel schools, created with the aim of promoting Franco-Italian relations in the professional hotel training sector. The competition invited participants to reflect on topics such as Francophonie, eco-responsibility and creativity in the kitchen. During the first part of the day, the two finalist teams (each made up of three students, two Italians and one French from a partner school, Genoa-Dijon and Viareggio-Grenoble, under the guidance of a teacher) challenged each other on the theme of “Sunday Lunch” – always a symbol of togetherness and tradition – which was reinterpreted with a modern twist, maintaining a maximum spending limit of 25 euros. This limitation presented a stimulating challenge, encouraging reflection on the social importance of shared moments at the table and their sustainability, not only environmental but also economic.

The members of the jury and the chefs involved in this unforgettable cultural exchange initiative arrived yesterday morning at Palazzo Farnese from all over Italy and directly from France.

Alongside Ambassador Martin Briens, the jury included Luana Belmondo, the “favourite Italian cook of the French”, embassy chef Cyril Esneault, Ludovica – Lulù – Gargari, resident chef of GialloZafferano and part of the Zenzero Talent Agency roster, and Carla Parolari, headmistress of the IPSEOA Vincenzo Gioberti vocational high school in Rome. The prize is the creation of the winning recipe at the GialloZafferano production studios in Milan, with publication of the video online.

The Gustofolie final was an occasion for joyful cultural and culinary competition aimed at highlighting French and Italian cuisines and products, promoting new links in the field of food and wine and professional training.

In the afternoon session, the baton was passed to the young (under 35) chefs. The theme of their menus was also Sunday lunch, reinterpreted with a contemporary approach (with a maximum charge this time of 35 euros) to celebrate the meeting of French and Italian cuisine. The friendly challenge took place between the following pairs:

• Carla Ferrari, executive chef at Pizza Cosy, and Sabrina Macrì, executive chef at BistRo Aimo e Nadia. They cooked:
  • Appetizer – Emilian-style stuffed onion: whole onion steamed and glazed with chicken jus, stuffed like a tortellino, parmesan cream and mixed salad
  • First course – Pasta with potatoes d’a-mmare: mixed creamy pasta with potatoes, provola cheese and seafood ragù (mussels, clams and calamari), parsley cream, bisque and lemon zest
  • Dessert: Pastiera mon sciú: religieuse with two fillings, lemon curd and Neapolitan pastiera

• Alessandro Belmondo, chef at the Bistrot Gourmand Caillebotte, and Aurora Cavallo – Cooker Girl, chef, content creator at Zenzero Talent Agency and Ambassador of GialloZafferano Their menu was:
  • Appetizer – Warm, soft homemade focaccia to dip in a selection of pissaladière-inspired toppings: thyme-confit onions, anchovy and black olive cream, and sweet chili-confit cherry tomatoes. With the addition of sweet and sour red onion
  • First course – Large ravioli filled with shredded veal, fondant carrots and mushrooms, inspired by the classic blanquette. The ravioli is topped with a bright jus creamed with hazelnut butter. Accompanied by a small ramekin of lukewarm mousse with lemon cream and fresh herbs. Finish: lemon zest, chopped herbs, a touch of fleur de sel, toasted hazelnut
  • Dessert: Choux pastry with cocoa craquelin filled with whipped cream with Piedmont PGI hazelnut praline. Sour heart with lemon confit or wild blueberry for freshness.

• Umberto Rocca, chef de partie at Joia, and Apolline Soëte, chef at Le Clarisse de Apolline, who prepared:
  • Appetizer (recipe by Apolline Soëte) Oysters in jelly with their own water, vermouth, wild fennel and pink pepper. Tomato tartare with two consistencies, Ligurian herb oil.
  • First course (recipe by Umberto Rocca) Anima mundi, Vegetable risotto with young carrots, tasty mushrooms, cashew and saffron crescenza, salsa verde and fresh blueberries.
  • Dessert (Umberto Rocca and Apolline Soëte) Cuddles under a white blanket: a meeting between Normandy and Lombardy with soft milk bread mousse and stimulating surprises

The jury will once again be chaired by ambassador Martin Briens, Andrea Santagata, CEO of Mondadori Media Digital and MarTech area, Massimo Borgnis, Editor-in-Chief of CHI, here exceptionally in the role of host of the Food Network television series “Le Locande del cuore”, Sebastian Fitarau, resident chef at GialloZafferano and part of the Zenzero Talent Agency roster. A winning team was chosen for each course. The three couples will also cook for a gala dinner at the Embassy in the autumn, as the closing event of the 150th anniversary celebrations of the French Embassy in Rome.

The sponsor of this festive day was Julie Andrieu, a TV presenter and food critic, who announced the winners in the splendid setting of the Embassy’s Murano Gallery, with a buffet prepared and served by a Roman hotel school.

Celebrations for the 150th anniversary of the French Embassy in Rome

The celebrations for the one hundred and fiftieth anniversary of the establishment of the Embassy and the Ecole française de Rome at Palazzo Farnese opened on 3 December 2024 with a dinner “in the style of 1875”. The event on 21 May opens a new season full of culinary sharing between Italy and France with events that in 2026 will again involve young students and chefs to explore the themes of knowledge transmission, cultural sharing and sustainable creativity.

Statements

Martin Briens, French Ambassador to Italy, commented: “Since I have been living in Italy, I realise more and more, even when I travel in the various regions, that Italians and French share this passion for food. We are two peoples who place particular importance on food in our daily lives, but also importance on the sense of sharing that a meal with family or friends provides. I want young Italians and French people to always feel welcome in our countries. This is why hotel school students and young chefs met and cooked, and I hope they will meet again to cook together, which is the best way to have unforgettable experiences together.”

Andrea Santagata, CEO of Mondadori Media Digital and MarTech area: “We are deeply honoured to join the French Embassy and Ambassador Martin Briens in this project that celebrates the meeting of two extraordinary cultures through cuisine. GialloZafferano is increasingly a reference point for Italian cuisine worldwide, with over thirty million followers outside Italy. Participating in this initiative means supporting dialogue between young chefs, professionals and creators, providing space for new ideas and stimulating discussions. The greatest pleasure is to see how French and Italian culinary traditions meet, revealing not only deep affinities, but also an extraordinary ability to tell stories through flavors. Because, after all, cooking is a universal language that unites and enriches.”

A carbonara can express more than a recipe: it can communicate tradition and quality, as well as innovation, contemporary taste and brand choices. This is exactly whatTulip has done. This Danish brand, which boasts over a century of experience in meat processing, turned to AdKaora, the MarTech agency of the Mondadori Group, for a digital advertising campaign tailor-made to celebrate the latest edition of Carbonara Day.

A tailor-made format for an impactful experience

Goal: to communicate the two variants of its diced pancetta – sweet and smoked – in an engaging way through an immersive experience that speaks to the audience, combining brand storytelling, design and performance.

The heart of the campaign, running from 1 to 13 April, was a fully customised rich media format designed by AdKaora Creative Studio. The creativity took the form of a Product Carousel, designed to highlight the two variants of Pancetta Tulip through simple and engaging navigation.

The format, designed to stimulate user engagement and ensure complete product discovery, integrated high-impact visual elements and immediate call-to-actions, ensuring high visibility and memorability, while encouraging interaction to drive qualified user traffic to the site.

“The campaign created for Tulip best expresses our understanding of shared value: a tailor-made project, creativity built for the right channel and distribution capable of reaching the most receptive audience at the ideal time. What makes the difference is our Creative Studio, which allows us to develop truly tailor-made advertising formats in a very short time to market, designed to deliver fluid, engaging experiences that are perfectly integrated into the user journey. This combination of content, context and innovation yields concrete and lasting results,” commented Davide Tran, MarTech Director at Mondadori Media.

The power of distribution: valuable content in valuable contexts

The campaign found its ideal home in the AdKaora Value Network, a publishing ecosystem that today brings together 159 publishers and over 1,900 web domains and AMPs, reaching millions of passionate users in brand-safe and relevant environments. Thanks to the quality and vertical nature of the contexts on offer, Tulip conveyed its message through the main food properties, reaching highly profiled audiences

“The collaboration with AdKaora is a perfect fit in our multi-channel strategy, which integrates high-performance digital activities with a strong in-store presence. We developed a project that enhanced the product’s distinctiveness in qualified digital environments, generating not only excellent results in terms of engagement and conversions, but also a high and authentic level of attention from the public. Today, attention is a key indicator for measuring the real effectiveness of campaigns and confirms the solidity of our integrated approach, geared towards building value for the brand,” comments Daniele Moggia, Trade Marketing & Business Development Manager at Tulip Italia.

The natural integration of the advertising format within users’ digital habits, coupled with the strength of the tailor-made creativity developed by the AdKaora Creative Studio, led to excellent results: an engagement rate of 4.4% and a CTR of 2.8%, clear signs of genuine and spontaneous interest from the audience.

To coincide with the NYCxDesign Festival (15-21 May 2025), INTERNI is presenting an international issue and bringing to the Big Apple the second edition of Big Italy New York: a circuit of events conceived, curated and organised by the magazine edited by Gilda Bojardi, in partnership with NYCxDesign, ICFF (International Contemporary Furniture Faire) and ITA (Italian Trade Agency) that will take place from 13 to 21 May.

The May issue of INTERNI, published in English/Italian, contains a 30-page dossier dedicated to the events featuring the more than 50 showrooms, flagship stores and single-brand stores taking part in the initiative and showcasing the excellence of Italian Design around the world, along the NoMad route via Madison to SoHo.

The magazine also discuss thevirtuous relations that historically link Italy to New York – and more generally the US – through places, projects and personalities that in recent decades have shaped a history of cultural reciprocity between the two countries. Notable figures include Gaetano Pesce and the couple Lella and Massimo Vignelli. The fact that Americans know and appreciate Italian design is largely thanks to these Italian masterswho moved to New York. Other Italian designers chose to settle overseas where they succeeded in establishing their professional expertise. Two notable current figures include the architect and urban planner Carlo Ratti, director of the Senseable City Lab at the MIT in Boston, who this month is inaugurating the 19th International Architecture Exhibition of the Venice Biennale, of which he is curator, and Giorgia Lupi, an award-winning information designer and partner of the interdisciplinary design studio Pentagram, who designed the visual identity of the XXIV Milan Triennale.

New York City’s skyline is represented in the magazine through a selection of projects ranging from social housing to exclusive residences, offices and event spaces, resulting from targeted urban regeneration efforts. Leading names in international architecture are behind these projects, from Steven Holl to Daniel Libeskind, Bonetti/Kozerski, Gabellini Sheppard, LOT-EK, SOM, Tihany Design and Fuller/Overby. And the distinction of a strong linguistic identity, strikingly interweaving themes of historical memory, contemporary design, material experimentation, environmental sustainability and an unmistakable touch of Made in Italy.

Events

Big Italy New York will be inaugurated on Wednesday 14 May at 6 p.m. at ITA’s headquarters (33 E 67th St, New York) with a special meeting that will revolve around the project Casa Italiana x Italy on Madison, curated and conceived by Paola Navone (Studio Otto), who directs a narrative that interweaves entrepreneurship, craftsmanship and design. After greetings from Erica di Giovancarlo (director of ITA New York) and Gilda Bojardi (director of INTERNI), the talk entitled Where Design Meets History will begin. This will involve a form of cultural sparring between Paola Navone, a panel of international interior designers, including Duccio Grassi, Yabu Pushelberg, Enrico Bonetti, and Gabriele Chiave, and Italian entrepreneurs Rossella Bisazza, Giulio Cappellini, Bendis Ronchetti Illulian, and Daniele Busca/Scavolini USA.. An open exchange of visions and skills that conveys the image of an Italian House that can enhance tradition by projecting it into the contemporary. Decorated in the colours of the flag, the house is brought to life at ICE through objects united not only by chromatic harmony, but by a shared intent: to improve the quality of daily life through design.

This will continue on Friday 16 May with the ICFF Night Out, a series of widespread events and presentations focusing on design, culture and innovation. Finally, on Sunday 18 May at 12 noon at the ICFF headquarters at the Javits Center (429 11th Ave), the INTERNI Cre-Action Big Italy in New York debate will be held with Francesca Portesine, SOM (Skidmore, Owings & Merrill), in dialogue with Massimo Iosa Ghini. Two design visions compared, two different paths, but with a common goal: to create spaces and objects that improve people’s lives. From the concept to the choice of materials, every design gesture aims to improve the quality of inhabiting the world. Architecture, design and art become tools for reading the present and imagining new perspectives, working on different scales and contexts: from building to exhibiting, promoting and reinterpreting.

May’s edition of INTERNI will also enjoy special distribution in the most iconic showrooms and flagship stores on the NoMad, Madison Avenue and Soho circuit; inside ICFF; in New York City’s leading design studios, major schools of design and architecture, at Rizzoli Bookstore and in a select number of book and magazine stores.

GialloZafferano is bringing to TuttoFood – the prestigious B2B trade fair dedicated to the agrofood ecosystem – the successful formula that has made it the most popular food media brand among Italians: the pleasure of cooking together and the ability to communicate.

The tenth edition of TuttoFood, hosted by Fiere di Parma for the first time, is welcoming 4,700 companies in over 150,000 square metres spread over 10 stands, as well as thousands of professional visitors and top buyers from all over the world. GialloZafferano, a reference point for Italian cuisine – one in two Italians cooks with its recipes – is the media partner of the 2025 edition.

During the four days of the fair (5-8 May, Rho Fiera Milano), the GialloZafferano Lounge will host entrepreneurs, chefs, creators and opinion makers. In addition to the preparation of dishes and tastings that combine innovation and tradition, there will be discussions about ways to showcase cuisine in Italy and around the world, as well as opportunities for development in the dynamic agrifood market.

GialloZafferano Lounge with live kitchen

In the GialloZafferano Lounge, a 180 sq m stand in the centre of Corso Italia, the main street of TuttoFood 2025, every day begins with a coffee tasting followed by a showcooking session featuring chefs, GialloZafferano ambassadors and creators from the Zenzero Talent Agency, the agency that manages the best food creators in the Italian digital scene.

The heart of the GialloZafferano Lounge is the live kitchen where, every day, GialloZafferano resident chefs Sebastian Fitarau and Lulù Gargari, hosts Giovanni Castaldi and Manuel Saraceno, together with Chef Daniele Rossi, offer innovative ideas and suggestions in the kitchen, alternating with debates moderated by Federico Quaranta, one of the most authoritative voices in the food and wine world and in the media.

The program, which is packed with dishes and content, also addresses the theme of catering and hospitality with Rossella Cerea, general manager of Da Vittorio, and chefs Cesare Battisti of Ratanà, Raffaele Minghini and Sauro Ricci of Joia, Alessandro Pinton of Horto, Fabio Pisani of Il Luogo Aimo e Nadia, and Giovanni Ricciardella of Cascina Vittoria.

Finally, a business perspective is brought to the Lounge thanks to contributions from entrepreneurs and managers such as Anna Bardon, brand & digital marketing senior manager cheese – Gruppo Lactalis, Amanda Biasi, marketing manager – Rummo, Antimo Caputo CEO – Mulino Caputo, and Andrea Santagata, managing director of the Digital and MarTech area of ​​Mondadori Media.

Commenting on the occasion, Andrea Santagata remarks: “We are delighted to present the  GialloZafferano content and network in the physical setting of TuttoFood. With 50 guests including important chefs, content creators, entrepreneurs and managers of food companies, the GialloZafferano Lounge becomes a reference point for the guests of the Fair. We hope that these four days of discussion will shed even more light on the need for the media and companies to innovate and communicate more effectively against a backdrop full of critical issues, as well as opportunities for the Italian food sector: foreign markets, in particular the United States, the use of artificial intelligence, and new consumption habits.”

The GialloZafferano Lounge will also be animated with showcooking activities and tastings featuring Mulino Caputo flours, a selection of Leffe beers, Urbani truffle products and the aroma of Verzì coffee. The partnership activities have been developed together with Brand On Solutions, a project area of Mediamond.

GZ Lab and Italians’ well-being at the table

In the rich programme of meetings and showcooking sessions, a central role is dedicated to a discussion of the ways in which Italians’ consumption is changing, particularly the concept of well-being at the table. New data will be presented by GZ Lab, the first digital food observatory in Italy created with scientific support from the Sylla research institute, which, thanks to the GialloZafferano community, explains how Italians’ cooking habits and priorities are changing.

Here is a preview of some figures: 27% of Italians have increased the number of times they eat at home compared to last year. Moreover, as many as 98% of Italians associate the concept of healthy eating with home-cooked meals: this makes it possible to combine health, taste and high-quality ingredients, which, according to 39.5% of respondents, should ideally be locally sourced.
For 62%, well-being is also about having enough time to cook; ‘meal prep’, i.e. planning and preparing weekly meals in advance, is increasingly popular, with 58% of respondents practising it, and a further 25% interested in trying it out.
The recipe for eating well is a balance between health and taste (rating 8.9/10), which, according to 65% of respondents, is achieved by using fresh, seasonal ingredients

GialloZafferanois the leading food media brand in Italy: on the web, 1 in 2 Italians cooks with GialloZafferano, which reaches 23 million people every month (Comscore incremental reach, March 2025). With a fanbase of 72 million followers, it tops the world’s food media brand ranking on social media (source: Shareablee-Comscore and social insights). Offering recipes that are always easy to make and accessible to everyone, it is available to people at any time of day on all channels: from the web to social media, apps, smart devices, magazines, books and local events.

To celebrate the centenary of the public opening of the first planetarium, which took place on May 7 1925 at the Deutsches Museum in Munich, Focus, the Mondadori Group’s flagship popular science and entertainment brand, is organising a special event in collaboration with the Italian Association of Planetaria (PLANit) and Città della Scienza in Naples, which will be held at the Città della Scienza planetarium in Campania’s capital on Wednesday 7 May starting at 6.30 pm.

The event, which is part of a series of initiatives organised by planetariums around the world, will involve Roberto Ragazzoni, President of the National Institute for Astrophysics (INAF), who, following institutional greetings from the President of Città della Scienza, Riccardo Villari, will give a talk entitled “Immense skies and infinite skies”, focusing on the immense skies of planetariums and the infinite skies that astronomers observe from the tops of the most remote mountains on Earth and from space. This will be followed by a speech by Dario Tiveron, President of PLANit, who will emphasise the importance of planetariums for education and outreach.

“The collaboration with PLANit to celebrate the centenary of planetariums was an extraordinary opportunity for Focus, which we enthusiastically embraced,” continues Gian Mattia Bazzoli, director of Focus. “Planetariums perform a fundamental work of popularising science in a widespread, in-depth and often hidden way that enriches our cultural fabric, stimulates scientific curiosity from a young age and democratises access to astronomical knowledge through unique immersive experiences, all of which deserves our support. This is the reason why we consider it a privilege to have been able to contribute to the production of the Italian version of the 100 Years of Eternity video. Being hosted for the first time in the Città della Scienza planetarium and in the beautiful city of Naples, where we had never organised any initiatives until now, makes this occasion even more special and significant.”

“For 100 years, planetariums have been a bridge between science, culture, art and imagination, places where the wonders of the universe meet audiences of all ages,” explains Dario Tiveron, president of PLANit. “This event is a celebration of their fundamental role in our society, further underlined by the recent acceptance by the Treccani Institute of the term ‘planetarista’ (planetarist), which finally recognises the identity of those who work in planetarium domes, combining extensive and cross-cutting skills.”

The evening will also include a screening of the film 100 Years of Eternity, a 35-minute production created by Tobias Wiethoff and the Bochum planetarium on behalf of GdP (Society of German-speaking Planetariums) specifically for the planetariums’ centenary.

The Naples event is part of a broader collaboration set up between Focus and PLANit to mark the centenary, which includes, in addition to Focus’s contribution to acquiring the licence and creating the Italian version of the video – which has therefore been made available free of charge to all PLANit member planetariums – the presence of the Italian Association of Planetaria at the next Focus Live, which will be held from 7 to 9 November at the National Museum of Science and Technology in Milan, featuring an inflatable planetarium for the three days of the festival.

Starting at 8 pm, outside the planetarium, it will also be possible to observe the sky (weather permitting) thanks to the telescopes of theNeapolitan Astrophile Union.

Exceeding expectations for INTERNI CRE-ACTION at FuoriSalone 2025, which offered the design community projects with a strong emphasis on research, sustainability and the future.

From 7 to 17 April, the event devised and coordinated by the magazine of the Mondadori Group managed by Gilda Bojardi was the most followed of Design Week, with extraordinary numbers in terms of participation and audience. In fact, 475,000 people visited the University of Milan, the Strettone of the Pinacoteca di Brera, the Botanical Garden, and the Audi House of Progress at Portrait Milano. For the third consecutive year, there has also been great success at the two satellite locations: Eataly Milano Smeraldo and De Castillia 23 of Urban Up | Unipol.

This edition of the exhibition proposed a reflection on the theme of CRE-ACTION, through a large event that manifested as a choral and widespread exhibition in the city, conceived as a laboratory of ideas, a place of discussion, where creativity became a synthesis between creation and action. At the same time, it brought to light the deeper meanings of the project and highlighted how Architecture, Design and Art are increasingly connected disciplines in constant dialogue with Ecology, Economy, Botany, Climate Change and Philosophy.

“During FuoriSalone, Milan becomes a great cultural and productive hub to carry out projects that cannot be carried out elsewhere,” explains Gilda Bojardi. “Once again this year, the city has transformed into a design gym for architects, designers, and creatives from all over the globe, who found the opportunity to compare their visions and to contaminate their knowledge, in a common effort to build a more beautiful and sustainable world.”

With the contribution of two co-producers (Audi and the Italian Pavilion for Expo 2025 Osaka) and in collaboration with companies and institutions, INTERNI called over 50 famous and young designers and architects from 10 countries around the world and several artists, to explore how design and architecture can translate the present, using both concrete and metaphorical materials with the aim of highlighting the role of the project as a means of expressing identity and individual representation. For the exhibition, installations, micro-architectures, and macro-objects were created, all site-specific that – along with conferences, talks, live performances and showcases – created a varied mosaic of styles and visions, but also moments of discussion, attracting thousands of people. Among them were also many Italian and foreign journalists who gave INTERNI CRE-ACTION exceptional media coverage – from national newspapers to radios and televisions, to specialised press, to widely circulated publications – as well as ensuring a continuous presence on the main social and web channels.

The exhibition of INTERNI therefore confirms itself as the symbolic event of FuoriSalone, founded in 1990 at the initiative of Gilda Bojardi, the magazine’s director. At the foundation of this success is the high level of design and cultural quality of the installations, the brands involved, known at both Italian and international levels, as well as the smaller realities, which have also been able to convey content of great value. This exceptional response, both in terms of audience and media visibility, therefore testifies to the absolute leadership of INTERNI in the professional living segment and in the communication of the design system.

Thanks to co-producers Audi with DRIFT and Italian Pavilion for Expo 2025 Osaka, as well as all the companies, designers, and architects who participated: Philippe Starck with ABS GROUP, Marco Balich with Pasquale Bruni, Chen Yaoguang with Kuka Home, BIG – João Albuquerque with Roca, One Works – Francesco Vitetta with Atlas Concorde, Mapei, Ricci, Celia Centonze for GO! 2025 European Capital of Culture and PromoTurismo FVG, AMDL Circle – Michele De Lucchi with Rubner Haus, Annabel Karim Kassar with Annaka, M. Alvisi and J. Kirimoto with Corepla, Francesco Librizzi with Dameda, Piero Lissoni with Sanlorenzo, MAD – Ma Yansong and Andrea D’Antrassi with Amazon, Simone Micheli with Be Up, Pangea – Colombine Jubert and Laëtitia Rouge with Fidenza Village, ZHA – Michele Pasca di Magliano with A.A.T.C. and Co. and Carpenterie Pezzetti, Marco Piva with Saint-Gobain, Bruno Simões and Lorenza Brandão for ApexBrasil, SOM with Artemide, M.Design – Wu Bin with Empire, Antonio Mastrorilli with Disney+, Beko Design Studio with Whirlpool – Beko Europe, Salvatore Colasanto with IUAD, Christian Grande with Besenzoni, Dainelli Studio with B.I.CI / Status Contract, Gruppo Bonomi Pattini, Silvio De Ponte with Espositiva, Idealverde, Living Surfaces – Claudio Uberti, Ludovica Diligu with Labo.Art, Pablo Dorigo Degan and Genny Canton with MCZ Group, Dario Ghibaudo with Galleria Deambrogi, Federica Marangoni with cle contemporary, Marco Merendi & Diego Vencato with Gypsum, Simona Ottieri with Ronald McDonald Foundation Italy, Claudio Larcher and Astorre Collective with NABA with ASU, David Lopez Quincoces and Francesco Meda with HD Surface, Glauco Ramazzotti and Livia Balossini with Danilo Ramazzotti for NovaBell, Argentine Republic with Argentine Design, Marco Nereo Rotelli with Ever in Art and Elital, Viruta Lab with Tile of Spain, Elisa Bizzotto with Quarella, Elena Salmistraro with Eataly, Felice Limosani with Urban Up | Unipol.

Noemi, one of the most popular artists at the moment, has received the Telegatto, a coveted award in the entertainment world. The statuette symbol from TV Sorrisi e Canzoni was delivered by the brand’s director, Aldo Vitali, “to celebrate the exceptional career of one of the most sophisticated and beloved performers of pop music”.

Noemi performed in a special showcase for the public, playing three of her most famous songs on the piano, “Glicine”, “Vuoto a perdere” and “Sono solo parole”, and giving her fans an incredible cover of “Albachiara” by Vasco Rossi. The event ended with an unforgettable performance of “Se t’innamori muori”, the song she participated with in the Sanremo Festival 2025.

During the event, which took place on Sunday 13 April in the Aula Magna of the University of Milan as part of the Cre-Action Interni exhibition-event, Noemi also told her story and talked about her new tour IN Italian theatres, starting in November, and the big live event in December at the Palazzo dello Sport in Rome.

Hej!, a specialist in conversational marketing and part of the Mondadori Media MarTech Hub together with AdKaora – the international digital agency with full-funnel advertising solutions – launches a new product designed to take full advantage of WhatsApp in lead acquisition and qualification. Hej! has already integrated the solution into several campaigns in the education, automotive, service and utilities sectors.

The right channel for lead acquisition? WhatsApp convinces users and companies

According to research conducted by expert Vincenzo Cosenza in July 2024 using Audicom-Audiweb data, the instant messaging platform has 35.7 million active users in Italy, with a penetration rate of 90.3% between the ages of 16 and 64. It is used more than 17 hours per month on average, making it the most common channel among Italians today. Not only that, 69% of users are more likely to buy from a brand that can be accessed via WhatsApp.

Hej! proposes strategies for using the WhatsApp communication channel at an early stage in the user-brand relationship, and not only for engagement, nurturing, e-commerce and caring activities after customer acquisition. This solution fosters conversation between users and brands and transforms lead acquisition into a simple, functional and high-performance experience.

AI-enhanced conversations to improve digital performance

The new product developed by Hej! uses WhatsApp to activate two key solutions: lead generation and lead qualification, designed to radically improve the effectiveness of media campaigns.

Through AI-enhanced conversations, the system begins an initial interaction with users on WhatsApp, facilitating both their access to information on products, services and offers, and data collection by brands in a natural, non-invasive and privacy-focused manner. After an initial guided exchange, AI adapts the conversation based on the answers, refining the interaction, improving data quality and providing an engaging user experience.

‘We wanted to create a product that was simple for users, but advanced for businesses, one that could combine the immediacy of conversations via WhatsApp with the power of AI applied to conversational marketing. We have specialised in lead generation and conversational marketing for several years and our technology is designed not only to optimise lead generation, but especially to enhance qualification, making each contact more relevant and useful for the brand. We have always focused on offering functional user experiences, aware that there are humans on the other end, at least at the moment, and that they are the only thing that matters,’ says Paolo De Santis, COO and co-founder of Hej!

Different user acquisition channels are available, starting with the more traditional ones, such as Meta, TikTok and Google, up to proprietary channels.

The heart of the product is the proprietary platform, developed over the years for conversation management and predictive scoring. Together with a wide range of marketing automation and AI features, it maximises performance and guarantees concrete results for brands.

Hej! and WhatsApp: optimising the entire lead generation chain

The campaigns conducted for customers to date have yielded extremely positive results. More than 70% of users completed the qualification process and were sent to the brands’ CRM systems with different qualification scores, allowing for more streamlined and effective post-lead management. The reaction speed was also surprising: 80% of users completed the qualification within five minutes of first contact. The data show how an intuitive interface, direct communication and a familiar context can make a difference in terms of performance and engagement.

‘This project is the perfect example of how innovation in the MarTech Hub can generate tangible value. In the Mondadori Group PLAI accelerator, we have a hub of innovative solutions and the possibility of interacting with tech professionals. Artificial intelligence is not only the workflow engine, but also the key element that allows us to personalise the conversation while making it scalable with high performance. The integration of WhatsApp into lead-generation flows is not just a technological choice, but a concrete response to the evolution of consumers’ digital habits. We are already working on other innovations that will significantly change the world of performance marketing,’ says Davide Tran, MarTech Director at Mondadori Media.