LuBeC, the 18th edition is dedicated to the museums of the future. The program

On October 6 and 7, 2022, LuBeC - Lucca Beni Culturali, Promo PA Fondazione ’s international event dedicated to culture and innovation now in its 18th edition, under the direction of Francesca Velani, returns to Lucca, at the Real Collegio. The two-day event will involve the directors of Italy’s and the world’s leading museums, economists, writers, philosophers, artists, administrators, managers, operators and experts in the sector who will engage in the debate between public administration, business and the third sector, a place of aggregation and cultural accumulation. Many appointments are planned with national and international partners.

At the center of the debate on the present and the near future, where the meeting between the public and private sectors will contribute to the creation of shared projects in the socio-cultural and economic fields and concrete strategies for intervention, will be innovation, highlighting the role of culture as a driver of transition and delving into the implementation of the PNRR in all aspects that interact with culture. Projects, visions, tools and results will be presented on topics including the relationship between culture and metaculture, the role of museums in the future, the renewed alliance with design and industry, the social and cultural regeneration of villages, the growth of cultural and creative enterprises, and even new authors and new audiences for live performance.

“LuBeC is the showcase for change,” says Gaetano Scognamiglio, president of Promo PA Fondazione. “Uses and valorization of cultural heritage are evolving fast and so is the whole world that revolves around culture. Last week, to give an example, the seventh edition of wop art in Lugano welcomed works on NFT alongside works on paper, opening a debate on the relationship between paper and digital in the very near future. Museums are now open to digital and the enjoyment of works is through experiential paths with immersive technologies. The traditional references of major cultural attractions are slowly being joined by works and cultural goods that are also being rediscovered thanks to the enhancement of villages that become neo-places where one can even go to live and be able to work remotely. This and other ”mutations“ will be discussed in the 18th edition of LuBeC, which once again hosts ISIE, the international summit on what’s new in the world in the field of immersiveness.”

Also returning will be ISIE - International Summit of Immersive Experience, dedicated to the plurality of experiences that can be had intellectually and sensorially between real and digital worlds. The theme will be Museums of the Future, declined in three panels:

The first on an international discussion on cultural strategies, between tradition and contemporary languages, introduced and led by technology expert Luca De Biase and artist and video designer Stefano Fake. Special guest speaker will be the U.S. philologist, designer and historian at Harvard University Jeffrey Schnapp, a pioneer in many fields of transdisciplinary research, including digital humanities, who will discuss with Roberto Ferrari, director of the Museum of Science and Technology in Florence; David Gallo, CEO of the video game label One-O-One Games, listed by Startupitalia among the 170 people to follow in the world of video games; theart and technology expert Serena Tabacchi, Director and co - founder of the Museum of Contemporary Digital Art (MoCDA), born in London in 2019 to exhibit digital artworks; Adele Maresca Compagna, President ICOM Italia, the main Italian network of museums and museum professionals, with more than 2,000 members, associated with UNESCO; historian and philosopher of science Stefano Moriggi, who has been studying the relationships between science, philosophy and society for years; Tiziana Maffei, Director of the Royal Palace of Caserta. The second panel will be on the convergence of culture and technology, with some of the leading figures in the art and digital fields: Architect Gaetano di Gesu, Artistic Director of the China International Museum; Maaike Verberk, Director of DEN ( Netherlands Institute of Culture and Digital Transformation); art historian Eike Schmidt, Director of the Uffizi Galleries; Lieven Bertels, International Marketing Manager of Barco; Andrea Gimbo, Business Development Manager of ST Engineering Antycip, which focuses on creating simulation, virtual reality and augmented reality projects for the space, defense, logistics, transportation and educational sectors; Riccardo Rovelli, Regional Manager Italy&DACH, - Antycip; Sofia Pescarin, from the Institute of Cultural Heritage Sciences at CNR. Introduced and led by Stefano Fake and writer and art critic Luca Nannipieri. The third in-depth discussion on Creative Digital Experimentation for Innovation in the Culture Industry, with Marcus Loeffler, Founder of the Kunstkraftwerk Museum in Leipzig, considered among the top spenders on digital art; Maria Grazia Mattei, President of MEET Digital Center, a center for digital culture that aims to reduce the Italian digital divide and promote the opportunities of digital for creativity and the well-being of society; Elisabetta Rotolo, CEO & Founder MIAT - Milan Institute For Arts And Technology, the world’s first creative and educational hub for immersive arts and emerging technologies; Maaike Verberk; Franco Losi, CEO and Co-founder of Cinello; and Maria Teresa Dal Bò, of the Gallerie dell’Accademia in Venice, again with Stefano Fake conducting.

“Culture is now recognized by policy makers as a driver for sustainable development and a determining factor in addressing the economic, social and ecological pressures and needs of our time, a stimulus on the one hand for innovation and competitiveness, and on the other for participation and social cohesion,” adds Francesca Velani. “To ground this vision we need policies and planning dedicated to culturally-based development, based on real public-private collaboration, and LuBeC represents the place where it is possible to share ideas and solutions to meet this challenge. What we will be able to achieve today, together, will be our legacy after the Recovery Plan, and we will be able to truly consider it an investment if we have invested in people and built productive models by putting culture and creativity in dialogue with the environment, local development, health and social cohesion, employment and welfare.”

Highlights of this edition

LuBeC kicks off its reflection with a meeting on the theme Culture, metaculture and new alliances, opened by Eugenio Giani, Governor of the Region of Tuscany with Angela Acordon, Superintendent of Archaeology, Fine Arts and Landscape Lucca and Massa Carrara, and introduced by Gaetano Scognamiglio. Culture and metaverse: scenarios and competencies is the focus entrusted to Christian Greco, Director of the Egyptian Museum of Turin, who confronts Data Science and Big Data pioneer Dino Pedreschi, director of the KDD LAB (Knowledge Discovery and Data Mining Laboratory), a joint research center between theUniversity of Pisa and the Institute of Information Science and Technology of the CNR; and with architect Alessandra Vittorini, director of the Fondazione Scuola dei Beni e delle Attività Culturali (School of Cultural Heritage and Activities Foundation), which is entrusted with renewing the skills of the national cultural system. The point on PNRR investments for cities will be made by economist Gustavo Piga, co-founder of OrEP - Observatory on the Recovery Plan; together with Rocco De Nicola, Rector of the IMT Alti Studi School of Lucca; Angelantonio Orlando, Head of Mission Unit and Implementation of the PNRR of the MiC; Francesco Profumo, President of ACRI; and Matteo Ricci, Mayor of Pesaro, Italian Capital of Culture 2024. The third focus will be on the new alliance between culture, design and business, a multidisciplinary panel with Katia Da Ros, Confindustria Vice President for Environment, Culture and Sustainability; Onofrio Cutaia, MiC’s General Director of Contemporary Creativity; Gian Maria Tosatti, artist and author of the Italian Pavilion of the Venice Art Biennale 2022; and Corrado Beldì, Vice President Laterlite S.p.A: a unique meeting space to design future ways of living, inclusive of art, culture, science and technology. The afternoon will be dedicated to insights for the implementation of the PNRR projects. On the Borghi National Plan, in collaboration with MiC and the Tuscany Region, a meeting coordinated Gaetano Scognamiglio to delve into the implementation and impact measurement of the projects, from the perspective of governance, sustainability and partnerships with Angelantonio Orlando, Director General Unit di Missione PNRR implementation Ministry of Culture; Vincenzo Santoro, ANCI’s Head of Culture; Ottavia Ricci, coordinator of the MiC’s National Borghi Committee; Roberta Corbò, Head of Territorial Heritage, Local Communities and Tourism of Confartigianato Imprese; and Francesca Velani. Two working tables will emerge from this initial discussion, one for Line A villages, with interventions by Antonella Recchia, Chair of the Line A Borghi Evaluation Commission; Luca Parodi, Liguria Region Culture Director and Technical Coordinator of the Culture Commission Conference of the Regions and P.A.; and Cristina Ambrosini, Head of the Cultural Heritage Sector of the Emilia Romagna Region. The other for the small municipalities of Line B, which will see the national presentation of the 200-million-euro call dedicated to Enterprises that would like to set up in the villages, in discussion with Giampiero Marchesi, President of the Commission Bando Borghi Linea B, Luigi Scaroina, and some mayors of villages selected by the call, representing the instances of the more than 240 winners from all over the country. On Cultural and Creative Enterprises still opportunities coming from the PNRR, and with them also the urgency of defining the skills needed to support the demand for innovation that is rising ever stronger from traditional cultural sectors, from performing arts, from design up to architecture and fashion. LuBeC will therefore be an opportunity to propose ways of transforming skills also in view of the upcoming 155 million euro call for proposals for the CCI system: coordinated by Angelo Argento, President of Cultura Italiae, Onofrio Cutaia, Vittorio Fresa, Service Unit Cultura Crea INVITALIA; Ugo Bacchella, founder of Fondazione Fitzcarraldo; Giova nna Barni, President of Lega Coop’s Culture Tourism and Communication Association; Matteo Bagnasco, head of Obiettivo Cultura Fondazione Compagnia di San Paolo; Umberto Croppi, Director of Federculture; and Marco Tortoioli Ricci, President of AIAP (Italian Association of Visual Communication Design) will discuss the issue.

The research

Promo PA Fondazione, in collaboration with the MiC’s Direzione Generale Spettacolo and AGIS (Italian General Association of the Performing Arts) carried out research on new authorship under 35 in the performing arts. Beginning with the results highlighted by the research, a panel to understand what policies and actions to put in place in the coming years, with Francesca Velani, research curator; Elena Pianea; Ada Montellanico, Vice President of the MiC’s Consiglio Superiore dello Spettacolo; researcher Francesca Dell’Omodarme; Rosa Maria di Giorgi, Deputy VII Commission (Culture, Science, Education) of the Chamber of Deputies; Luciano Messi, President ATIT (National Association of Traditional Theaters); Antonio Parente, General Director of Entertainment Ministry of Culture; Francesco Giambrone, President ANFOLS (National Association of Lyric-Symphonic Foundations); Luigi Cristoforetti, General and Artistic Director of the National Dance Foundation/Aterballetto; Ruggero Sintoni, President ANTAC (National Association of Stable Theaters of Contemporary Art); Cristina Scaletti, President Fondazione Toscana Spettacolo. A second research dedicated to Art Bonus, which Promo PA Fondazione is carrying out with MiC and Ales, will be a cue to outline, starting from the first data collected, the evolution of the relationships between patrons and beneficiaries in terms of territorial rootedness and consolidation and continuity of disbursements, but also to propose new instances on the law. Finally, accessibility, a pillar and tool for inclusion, for the formation of open and inclusive communities. Culture must be accessible for everyone: for all ages and not only for people with disabilities or socio-cultural disadvantages, but for those who speak different languages, come from different cultures, as well as different abilities or sensitivities: starting with research by the Emilia Romagna Region with Promo PA Foundation, Accessibility: System Actions to Support Places of Culture after the PNRR, a meeting will be held at LuBeC on the policies that the regions can develop together to give businesses and cultural institutions the tools to make culture increasingly accessible, a “4all” culture.

A special section will be taken care of by the Ministry of Culture, with museum directors, superintendents and project managers taking turns in three panels: Management, Enhancement and Accessibility between PNRR, culture and European projects, on interventions to improve accessibility, safety, and the green and digital transition; Public-private collaboration for the enhancement and enjoyment of cultural heritage, on the public-private alliance for new models of management and enhancement of cultural heritage; Enhancement of heritage: Between Environmental Sustainability and Climate Change, a ccasion to address the combination of cultural heritage/sustainability, in line with the goals of Agenda 2030. Also by the Ministry of Culture, the Gamification in Cultural Places workshop will illustrate the dissemination opportunities of games designed and created for museums. Foundation School of Cultural Heritage and Activities will curate two appointments: How is Culture Measured? The Handbook for Navigating Data, Sources and Indicators to discuss the importance of sources for knowing, deciding and managing cultural heritage, and Professions for Cultural Heritage. Tools and methods for distance learning. LuBeC will host a meeting of the States General of Culture of the Region of Tuscany, a moment of listening to the territory on the issue of cultural welfare and policies for the coming years on the subject, with regional councilor Cristina Giachi; Elena Pianea; Catterina Seia, President CCW - Cultural Welfare Center; Sabrina Iommi, IRPET researcher; Cristina Ambrosini, Head of Cultural Heritage Sector of the Region Emilia Romagna; Carlo Andorlini, CH - Community Hub Hybrid Cultures; Rita Soccio, Coordinator Cultural Welfare Network Marche.

Promoters and supporters of LuBeC have always been the City of Lucca, Tuscany Region, Ministry of Culture, Fondazione Cassa di Risparmio di Lucca, Fondazione Banca del Monte di Lucca, Lucca Promos - The Lands of Giacomo Puccini. Main Sponsors of the initiative COIMA Sgr and BARCO. Crucial are the partnership and collaboration with ICS - Istituto per il Credito Sportivo, Fondazione Scuola dei beni e delle attività culturali, Ales - Arte Lavoro e Servizi, APGI - Associazione Parchi e Giardini d’Italia, AGIS - Associazione generale dello spettacolo, Embassy of the Kingdom of the Netherlands, Federculture, IMMERSIVA Livorno Srl, ImmersiveExperience.art, Banco BPM, OREP - Recovery Plan Observatory, Rete Città della Cultura, Marche Cultural Welfare Network, Kainon Foundation, Audio Guide and Noè Multimedia, Controradio, Eurosportello Confesercenti, Ordine degli Architetti P.P.C. della Provincia di Lucca.

The meetings will be free with reservations required and available in streaming on LuBeC’s YouTube channel.

For info, program and reservations: www.lubec.it

LuBeC, the 18th edition is dedicated to the museums of the future. The program

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