Media

Pride Month has been yet another opportunity for The Wom, Mondadori Media’s new 100% inclusive digital media brand, to confirm its positioning as a point of reference for young millennials and generation Z, who regard uniqueness and freedom of expression as strengths and values that enrich them and others, over and beyond labels.

For more than 1 month The Wom provided its entire community with a rich editorial program of stories and analyses on all 5 of its social channels and on the web: a special marathon with more than 120 content items, which reached over 10 million people (source: Google analytics e social insight, June 2022).

Many video accounts and insights have been shared, enhanced by continuous storytelling on social media and the web that raised awareness about current key issues, thanks in part to contributions from 20 video creators and authors from the LGBTQIA+ universe: they included Sara Fregosi, who told The Wom community about her difficult coming out with her mother, and Samuele Bartoletti, a victim of teenage bullying, who sent a message of freedom and pride in telling his story. The editorial program also included curiosities and analyses shedding light on some of the most keenly debated questions, in part through the Vocal Carousels, a collection of original audio clips in which The Wom asked members of its community about their experiences of Pride.

For each item, The Wom chose the most suitable format and channel: from short reels on TikTok, with stories from the creators and information content, to the Carousels and vertical reels on Instagram devoted to make-up, style pride and fluid fashion; from the web capsule, with a daily agenda on the issues of the LGBTQIA+ community, to  live coverage with IG Stories from Milano Pride, where a video maker and editor interviewed participants to convey the experience in real time on social media. The new special edition format will be used to examine many other issues and events over the rest of the year.

For Pride Month, the brand also launched The Wom Pride, a new rainbow visual, which accompanied the brand storytelling, with The Wom Pride logo appearing on all social channels, the pride rainbow bar on all content, a fixed navigation link on the website, and a fixed space dedicated to the web capsule on the website homepage.

The project confirms The Wom’s mission to promote a culture that affirms free expression of personality: addressing a community of people who care about the values of gender equality, self-acceptance and sustainability, with the typically inclusive content and language of generation Z and the millennials, The Wom is the first Italian media brand to form a Gender & Inclusion Committee.

The Wom audience continues to expand, with 10 million unique users (source: Comscore March 2022), a 4 million fanbase and 35 million video views (source: Shareablee e social insight, May 2022).

The partnership between McDonald’s and Giallozafferano, Italy’s most popular food media brand, goes into its fourth year after burger sales topping 21 million: the original McChicken recipe is joined by Il Gustoso and L’Affumicato, two new Chicken Creations for exciting new taste experiences.

Available in all 640 McDonald’s restaurants in Italy until 30 August, the Chicken Creations are made with special top-quality ingredients sourced from our local supply chain, as well as 100% Italian chicken breast supplied by Amadori and bread produced in Italy by Bimbo. The flavourful Il Gustoso dresses the chicken with Italian red cabbage, Pecorino Romano DOP cheese & pepper sauce and Italian bacon; meanwhile L’Affumicato comes with smoked scamorza cheese made from Italian milk and grilled pepper sauce and will be available in a bun or as a McWrap.

The new recipes reaffirm and strengthen McDonald’s relations with and commitment to the Italian agri-food chain, from which every year it purchases more than 100,000 tonnes of raw materials worth almost 240 million euro. For the 2022 Chicken Creations alone, the company will use around 6 tonnes of Pecorino Romano DOP cheese, 630 tonnes of chicken, 74 tonnes of smoked scamorza and 61 tonnes of red cabbage.

The Chicken Creations were developed jointly by chefs from McDonald’s and the Giallozafferano brand, once again the prestigious partner on the initiative thanks to the strength of its community and ability to involve some of the most popular food creators on an innovative project that is spreading from social media to McDonald’s restaurants across Italy.

“We are excited to renew our collaboration with Giallozafferano, which this year once again has produced original new recipes to satisfy Italians’ love of tasty original food. We are very proud of this project because it reiterates the quality and flavours of our country’s ingredients,” said McDonald’s Italia CEO Dario Baroni. “Chicken is increasingly popular among our consumers, who recognise the quality and origin of the ingredients they find in our restaurants: this, in addition to the tasty recipes, is the reason for the success of a project where we tell everyone about the unique quality of ingredients Made in Italy.”

“Innovation, constant attention to the passions of our community and use of fine Italian ingredients: these are the values underpinning our four-year relationship with McDonald’s, a partner of excellence,” observed Mondadori Media General Manager Andrea Santagata. “We are delighted to continue a collaboration that combines one of McDonald’s most popular burgers with our brand’s creativity and experience. The project is even more innovative this year thanks to the involvement of our creators on the social channels, especially TikTok, where Giallozafferano can try out styles that appeal to young users, and so become a reference in the kitchen for them too,” added Santagata.

The protagonists of the project, starting with the campaign teasers, are the two brands’ web communities, who were invited to guess the ingredients and the names of the burgers.

The Foodqood creators, Daniele Rossi, Fernanda Nicotra, Chef Nerone and Rafael Nistor, each with their own style and communication approach, will deliver a series of exclusive social media content, replicating in their videos the recipes of the iconic McChicken and the new Chicken Creations — presented today during a special event hosted by Willwoosh, youtuber Guglielmo Scilla.

The Chicken Creations campaign and visibility plan were developed together with Brand On Solutions, the Mediamond project area, coordinated by OMD, and will be rolled out on all Giallozafferano digital channels, from the website, all social profiles – Facebook, Instagram, TikTok e YouTube – and the app, with McDonald’s drive-to-store and drive-to-app push notification.

Great success for INTERNI Design Re-Generation at the 2022 FuoriSalone. From 6 to 13 June, the event created and coordinated by the Mondadori Group magazine edited by Gilda Bojardi attracted a total of approximately 300,000 visitors in the three institutional locations: Milan “Università degli Studi”, the Brera Botanical Garden and the Audi House of Progress, for the first time at Palazzo Medelan in Piazza Cordusio.

“This year once again, Milan succeeded in involving an international public in a spectacular across-the-board happening people are determined not to miss,” said INTERNI editor Gilda Bojardi. “Revealing its most secret places and buildings, it turned into a city-wide museum featuring projects and design initiatives whose cultural and experimental dynamism pushed the boundaries of the trade show.”

This edition of the exhibition looked at the regeneration of thought and design, with experimental installations on such important questions as: the new sustainability aesthetic, nature in the city, artificial intelligence for innovative design and a new future through greater design awareness.

With the contribution of the 3 co-producers (Audi, Eni-Plenitude and Whirpool) and in collaboration with companies and institutions, INTERNI called over 50 great Italian and international -designers and architects. Over 40 installations, micro-architectures and macroobjects have been created for the exhibition, all site-specific which – together with conferences, talks and live performances – have created a variegated mosaic of styles and visions, but also moments of confrontation, attracting thousands of people. Visitors included large numbers of Italian and international journalists, who provided excellent coverage for INTERNI Design Re-Generation in the daily papers, on radio and TV, in the trade press and in popular magazines, and ensured a continuous presence for the exhibition on the main social channels and the web.

The INTERNI exhibition confirms its place as the iconic  event of the FuoriSalone, created as an initiative of the magazine’s editor, Gilda Bojardi. The foundation of its success is the outstanding design and cultural content of the installations, the internationally famous brands involved, flanked by smaller operations who also offered exhibits of great interest.

The exceptional response from both the public and the media reflects the absolute leadership of INTERNI in the professional living segment and in design system communication.

Thanks go to the co-producers Audi, Eni-Plenitude with CRA Carlo Ratti Associati and Italo Rota, Whirlpool with AMDL CIRCLE and Michele de Lucchi, and all the companies, designers and architects who took part: Citco with Ron Arad and Associates, AlphaTauri with Hannes Boeker and Daniel Kainz, Roca with Cobalto Studio, Rubner Haus with Giacomo Garziano- GG-loop, Mathera by Saib with Diego Grandi, Tecno with Zaha Hadid Architects, Deutsche Telekom Design & Customer Experience in collaboration with Layer, Sanlorenzo with Piero Lissoni, Focchi Group, Mitsubishi Electric with Progetto CMR, De Castelli with Antonio Marras, Guglielmi Rubinetterie with Elena Salmistraro, Portobello, Casone Group, Mapei, Pietra Serena Group with Isay Weinfeld, Amazon with Lissoni Associati, Beton Eisack with Jacopo Foggini, Nardi with Raffaello Galiotto, AHEC with Benedetta Tagliabue – EMBT and Fundació Enric Miralles, iGuzzini illuminazione with Scandurra, ApexBrasil with the curator Bruno Simões, Fujifilm Italia with FTA | Filippo Taidelli Architetto, Porro with Andrea Branzi, K3 with K3 Creative Team, Ledvance with Eurostands together with CastagnaRavelli, Hitachi Cooling & Heating with LuccheseDesign, C&C Milano with Nicolò Castellini Baldissera, Mirage with Andrea Boschetti – Metrogramma, G.T.Design with Deanna Comellini, Accademia IUAD with the Three-Year Course in Interior Design and Architecture, Lladró with Lladró creative team, Cerasarda with ovre.design, LibriBianchi of Lorenzo and Simona Perrone, the Italian Embassy in Madrid with Gianluca Pugliese-Lowpoly Design Studio, Milano Makers with Franco Raggi, Maria Christina Hamel and Cesare Castelli, Michieli Floricoltura with Roberta Studio and Paolo Michieli, Ever in Art with Marco Nereo Rotelli, Higold Group with Pininfarina Architecture, Missoni with Alberto Caliri, Forbo Flooring Systems with Mac Stopa and Massive Design, FIND – Design Fair Asia, and Giulio Cappellini for the design of the Cappellini@IBM Studios Milano Exhibition.

Grazia, a key reference for the latest in the fashion industry and current issues, is presenting Viaggio in Italia – Exploring Italy – a special issue on the most popular locations in the country, recounted by personalities from the worlds of cinema, music and culture.

“This special issue devoted to Italy looks at people’s love of our country. I wanted this passion to be told by the nation’s protagonists: leading names in entertainment and culture. Readers will find features on fashion and beauty that reflect the soul and extraordinary diversity of our country. Enjoy reading Grazia,” said the magazine’s editor Silvia Grilli.

The special edition offers accounts from three top authors, who describe their Italy. Luca Bianchini describes the country in the belief that its real treasure are its people, about whom not enough is said. Gianluca Carofiglio provides snapshots of Bari and Chiara Gamberale, who has been travelling round Italy to present her latest novel, tells Grazia about the emotions and dreams of a country that always has the power to astonish.
Home towns, squares and unexpected corners will also be described by popular figures like Stefano Accorsi, who takes us on a tour of his Bologna, and Luciana Littizzetto, who describes the working-class district in Turin where she grew up, while Mahmood talks about his childhood in Milan’s Gratosoglio district.
The Viaggio in Italia issue is packed with items on must-visit locations in Italy, from the Dolomites to the seas of the southern regions, from hilltop hamlets to enchanting beaches.

The cover story features Paola Di Benedetto, a TV presenter and social media star with more than 2 million followers, who poses for an exclusive photoshoot and recounts her childhood in a provincial town, the unplanned audition, her work on TV and radio.

Readers will find two fashion stories in the magazine: a special feature photographed the among residents of Naples and a shoot in Paraggi on the Ligurian coast. Cool colourful clothes, beachwear, and essential accessories for an all-Italian summer.

Grazia Viaggio in Italia was presented on Monday evening at an exclusive event in the courtyard of Milan State University during the Interni “Design Re-generation” exhibition. The guests were entertained by young singer-songwriter Emma Nolde and the La Rappresentante di Lista pop rock duo. The partner for the evening was the Gattinoni Group, one of Italy’s leading Travel, Business Travel, Incentives and Events operators.

With 21 editions worldwide, Grazia is a constantly evolving brand with 3 million users (source: Nielsen Media Impact Data Fusion, September 2021), and more than 1.6 million fans (source: Shareablee plus Tik Tok and Pinterest).

Design Re-Generation is the title of the long-awaited exhibition event conceived by INTERNI, the Mondadori Group’s Interiors and Contemporary Design magazine, which will run from  6 to 13 June in the quads of the Università degli Studi di Milano, at the Orto Botanico di Brera and, for the first time, in Piazza Cordusio at the Audi House of Progress. In addition to these three institutional locations, this year there is also the Cappellini Exhibition @IBM Studios in Piazza Gae Aulenti, 10.

In collaboration with the City of Milan, INTERNI Design Re-Generation is one of the main initiatives of the Milan Design Week and FuoriSalone 2022, created in 1990 on the initiative of Gilda Bojardi, editor of the magazine, and universally recognised as an event of reference for international design and architecture.

“Design Re-Generation aims to stimulate new design proposals, both material and functional, in which sustainability is the key value for a new quality of life,” explained Gilda Bojardi, editor of INTERNI. “In other words, regeneration understood as redevelopment, recovery, rebirth. But also, as the formation of a new design awareness that sees design as a tool to encourage a harmonious merger between space and nature. Our exhibition wants to stimulate a collective reflection on design, in the sense of an approach to improve both our present and future. All this through creative, visionary but also concrete proposals, which foreshadow a future in which those who design, do business, invent and experiment are animated by a profound and responsible awareness of the things of the world, by a greater sensitivity, an attention and ‘concern’ for realities and natural resources, for the common good and the benefit of individual well-being.”

INTERNI Design Re-Generation was conceived with a view to activating and multiplying connections and relationships: a virtuous system between the leaders in creativity, and of companies and distribution networks that have an essential need to connect people and ideas from different places and cultures. In collaboration with companies, multinationals, start-ups and institutions, over 50 designers have created more than 40 creative proposals (installations, exhibitions, design islands, micro-architecture and macro-objects, all site-specific) to interpret the themes of this edition of the exhibition which are: the new aesthetics of sustainability, nature in the city, artificial intelligence for innovative design and a new future through conscious design.

Installations and designers

Among the proposals that come to life in the spaces of the Milan University, located inside the Cortile d’Onore, will be a series of impressive installations. Starting from Fabbrica, a work designed by Piero Lissoni and built by Sanlorenzo, which stands in the centre of the lawn and recalls the industrial nature of the boatbuilder’s yard, and the structures used for the construction of the boats. It is a large structure made of tubular scaffolding that recreates the experience of getting on a yacht: a path of ramps leads visitors to a nautical wooden platform that evokes, in terms of shape and materials, the deck of a ship.

Love Song, conceived by Studio Ron Arad and Associates, meanwhile, is a sculpture in white Carrara marble created by Citco. This installation highlights Ron Arad’s constant experimentation with materials and is a sort of visual palindrome: the word Love has been extruded and distorted so that on one side it reads ‘love’ and on the other ‘song’.

A metaphysical landscape of oversized minerals enclosed in large showcases in a sort of museum itinerary: this is the concept of New Mineralia by Diego Grandi. The project reflects on the importance of sustainability through the use of a new generation material that is totally recycled and recyclable: Mathera by SAIB, designed by Grandi himself for a company that has made regeneration its manifesto.

Chromosaturation is the title of the installation by Daniel Kainz and Hannes Boeker for the fashion brand AlphaTauri which exploits the physical phenomenon of chrome saturation for a visual and physical experience that involves the viewer and transmits sensations of hot/cold, without the need to use any media.

Water, change and interaction are the key words of La voce di Idra, the futuristic fountain imagined by Elena Salmistraro for Guglielmi Rubinetterie.

With The Giants, Antonio Marras transforms the entrance columns of the University into an army of mythological characters inspired by the history and culture of Sardinia, dressed in metals produced by De Castelli.

In the Hall of the Aula Magna, the exhibition The dancing furniture of the house of Enric Miralles & Benedetta Tagliabue. For the first time, 9 unique pieces are presented in Italy, reproduced thanks to the support of the American Hardwood Export Council (AHEC), in a selection of sustainable American hardwoods.

Spread across the Cortile della Farmacia, The A-maze Garden, a maze of curved walls of four different heights, celebrates the values ​​of environmental commitment sanctioned by Amazon with the Climate Pledge, in the interpretation of Lissoni Associati curated by Francesco Canesi Lissoni. A maze that reinterprets the compositions of Piet Mondrian’s trees and traditional Italian gardens to reflect on the idea of ​​a conscious regeneration of the environment.

In the Cortile dei Bagni, the past, present and future come together in a temple that alludes to antiquity but proposes an innovative construction principle. Phoenix, is the name of the creation by Jacopo Foggini and Beton Eisack which explores the theme of sustainability in aesthetic terms, combining two materials of different nature but both coming from a recycling process: PC/PET-G and Eurobeton concrete.

In the Cortile del Settecento there is the Labyrinth Garden by Raffaello Galiotto with Nardi, maze an outdoor multi-disciplinary maze comprising an articulated pathway, developed over some 625 square metres of lawn. An experiential structure that is also a metaphor for the sense of loss we are all experiencing, characterised by issues such as the environment, health and peace.

Participants include Gabriel Escámez – Cobalto Studio (with Roca), Giacomo Garziano – GG-loop (with Rubner Haus), Benjamin Hubert (with Deutsche Telekom), Michele Pasca di Magliano – Zaha Hadid Architects (with Tecno), Alessandro Scandurra (with iGuzzini Illuminazione), Bruno Simões (ApexBrasil), Filippo Taidelli (with Fujifilm Italia), and Isay Weinfeld (with Portobello, Mapei, Casone).

The design islands are by: Andrea Boschetti (with Mirage), Andrea Branzi (with Porro), Alberto Caliri (with Missoni), Nicolò Castellini Baldissera (with C&C Milano), Deanna Comellini (with G.T.Design), Giulia Delpiano e Corrado Conti – ovre.design (with Cerasarda), Roberta Filippini and Paolo Michieli (with Michieli Floricoltura), Nieves Contreras (with Lladró), Kenzo K3 Team, Francesco Lucchese (with Hitachi Cooling and Heating), Giovanni de Niederhäusern – Pininfarina (with Higold Group), Lorenzo and Simona Perrone (with Libribianchi), Gianluca Pugliese – Lowpoly Design Studio (the Italian embassy in Madrid), Catello Raffaele and Giovanni Maione (IUAD – Accademia della Moda), Franco Raggi and Maria Christina Hamel (Milano Makers), Gianni Ravelli and Paolo Castagna (Ledvance with Eurostands), Marco Nereo Rotelli (with Ever in Art), Massimo Roj – Progetto CMR (Focchi Group with Mitsubishi Electric), and Mac Stopa (with Forbo Flooring Systems).

The main sponsors: AUDI, Plenitude and Whirpool

There are 3 co-producers of INTERNI Design Re-Generation: Audi, the premium brand with a 360° commitment as an aware mobility provider with innovation and progress in its DNA, Plenitude, the new identity of Eni gas and electricity, on the market with a unique business model that integrates production from renewables, the sale of gas and electricity, energy services and an extensive network of charging points for electric vehicles, and Whirpool, one of the world’s leading brands in the domestic appliances sector, thanks to advanced solutions characterised by cutting-edge design and conceived to improve life in the home. Each of the main sponsors will present a high-impact installation giving its own interpretation of the theme of the exhibition.

Design and innovation are the protagonists of Audi’s usual appointment during Milan Design Week, as always organised in an unprecedented location for the FuoriSalone. This year the company has chosen The Medelan, in Piazza Cordusio: an historic building currently undergoing a conversion in line with the highest sustainability standards that will make it a futuristic centre for business, shopping and hospitality. With Audi House of Progress, the brand will open the doors to a place where a vision of tomorrow is already a reality and, starting from the evolution of the concept of sustainability in the broadest paradigm of Re-generation, will share with the city of Milan its own reinterpretation of the planet, of society and the individual through visual suggestions, panels, talks and exclusive premieres starting from 6 June.

Meanwhile at the Orto Botanico di Brera, an evocative green oasis squeezed between the buildings in the centre of Milan, will be Feeling the Energy, a project conceived for Plenitude by CRA – Carlo Ratti Associati – which is taking part in the third consecutive edition of the INTERNI exhibition – and by Italo Rota. Feeling the Energy interprets the Design Re-Generation theme with an interactive installation dedicated to multiple forms of energy, thanks to which visitors can discover and experience, in game dynamics, the phenomena of solar and wind energy and evaporative cooling. But re-generation also concerns ways of being together in safety: and, in fact, the entire path is made of antibacterial copper, to which the multinational producer KME contributed, and which, at the end of the exhibition, will be reused in a circular design perspective.

In the Cortile d’Onore of the University of Milan, will be Sidereal Station, the installation by Whirlpool, created in collaboration with Alucobond, which continues a project started in 2021 with the architect Michele De Lucchi and AMDL CIRCLE. It is a sort of “telescope” that points towards the sky and at the same time targets an objective: that of finding harmony to feel good with oneself and with others, while preserving the physical environment in which we all live. An incentive to think about a future of well-being for the individual and the environment. In fact, inside Sidereal Station it is possible to enjoy an immersive experience, explore emotional spaces, discover the beauties of our planet, be amazed and continue to dream of a better future. In an increasingly complex world, which constantly challenges people’s inner balance, it is important to find the time and ways to reconnect with yourself and your needs every day.

Cappellini @IBM Studios Milan

A new feature of this edition of the INTERNI event exhibition is the extension of its range of action to include another location in the heart of the city: the IBM Studios Milano Pavilion in Piazza Gae Aulenti, 10. In the spaces of the IBM Studios Milan, Cappellini gives voice to new concepts of living today and tomorrow and stages two exhibitions:

• Looking to the future, presents a vision of the contemporary product thanks to readings offered by a number of international creatives such as Bjarke Ingels, Patricia Urquiola, Jasper Morrison and some young people in their first design experience;
• The Slowdown Refuge, investigates the theme of living through an environment where design and technology merge; in which historical pieces find an aesthetic counterpoint in the most innovative products, poised between the material and immaterial, technology and memory.

The project was conceived by Giulio Cappellini, with the support of the international students of the Marangoni Design Campus Master. There will also be some virtual installations that give a new interpretation of the Metaverse by redefining the future home in space.

The INTERNI system

INTERNI’s integrated communication system is expanding and reaffirming its role as the leading source of news and information about the world of design. In fact, thanks to 3 printed publications (INTERNI, Annual Cucina 2022 and the FuoriSalone Guide) and two digital publications (INTERNI King Size and the legendary FuoriSalone Guide), a big event (INTERNI Design Re-Generation), INTERNI online (website and social media) and Interni Design Journal with insights and videos that will be conveyed through a system of newsletters, provides the tools that allow you to keep up to date in real time with trends, news and previews on design.

An authentic vademecum for all those who want to know and find their way around the increasingly rich panorama of Milan Design Week events, the print and digital versions of the FuoriSalone Guide (also available for tablets and smartphones and available online from today) are a must, offering a reasoned overview of some 350 events involving the companies, designers and architects participating in the FuoriSalone, organised both day by day and in alphabetical order.

The brand’s strength can also be clearly seen on the ground: an important street advertising campaign has been planned for Design Re-Generation which includes 15 banners positioned at the main entrances to Milan and in the historic centre, 1,000 flags at the locations of the events present in the FuoriSalone Guide, over 60 digital systems selected in the busiest areas, 10 retro shuttle buses, customised newsstands in the city centre, shop windows and led walls (Megastore Mondadori in Piazza del Duomo and Rizzoli Store in the Galleria Vittorio Emanuele).

With this appointment, which gives Milan unique and exceptional visibility, INTERNI confirms its absolute leadership in the professional living segment, but also in the communication of the design system, transforming itself from a specialised publication into a mass medium.

For full information: www.internimagazine.it

Giallozafferano, the leading food media brand in Italy, is endorsing Italian cooking excellence with the launch – for the first time on the virtual market – of a series of NFT collectibles: fifteen digital works dedicated to the best known and most loved Italian recipes around the world.

An exclusive project – created in partnership with OMD Italy, media agency of the Omnicom Group, and developed together with ACTA Fintech, a consulting firm specialised in NFTs – which focussed on multiple objectives:

• Innovating: bringing the most authentic and representative recipes of the country’s culinary culture to the Metaverse.
• Protecting and spreading Made in Italy branding: selecting the best of its products and guaranteeing its authenticity via blockchain technology.
• Giving back: by supporting Banco Alimentare, a food bank providing food to the neediest.

For its first NFT collection, Giallozafferano has selected certain most globally iconic and well-known dishes in Italian cuisine, travelling from north to south Italy, and it has entrusted their preparation to the most well-established chefs on the national scene according to the authentic recipe, certified by a gastronomic committee made up of industry chefs and professionals.

“Giallozafferano has always been at the forefront in seizing innovations offered by the digital world and in promoting and making Italian cuisine available to everybody, in any form, along a path that is continuously evolving. We were born on the Web, creating the largest community of food bloggers in the country and we have created a fanbase of over 40 million followers around social media, becoming an international benchmark for food, and today we are home to the best food creators. Now, we’re taking the next leap forward landing on the Metaverse: an important project, which once again sees us engaged serving the authenticity and promoting great Italian cuisine around the world”, Andrea Santagata, general manager of Mondadori Media, stated.

“As OMD, we believe that innovation and experimentation are the basis for staying abreast of change, a constant factor in the technological landscape. NFT and blockchain are important levers in the digital market and we believe it is essential to learn about them and use them correctly. As we have done with other schemes, the projects we implement need to be part of a wide-ranging strategy, which enhances use and mechanics. We believe that Italian culinary heritage lends itself beautifully to be immortalised and narrated using NFTs and, for this reason, we have contributed to this impressive project with Giallozafferano. The beneficial purpose of the initiative shows yet again how culture and innovation can impact the social sphere, raising public awareness and making a substantial impact also from an economic standpoint”, Giorgia Paloschi, Strategic Director of OMD Italy, commented.

The NFT collection
The first recipes of the Giallozafferano 15 NFT collection were prepared by exceptional chefs: Milanese Risotto by the multi-starred chef Alessandro Negrini; classic Tiramisu by Frau Knam and the special version by Ernst Knam; Naples-style Pizza by world champion Davide Civitiello and Carbonara sauce pasta by Luciano Monosilio, the chef who raised this dish to haute cuisine status.

Each dish was photographed by Marianna Santoni, an artist who is an international calling card in digital photography which was then converted to a limited edition NFT.

“Together with Giallozafferano, we’ve managed to combine certain cornerstones of our present times in a single project. Gastronomy, a flagship of our country and a pioneer all over the world, together with innovation, will open the Mondadori Group brand to the universe of non-fungible tokens, highlighting, yet again, the brand’s far-sighted approach with respect to emerging technologies. Being part of this project is a source of pride”, Gian Luca Comandini, Co-Founder of ACTA FinTech added.

Donation to the Milan-based Veneranda Fabbrica del Duomo
The project was presented at a special event during which, Giallozafferano donated the first NFT for Saffron Risotto created by chef Alessandro Negrini to the Veneranda Fabbrica del Duomo.

The recipe will be kept for posterity in the Veneranda Fabbrica del Duomo Archive, which will receive a first non-fungible token, enriching the documentary heritage that the institution has generated and collected in over six hundred years of history since its foundation.

The Veneranda Fabbrica Archive is the diary of the city, active day after day since 1387, preserving infinite and precious treasures. Old documents, ledgers, projects for the Duomo cathedral, musical scores, and pictures dating back to the dawn of photography, as well as so much more.

Symbol of Milan, the Cathedral is also an exceptional place for the story that binds it to this gold-coloured spice: in fact, tradition has it that, to obtain the characteristic ochre yellow colour used for the stained-glass Cathedral windows, the master glassmakers used saffron. Next to the Cathedral of Milan scaffolding, the very particular and colourful recipe of the Milanese risotto is claimed to have been created centuries ago.

The project with Banco Alimentare food bank
For each recipe, 99 copies will be created, of which 98 will be available on the market through the Opensea platform at the price of 99 euros, contributing to the charitable work of Banco Alimentare.

“We’re happy to be the charity partners of this innovative all ‘digital’ project. We thank Giallozafferano for having decided to support our work in favour of those living in fragile conditions. Thanks to the valuable help given by attentive companies such as Giallozafferano, Banco Alimentare will be able to respond to thousands of requests for help received every day: these projects strengthen our alliance with the business world and we hope that this is just the first step of a long journey in the name of partnering and mutual esteem”, Giovanni Bruno, Chairman of the Banco Alimentare Foundation said.

Benefits reserved for holders of Giallozafferano NFTs
The first 4 NFTs will be available on and after 31 May. Buyers will receive a numbered token and certificate. Each NFT will give the holder the opportunity to view the exclusive recipe, correlated with an exhaustive description of its history, in Italian and English, and to participate in a special Virtual Masterclass, starting in September: a unique experience to learn about all the secrets of a perfect dish directly from the skilled hands of the person who created the recipe.

For each recipe 1 NFT Special Edition will also be autioned, at the starting price of 5,000 euros: the owner will be entitled to an exclusive showcooking session with the Chef that created the dish at the Giallozafferano studios and a private dinner for 4 people.

The iconic dishes that will enrich the Giallozafferano NFT Collection
Over this year, the NFT collection will be enriched by 11 other iconic recipes: orecchiette pasta with cime di rapa turnip tops by Fabio Abbattista, Genoese focaccia by Ezio Rocchi, eggplant parmigiana by Daniele Rossi, lasagna with meat sauce, amatriciana sauce, pesto basil sauce, arancini, breadcrumb fried rice balls with a savoury filling. In 2023, the collection will be further enriched with new recipes, continuing to showcase the variety of Italian cuisine and to better express the importance of Italian culinary culture on the global scene.

Giallozafferano is the food media brand of the Mondadori Group: it is a leader on the web, where it is the favourite cooking site of 1 out of 4 Italians, with 16 million unique users per month (source: Audiweb, March 2022), and the fourth largest cooking brand on social media, with a fanbase of over 40 million followers (source: Shareablee and Insight, May 2022). Thanks to its recipes that are within everyone’s grasp, whether novice or expert cook, it is available to people 24/7 on all channels: from the web to social media, even internationally, from apps to smart devices and including magazines and books and local area events up and down the country. Today, Giallozafferano is also home to the best food talents, to whom the first “GZ Creator Award” was dedicated, also becoming a benchmark for the young generations of cooking professionals.

Grazia, fashion point of reference and advocate of current affairs, presents a special issue edited by the talented designer, Elena Salmistraro, at the Design Week. 

Here, where dreams come true is the title of this magazine issue, which will be on the news stands for two weeks.

“Dreams and reality are the themes of this special issue, for which I wanted the visionary designer, Elena Salmistraro, as guest editor. And while I welcome Elena, I invite you to cultivate dreams and to fight for them, because it’s the only way to respect ourselves and to be useful in this world,” writes Silvia Grilli, editor of Grazia, who tells readers about her dreams in her editorial: “I’ve always dreamt of society moving towards progress. In some ways, it’s already happening, as demonstrated the renewed female awareness towards their body and needs, by the achievements of the anti-racist Black Lives Matter movement or even by the LGBTQI+ communities. The pressure against regression we are witnessing worldwide makes us understand that nothing lasts forever. On a bad day, any Vladimir Putin, or fanatic fundamentalist or conservative judge could take over and decide to safeguard their view of tradition, which in reality would be the end of freedom.”

“What have we become today, how do we interact with the world and others, with what is essentially a material reality? How do creativity, dreams, infinite and unattainable illusions affect us? I’m only certain about one thing: I know dreams can help us reinvent our reality, perhaps even to the point of overlapping it, up to the point of not being able to distinguish one from the other,” said Elena Salmistraro.

Today, we are in the era in which the physical and virtual worlds have blended to help us fulfil any desire: flying without leaving the ground, visiting boutiques in New York without leaving our home, inventing the unimaginable. All such experiences, which Grazia unveils through great reporting, are made possible thanks to digital technology and pages of this issue.

This special issue includes many interviews with renowned personalities from the world of entertainment, culture and design who reveal their views on dreams. From Elisa, the cover star, to Alessio Boni, from Myss Keta to Laura Morante and her daughter Eugenia Costantini. And even Tananai, Victoria Cabello, Michela Giraud and Ilenia Pastorelli.

The fashion shoots readers will discover throughout the magazine will feature “purely poetic” clothing embellished with Elena Salmistraro’s handmade designs. Dreamlike worlds is the photo shoot dedicated to design with iconic items bound to last over time.

During Milan’s Design Week, Grazia will be present in the area with a special digital Gazette-like issue to cover the main events and appointments of the behind the scene stories on its Instagram profile and website.

Since 2021, design has entered the magazine’s editorial calendar with ten appointments throughout the year.

With 21 editions worldwide, Grazia is a reference for 3 million users and readers, establishing itself as a constantly evolving brand (source: Nielsen Media Impact Data Fusion, September 2021), as well as for over 1.6 million fans (source: Shareablee plus Tik Tok and Pinterest).

Grazia, the first all-Italian fashion brand, has launched a worldwide exclusive project with Victoria Beckham as the protagonist of 14 international editions of the magazine.

Published simultaneously in the Arab Emirates, Australia, Bulgaria, China, Croatia, Germany, India, Italy, Latin America, Mexico, Serbia, Spain, UK and USA, Grazia is devoting a special cover story to the British star, with an exclusive photoshoot and interview, in which Victoria reveals intimate details about herself, her family, the spectacular wedding of her and David Beckham’s eldest son and her business difficulties after the pandemic.

An international exclusive that confirms the strength and prestige of the Mondadori Group brand, which, through cooperation with the network of international editions, has become a benchmark in the fashion and luxury industry, creating communication projects that reach global audiences.

“We are very proud of this initiative, which is the result of our brand’s winning formula. Thanks to a global multi-channel approach and the focus on presenting contemporary personalities and trends, Grazia has consolidated its distinctive positioning, responding to the needs and interests of readers all over the world,” observed Daniela Sola, Mondadori Media Managing Director for International Business.

Exported around the world, from Italy to the USA, the Grazia brand is a truly successful mix: with 21 editions in 23 countries, it reaches a global audience of 15 million readers and 45 million unique users, with more than 30 million followers on social media.

Grazia, the magazine edited by Silvia Grilli, is on the news-stands this week with a special issue dedicated to the young generations. The protagonists of the latest issue are the stars of the virtual words, followed by millions of people, creators of digital universes and fashion imagined by Italy’s most creative students.

“A publication that cares has a duty to tell its readers about social developments. The world of videogames and gamers is a cross-generation phenomenon that brings kids and adults together to create and use infinite virtual spaces,” said editor-in-chief Silvia Grilli. “This issue of Grazia looks at creativity, dreams, the freedom of an imaginary universe. In asking students from the Istituto Europeo di Design to produce fashion features on videogames, I want to involve young people who believe in fashion and its infinite expressive possibilities in the creation of Grazia,” Grilli added.

The cover shows Irama, a singer with a huge following among youngsters, who in a short space of time has become the voice of a generation that rejects labels and fights for its dreams.

A key report examines the world of videogames, which today is more important than cinema, TV and music. The special issue presents the champions of the virtual world who have become global influencers today, from PewDiePie to Pokimane, as well as the phenomenon of streamers, who play live followed by millions of fans, such as Scarlett alias Sasha Hostyn, the most successful gamer of all time.

Italian names are not forgotten: Federica Campana, one of the first professional gamers, Sabrina Cereseto, with 2.7 million YouTube subscribers, and Fjona Cakalli, founder of Games Princess, Italy’s first videogames site run exclusively by women.

The special issue also offers two exclusive fashion features: a clothes shoot and a still life produced together with the professionals at Grazia by students on the Fashion Stylist & Communication course at the IED. The young photographers and stylists took their inspiration from the style of the gamers. The result is fresh colourful fashion, which is both elegant and ironic.

Grazia confirms its position as a constantly evolving brand, in part through a growing number of special projects for customers who want to communicate with the Young target: from the creative idea to the final engagement process, the aim is to produce content that speaks the same language as the target audience, capturing and engaging its attention, and so reaching the ambitious KPIs of each activation. The latest completed projects include Pandora, Onitsuka Tiger and Primark.

With 21 editions worldwide, Grazia is a reference for 3 million users and readers (source: Nielsen Media Impact Data Fusion, September 2021) and more than 1.6 million fans (source: Shareablee plus Tik Tok and Pinterest Insight, March 2022).