Project funded by UNINT – Third Mission/Social Impact call (a.y. 2022/2023)
Projet managers: Antonio Iovanella and Alessandro Aloisio, UNINT lecturers
Objectives
The initiative “Digital Citizenship: an example of digital cultural marketing” aims to:
- enter into direct interaction with society, transferring knowledge of digital marketing strategies;
- present the possibility of digital valorisation of freely accessible works of art in the territory, as part of a collaborative and social art preservation movement;
- broaden the usability of artistic assets through the contribution of digital technologies and, at the same time, provide a stimulus to the territorial use of said assets through a strategy that uses the "virtual walk" as a stimulus for a "physical walk";
- contribute to the designing of a neighbourhood development plan and to the physical implementation of a culturally attractive space for domestic and inbound tourism;
- raise awareness of the possibilities offered by digital technologies.
The aim of the project is the promotion of a new entrepreneurial culture by increasing the knowledge of the street art creators about the potential for dissemination, as well as the creation of tools for greater knowledge of the neighbourhood.
Actions
The project is structured into the following phases:
- discussion with the Municipality, the authors, the digital art galleries, the metaverse platform, associations and third sector bodies, to identify the assets/murals to be valorised and the possible ways of dissemination, as well as the implications in terms of value creation related to the realisation of the project;
- creation of a study group to identify problems related to the regulation of cultural heritage and copyright. Preparation of an agreement format with the authors for the creation of NFTs of artistic value enriched by multimedia content with definition of the advantages for all parties involved;
- development of a projet to digitise the murals with the creation of NFTs of artistic value. Construction of a business model to be given to the beneficiary also illustrating the additional functions of the NFT tool, attempting to develop the culture of the token economy. At the end of this first phase, the creation of a start-up or an academic spin-off that will be operationally in charge of managing the digitisation process and the creation of NFTs will be supported;
- conclusion of an agreement with the interested parties (digital art gallery, company managing metaverse platforms) concerning the organisation of a virtual exhibition of the NFTs created;
- organisation of a public meeting/debate with civil society to present the initiative and illustrate the opportunities for economic and social development linked to the valorisation of the peculiarities of the territory.
Impact
We intend to carry out an assessment of the impact in terms of visibility both in the metaverse and on the web, as well as in terms of tourism impact on the area. The evaluation and impact measurement phase also includes the definition of possible further uses of the digital assets produced in the alternative between:
- organisation of a virtual auction and sale of the assets;
- permanent or periodic exhibition in a virtual gallery;
- creation of neighbourhood tours in the metaverse and/or via an app.
The event will be presented in its different stages at the following events: Rome Cup 2023, May 2023; Rome Art Week, October 2023 Exhibition on Digital Gallery of Mecenate fine art September 2023 Metaverse of Digital Aquarium, January 2024, Final public evaluation meeting at UNINT, May 2024.
Indicators
- Number of visitors to the virtual exhibition;
- start-up or spin-off created;
- satisfaction with the area (questionnaire to citizens and/or businesses in the neighbourhood).
