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New playground inaugurated on Via Collecchio in Milan: CityLife and SmartCityLife continue their commitment to enhancing public spaces in Municipio 8

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CityLife

Following yesterday afternoon’s ribbon-cutting ceremony, the new Iqbal Masih playground on Via Collecchio is now officially open to the public. The area has undergone a major redevelopment carried out by SmartCityLife. The project forms part of a broader initiative to enhance public spaces across Municipio 8, which also includes the creation of the new urban gardens on Via Donadoni and Via Pogatschnig, promoted by CityLife.

The inauguration was attended by Roberto Russo, CEO of SmartCityLife; Giulia Pelucchi, President of Municipio 8 of the Municipality of Milan; Fabio Galesi, Vice President and Councillor for Green Spaces and Environment, Public Works, Safety, Housing and Animal Welfare; and Giulio Arnoldi, Founder and Sole Director of Hw Style srl.

Located between Via Collecchio and Via Boine, the playground has been completely redesigned to provide children and families with an inclusive, safe and accessible space dedicated to play, social interaction and outdoor activities.

The redevelopment covered an area of approximately 1,200 square metres and included the complete replacement of the existing equipment with new facilities designed to support the play and development of children of different age groups. The project features a multifunctional play structure with slides and climbing elements for children aged 5 to 12, spring riders and seesaws for younger children, as well as two swing areas designed for different age groups. Among the new installations is an inclusive swing seat, specifically designed to ensure that children with different abilities can fully enjoy the space. The project also included new impact-absorbing flooring, upgraded rest areas and the replacement of the wooden perimeter fence.

Particular attention was also paid to the environmental aspects of the project. Construction works were carried out while preserving the existing trees, a key feature of the site, and included the recovery and reuse of part of the existing paving, in line with sustainability principles and waste reduction practices.

The inauguration of the new playground represents one of the latest initiatives delivered for the benefit of the local community. It complements the new urban gardens on Via Donadoni and Via Pogatschnig, two projects that help expand spaces dedicated to community participation, biodiversity and social interaction within Municipio 8.

The Via Donadoni urban garden, already open and assigned to residents through a municipal public call, covers approximately 1,170 square metres and includes cultivation plots, a pergola for shared activities, fruit trees, aromatic herbs and berry plants. The Via Pogatschnig urban garden, covering approximately 1,116 square metres, has been completed and is awaiting handover by the Municipality. It will enhance an area of particular landscape value through new planting and initiatives dedicated to urban biodiversity.

“These projects are a tangible expression of the way we see public space: creating places that are accessible, inclusive and capable of generating value for the community,” commented Roberto Russo, CEO of SmartCityLife. “Playgrounds, community gardens and green spaces are not simply elements of urban design—they are places where people meet, connect and participate, helping to improve quality of life. It is a commitment that goes beyond the boundaries of CityLife, and one that we want to continue putting at the service of the city.”

“We are delighted to return a fully redeveloped area to the neighbourhood,” said Giulia Pelucchi, President of Municipio 8 of the Municipality of Milan. “Our fruitful collaboration with CityLife continues, contributing to the enhancement of public spaces through numerous projects across our district, beyond the scope of its own development plan.”

About SmartCityLife

SmartCityLife Srl was established to maintain and manage the park and public areas of the CityLife district. Its shareholders are CityLife S.p.A., Generali Real Estate and Allianz, owners of the properties within the Piazza Tre Torri business district. SmartCityLife Srl builds on the in-depth knowledge of the neighbourhood acquired by CityLife S.p.A., the developer of the district since 2006, and on a governance model based on effective collaboration between the public and private sectors.

The company’s mission goes beyond maintaining and managing the park. Its ambition is to become a laboratory for innovation and smart cities, helping to build one of Europe’s leading communities through the implementation of new technologies integrated with a digital platform. These solutions are designed to further enhance the experience of everyone using the district while delivering benefits in terms of quality of life and environmental and social sustainability. To encourage a smarter way of experiencing the neighbourhood, the SmartCityLife App has been developed, enabling users to explore the entire district and stay up to date with events and much more.

For further information: Spencer & Lewis for CityLife.

FRONERI: 10 YEARS OF INNOVATION AND €100 MILLION IN NEW INVESTMENTS TO DRIVE GROWTH IN THE ITALIAN ICE CREAM MARKET

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froneri

More than €200 million invested over the past decade and a further €100 million planned over the next three years: this marks a significant acceleration in the company’s growth strategy, alongside 2025 revenues exceeding €380 million, up 43.4% compared to 2017. These are the figures with which Froneri approaches its tenth anniversary in Italy, laying the foundations for the final balance of a decade that will be fully assessed at the end of the season. The company continues to demonstrate a solid industrial and commercial trajectory, driven by continuous innovation and the strong performance of leading brands such as Maxibon, Nuii and Coppa del Nonno, joined in 2026 by the launch of Baci Gelato.

“The growth achieved in recent years is the result of a strategy built on significant investments in innovation and brand development, supported by continuous research and development, as well as ongoing improvements in quality and manufacturing technologies at our production sites in Ferentino and Terni,” commented Quirino Cipollone, CEO of Froneri Italia. “In light of these results, we have decided to accelerate further by launching a new three-year investment plan aimed at strengthening our manufacturing capabilities and supporting the continued growth of the ice cream category.”

SOCIAL TRENDS ARE RESHAPING THE MARKET: SNACKING SALES HAVE DOUBLED

One of the key drivers behind the company’s performance has been its ability to anticipate and respond to evolving social trends. Changes in household structures and the gradual breakdown of traditional meal patterns have significantly transformed Italian consumption habits, shifting demand toward more premium formats with greater attention to quality. Today, the snacking phenomenon has become the true engine of growth for the category.

Within this trend, multipacks have emerged as a leading format, now accounting for more than 70% of total sales. Capitalizing on this shift, the value of Froneri’s multipack sales doubled between 2016 and 2025, with the company’s brands reaching more than 8 million Italian households in 2025—an increase of 43% compared to 2016.

THE MAXIBON EFFECT (+16.5%) AND THE RISE OF NUII: HOW THE MARKET IS EVOLVING

The company’s performance is supported by one of the strongest brand portfolios in the category. Leading this growth is Maxibon, which has become the fastest-growing ice cream brand over the past three years, recording an average annual growth rate of 16.5% between 2022 and 2025.

Purchased by more than 4.5 million households in 2025, the brand saw its Classic variant become the best-selling product by units across the entire retail ice cream market. At the same time, Maxibon successfully expanded consumption occasions and attracted new consumers through the exclusive recipes of its premium snacking range, The Special.

Meanwhile, Nuii has become one of the industry’s standout success stories since its launch in 2019, representing a truly unique case in the recent history of the ice cream market.

The brand has built a distinctive positioning by tapping into consumers’ desire for adventure and exploration through a journey of exotic and carefully selected ingredients, placing premium-quality raw materials at the heart of its proposition. In just six years, Nuii has climbed the market to become the second-largest premium stick ice cream brand, with approximately 3.5 million purchasing households, while consistently ranking among the Top 10 premium stick products in terms of retail turnover with its most iconic products.

At the same time, Coppa del Nonno continues to demonstrate its enduring strength. The iconic coffee-flavoured ice cream, which has been part of Italian family traditions for over 70 years, ranks as the fifth best-selling product across the entire retail ice cream market.

THE ARRIVAL OF BACI GELATO IN THE PACKAGED ICE CREAM CATEGORY

This established portfolio was further strengthened in 2026 with the launch of Baci Gelato.

The project represented both a technical and emotional challenge, born from the ambition of bringing one of Italy’s most iconic chocolate brands into the packaged ice cream category. With the new range, the company successfully preserved the identity of the original brand through a clear product promise: faithfully recreating the Baci experience by combining smooth gianduia ice cream, crunchy hazelnuts and the unmistakable intensity of cocoa.

The result is a compelling answer for consumers looking for an authentic and deeply satisfying indulgent experience.

ITALY’S STRATEGIC ROLE FOR FRONERI: €100 MILLION OF NEW INVESTMENTS OVER THE NEXT THREE YEARS

From an industrial perspective, Italy represents a strategic hub for Froneri, thanks to its two production sites located in Ferentino and Terni, in Central Italy.

The strength of this manufacturing network has enabled the company to launch a new €100 million investment plan over the next three years. These resources will serve a dual purpose: further strengthening manufacturing capacity, technological innovation and product quality on one hand, while supporting the continued development and enhancement of the company’s brand portfolio on the other.

THE INTERNATIONAL DIMENSION: A GLOBAL ECOSYSTEM WITH €5.5 BILLION IN REVENUE

The Italian business forms part of a much broader international organisation. Froneri, the world’s second-largest ice cream manufacturer, operates in 25 countries, with consolidated revenues reaching €5.5 billion in 2024.

This global commercial strength is supported by a manufacturing network of 30 factories worldwide, more than 390 production lines, and approximately 12,000 employees.

For further information: Spencer & Lewis for Froneri.

refurbed appoints Spencer & Lewis for PR & Media Relations activities

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S&L - refurbed

The Group will support Europe’s leading marketplace for refurbished products in strengthening its visibility and positioning around sustainability and the circular economy

refurbed, Europe’s leading online marketplace for refurbished products, has appointed Spencer & Lewis as its partner for managing PR & Media Relations activities in Italy. The Independent Communications Group, a member of UNA – Aziende della Comunicazione Unite, will support the brand in strengthening its visibility and relevance within the Italian market, consolidating its position in discussions surrounding sustainability, innovation and new consumption models.

Founded with the goal of making sustainable consumption an accessible and practical choice, refurbed today offers a range of approximately 65,000 professionally refurbished products, from smartphones and laptops to household appliances, sports equipment, and solutions dedicated to mobility and family life. Over recent years, the company has established itself across Europe as one of the leading references in the fields of the circular economy and sustainable consumer technology.

As part of the engagement, Spencer & Lewis will support refurbed in developing a PR & Media Relations strategy aimed at enhancing the brand’s positioning through editorial content, media relations, seeding activities and interviews, as well as the development and support of events and special initiatives. This integrated approach is designed to strengthen the brand’s relevance in its dialogue with media, stakeholders and target audiences.

Particular attention will be dedicated to highlighting insights and data related to environmental impact and evolving consumer purchasing behaviors, with the objective of building an authoritative and relevant narrative around circular economy topics and the evolution of the refurbished products market in Europe.

“Supporting refurbed in the Italian market means helping to advance a new approach to consumption, where refurbished products are increasingly becoming the preferred choice,” said Angela Pietronigro, Deputy Head of Strategy & Operations at Spencer & Lewis. “Our commitment is focused on enhancing this cultural shift through a narrative capable of combining the brand’s innovative vision with a targeted communication strategy. We will support refurbed on a solid growth path, with the goal of making sustainability no longer a concept that needs explaining, but a tangible reality capable of driving the evolution of the sector.”

With this new acquisition, Spencer & Lewis further strengthens its positioning in strategic communications related to ESG and innovation, expanding its portfolio with one of Europe’s leading tech scale-ups and reinforcing its expertise in managing integrated projects spanning corporate, consumer and lifestyle communications.

For further informazion: Spencer & Lewis for refurbed.

Refurbished smartphones: the antidote to rising technology costs that can save families up to €2,500

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smartphone ricondizionati

In an economic landscape marked by the constant rise in the price of electronic devices, the circular economy is no longer just an environmentally responsible choice—it has become one of the most effective ways for households to reduce expenses.
Refurbished smartphones are among the most effective solutions for offsetting the rising cost of technology. This is confirmed by a new study conducted by Fraunhofer Austria, commissioned by refurbed—Europe’s leading marketplace for refurbished products—which scientifically measured the financial and environmental impact of different purchasing, usage and end-of-life scenarios for tech devices.

The announcement comes at a pivotal moment, just ahead of the national implementation of the European Right to Repair Directive, legislation set to reshape the market by promoting greater transparency and extending product lifespans.

When evaluating the economic or environmental impact of a smartphone, people often assume that the purchase price or disposal method are the most important factors. However, the Fraunhofer Austria study overturns this assumption, demonstrating that the way products are managed throughout their lifecycle has the greatest overall impact on both costs (direct and indirect) and emissions.

A smartphone kept in circulation for longer generates only about one-quarter of the costs associated with a product used in a traditional linear “take-make-dispose” model. Simply by adopting a more conscious approach—extending a device’s lifespan and taking advantage of trade-in programs—a consumer can reduce smartphone spending by approximately 25%.

To map these dynamics, the research institute analyzed the six-year lifecycle of an average smartphone with a new retail value of €575, identifying three different usage scenarios.

Scenario A – The linear, disposable model

The smartphone is replaced every year with a new model, while old devices accumulate unused at home before eventually entering illegal recycling channels in developing countries.

Total cost over six years: €3,834 (€3,450 purchase costs + €384 environmental costs), equivalent to around €639 per year—four times more expensive than the circular model.

Environmental impact: A single user generates 684 kg of CO₂ (eight times more than under the circular model) and consumes 346 grams of rare earth elements and metals (nine times more).

Scenario B – The typical smartphone lifecycle in Italy

This reflects the average lifecycle of a smartphone: it is used for three years, then forgotten in a drawer—locking away valuable resources—before eventually being discarded with household waste.

Total cost over six years: €1,294 (€1,150 purchase costs + €144 environmental costs), or approximately €215 per year.

Key finding: Compared with the circular model, this average lifecycle generates nearly 35% higher costs, twice the CO₂ emissions, and almost three times the consumption of critical raw materials.

Scenario C – The circular model (choosing refurbished)

The smartphone is purchased once, used for approximately three years, returned through a trade-in program, professionally refurbished for a second owner for another three years, and finally professionally recycled.

Total cost over six years: €959 (€876 purchase costs + €83 indirect environmental costs related to CO₂ emissions), equivalent to around €160 per year.

Environmental impact: Only 83 kg of CO₂ emissions and just 38 grams of critical raw materials (including cobalt, copper, magnesium and palladium) are consumed.

Product-focused analysis

The study deliberately analyzed data at the level of individual products rather than user categories.

“For us, it was essential to calculate results on a product basis rather than by specific user groups, in order to avoid unfairly blaming consumers,” explained Paul Rudorf, author of the study at Fraunhofer Austria. “Every product must first be manufactured, which already involves costs and an initial environmental impact. What happens after production is what truly makes the difference: product lifespan, usage patterns and disposal have a significantly greater impact on both consumer costs and the environment.”

The iPhone 15 case

The transition toward circularity is far from being merely theoretical, as demonstrated by large-scale data published in refurbed’s latest Sustainability Report. Since its foundation, the platform’s community has given a second life to more than 10 million refurbished devices, saving a total of 474,000 tonnes of CO₂, 166 billion litres of water, and 1,555 tonnes of electronic waste.

A practical example of this efficiency is the iPhone 15. Over the past year, the refurbished version of the device available on the refurbed marketplace has been, on average, 46% less expensive than a brand-new model, while also reducing CO₂ emissions by 84%, water consumption by 87%, and the use of critical raw materials by 68%.

These high standards of ethics and transparency have enabled refurbed to further strengthen its position through the prestigious B Corp Certification.

The impact for consumers and the European economy

“At a time when we are clearly experiencing the negative effects of resource dependency, and studies show how poor Europe is in terms of raw materials, adopting a circular model becomes both an economic and a personal cost factor,” said Kilian Kaminski, Co-Founder of refurbed. “The data clearly demonstrates the savings potential: simply by adopting more responsible usage models—such as reselling devices, extending their lifespan or disposing of them correctly—consumers can save at least €274 and up to €2,574 per device over a six-year period. And these figures are based on an average smartphone; savings for iPhone models are significantly higher.”

The impact for businesses

While consumer savings are evident, the findings also send a strong message to businesses and corporate procurement strategies.

“Many companies are still very close to Scenario A in the way they procure technology,” said Kilian Kaminski, Co-Founder of refurbed. “The Fraunhofer Austria data clearly demonstrates the savings potential for companies that transition to a more circular procurement model for smartphones and laptops. Especially in times of economic pressure, these considerations become extremely relevant.”

Applying a circular approach to technology delivers three key financial benefits:

  • Lower upfront purchasing costs.
  • Tangible return on investment through trade-in programs.
  • Reduced indirect environmental costs thanks to the reuse of materials and critical resources.

As an additional monitoring tool, refurbed now provides consumers with an online calculator (https://productfootprint.app/en/), an interactive tool that enables users to quantify in real time the exact amount of resources saved by choosing a refurbished device.

For further information: Spencer & Lewis for refurbed.

THE SPACE CINEMA – PART OF THE VUE GROUP – PRESENTS “FEEL IT FOREVER”: A LOVE LETTER TO CINEMA DIRECTED BY ACADEMY AWARD® WINNER TAIKA WAITITI

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The Space Cinema

VUE, the largest privately owned cinema operator in Europe and the market leader in the UK and Italy*, where it operates as The Space Cinema, presents “Feel it Forever”, a new film directed by Academy Award® winner Taika Waititi and created in collaboration with creative agency Hijinks.

The campaign celebrates the power of the cinematic experience and serves as a true love letter to cinema, exploring how the stories, characters and emotions experienced on the big screen continue to live on long after the credits roll.

The two-minute film, “Feel it Forever”, will be screened before every showing across the VUE cinema network throughout Europe—including all The Space Cinema locations in Italy—and will also be distributed through social media channels, connected TV and digital platforms. The initiative is part of a broader evolution of the brand’s positioning, aimed at reinforcing the central role of the cinema experience and its ability to create memorable, lasting moments.

At the heart of the story is a powerful visual metaphor: moviegoers are followed by the characters from the films they have watched throughout their lives, illustrating how the feelings inspired by the big screen never truly leave us. In the film, a young couple moves through the city followed by a “trail” of characters; children are shown with fewer companions, reflecting the fact that they have seen fewer films. The couple then arrives at a The Space Cinema location for a first date, and as they leave, new characters join their trail, symbolizing how every cinematic experience continues to live on well beyond the final credits.

Filmed between New Zealand and London, the production combines live-action footage, highly detailed styling and sophisticated post-production work to create a wide range of cinematic worlds. The project involved 148 actors portraying a diverse universe of characters, supported by extensive production design work that also included the use of 74 wigs.

A combination of visual effects, CGI and traditional 2D compositing was used to seamlessly integrate the characters into each scene, with meticulous color grading and visual treatments designed to reflect different film genres and reinforce the illusion that these characters have stepped directly out of a movie. For example, a character inspired by the 1980s features the analog interference effect typical of VHS tapes, while a Western protagonist is characterized by dusty sepia tones reminiscent of Technicolor films. Similarly, a fantasy figure is rendered through a soft, ethereal glow.

Alongside the creative project, Vue continues to invest in enhancing the cinema experience through innovations such as:

  • Ultra Lux reclining seats
  • Premium large-format screens such as EPIC, featuring HDR technology and Dolby Atmos
  • The Vue Your Way retail concept, designed to make the foyer experience smoother and more personalized

The film was created by an international team of top-tier cinematic talent. Alongside Taika Waititi (Jojo Rabbit, Thor: Love & Thunder), the production involved professionals including colorist Jean-Clement Soret (Black Mirror), editor Tom Eagles (Jojo Rabbit, Norimberga), cinematographers Ross Giardina (Gold) and Suzie Lavelle (Severance), composers Soundtree Music (Train Dreams), and post-production studio The Refinery (Hunger Games – La ballata dell’usignolo e del serpente), working in collaboration with production company Hungryman.

“Feel it Forever” marks VUE’s first brand campaign since 2020 and the first developed alongside Hijinks, which was appointed creative agency in 2024 after previously collaborating on the development of “EPIC.”

The campaign launched in May in the UK and Ireland and is now being rolled out across major European markets, including Italy.

Statements

Tim Richards CBE, Founder and CEO of VUE, said:

“It was important for us to work with some of the industry’s greatest talents, including Academy Award®-winning director Taika Waititi, to create a film that demonstrates cinema’s unique ability to connect with audiences and stay with them long after the credits roll. When you experience great films on the big screen, you feel them forever.”

Matt O’Hara, Brand and Marketing Lead at VUE, said:

“Rather than simply promoting films, Vue has always championed the big-screen experience itself, and this new campaign, developed in partnership with Hijinks, builds on our previous work to celebrate the broader benefits of cinema: bigger emotions, deeper connections and moments that never leave you. We wanted something bold and category-defining, a true celebration of cinema that could stand alongside the very best films shown across the VUE circuit.”

Francesco Grandinetti, General Manager of The Space Cinema, said:

“This campaign tells a simple truth: cinema does not end when the screening is over. The stories we experience on the big screen continue to influence our imagination, our emotions and even the conversations we share with others. At The Space Cinema, we work every day to make these moments even more meaningful by investing in the quality of the image, sound and customer experience. ‘Feel it Forever’ perfectly expresses the value we place on the cinema theatre: a place where stories come to life and become part of our personal experience.”

Taika Waititi, who directed the film, said:

“This is an epic love letter to cinema that reminds us why we go and makes us want to come back.”

Marc Allenby, Co-Founder and Chief Creative Officer of Hijinks, said:

“This was the kind of brief every creative dreams of receiving. Cinema is such a brilliant and important cultural playground, and having the opportunity to create a piece of entertainment designed for the big screen and Dolby Atmos sound was an absolute dream—not just for me, but for the entire Hijinks team. Our brilliant client-side partners helped shape the brief and challenged us when it mattered most. Working with Taika was the experience of a lifetime. I’m incredibly proud of what we achieved together: two minutes of pure joy on the big screen.”

For further information: Spencer & Lewis for The Space Cinema.

From the iconic taste of Baci® comes Baci® Gelato, the latest innovation from Froneri

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baci gelato

A new way to experience Baci®: the unique, intense and refined chocolate experience of the famous praline takes shape with Baci® Gelato

There is a taste that has always embodied a distinctive universe, made of intensity, emotion and sharing: the taste of Baci®.Today, that universe opens up to a new experience: Baci® Gelato is born, the new brand from Froneri that brings the unmistakable identity of Baci® into the packaged ice cream category, transforming it into a proposition capable of delivering all its magic through a new consumption experience.

Driven by consumers’ growing desire for an intense and sophisticated chocolate ice cream experience, the strategic vision was born to bring the unique experience of the iconic Baci® praline into the category. Renowned for its quality, craftsmanship and emotional value, Baci® inspires a project that goes beyond simply extending a historic brand, reinterpreting its essence and values and translating them into new forms of indulgence.

The essence of Baci®, reimagined as ice cream

At the heart of Baci® Gelato are the three elements that have always defined the brand’s identity: iconic ingredients, a richness of textures and the secret message.

The iconic ingredients – gianduia, hazelnut and cocoa – come together in a perfectly balanced combination, creating an intense and distinctive flavor capable of instantly evoking the world of Baci®.

The variety of textures enhances the pleasure of every bite: the smoothness of gianduia meets the crunch of hazelnuts, delivering a rich and satisfying experience.

And, of course, Baci® Gelato would not be complete without the secret message: the brand’s emotional hallmark, transforming every moment of enjoyment into something personal, intimate and memorable.

Three formats, one iconic experience

The Baci® Gelato range delivers a complete multisensory experience and is available in the three ice cream formats most loved by consumers: stick, cone and pot.

Each format is designed to suit different consumption occasions, from personal indulgence to shared moments, while consistently maintaining the same commitment to flavor, premium ingredients and attention to detail: the core values of the Baci® brand.

A strategic project for Froneri

The addition of Baci® Gelato to the Froneri portfolio represents a key milestone for the group, strengthening its presence in the packaged ice cream segment with a brand capable of combining recognition, value and desirability.

A project that speaks to long-time Baci® lovers while also appealing to a new audience seeking distinctive, premium and emotionally engaging taste experiences.

The entire Baci® Gelato range is Rainforest Alliance Certified, confirming the brand’s commitment to a responsible supply chain, environmental protection and the promotion of sustainable agricultural practices.

For further information: Spencer & Lewis for Froneri.

Old Wild West turns up the volume this summer: the new edition of “Music Star” launches alongside prestigious partnerships with Radio Italia and Live Nation

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Old wild west

Summer 2026 is set to come alive with music at Old Wild West. The brand, part of the Cigierre group, is kicking off a season dedicated to major live events with the return of the “Music Star” contest, the renewal of its collaboration with Radio Italia, and a new prestigious partnership with Live Nation. Once again, music and food come together to create engaging experiences designed to be enjoyed and shared.

The return of “Music Star”: emerging talents take the stage

Among the most anticipated highlights is the return of “Music Star”, the music competition created by Old Wild West, now in its second edition, with the goal of discovering, supporting and promoting emerging talent. The contest invites young artists and creators to submit original songs and will offer the winner not only the opportunity to professionally record their track, but also to perform live at Porta Nuova Music Fest, taking place in Milan from September 19 to 21.

For this new edition, Old Wild West has chosen to collaborate with Openstage, a platform bringing together a community of more than 16,000 emerging artists.

The third year alongside Radio Italia Live – Il Concerto: Milan and Palermo

For the third consecutive year, the partnership with Radio Italia continues through Radio Italia Live – Il Concerto, which will take place in Milan on May 15 and in Palermo on June 28.

Alongside its presence at the event, Old Wild West will once again launch the limited-edition burger “Radio Italia Live – Il Panino”, available exclusively for a limited time at the restaurant in Piazza Duomo in Milan.

The Milan concert will also provide an opportunity to hear live the winning song from the previous edition of Music Star, performed by its creator Morìs (Maurizio Di Cesare), who will take the stage in Piazza Duomo on May 15 during the event’s pre-show.

From iconic festivals to the most anticipated concerts: a summer alongside Live Nation

Old Wild West’s connection with live music will continue throughout summer 2026 thanks to its new collaboration with Live Nation, which will see the brand featured at Opel Firenze Rocks at Visarno Arena, I-Days Milano Coca-Cola, and numerous other live concerts from June through September.

For the occasion, Old Wild West will be present at major live events with dedicated areas where visitors will be able to enjoy selected products, while also launching a special contest across its restaurants to give away exclusive PIT tickets.

“We are ready to kick off a season dedicated to music and major live events, with Old Wild West set to be one of the protagonists of the Italian summer,” said Stefano Taboga, Chief Sales & Marketing Officer of Cigierre. “With the second edition of Music Star and our collaboration with Openstage, we want to give a voice to emerging talent, while our presence at iconic events such as Opel Firenze Rocks, I-Days Milano Coca-Cola and Radio Italia Live – Il Concerto allows us to connect with a diverse and passionate audience. Our goal is always to create memorable moments for our customers, and we will bring the conviviality and carefree spirit that have always been part of our DNA to the world of live music, combining the authentic taste of the West with the energy of music.”

Through these initiatives, Old Wild West further strengthens its connection with the world of music, confirming its position as a brand capable of transforming every experience into an authentic, engaging and shareable moment.

For further information: Spencer & Lewis for Cigierre.


Old Wild West is the original Burger & Steak House and the leading brand of its kind in Italy, founded in 2002. Renowned for its unmistakable Western atmosphere, the brand offers a unique and immersive experience that goes beyond food. Its culinary offering stands out for the exceptional quality of its ingredients, particularly its meat, whose production and selection processes are carefully managed directly. Operating both directly and through franchising, Old Wild West is the flagship brand of Cigierre – Compagnia Generale Ristorazione Spa, a company founded in 1995 in Udine with the goal of creating, testing and managing innovative restaurant concepts. Today, 30 years after its foundation, Cigierre is Italy’s leading casual dining group and a market leader in the development and management of themed restaurant concepts. In addition to Old Wild West, the company owns the brands America Graffiti, Wiener Haus, Pizzikotto, Shi’s and Smashie. With more than 360 restaurants across Italy and abroad, Cigierre restaurants welcomed and served over 30 million customers in 2025 alone.

 

CityWave: the new icon of design and sustainability takes shape as CityLife’s latest landmark

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Citywave

The CityWave construction site, scheduled for completion by the end of 2026 and set to become a new landmark for CityLife and contemporary Milan, welcomed a visit from internationally renowned architect Bjarke Ingels

CityWave, the project designed by international studio BIG – Bjarke Ingels Group for CityLife, continues to progress toward completion, scheduled by the end of 2026.

The structure of CityWave is now fully recognizable in its iconic form: the large wave-shaped canopy connecting the two buildings represents the distinctive feature of a project designed to integrate harmoniously into the skyline of the three CityLife towers, “completing without competing.”

To explore the project’s unique characteristics and provide an update on construction progress, CityLife hosted a press meeting today attended by Bjarke Ingels, founder of BIG – Bjarke Ingels Group and architect of CityWave, together with Paolo Micucci, CEO of CityLife SpA; Aldo Mazzocco, CEO and General Manager of Generali Real Estate S.p.A. and Chairman of CityLife SpA; and Marco Beccati, Technical Director of CityLife.

“With CityWave, we are seeing a project take shape that fully embodies the vision of CityLife: a place where architecture, sustainability, quality of life and the relationship with public space coexist harmoniously,” said Paolo Micucci, CEO of CityLife SpA. “Today, the great wave that defines the building is no longer just a design concept, but a concrete reality enriching the district’s skyline and creating a new connection between the towers, the park and the city. With completion expected by the end of 2026, we are preparing to deliver to Milan a new space designed for people, capable of generating value for the city and further establishing CityLife as an international model of urban regeneration.”

CityWave represents a new defining element in the urban design of CityLife, one of the most significant urban regeneration projects developed in Europe, created through the transformation of the historic former Fiera di Milano area.

The project consists of two buildings connected by a large suspended canopy made with an innovative timber-and-steel structure covered by more than 11,000 sqm of solar panels, and will host approximately 60,000 sqm of state-of-the-art office space, integrated with the surrounding district and park. At the base of the structure, a new covered square will emerge, designed as an open and permeable place in dialogue with the area’s public spaces.

“CityWave is the kind of project that comes along only a few times in a career. It will be a masterpiece of technology and architecture that will be studied in university textbooks,” commented Aldo Mazzocco, CEO and General Manager of Generali Real Estate S.p.A. and Chairman of CityLife SpA.

CityWave has been designed with a strong focus on innovation and environmental sustainability. The building has already achieved WiredScore Platinum certification and WELL Platinum and LEED Platinum pre-certifications, thanks to the energy produced by its photovoltaic system and the use of geothermal energy and highly efficient materials.

The project is part of the broader development vision that has made CityLife an international model of a contemporary district capable of combining outstanding architecture, quality of life, services and extensive green spaces open to the city.

“CityWave was conceived not as a single tower, but as two buildings connected by a dramatic catenary canopy, creating a new gateway to CityLife,” said Bjarke Ingels, Founder and Creative Director of BIG. “The architecture expresses a profoundly Italian duality: rational and rigorous in its clarity, yet at the same time surprisingly majestic when all the elements come together. The canopy not only generates energy, but also creates a vast public space underneath it, like a gift to the city of Milan, providing shade from the sun and shelter from the rain. Rising along the buildings, the canopy also extends working life outdoors through terraces located on every level. In this way, the project condenses the qualities of CityLife into a single architectural gesture. Contributing to a city with such extraordinary architectural heritage is a great privilege and, after visiting the construction site today, I feel optimistic and excited for the opening of CityWave within the coming year.”

With construction steadily progressing, CityWave is now entering a decisive phase of development, in line with the schedule that foresees completion by the end of 2026.

“Today we have the honor and pleasure of welcoming Architect Bjarke Ingels, the protagonist of a design vision that is becoming what is destined to be one of the most iconic and recognizable buildings in the city of Milan,” said Marco Beccati, Technical Director of CityLife. “This result stems from a complex and ambitious challenge, tackled with passion and expertise by multiple teams who worked in close synergy: architects, professionals and construction companies. A project distinguished by its high architectural value and the uniqueness of its structure.”

With this new building, CityLife is preparing to deliver to Milan another key piece of a project that, over the years, has profoundly transformed a strategic part of the city, giving it back in a new, sustainable and fully accessible form.

For further information: Spencer & Lewis per CityLife.

Premio Film Impresa 2026: “Passione di famiglia” wins the online audience award

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film impresa

More than 10,000 votes were cast for the fourth edition of Premio Film Impresa. The recognition was announced during an event held as part of the initiatives for the Giornata Nazionale del Made in Italy. Completing the top five were “Elda”, “Il viaggio è appena iniziato”, “Gli Elefanti” and “La morte bianca”

Following the success of the fourth edition last March, the online audience jury vote has completed the journey of this edition, awarding the public recognition to “Passione di famiglia”, directed by Francesco Lama and produced by Nucciarte Produzioni for San Lorenzo Group.

The announcement was made today during an event included among the initiatives dedicated to the Giornata Nazionale del Made in Italy, in the presence of representatives of the finalist works and members of the Award.

“The online audience jury vote represents each year a particularly significant moment for Premio Film Impresa, as it allows the public to directly take part in the Award’s journey and to express their appreciation for works that differ greatly in language, sensitivity and storytelling,” said the President of Premio Film Impresa Giampaolo Letta. “The success of this edition, with over 10,000 total votes, confirms how storytelling about enterprise through cinema is increasingly able to engage audiences and capture genuine interest. The victory of Passione di famiglia also rewards a film capable of conveying the value of work, family memory and continuity between generations—themes deeply connected to the best tradition of Made in Italy.”

The online vote once again recorded strong participation, surpassing 10,000 total votes, confirming the growing audience engagement with audiovisual storytelling of enterprise.

“That more than ten thousand people took part online in Premio Film Impresa, voting for the best film, is a truly remarkable result: it is a figure comparable to the audience of major and popular festivals,” said Mario Sesti, Artistic Director of Premio Film Impresa. “This means we have succeeded in the most challenging of ‘enterprises’: bringing this new and previously little-known cinema to a much wider audience beyond industry professionals, where it had been confined before Premio Film Impresa began to give it visibility and life four years ago.”

“Passione di famiglia” tells the story of Filippo, a Sicilian child who in the 1970s discovers the craft of tailoring, emigrates to Switzerland to train, and later returns to his homeland to transform a small artisan workshop into a textile company destined to grow over time. A story that weaves together family memory, work, territory and generational continuity, highlighting the human value of enterprise and the connection between tradition and the future.

Following the winning film, the ranking continued with:

2. Elda – Dublo SRL
3. Il viaggio è appena iniziato – Cooperativa Trasporti di Riolo Terme Società Cooperativa
4. Gli Elefanti – Corpo Nazionale dei Vigili del Fuoco
5. La morte bianca – Istituto “Ettore Majorana” Bari

The fourth edition of Premio Film Impresa was held under the patronage of Regione Lazio, Roma Capitale, ANFIR, ANICA, UNA, with the collaboration of Ministero delle Imprese e del Made in Italy, Invitalia, Confindustria and Circuito Cinema.

The Award is supported by golden partners: Almaviva Group, Edison, Umana, UniCredit.
Event partners: Gruppo FS, Lavazza Group.
Technical sponsors: Spencer & Lewis, D-Hub Studios, Ega, Tecnoconference Europe, Slamp, Tmb.
Media partners: Il Messaggero, Prima Comunicazione, Adnkronos.

For further information: Spencer & Lewis for Premio Film Impresa.

Commercial Real Estate in Italy: €2.3 billion in Q1 2026. Retail and Hotels drive the start of the year, Industrial & Logistics grows on the leasing front

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Commercial Real Estate

The Italian commercial real estate market opened 2026 with investment volumes totaling €2.3 billion, confirming the strength of its fundamentals. Although this represents a 21% decline compared to the same period in 2025, which was a record year for the sector in Italy, performance remains positive on a 12-month basis, confirming a growth trajectory across the entire market.

In a macroeconomic and geopolitical environment that remains uncertain, marked by the return of inflationary risks, core capital continues to adopt a wait-and-see approach. The first quarter of 2026 also saw consolidation in the small and mid-cap segment, while on the debt side, growing competition among lenders is putting downward pressure on margins, improving access conditions and supporting activity also for larger transactions.

In this context, during the quarter just ended, the Retail sector confirmed itself as the leading asset class by investment volume, with €687 million invested (down 25% compared to the previous quarter and up 29% year-on-year). Activity was supported by two major outlet transactions, a significant Shopping Centre deal, a High Street transaction involving a standalone property in central Milan, and several supermarket transactions.

The out-of-town segment remains dominated by established operators alongside opportunistic capital, while greater financing availability is encouraging some landlords to pursue refinancing transactions as an alternative to disposal. In the High Street segment, activity is mainly supported by private capital, with still limited participation from core investors.

On the leasing side, rents remained broadly stable in both High Streets and Shopping Centres, in a context favoring selective strategies by retailers. The pipeline remains solid, with transactions at an advanced stage, particularly involving out-of-town assets.

Following in terms of investment volumes, the Hotels sector recorded €522 million (up 15% quarter-on-quarter and down 16% year-on-year), after a particularly dynamic 2025. Activity was driven by owner-operator transactions, which accounted for around 35% of volumes, alongside value-add and opportunistic strategies focused on assets to be repositioned or converted.

Transactions showed good geographic and positioning diversification, with deals spread across major cities, leisure destinations and secondary markets. The favorable operating environment of the Italian hotel sector continues to support investor and specialist operator interest. The pipeline remains strong, with transactions at an advanced stage—particularly in the resort segment and for sizeable ticket deals—confirming the sector’s structural resilience.

In a cautious start to the year, but without signs of structural weakening, the Office market recorded investment volumes of €277 million (down 65% versus the previous quarter and down 47% year-on-year). The pipeline remains solid and sentiment is gradually improving, supported by the progressive return of institutional capital and interest from family offices and private investors.

On the leasing front, Milan opened 2026 with take-up of approximately 64,000 sqm in the first quarter, down 42% year-on-year, reflecting a more selective approach by occupiers in a market with increasingly limited prime availability. Prime rent in the Central Business District reached a new all-time high of €790/sqm/year, with a still upward-oriented outlook. In Rome, take-up rose 17% year-on-year to around 36,000 sqm, with prime rents increasing toward a new historic high of €610/sqm/year.

The Industrial & Logistics sector recorded investment volumes of €290 million in the first quarter, in a context characterized by a limited number of completed transactions. Despite the cyclical slowdown, investor sentiment remains positive, supported by a broad pipeline and significant core deals at an advanced stage.

On the leasing side, performance was solid, with take-up of around 820,000 sqm in the first quarter, sharply up year-on-year (+76%). Demand is focused on quality logistics space, with growing interest in regional markets such as Bari and Tuscany alongside the main established hubs. Prime rents registered slight growth, supported by the scarcity of quality product and structurally robust demand, in a market where available supply remains limited and development activity remains dynamic.

Regarding the Living segment, the quarter recorded investment volumes of €162 million (down 21% year-on-year), in a start to the year still affected by limited availability of stabilized product and persistent regulatory uncertainty on the development pipeline. The expected entry of new stabilized assets to the market by year-end represents a positive signal for the sector’s progressive maturation. Investor interest remains strong, also supported by growing attention toward alternative housing models such as Flex Living and Coliving, which are gradually expanding in Italy’s main cities.

In the Student Housing segment, demand for new developments is growing, with particular focus on Milan, where some residential projects are evolving toward student-dedicated solutions. Pan-European capital with strategies dedicated to the Italian market continues to represent a key driver for the segment.

The Alternative sector also stood out, recording investment volumes of €337 million in the first quarter (up 24% year-on-year), supported by the return of strategic corporate transactions. In particular, the Healthcare segment continues to attract capital toward operators and platforms with solid fundamentals, while interest is growing for Infrastructure and Self-storage. The trend toward corporate acquisitions rather than traditional asset deals is also strengthening, highlighting the increasing sophistication of the market. Structural macro-trends—from digitalization to the expansion of social and educational services—continue to support diversification of the asset class within investor portfolios.

Completing the picture, regional markets also confirmed solid performance, fueled by high liquidity and private capital with a strong propensity to acquire. Demand remains broad and focused on assets with robust fundamentals and competitive returns, consolidating the growing role of areas outside the main metropolitan hubs.

Silvia Gandellini, Head of Capital Markets Italy at CBRE, commented: “The Italian commercial real estate market continues to show a solid growth trajectory, supported by an increasingly broad and diversified investor base, ranging from private capital to international newcomers and end users. The robust pipeline and gradual return of institutional capital strengthen our confidence in the sector’s ability to deliver positive performance throughout the year.”

Fabio Mantegazza, Head of Leasing Italy at CBRE, added: “The leasing market in Italy has become more mature, selective and demanding, and in the first quarter of 2026 this trend strengthened further. Demand for quality space in prime locations remains solid, rents continue to grow and availability remains limited. The market still offers important opportunities, provided there is the ability to identify assets in strategic and alternative locations, in line with occupier expectations.”

 

About CBRE Group, Inc.

CBRE Group, Inc. (NYSE:CBRE), a Fortune 500 and S&P 500 company headquartered in Dallas, is the world’s largest commercial real estate services and investment firm, and a leading provider of critical infrastructure services. The company has more than 155,000 employees worldwide supporting clients in more than 100 countries.
CBRE operates through four business segments: Advisory (leasing, sales, debt origination, mortgage servicing, valuations); Building Operations & Experience (facilities management, property management, flex space & experience, critical infrastructure); Project Management (program management, project management, cost consulting); Real Estate Investments (investment management, development).
For more information, visit our website: www.cbre.it

 

For further information: Spencer & Lewis for CBRE

“Visit Terre dei Miti e della Bellezza” launches: the GAL Taormina Peloritani area told through podcasts on Loquis

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taormina

Presented at Palazzo dei Giurati in Taormina, the new podcast channel promoted by GAL Taormina Peloritani in collaboration with Loquis: 30 episodes dedicated to the 29 municipalities of the area between the Ionian coast and the Peloritani villages

The new podcast channel Visit Terre dei Miti e della Bellezza, was presented this morning at Palazzo dei Giurati in Taormina. Promoted by GAL Taormina Peloritani and developed in collaboration with Loquis, the world’s first platform for geolocated travel podcasts—which surpassed 10 million total listens and more than 2.2 million unique listeners in 2025—the initiative aims to showcase the region through immersive storytelling.

The event featured Beatrice Briguglio, Tourism Councillor of the Municipality of Taormina and Director of the GAL Planning Office; Antonio Bonfiglio, President of GAL Taormina Peloritani; Cristian Iovino, Commercial Director of Loquis; Mario Quattrocchi, Councillor of the Municipality of Taormina; and Valeria Brancato, President of Fondazione Taormina, along with representatives of several of the 29 municipalities involved in the project.

“As a GAL, we have supported a process that successfully integrated technical expertise, strategic vision and innovation, with the aim of enhancing the territory in a modern and accessible way,” said Beatrice Briguglio, Tourism Councillor of the Municipality of Taormina and Director of the GAL Planning Office. “In this context, the contribution of Loquis has been particularly significant: through podcasts, we have been able to tell the story of our places, our identities and our heritage using a contemporary language capable of reaching a wide and diverse audience. The role of the GAL is confirmed as that of a facilitator and coordinator of complex processes, capable of connecting municipalities and building large-scale strategies while maintaining a technical and results-oriented approach. Initiatives like this reinforce the idea that territories can be competitive if they work together, enhancing their resources through innovation.”

The Visit Terre dei Miti e della Bellezza channel was created with the aim of promoting and enhancing the cultural, landscape and identity heritage of the area through the language of podcasts, turning the discovery of places into an immersive experience that guides both residents and visitors through a journey of stories, traditions and landscapes.

“The presentation of this project’s results here in Taormina, in front of representatives of the 29 municipalities of the GAL, is not just a moment of sharing outcomes, but above all an opportunity to reaffirm the value of collaboration between local authorities, institutions and qualified partners,” said Antonio Bonfiglio, President of GAL Taormina Peloritani. “This project demonstrates how, when working together with vision and pragmatism, it is possible to enhance our territorial identities through innovative tools. The GAL continues to serve as a point of connection between territories, a place where communities can build shared strategies and shape new development opportunities. This is just one step in a broader journey, in which we are engaged every day in promoting our territory.”

The project consists of 30 episodes dedicated to the 29 municipalities of the area, which stretches from the beaches of the Ionian coast to the inland villages of the Peloritani, where myth, history and nature intertwine in a mosaic of landscapes and communities.

“This project stands out from other experiences because the work has not focused on just a few locations, but on a broad and articulated system involving 29 municipalities, each with its own identity and story to tell,” said Cristian Iovino, Commercial Director of Loquis. “In this context, Taormina plays a key role as an international gateway—a well-established destination that becomes even more strategic when connected to surrounding territories. The value of the project lies precisely in this: starting from a globally recognized destination to guide visitors toward discovering lesser-known villages rich in cultural, landscape and food heritage. Through podcasts, we are able to build a distributed narrative that supports a more balanced and sustainable tourism model, capable of generating opportunities even in smaller centers and enhancing the deeper identity of territories.”

The narrative journey moves through iconic locations and lesser-known villages, creating a storytelling itinerary that begins in Taormina, the international gateway to the area, and continues through spectacular landscapes such as Castelmola, overlooking Mount Etna and the Ionian coast. The journey continues through historic villages in the Valle d’Agrò, such as Forza d’Agrò and Casalvecchio Siculo, and through towns suspended between sea and mountains like Gallodoro, Limina and Antillo.

From the coast, the route reaches seaside locations such as Letojanni, Sant’Alessio Siculo, Furci Siculo and Nizza di Sicilia, extending as far as Messina, the city of the Strait and a historic crossroads of cultures and Mediterranean routes. Inland, the journey highlights villages where nature and memory intertwine, such as Mandanici, Fiumedinisi, Itala and Alì, guardians of traditions, legends and stories passed down over time. A journey that reflects the diversity and cultural richness of a territory where each town represents a piece of a shared collective identity.

The municipalities involved also include Alì Terme, Pagliara, Roccalumera, Roccafiorita, Roccavaldina, Santa Teresa di Riva, Savoca, Scaletta Zanclea, Torregrotta, Valdina, Venetico, Villafranca Tirrena and Saponara.

The project is part of the cooperation initiative among Sicilian GALs “Discovering Rural Sicily – Itinerari integrati ed esperienze uniche nell’isola dell’accoglienza”, created to promote a model of slow, experiential and sustainable tourism capable of enhancing inland and lesser-known areas of Sicily and building an integrated tourism network across territories.

The episode texts are written by journalist and copywriter Simone Rausi, while narration is provided by actor Andrea Trovato, with sound design by Riccardo Cocozza and production by the Loquis Factory.

Thanks to Loquis technology, content is geolocated and can be listened to directly in the places being told, transforming visits into a narrative experience that accompanies travelers step by step through landscapes, history and local traditions.

With Visit Terre dei Miti e della Bellezza, the territory of GAL Taormina Peloritani gains a new tool for promotion and cultural enhancement, capable of preserving the memory of places while opening new opportunities for tourism development for local communities.

Visit Terre dei Miti e della Bellezza is available both on desktop and via the Loquis app, which can be downloaded for free from all app stores.

For further information: Spencer & Lewis for Loquis.

“WHY NUT?”: New ice cream LEC makes the impossible possible

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LEC

The combination of hazelnut and cocoa creates an extraordinary and unbelievably light taste experience, with 398 Kcal per tub

Today in Milan, LEC held a press conference presenting the brand’s vision of redefining contemporary gelato by combining pleasure and wellbeing. The event, titled “Buono e Leggero, da non crederci!”, was the perfect occasion to unveil the major new launch for 2026: the new WHY NUT? flavor, available from mid-April.

But the event was more than just a product announcement—it was a true immersion into the brand’s lifestyle. Guests enjoyed a unique experiential lunch, where they could choose from three different menus inspired by different lifestyles, experiencing firsthand how the brand fits perfectly into any dietary routine, from the most dynamic and sporty to more reflective or relaxation-focused lifestyles.

Opening the founders’ panel was Federico Grom, who introduced the event by highlighting the brand’s vision: “Our goal, from day one, has been to overcome the perceived contradiction between the desire for indulgence and conscious food choices. LEC was created to prove that these two dimensions can coexist, elevating the gelato experience into a true moment of freedom, without compromising personal wellbeing goals.”

The concept behind the new WHY NUT? flavor comes precisely from this idea: transforming the common expectation that something indulgent cannot also be light* at the same time.

The new flavor embodies a bold, even unconventional attitude, where irresistible hazelnut and cocoa swirls blend with an unexpectedly creamy gelato for an experience with no compromises.

The heart of the innovation lies in this balance: on one hand, a rich and indulgent taste impact; on the other, a calorie count fully aligned with the brand’s promise:

398 Kcal per tub
146 Kcal per 100g

Less than half of major competitors, which exceed 300 Kcal per 100g, reaching close to 350 Kcal.

“We created WHY NUT? in record time to respond to a stronger-than-ever trend in the cocoa and hazelnut category,” explained Guido Martinetti. “As always, we worked to achieve the perfect combination of texture and flavor profile, with the goal of delivering that intense and creamy character which makes this new flavor absolutely irresistible, while maintaining extraordinary lightness*.”

Beyond product innovation, LEC is focused on strengthening its market presence. The brand has successfully tapped into an increasingly widespread need: freeing pleasure from excessive calories without giving up great taste.

Its performance in complex markets such as Italy, France, Switzerland and the United Kingdom demonstrates the strength of this vision, as commented by Nicolas Todt: “The results we have achieved confirm that LEC responds to a universal need. Our growth is built on an innovative product unlike anything else on the market, capable of satisfying the palate with lightness* while creating a lasting relationship of trust with consumers, consistent with their lifestyle.”

Providing context to this positive approach, Alessio Di Gennaro, nutritionist and well-known creator, took part in the press conference to discuss the concepts of physical and mental wellbeing and conscious nutrition.

Di Gennaro explained how food innovation should help foster a healthier relationship with food, where pleasure becomes a conscious choice that supports everyday balance, removing the burden of sacrifice or emotional conflict often associated with more indulgent foods.

This vision transforms gelato from a simple cheat treat into an integral part of a dynamic and highly personal lifestyle.

The story of LEC began in 2024, when Charles Leclerc shared with friends Federico Grom and Guido Martinetti the difficulty of reconciling his passion for gelato with the demands of a highly disciplined lifestyle.

What began as a personal need was transformed, thanks to the expertise of his partners, into an ambitious mission: creating a gelato capable of going beyond clichés, suitable for everyone—from professional athletes to those who simply want to stay fit and feel good—and able to promote a conscious approach to life’s small pleasures.

“LEC is not just a business project, but something born naturally from a deep personal need of mine: reconciling a life defined by the discipline of athletic performance with those small but necessary moments of everyday happiness—such as, in my case, a great passion for gelato. We are often used to thinking that pleasure is a concession that can take us away from our goals; we want to prove exactly the opposite. Seeing that this vision is now shared by so many people, and that our gelato is becoming a companion for anyone who no longer wants to choose between taste and feeling good, is our greatest satisfaction and motivates us to do even better. That is exactly why, with WHY NUT?, we pushed ourselves further, creating an unprecedented flavor that perfectly embodies the essence of LEC,” said Charles Leclerc.

With the launch of WHY NUT?, LEC is not simply adding another flavor to its range, but reinforcing its original promise: breaking conventions and putting the freedom to enjoy every moment back at the center.

WHY NUT? is positioned as the ultimate answer for anyone who no longer wants to compromise with their desires.

Because in the end, when it comes to conscious pleasure, there is only one question left to ask:

Why Resist?


Notes

* compared to the average of the best-selling tub gelato products according to Unione Italiana Food
** Retail price is at the sole discretion of the seller.

Recommended retail price: €4.99

LEC is distributed through major supermarket and hypermarket chains. The list of retailers where LEC is available is always updated on the website lec.it.

For further information: Spencer & Lewis for LEC.

A dream Maxi-day for Gioele: the young fan (9 years old) designs his own Maxibon and the company invites him to the factory to create it

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Maxibon

From a letter sent by post to the Froneri plant in Ferentino, Maxibon makes the dream of a young fan from Turin come true

He designed his ideal Maxibon, placed the project in an envelope and sent it by post. Shortly after, the company contacted him to invite him to create his very own version. An unforgettable experience for young Gioele Provenzano, 9 years old, special guest at the Froneri plant in Ferentino, where Maxibon ice creams are produced.

Here, last week, his passion was rewarded: surrounded by white coats and dedicated materials, the young (yet already passionate) consumer discovered where the magic of Maxibon is created. He then worked alongside the R&D department to develop his own personalized Maxibon, turning a dream into a real-life experience.


Creativity in a stamped envelope

It all started a few weeks ago, when an envelope arrived at the company headquarters from Turin. Inside was a colorful and highly detailed design for a new Maxibon. Not just a simple drawing, but a true creative and indulgent concept, carefully thought out in every detail, combining ingredients, flavors and textures into a unique and original mix—one of the distinctive features of the Maxibon range.

Alongside the drawing was a heartfelt letter from the child’s father: a sincere invitation to protect imagination and to never stop believing that dreams can come true.


Irresistible enthusiasm becomes an unforgettable experience

Faced with such passion, the Maxibon team decided to reward the young fan’s enthusiasm. Last week, Gioele and his family were welcomed to the Froneri production plant in Ferentino. Guided by technicians through raw materials and production lines, Gioele had the opportunity to create a tailor-made Maxibon with his own hands, choosing from unique combinations of ingredients. The result was a truly unforgettable moment.

“Froneri made us feel like part of a big family: spontaneous and authentic, just like its products,” commented Davide Provenzano and Marianna Zotta, Gioele’s parents. “This experience was deeply emotional and allowed us to experience firsthand the genuine care that Froneri puts into its products, as well as the quality that distinguishes them—something that reminds us of the love parents have for their children.”

“Having the opportunity to make the dream of a Maxibon super fan (and such a young one!) come true fills us with pride,” said Gea Nunziata Rega, Global Brand Manager of Maxibon. “For us at Froneri and the Maxibon team, this is confirmation that our brand continues to inspire dreams and stay close to those who choose it.”

This marks the end of a Maxi-day that Froneri and Gioele will always carry with them—a testament to the strong and authentic bond that Maxibon builds with its consumers.

About Froneri

Froneri’s vision is to build the best ice cream company in the world. It combines the passion of a start-up with over one hundred years of experience in ice cream, and has developed a business model based on a culture of excellence and a deep passion for its products. Established in 2016 as a joint venture between Nestlé and R&R, Froneri is the world’s second-largest ice cream manufacturer and the leading private label producer globally, operating in 25 countries with approximately 15,000 employees worldwide.

For further information: Spencer & Lewis per Froneri

SmartCityLife celebrates spring with “Welcome Spring”: two days of sport, creativity and wellbeing in CityLife Park

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CityLife

With the arrival of spring, CityLife welcomes back “Welcome Spring”, the event promoted by SmartCityLife that marks the beginning of the new season of activities in the Milanese urban park. On Saturday, March 21 and Sunday, March 22, CityLife Park will host the fourth edition of the event, featuring a rich program of free activities designed to engage families, children and adults in two days dedicated to wellbeing, sport, creativity and discovering nature.

The initiative has become a well-established event in the city calendar and reflects SmartCityLife’s commitment to making the park an increasingly vibrant and accessible space, capable of hosting cultural, sporting and recreational activities for all ages.

“CityLife Park is designed to be an open and shared space, a place where people can meet, practice sports, take part in cultural activities and experience the neighborhood in an active way,” commented Roberto Russo, CEO of SmartCityLife. “With Welcome Spring, we once again launch the season of events with a rich and diverse program, designed to engage different audiences and fully enhance the usability of the park’s spaces. In recent years, SmartCityLife has increasingly established itself as an organization capable of promoting initiatives that combine wellbeing, social interaction and culture, and in 2026 we will further strengthen this path by expanding opportunities dedicated to cultural experiences and community participation.”

During the Welcome Spring weekend, the park will come alive with numerous activities for both children and adults, organized in collaboration with various local partners.

For children, the program includes fun sports and motor activities curated by Atletica Meneghina and Sportitude, featuring movement games, relays, sack races, tug of war, vortex throwing and other activities designed to introduce young participants to sport in an engaging and inclusive way.

Alongside sports, there will be a strong focus on creativity thanks to drawing workshops organized in collaboration with Scuola del Fumetto, a historic Milanese institution in the field of visual arts. Children will explore drawing through spring-inspired activities, learning to depict flowers, fantastical creatures and imaginary characters guided by the school’s professionals.

Nature will also take center stage in the Laboratorio botanico di primavera, organized together with HW Style, where participants will become little gardeners, learning how to repot a plant and take care of it.

The sports program will also involve adults, with a wide range of disciplines focused on movement and wellbeing: from running sessions to metabolic walking, from yoga and pilates classes to Cardio Tennis, as well as open tennis lessons organized with instructors from Mediolanum Tennis CityLife. The program will also include padel lessons and tournaments curated by City Padel, held on the outdoor courts of the Golden Goose Arena powered by Atlante.

There will also be space for emerging sports such as pickleball, available in open play mode throughout both days, with free play sessions open to all.

Among the new features of the 2026 edition are creative workshops for adults, including a wildflower bouquet composition workshop in collaboration with Cooperativa del Sole, and a botanical fabric printing workshop organized with Lulolab, where participants will decorate a tote bag using natural pigments derived from fresh flowers and leaves.


WELCOME SPRING PROGRAM – MARCH 21–22, 2026

Sports activities for children

10:00 – 12:30 / 14:30 – 18:00
Motor activity stations with relays, vortex throwing, tug of war, skipping rope, sack races and tin can throwing

10:00 – 12:00 / 15:00 – 17:00
Open tennis lessons

10:00 – 14:00
Padel lessons

14:00 – 17:00
Padel tournament


Creative workshops for children

11:00 – 12:00
Creative drawing workshop – Scuola del Fumetto

14:30 – 15:30
Creative drawing workshop – Scuola del Fumetto

11:00 – 12:30
Laboratorio botanico di primavera – HW Style


Sports activities for adults

10:00 – 17:00
Pickleball – open play

10:00 – 11:00
Running

10:00 – 14:00
Padel lessons

10:00 – 14:00
Padel tournament

14:00 – 17:00
Metabolic walking

11:00 – 12:00
Pilates

14:30 – 15:30
Pilates (Saturday)

11:00 – 12:00
Yoga (Sunday)

14:30 – 15:30
Yoga (Sunday)

17:00 – 18:00
Cardio Tennis


Creative workshops for adults

11:00 – 12:30
Wildflower bouquet workshop – Cooperativa del Sole

15:00 – 17:00
Botanical fabric printing workshop – Lulolab

All activities are free and available while places last. For most activities, booking is required via the SmartCityLife App.


Key events scheduled at CityLife in 2026

The season launched by Welcome Spring marks the beginning of a rich calendar of events that will animate CityLife Park throughout the year, with initiatives dedicated to sport, wellbeing, culture and entertainment.

Among the main confirmed events for 2026:

Milano Marathon and Family Run (April)
The traditional running weekend involving thousands of professional and amateur runners each year.

Wings for Life World Run (May)
The global race uniting people worldwide to support research on spinal cord injuries.

Cinema all’aperto AriAnteo (May–September)
The summer open-air cinema experience under the stars.

Milano Football Week with La Gazzetta dello Sport (June)
An event dedicated to football fans with talks, sports activities and entertainment.

Pizza Village (September)
A food event celebrating Italian pizza tradition with top pizzaioli.

Wanderlust (September)
An event focused on wellbeing and yoga, combining movement, meditation and music.

Night Run (September)
An evening race through the district offering a unique sporting experience.

Salomon Running (September)
A race dedicated to urban running enthusiasts.

Green Weekend CityLife (October)
A week of initiatives dedicated to sustainability and environmental awareness.

Stramilano Sottozero – Natale in CityLife (December)
A winter event combining sport and Christmas atmosphere for the whole family.


Cultural events

Throughout 2026, SmartCityLife will further strengthen its cultural programming with a series of initiatives dedicated to art, storytelling, nature and community participation, expanding opportunities for connection and sharing within CityLife Park.

Among the planned initiatives is the third edition of the Digital Art competition promoted by SmartCityLife, dedicated to the legacy and architectural style of Zaha Hadid. The competition involves students from Milan’s art high schools, inviting them to reinterpret the architect’s geometry and creative language through digital works inspired by Parco delle Sculture ArtLine.

Starting from April 2026, a new cycle of monthly cultural events open to the public will also begin, including guided tours of the artworks in the ArtLine park with a final aperitivo, a Book Club organized in collaboration with Feltrinelli, creative workshops such as ceramic decoration labs with Lulolab, and new botanical workshops in the Orti Fioriti organized with Cooperativa del Sole.

A program that confirms the role of SmartCityLife as an urban space where art, nature and participation come together, offering the city ever-new opportunities for connection, discovery and sharing.

For further information: Spencer & Lewis per SmartCityLife

Segafredo: New global positioning launched. Spencer & Lewis appointed for PR and Media Relations

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Segafredo

The brand kicks off the 2026 campaign to support its new strategic phase.

With “Take Your Shot,” Segafredo opens a new chapter in its positioning. This choice translates into a narrative structured across three strategic pillars: a clearer and more distinctive identity, a quality born in the bar that extends consistently to the home, and concrete responsibility throughout the entire supply chain.

To support this storytelling and manage relations with trade and generalist media, the company has chosen Spencer & Lewis, an Independent Communication Group associated with UNA – Aziende della Comunicazione Unite. The group will lead the strategy for what is, in every respect, an iconic brand and one of the most recognized in the world. Strengthening a history rooted in the tradition of espresso, the brand has decided to embark on a path of evolution and reinforcement that already includes several major milestones throughout the year.

“Segafredo is undergoing a profound phase of evolution, in which we have chosen to rethink how we tell the brand’s story and take a clearer, more contemporary stance in a category often tied to established codes,” says Fabio Felisi, CEO of Segafredo. “The collaboration with Spencer & Lewis stems from this need: to build a solid and distinctive narrative, consistent with what Segafredo is today and the role it wants to play in the future, speaking to the market in a more authentic and relevant way.”

Segafredo is part of the Massimo Zanetti Beverage Group, one of the leading global operators in the coffee sector, present in over 110 countries and active in the Horeca, retail, and e-commerce channels.

The primary objective for Spencer & Lewis will be to interpret and enhance the brand’s new vision:
“We are measuring ourselves against an authentic symbol of coffee tradition and culture in Italia, with a heritage rooted in over half a century of history. From here, it will evolve into something new, yet always recognizable and, if possible, even closer to the people,” comments Aurelio Calamuneri, Client Director at Spencer & Lewis, who is responsible for managing the team and the project. “The challenge, therefore, is to bridge the past and the future in an engaging way with a value-driven narrative that tells the story of a global brand’s resourcefulness—one that has grown worldwide while maintaining an authentic root in daily coffee contexts. The strategic plan aims to intercept an even more heterogeneous media target and, consequently, a more varied audience to whom Segafredo wants to address its new message: ‘Take Your Shot!’”

Alongside Segafredo’s new face is a promise that continues over time: in addition to a physical presence at major national lifestyle and corporate events, the communication roadmap will also centrally feature the story of Segafredo’s commitment to a sustainable supply chain, quality production, and a market approach based on credibility and innovation.

 

For further information: Spencer & Lewis per Segafredo.

Ice & Fun Milano Cortina 2026” Arrives in Milano for the Olympic and Paralympic Winter Games

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From February 4 to 22 in Piazza Tre Torri, in the CityLife district: free snow tubing runs for children.

On the occasion of the Milano Cortina 2026 Olympic and Paralympic Winter Games, the heart of the city welcomes a winter experience designed to bring families closer to the spirit of the Games.

From February 4 to 22, in Piazza Tre Torri, in the heart of CityLife, Ice & Fun Milano Cortina 2026 comes to life. This temporary space brings the mountain atmosphere to the city through free-access snow tubing runs, offering an opportunity for play, fun, and discovery for a wide and diverse audience.

Ice & Fun Milano Cortina 2026 was created with the goal of making the Games a widespread and accessible experience, capable of involving citizens even outside the sports venues, transforming one of the most iconic locations of contemporary Milano into a meeting point dedicated to sport, movement, and sharing.

The highlights of Ice & Fun are the snow tubing runs, designed to allow children aged 3 to 12 to experience the thrill of a downhill slide in total safety, accompanied by qualified staff. Children under the age of 3 may access the activity only if accompanied by their parents. This playful and inclusive activity recalls some of the disciplines featured in the Winter Games, reinterpreted in an urban key.

The project also pays particular attention to environmental sustainability: the setups involve the use of real trees, which will be reused at the end of the event, while the snow tubing runs are made with technical panels that do not require the use of ice or artificial snow, thus avoiding water and energy consumption.

The initiative is part of the broader program of events accompanying Milano Cortina 2026, with the aim of promoting Olympic and Paralympic values, sport as a tool for participation, and the involvement of new generations.

Opening Dates and Times Ice & Fun Milano Cortina 2026 will be open to the public according to the following schedule:

Weekdays: from 3:00 PM to 7:30 PM

Holidays (weekends and from February 16 to 20): from 10:30 AM to 7:30 PM

Access to the snow tubing runs is free, subject to availability and in compliance with safety regulations.

For further information: Spencer & Lewis for SmartCityLife.

Italian Commercial Real Estate at All-Time High with over 13 Billion Euros in Investments in 2025. Growth Driven by Regional Markets, Retail, and Hotels

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2025 closes with a record result for investments in Italian commercial real estate: 13.5 billion euros in investments, up 36% compared to 2024, marking the best year ever and surpassing the previous record of 12.6 billion euros set in 2019. The final quarter of the year contributed significantly, with over 4.3 billion euros and an increase of 22% compared to the same period of the previous year.

Significant support for this performance came from regional markets—transactions outside the Milan and Rome markets—which grew by 81% compared to 2024 for a total of 8.7 billion euros. The return of core investments, representing 40% of the transacted volume, and the contribution of private capital, responsible for 20% of investments in 2025, further sustained the market. A key role was played by the improvement in debt access conditions, thanks to an increase in active lenders, which encouraged competition and balanced the rise in costs.

The Retail sector is the top asset class by investment volume in 2025, with a record volume of approximately 4 billion euros invested since the beginning of the year. The 49% growth in volumes compared to last year was favored by the increased availability of debt capital, particularly in out-of-town segments. Here, there is an increase in both the number of large-ticket deals on prime and good secondary products by core+ players, as well as smaller-scale operations with a more opportunistic approach. Interest in the most prestigious high street destinations remains high, especially from private investors and retailers.

The Hotels sector closes 2025 with its second-best result ever in terms of investment volumes, reaching 2.26 billion euros, up 7% compared to 2024. Value-add investment activity remains predominant even in the fourth quarter, representing 80% of volumes, and is focused on properties to be converted or hotels to be repositioned. Interest in stabilized properties is also growing, opening positive prospects for core investors during 2026.

Investor interest in prime locations with high-end positioning remains solid, while at the same time, there is a progressive growth in appetite for mid-to-high-end income-producing properties in secondary cities. These cities benefit from good growth prospects in tourist flows, thanks to the recovery of European business travel linked to the MICE (Meetings, Incentives, Conferences, and Exhibitions) sector.

The final months of 2025 also closed with positive results for the Industrial & Logistics market, which, after a period of adjustment in the occupier markets, has returned to recording increases in both take-up and investments. 2025 closes with 2.13 billion euros in investments, up 30% compared to 2024. The return of core capital to this sector, thanks to an intensification of fundraising activities, was accompanied by a selective attitude in choosing locations.

Interest in value-add operations is mainly concentrated on brownfields but faces the limited availability of large-scale properties where intervention is cost-effective. Investor selectivity toward locations with a more solid occupier market is limiting greenfield development activity in secondary markets, which remain primarily the domain of specialist investors.

The Office sector closes 2025 with investments at 1.7 billion euros, down 18% compared to 2024, but with a decisive acceleration toward the end of the year, recording a 13% growth compared to the last quarter of the previous year. These volumes exclude the Office component of prime mixed-use properties. However, confidence in the fundamentals of this asset class in prime locations is improving. The growth in the last quarter was supported by the return of institutional capital, responsible for 50% of the quarter’s volumes, as well as by family offices and private investors. Prospects for 2026 indicate a progressive recovery in investment volumes, thanks to a healthy pipeline of products on the market and growing interest from core/core+ investors.

In 2025, the Living sector also reached a record investment volume for the Italian market, with 1.3 billion euros (+78% over 2024), driven by the Student Housing segment. This segment remains dynamic, with value-add operations and forward purchases on development projects with low urban planning risk. Major university cities remain the focus of investments, but interest is also growing in other regional cities. Despite the limited number of investment opportunities, the sector is attracting more and more newcomer investors who recognize the growth potential of the Italian market.

In the residential segment, investment activity is increasing but remains limited by the scarce availability of opportunities in the Multifamily/Built-to-Rent sector. Operations destined for fractional sales currently remain the primary destination for investments, especially for properties to be redeveloped within the established urban fabric, thanks to local developers often supported by private investors.

Good results were also recorded for Alternative asset classes, with 1.5 billion euros in investment volumes, thanks primarily to the Healthcare sector, which saw major platform deals. Data Centers continue to attract investors, aided by the low vacancy rate in the Italian market, stimulating land purchases, although location selection remains very selective.

“Based on the analysis of the data collected and the trends recorded, we can say that Italian commercial real estate is entering a new phase, characterized by increasing diversification of investments, both by asset class and location,” says Silvia Gandellini, Head of Capital Markets Italy at CBRE. “We are witnessing an expansion of the investor base, thanks to international newcomers, private capital, and end users. The record volumes of 2025 demonstrate the resilience of the Italian market, and the prospects for 2026 are very positive, thanks to a solid pipeline of deals and growing fundamentals across all sectors.”

 

For further information: Spencer & Lewis for CBRE.

AI and Communication: Artificial Intelligence Will Only Replace Those Who Have Nothing Left to Say

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AI and Communication: Artificial Intelligence Will Only Replace Those Who Have Nothing Left to Say

We Have Created an Alien Intelligence. And now, who will be the strategist to tell the stories?

by Massimo Romano

In my book Il potere invisibile delle idee, the cover shows eggs and bacon on a yellow background. This isn’t a graphic choice: it’s a statement of intent. It refers to one of the most brilliant PR campaigns of the twentieth century, conceived by Edward Bernays, the “nephew of Freud” who invented modern persuasion.

IA e Comunicazione-Il-potere-invisibile-delle-idee.jpg

 

In the 1920s, Bernays was commissioned to increase bacon sales. He understood that he didn’t have to sell the product, but change a habit. He commissioned (and manipulated) a medical “study” that claimed the benefits of a hearty breakfast, gained the support of 5,000 doctors, and disseminated the news to newspapers as a scientific discovery. In a few months, America switched from coffee and toast to the eggs and bacon ritual.

Bernays didn’t hack a computer. He hacked trust, the most powerful operating system humanity has ever created.

 

 

 

Strategy and AI: Automation Forces Us to Think Better

We have entered the Fifth Communication Revolution: the one in which persuasion has become automated. What Bernays did in months, with intuition and a network of relationships, an algorithm does today in a few seconds. AI is not just a tool: it is the automation of persuasion.

The numbers confirm this:

  • 79% of managers state that AI already influences their marketing strategies (Harvard Business Review).
  • 64% of communicators use it to write content or analyze trends (Muck Rack).
  • Only 12% of companies have defined an ethical protocol for managing it (KPMG).
  • And according to Gartner, by the end of 2026, over 60% of marketing budgets will be allocated to strategic consulting services, not operational production.

We are multiplying Bernays’ power without asking ourselves who is holding the strings. Yet, AI is not an enemy: it is a dividing line. It will separate those who produce noise from those who create meaning.

AI will not replace communicators. It will replace those who no longer have anything to say.

Because the machine can write a press release, but it cannot decide if it is worth saying. It can generate content, but not build strategies. And strategy is what distinguishes an executor from a consultant.

The future of agencies is not to produce more, but to think better. To return to being what the best have always been: strategists of influence and not post factories.

AI will force us to return to where it all began: strategic consulting. It will take away the shortcut of “doing” and oblige us to return to “thinking.” From content providers to thought consultants. Anyone can write on behalf of a brand, even a machine.

The real challenge will be for those who know how to guide brands to choose what is worth saying, and why. And that is where we will return to play our game: in the territory of strategy, vision, and judgment.


Algorithmic Propaganda: The Danger Is Not the Lie, But Plausibility

Bernays knew it well: every idea can serve freedom or power. In the 1950s, working for the United Fruit Company, he orchestrated a campaign that painted the democratic president of Guatemala, Jacobo Arbenz, as a communist threat. His propaganda was so effective that it pushed the United States to support a coup d’état. From a breakfast, to a civil war.

Bernays

Today, that same manipulation would require just a few clicks. AI hallucinations, false but plausible information, are the automated version of that propaganda. The Cambridge Analytica case was just the trailer for a movie we have already started filming: algorithmic propaganda, invisible and personalized.

It is no longer the lie that is dangerous, but plausibility. And in the noise generated by millions of artificial messages, the risk is that truth becomes a minority opinion.


Ivy Lee 2.0: The Communicator as Strategic Guide and Builder of Trust

Paradoxically, the answer to the AI challenge is not found in the future, but in the past. At the dawn of PR, while Bernays was manipulating the masses, Ivy Lee wrote the first Declaration of Principles of the profession:

“The public has a right to truthful and accurate information.”

He was the first to understand that transparency is a more powerful form of influence than manipulation.

Today, in the era of persuasive machines, our profession must return there: to ethics and strategy. AI can write, analyze, predict. But it cannot choose. And choice is the most human dimension of thought.

Ivy Lee

The communicator of the future will be an Ivy Lee 2.0, with three missions:

  • Architect of strategy → AI is an executor. It needs a vision. Our job is to ask the right questions, define the “why” before the “how.”
  • Guardian of ethics → AI has no morals: it reflects ours. The communicator must be its human filter, educating it on values, inclusion, and responsibility.
  • Builder of trust → In a world of synthetic content, authenticity will be the rarest currency. As Al Golin taught with his TrustBank, trust is built only with time, consistency, and humanity.

Perhaps the greatest opportunity of Artificial Intelligence is not to make us work better, but to force us to think again. When everything can be written by a machine, what truly matters is the truth you choose to tell.


The Hen That Clucks the Loudest

Henry Ford used to say:

“Ducks lay their eggs in silence, hens cluck like crazy. And the world eats hen’s eggs.”

AI is the loudest hen humanity has ever invented: it produces non-stop, 24 hours a day, in every language and format.

Our job is not to make it cluck more, but to teach it when to be silent. Because even silence, at times, is a form of conscious communication. And because technology can automate communication, but only awareness can save its meaning.

 

Massimo Romano is an entrepreneur, communicator, and journalist, CEO and co-founder of Spencer & Lewis, an independent communication group with offices in Rome, Milan, and London. For over twenty years, he has worked alongside Italian and international companies, focusing on integrated communication strategies, brand reputation, and public relations. Active in the sector debate, he is a board member of UNA – Aziende della Comunicazione Unite and vice president of the Publishing, Information, and Audiovisual section of Unindustria.

“Quello che non è normale”: Betsson Sport and Volley Millenium Brescia Take a Stand Against Violence Against Women with Italian National Team Player Beatrice Parrocchiale

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In collaboration with Casa delle Donne di Brescia, the campaign launched for November 25 shines a spotlight on psychological violence and on the role of sport as a tool for empowerment and renewal.

A message that becomes a spark for change, competitive determination transformed into inspiration to say “enough”. On the occasion of the International Day for the Elimination of Violence against Women, Betsson Sport and Volley Millenium Brescia joined forces, with the collaboration of Casa delle Donne, launching an intimate and powerful video project titled “Quello che non è normale”.

The initiative features Beatrice Parrocchiale, European champion in 2021 with the Italian National Team, current captain of Valsabbina Millenium Brescia and Knight of the Italian Republic. In the video, the athlete is contacted by a fan who opens up to her, sharing her story and her moment of awareness: “I thought it was normal to cry, to listen to insults, to see hands raised against me.”

“I would like to thank Betsson Sport and Casa delle Donne di Brescia for giving me the opportunity to shoot this video,” comments Beatrice Parrocchiale. “I took this story to heart and I’m proud to have been its spokesperson. I hope the message reaches as many people as possible and that awareness around this cause continues to grow.”

The project “Quello che non è normale” was created precisely to challenge the dynamics of gender-based violence, focusing not only on physical aggression but also on the more subtle aspects often mistaken for love: obsessive control, systematic belittlement, and constant fear. Through visual storytelling, Betsson Sport and Volley Millenium Brescia highlight how sport can serve as a powerful vehicle for empowerment, capable of offering positive role models of strength and independence.

The collaboration with the Anti-Violence Center Casa delle Donne CaD-Brescia was fundamental to the project’s development. The organization has been a vital resource for the support, protection, and safeguarding of victims in the Brescia area since 1989, operating as a volunteer association. After welcoming and deciding to support the initiative, Casa delle Donne shared with Volley Millenium Brescia and Betsson Sport a real and current story – unfortunately – from which inspiration was drawn for the creation of the video.

“Casa delle Donne di Brescia enthusiastically accepted the collaboration with Volley Millenium Brescia and the cultural association Buscolo Satulo di Borgosatollo to create a video, produced with the collaboration of Betsson.sport, featuring two young women: a volleyball icon such as Beatrice Parrocchiale and a young woman who passed through our center,” said Viviana Cassini, President of Casa delle Donne Brescia. “It is necessary to fight violence by promoting initiatives like this one, to raise awareness and change humiliating and dehumanizing behaviors. It is also essential to know that, alongside prevention and intervention, there are places and people ready to support and accompany victims. Casa delle Donne is a safe and discreet anti-violence center that provides professional support through lawyers, psychologists, educators, mediators, and social workers, ensuring that every woman does not feel alone and can gain the tools to break free.”

With this campaign, the partners involved aim to raise awareness among the national public, reminding everyone that normality should never coincide with oppression, but with respect and the freedom to be oneself.

“On the occasion of this important day, we wanted to send a concrete message together with Volley Millenium Brescia, thanks to the collaboration of Casa delle Donne,” added Stefano Tino, Managing Director Italy at Betsson Group. “The goal of Betsson.Sport was to put the visibility of our network fully at the service of transforming a single testimony into a moment of collective reflection. It shows how sports partnerships can generate tangible value for the entire community.”

“For a club like ours, entirely composed of women, it is a duty to be on the front line in raising awareness and supporting a topic such as violence against women, which requires us to never lower our guard,” explained Emanuele Catania, GM of Volley Millenium Brescia. “I would like to thank Betsson.sport for its sensitivity, Casa delle Donne di Brescia and its president Viviana Cassini, who made available a story – sadly real – to work from; and Diego Grigolato of the Associazione Culturale Buscolo Satulo for the coordination. Special thanks also go to Multilumix for producing the video pro bono and to Beatrice Parrocchiale, who successfully took on the challenging task of conveying the full intensity of the story.”

For further information: Spencer & Lewis for Betsson.Sport.

Cigierre Celebrates Thirty Years: The Company Behind Old Wild West, Smashie, and Pizzikotto Continues Development and Presents the New Charter of Values Written by Its Under-30s

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The company announces a development plan of over 60 million euros for the next three years, including new openings and the restyling of existing restaurants.

Cigierre is celebrating thirty years in business and preparing for future milestones centered on innovation and the empowerment of its young talents. On the occasion of its 30th anniversary, the company behind established dining brands such as Old Wild West, Smashie, Wiener Haus, and Pizzikotto presents its new Charter of Values. This is the result of a shared project involving all employees through surveys and workshops, with an intense and active contribution from the company’s under-30 collaborators, who were called upon to rewrite the Group’s future identity. Simultaneously, the company has announced a three-year development plan with over 60 million euros in investments for opening new restaurants and restyling locations that have been open for years, confirming a strategy that combines growth, innovation, and a focus on people.



“Thirty years represent an important milestone,” commented Marco Di Giusto, CEO and Founder of Cigierre, “but above all, a starting point for the future. With the new Charter of Values, we wanted to give a voice to our youngest collaborators because we believe they are fundamental to building an increasingly shared and authentic corporate culture. At the same time, with the development plan we have defined, we want to continue investing in the Group’s growth, strengthening our presence across the territory and improving the experience we offer every day. It is a journey that brings together vision, people, and quality. Looking ahead to the coming years, we start from what we have built so far: experiences, skills, and relationships upon which we will continue to grow.”

 

30 MILLION CUSTOMERS SERVED IN 2024 AND A FORECAST TURNOVER OF 550 MILLION EUROS FOR 2025

 

The story of Cigierre began in Udine in 1995, from an entrepreneurial intuition by Marco Di Giusto: to create, experiment with, and manage new restaurant formats capable of combining quality, atmosphere, and accessibility. Thirty years later, that idea has transformed into a leading Group in casual dining, with six distinctive brands – Old Wild West, Wiener Haus, Pizzikotto, Smashie, America Graffiti, and Shi’s – and a widespread presence in Italia and abroad.

In 2024, the company reached a total turnover of 545 million euros, with over 360 restaurants between direct management and franchising, 5,000 collaborators, and over 30 million customers served. This path of constant growth continues with even more ambitious goals: for 2025, Cigierre expects to reach a turnover exceeding 550 million euros, further consolidating its leadership in the sector.


A 60 MILLION EURO DEVELOPMENT PLAN OVER THE NEXT THREE YEARS

Building on these results, Cigierre looks to the future with a significant development plan that further strengthens its growth trajectory. Over the next three years, the Group will invest over 60 million euros to open new restaurants and restyle existing ones, consolidating its presence in casual and fast-casual dining.

The company will continue to focus on training through the Cigierre Academy, digital innovation, and customer experience. Attention to the product will remain central, thanks to the work of the Research & Development team, the continuous and careful selection of suppliers and raw materials, and the work carried out by the Kuore laboratory, with a constant commitment to standardization and continuous quality improvement.


THE FUTURE OF CIGIERRE WRITTEN BY THE YOUTH WITH THE NEW CHARTER OF VALUES

 

Alongside investments and development projects, Cigierre has chosen to renew its corporate culture, starting from the values that guide its identity. To celebrate the thirtieth anniversary, the company initiated a process of redefining its founding principles, actively involving under-30 employees. The result is a new Charter of Values, developed through listening, discussion, and co-creation sessions.

Six values emerged, destined to guide the company’s future growth: the strength of the group, arising from collaboration and shared identity; the power of relationships, as the basis for building solid bonds between colleagues, customers, and partners; the valorization of the individual, recognizing the uniqueness and talent of each person; resourcefulness and innovation, to get involved, experiment, and continuously improve; conscious growth, aiming for sustainable development that respects people and territories; and quality, understood as a balance between rigor, attention, and consistency in every process and role, from the kitchen to the dining room.

 

360-DEGREE ATTENTION TO PEOPLE

The involvement of new generations in defining corporate values is part of a broader commitment that Cigierre has been pursuing for some time: building an inclusive, fair workplace attentive to people’s well-being.

In 2024, the company obtained Gender Equality Certification, promoting training and awareness paths on key issues such as inclusion, violence prevention, and the valorization of diversity. All collaborators received clear instructions on how to recognize an anti-violence gesture and the corporate procedures to follow. Six courses dedicated to gender equality were launched, the Inclusion Manifesto was published, and a Psychological Listening Desk was made available as a free benefit for employees.

Confirming this path, the results of the “In People We Trust 2025” survey—developed by Largo Consumo in collaboration with the Università degli Studi Milano-Bicocca, Ipsos Italia, and Confimprese—show that Cigierre’s approach is generating a concrete impact: employees feel involved and engaged, with an engagement level higher than the national average and the restaurant sector. These data paint the picture of a solid, inclusive work environment oriented toward shared growth.

For further information: Spencer & Lewis for Cigierre.

 

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