How to transform an ex-industrial complex into a place of contemporeinity?

Manifattura Tabacchi in Florence is a former industrial complex of over 100,000 sqm where investment fund PW Real Estate III LP (Aermont Capital LLP) and Cdp Immobiliare (Cdp Group) are carrying out a major urban regeneration project. We have been tasked by MTDM, the company overseeing the regeneration project, to support the redevelopment of the buildings – during the time necessary for the completion of the large-scale building works – with citizen engagement activities; promoting a contemporary artistic and cultural programme which also deals with issues of sustainability; facility management of the available areas; and all web and visual communications. In the first 18 months, we have seen the successful involvement of over 200,000 people in the activities taking place there. In the summer season of 2019 alone, there were 260 largely free initiaitives aimed at children and families, the involvement of over 300 artists, 70 DJ sets, 35 workshops, 15 talks, 7 exhibitions, 50 film screenings, carried out in collaboration with over 60 different partners.