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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

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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milano cortina 2026

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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investimenti

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.

 

Totti and Materazzi Star in the First Episode of “AperiTotti,” the New Betsson.Sport Format

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In the new content from Betsson.Sport, the two World Champions share untold anecdotes, discuss great managers, and reveal behind-the-scenes stories of the 2006 World Cup.

Materazzi reveals: “When Ronaldo had the ball, I’d call Cordoba: you deal with him”

Totti: “Maradona is football, then there’s Ronnie. He is poetry; my only regret is not having played together”

AperiTotti makes its debut, the new Betsson.Sport format hosted by Pierluigi Pardo, which takes fans inside the stories and secrets of Italian football through the voices of its protagonists. In the first episode, Francesco Totti and Marco Materazzi engaged in an unfiltered dialogue, sharing sharp analysis and personal backstories about their careers, touching on crucial themes such as managers, the 2006 World Cup, the disappointment of May 5, 2002, and the comparison between the greatest champions of all time.

Asked about the greatest ever, Francesco Totti drew up his personal ranking: “Maradona is football. Then there’s Ronnie [Ronaldo, ‘Il Fenomeno’], who for me is the first of all. He is poetry; my only regret is not having played together. Only after them come Messi and Cristiano Ronaldo.” A thought shared by Materazzi, who, as a teammate, admitted: “In training, during 1-on-1s, every time Ronaldo had the ball I would turn around, call Cordoba and say: you deal with him.”

The former Giallorossi captain then paid tribute to his most significant managers, defining Carlo Mazzone as “the architect of everything, he managed me at 360 degrees when I was 17,” and promoting José Mourinho’s work at Roma: “How did I see him? Top. Number one. He brought back a trophy after many, many years.” Totti also recalled his bond with Antonio Cassano: “I raised him as soon as he arrived; to me, he was like a younger brother. He is as good as bread, even if sometimes a bit too direct.”

On the other side, Marco Materazzi surprised everyone with praise for a former rival and national teammate: “For my generation, Alessandro Nesta was the strongest defender of all. Stronger than Maldini and Baresi, for me. As an admirer, when I had to replace him in the 2006 national team, I hoped until the very last moment that he would return.” The former Nerazzurri defender then recalled the greatest disappointment of his career: “I would trade that Scudetto of May 5, 2002, for another two or three that I won later. It was the year of reconstruction and no one expected us to get there.”

The transition to the 2006 triumph was inevitable. Totti revealed the key support of Marcello Lippi during his record recovery: “He waited for me from the very day of the injury,” while Materazzi remembered the goal in the final: “That morning Cannavaro told me that Henry was afraid of me. When I jumped, he didn’t worry much about the ball and I arrived with perfect timing.”

This appointment, viewable on YouTube at this link, inaugurates the series of exclusive content that Betsson.Sport will produce as part of the “AperiTotti” format, an editorial project dedicated to the legends of Italian football.

For further information: Spencer & Lewis for Betsson.Sport

 

Francesco Totti Crowns Nico Paz and Believes in CT Gattuso

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Former Giallorossi captain Francesco Totti, on the sidelines of a social content recording with Betsson.Sport, praised the start of the season for the Como playmaker and offered a special wish to Rino on the eve of the match against Estonia.

A dream come true, that of a fan who meets his lifelong idol after a 10-hour blindfolded journey. This was the emotional context, born from an initiative by Betsson.Sport in collaboration with content creators Skills Crew, in which Francesco Totti granted an exclusive interview. The Giallorossi captain spoke about today’s football talents, the Serie A championship, and offered a special wish to the new National Team Manager, Gennaro Gattuso.

When asked about the most promising young players, the former Roma captain surprised everyone by naming a talent not from the Italian youth academies.

“Let’s say there aren’t many Italian talents at the moment,” Totti began. “The only one I’m watching right now, who is not Italian, is Nico Paz. He intrigues me a lot.” A true crowning for the young Argentine talent.

Totti’s analysis then shifted to the current Serie A championship, which he sees as more competitive than last season: “I think this year there are more teams that can reach Napoli’s level. I think it is a more balanced league compared to last year.”

Finally, a special thought was dedicated to the Italian National Team and its Head Coach, Gennaro Gattuso, on the eve of the match against Estonia, valid for the World Cup qualifiers:

“I think a wish for Rino is necessary, but above all for the entire national team, hoping that after many years they will take us back to the World Cup. Not only from Francesco, but from all Italians.”

The activity, which saw Totti as the protagonist on the football pitch with skill challenges and moments with fans, is part of Betsson.Sport’s activities, which continues to create exclusive content with the greatest legends of the sport.

For more information: Spencer & Lewis for Betsson.Sport

Retail and Regional Markets Drive Growth in Italian Commercial Real Estate: €9.1 Billion in Investments in the First Nine Months of 2025

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In the first nine months of 2025, investments in the Italian commercial real estate sector reached €9.1 billion, marking a 44% growth year-on-year. Of this total, €2.37 billion was recorded in the third quarter. Despite the uncertainty in the geopolitical context, solid fundamentals and capital availability continue to support the market.

Investment volumes in commercial real estate remain driven by the Retail market, which confirms its role as the protagonist of this growth phase. In the third quarter, Retail investments neared one billion euros, for a total of almost €3.18 billion invested since the beginning of the year, a 74% increase compared to the same period last year. High-ticket transactions in the out-of-town segment, particularly a large prime shopping centre and a factory outlet portfolio, provided a decisive boost, confirming the return of investors to this sector, who are attracted by the good fundamentals this market is currently able to offer.

Investments in the Office sector continue to suffer from a lack of product, despite renewed interest in prime markets. In the first nine months of 2025, investments in the office sector reached €949 million (down 31% compared to last year), with €223 million invested in the third quarter. A recovery in volumes is expected for the coming months, supported by a solid pipeline and fundamentals that remain strong: rising rents in Central Business Districts, greater availability of debt capital, and reduced financing costs are all factors that reinforce the prospect of yield compression.

The Industrial & Logistics market continues to register good investment volumes, with €1.19 billion invested in the first nine months of the year (an 8% increase compared to the same period in 2024), of which €390 million was in the third quarter. This is a positive result despite the normalisation of occupier demand and uncertainty surrounding commercial policies. Activity is led by core-plus and value-add investors seeking higher returns.

In the first nine months, the Hotels sector recorded investments of €1.8 billion, up 22% compared to last year, with €383 million concentrated in the third quarter. In this sector as well, the value-add component continues to drive the market, although there has been an increase in the weight of core investments in the third quarter. Conversely, the component of investments by owner-operators is down, although their interest in the Italian market remains positive. The development pipeline remains significant, while the stabilisation of hotel performance in the luxury segment could push more speculative investors toward the upscale and mid-scale sectors, where growth margins appear more promising.

In the Living market, the third quarter recorded volumes of €191 million, with approximately half driven by Student Housing transactions, where the contribution of forward purchase operations remains highly significant. Overall, in the first nine months of 2025, Living sector investments reached €644 million, marking an 82% growth compared to the same period of the previous year. The launch of new developments, especially in Milano, is suffering from increased caution linked to the permitting context: several developers are shifting their strategies toward the redevelopment and conversion of existing buildings, preferring these over new construction.

In the third quarter, the Alternative market recorded €182 million in investments, for a total of €938 million since the beginning of the year. The weight of the Healthcare sector in the last quarter was contained, with small-sized transactions involving clinics and assisted social-healthcare facilities. The disposal of instrumental assets by infrastructure operators, however, attracted the attention of private investors, contributing to the majority of Alternative investments this quarter. A further contribution came from the Education segment, which recorded transactions exceeding €220 million in the first nine months of the year.

In the regional markets, investment volumes in the first nine months of the year amounted to over €6 billion, representing 67% of the national total. This is a record result, fuelled by large out-of-town Retail transactions, followed by the Industrial & Logistics sector and the Hotels and Alternative segments.

“The growth recorded in the Italian commercial real estate sector in the first nine months of 2025, with the return of Retail among the most attractive asset classes, reflects the sector’s solidity. Furthermore, the vibrancy of the regional markets, which are increasingly strategic, is compensating for the limited availability of assets in the more consolidated markets of Milano and Roma,” states Silvia Gandellini, Head of Capital Markets Italy at CBRE. “This trend highlights the structural strength of the market and the growing confidence on the part of investors, confirming Italy’s strategic role in the European landscape.”

For further information: Spencer & Lewis for CBRE

Fitness: for 80 percent of italians, the primary motivation to work out is mental and psychological well-being

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This is confirmed by the second survey from the “Fitness & Benessere in Italia” Observatory, conducted by the multinational fitness franchise Anytime Fitness, in collaboration with AstraRicerche.

86.4% of Italians consider training important for feeling more energetic and improving their mood, 83.8% find it useful for releasing tension and stress, while 76.3% associate it with reclaiming self-esteem and confidence. These are some of the most interesting findings from the second survey of the “Fitness & Benessere in Italia” Observatory, conducted by AstraRicerche and commissioned by Anytime Fitness, the largest fitness franchise network in the world, with over 5,600 active clubs globally and 58 already operational in Italia.

The demoscopic survey, based on a representative sample of over 1,800 Italians, highlights how the psychological component of training is now central to the perception of well-being: for most respondents, working out is no longer just a matter of aesthetics or physical shape, but a conscious act of personal care—a way to find emotional balance and face daily challenges with greater serenity.

Building on this awareness, the research also delved into the criteria guiding the choice of a gym, highlighting how decisive practical aspects are, such as cleanliness, staff competence, equipment quality, and logistical convenience.

FITNESS AS THERAPY: FOR 8 OUT OF 10 ITALIANS, IT IS THE KEY TO MENTAL WELL-BEING

While the main motivation for training is linked to mental well-being, the Observatory data shows that Italians attribute a very wide range of positive effects to physical activity. On a psychological level, 86.4% state that working out helps them feel more energetic and improves their mood, 83.8% consider it an effective tool for relieving tension and stress, and 76.3% associate it with the recovery of self-esteem and confidence.

From a physical standpoint, 77.9% find training useful for improving performance, 77.7% link it to disease prevention and a longer, healthier life, 73.3% associate it with weight control, and 72.7% with muscle strengthening.

Finally, the social dimension, while less central, is not negligible: 53.2% of respondents recognize the relational value of the gym as a place to meet new people and share time with acquaintances.

CLEANLINESS, COMPETENCE, AND VALUE FOR MONEY: ITALIANS’ PRIORITIES IN CHOOSING A GYM

This broad and integrated vision of well-being is also reflected in the criteria Italians use to choose a gym. The decision is based on concrete and functional elements: at the top of the priorities are the cleanliness and maintenance of the facility (82.5%), staff competence (78.5%), and an affordable price (78.4%). These are followed by the quality of equipment (76.3%), a welcoming atmosphere (73.9%), and proximity to home or work (73.4%).

The variety of machinery (72.4%), the presence of large and well-organized spaces (73.8%), and the modernity of the environment (68.6%) also matter. Among the more innovative elements, personalized support (65.4%), 365-day-a-year opening (59.6%), and technological innovation (58.3%) receive widespread approval.

CONSCIOUS, DEMANDING, AND SEEKING BALANCE: THE PROFILE OF THE NEW FITNESS USER

The Observatory data provides a profile of a fitness user who is increasingly conscious, demanding, and oriented toward total physical and mental well-being. In a context where fitness is no longer just about performance or aesthetics, but increasingly about mental health, balance, and quality of life, understanding people’s real needs becomes fundamental.

“The observatory allows us to go beyond the numbers and grasp the deep meaning of training for Italians,” commented Roberto Ronchi, CEO of Anytime Fitness Italia. “We want to be a reference point for those seeking 360-degree well-being and support, and to do that, we must start by listening. The data helps us improve, personalize the experience, and make each of our clubs a place where people feel welcomed, motivated, and free to be themselves.”

For further information: Spencer & Lewis for Anytime Fitness

Spencer & Lewis to Handle K-Rev’s Integrated Communication Governance

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Task Objective: Build a new brand territory and consolidate the HR-tech company’s leadership.

K-Rev, a digital platform specializing in Human Resources solutions, has chosen Spencer & Lewis as its strategic advisor for integrated communication activities. The Independent Communication Group, a member of UNA – Aziende della Comunicazione Unite, will act as a true strategic advisor alongside K-Rev’s management, leading an integrated positioning project that will start from the heart of the company’s identity and then be applied to all communication touchpoints. The goal is to build a new brand territory capable of reflecting the ambition and uniqueness of the offering, consolidating K-Rev’s leadership in the HR-tech market.

“This is a crucial moment for Human Resources, in Italy and abroad, significant for the magnitude of the change and the speed with which it is affecting the relationship between people and their work,” comments Claudio Allievi, President and Co-Founder of K-Rev. “The goal of improving the engagement of the corporate population is certainly not new or original, but the model with which we aim for this goal is. We strengthen individual awareness and growth within the organization, not only through learning and continuous training, but also with constant monitoring and performance analysis. It’s a model we have decided to present to the market with an integrated, joint, and targeted strategy to promote the K-Rev model to an even wider audience in view of the growth objectives and new developments we have planned for the coming months.”

The contribution within companies that have chosen to adopt the K-Rev model – including TIM, Fincantieri, and Amadori – has also proven to be decisive in terms of reducing turnover, increasing employee satisfaction, and leveraging organizational culture as a business driver. This task is also brought to life with the aid of artificial intelligence: from a potential technological threat to an immense opportunity for the development of each person’s skills within the company.

“K-Rev’s mission, which is deeply current and ambitious, is to put people at the center of corporate performance in a constantly evolving work environment. It’s a vision we fully share,” said Giorgio Giordani, President of Spencer & Lewis. “Our role will transcend that of simple consultants; we will be Advisors to structure and guide Integrated Communication Governance, a distinctive approach that allows us to measure success not only with communication KPIs, but with their direct impact on business results, through a strategic path that, starting from the analysis of K-Rev’s DNA, will aim to build a powerful narrative and a solid identity.”

This new strategic partnership confirms Spencer & Lewis’s vocation to support the most innovative realities in the market, accompanying them in building success stories. The K-Rev assignment is part of a consolidated journey, exactly ten years after another key collaboration for the agency: the one with Pizzabo, one of the first Italian food delivery startups, for which Spencer & Lewis managed integrated communication from the launch phases until the famous exit in 2015, one of the most important in the Italian innovation landscape. A legacy of vision and method that today finds new expression with K-Rev.

For further information: Spencer & Lewis for K-Rev.

Wizz Air Named Sustainable Airline of the Year 2025 at the Airline Economics Sustainability Awards

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Wizz Air is proud to announce that it has been recognized as the Sustainable Airline of the Year 2025 at the Airline Economics Sustainability Awards Gala.

The annual awards, organized by Airline Economics, celebrate aviation industry leaders in environmental stewardship, innovation, and social well-being through their initiatives over the 12-month period up to the end of August 2025. Winners were selected via the results of an industry-wide survey with in-depth sustainability and emissions data provided by Estuaire, in collaboration with the editorial and Airline Economics Plus teams.

The judging panel praised Wizz Air for its measurable progress in carbon reduction, transparency in reporting, and the ambitious plan to achieve the Net Zero goal by 2050, which was presented in April of this year. The jury highlighted Wizz Air’s transparent reporting, investment in fuel-efficient aircraft, and operational strategies that prioritize environmental performance.

“The Sustainability Awards are a testament to the airline industry’s growing commitment to decarbonization,” said Victoria Tozer-Pennington, Editor and co-founder of Airline Economics. “We are proud to shine a light on companies and individuals who are not just setting ambitious targets, but are also delivering concrete results.”

Dorottya Durucsko, Head of Government Affairs and Sustainability at Wizz Air, stated: “We are honoured to receive the Sustainable Airline of the Year 2025 award. This recognition is a testament to the dedication of our colleagues and the progress we are making on our journey to Net Zero. We will continue to invest in new aircraft technologies, collaborate to increase sustainable aviation fuel production, and advocate for airspace reform. The recognition from Airline Economics and Estuaire strengthens our belief that we are on the right path to reinforce the aviation ecosystem. Let’s WIZZ!”

During the fiscal year 2025, Wizz Air’s emissions intensity was 52.2 grams of CO2 per passenger per kilometre. The airline operates one of the world’s youngest fleets, with over 70% ultra-efficient Airbus A321neo aircraft boasting an average age of 4.5 years, integrating various technologies that allow for further fuel savings.

With a goal of reducing carbon intensity by 25% by 2030 and an aspiration to power 10% of its flights with SAF by the same year, Wizz Air’s long-term strategy is built on flights (30% emissions reduction from new aircraft technology and fleet renewal), fuel (53% emissions reduction from SAF), and footprint (4% emissions reduction from air traffic management modernization).

About Wizz Air Wizz Air operates a fleet of 243 Airbus A320 and A321 aircraft. A team of aviation professionals delivers superior service and very low fares, making Wizz Air the preferred choice of 62.8 million passengers in 2024. Wizz Air is listed on the London Stock Exchange under the ticker WIZZ.

The airline has been named one of the top ten safest airlines in the world by airlineratings.com, the world’s only safety and product rating agency, and was named “Airline of the Year” at the Air Transport Awards in 2019 and 2023. Wizz Air has also been recognized as the “Most Sustainable Low-Cost Airline” at the World Finance Sustainability Awards in 2021-2025 and as the “Most Environmentally Sustainable Airline Group in the EMEA region” at the CAPA-Centre for Aviation Awards for Excellence 2024. In 2025, Wizz Air outperformed major airlines in the emissions ranking, presented by Cirium, an aviation industry analytics company, thanks to its work on reducing emissions intensity.

For further information: Spencer & Lewis for Wizz Air

SmartCityLife Officially Names Via Italo Calvino: A Special Tribute to the Writer on the Fortieth Anniversary of His Death

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To mark the fortieth anniversary of the death of Italo Calvino, this morning, in the CityLife park, the new Via Italo Calvino was officially named with the unveiling of the plaque dedicated to the writer. The event was attended by the Councillor for Culture of the Comune di Milano, Tommaso Sacchi, the President of Municipio 8, Giulia Pelucchi, the CEO of SmartCityLife, Roberto Russo, and art historian and popularizer Jacopo Veneziani.

The naming further strengthens the connection between the CityLife district and culture, with a day dedicated to the writer that unites literature, art, and the participation of new generations.

“Italo Calvino was one of the greatest figures in our recent history,” said Councillor for Culture Tommaso Sacchi. “This is true both for his commitment, from a young age, in the partisan Liberation War, and for the cultural and political contribution he offered to the formation of our country. He was one of the most beloved storytellers of contemporary literature, capable of uniting rigour and imagination, and of giving us works that still teach us to look at the world with new eyes: lighter, more curious, more aware. Naming a street after him in Milano means making his legacy a living part of the city, a concrete sign that invites citizens and the new generations to encounter his voice daily. This day shows how literature can continue to dialogue with art, creativity, and urban life. I thank SmartCityLife for sharing this occasion with the Comune, offering spaces and projects that make the district a place of innovation but also of culture.”

“This street naming represents a broader project that includes schools in our area, highlighting the work that SmartCityLife has promoted in recent years as an entity that feels part of the community, starting from the involvement of the youngest. Furthermore, the tribute to Italo Calvino will allow young people to delve into his works and history in new and different ways,” stated Giulia Pelucchi, President of Municipio 8 Comune di Milano.

“Dedicating a street in the CityLife park to Italo Calvino means not only remembering one of the greatest Italian authors but also offering the new generations an opportunity to encounter his cultural legacy. The works of students from Liceo Artistico Boccioni and children from Rinnovata Scuola Pizzigoni demonstrate how literature can still inspire creativity and imagination today, becoming a living part of the city. We are proud that SmartCityLife confirms itself as a connector of urban innovation but also of culture, capable of connecting people, languages, and ideas,” declared Roberto Russo, CEO of SmartCityLife.

The naming ceremony was enhanced by a special performance by the Piccolo Teatro, which paid tribute to Italo Calvino. The actors Matteo Cecchi and Diamara Ferrero engaged the public, giving voice and body to iconic characters such as the Barone Rampante and Viola, in a passionate re-reading of some passages from the writer’s masterpiece. The two actors were also accompanied by the general director of the Piccolo Teatro, Lanfranco Li Cauli.

Subsequently, six graphic works created by students from class 3°I of the Liceo Artistico Boccioni during the 2024-2025 school year were also presented. For the second consecutive year, SmartCityLife has renewed a PCTO collaboration with this institute, which this year had Calvino’s Lezioni americane as its theme. Divided into groups, the students worked on the six values indicated by the writer – leggerezza (lightness), rapidità (quickness), esattezza (exactitude), visibilità (visibility), molteplicità (multiplicity), and concretezza (consistency) – transforming them into contemporary and accessible visual languages. The works are now installed along Via Calvino, where they dialogue with the urban space and the community that passes through it. In parallel, at the Orti Fioriti di CityLife, an exhibition of preparatory drawings tells the other side of the project: the creative process made up of drafts, attempts, and intuitions that led to the definition of the final works.

The morning was also an occasion to celebrate the young winners of the second edition of the Digital Art competition, promoted by SmartCityLife and aimed at students from the Milano art high schools Boccioni, Brera, Sacro Cuore, and Caravaggio. This year’s contest, dedicated to a visual reinterpretation of the Calvino universe, invited the young people to engage with digital and multimedia language to translate the writer’s literary legacy into images. Five works were awarded – first, second, and third place plus two special mentions – which stood out for originality, design quality, and the ability to dialogue with the values evoked by Calvino.

Here is the complete list of the awarded works:

First Place: “La distanza della Luna” by Alice Chinello (Liceo Artistico Statale di Brera)

Second Place: “Sospensione del Visibile” by Maddalena Luce Zoe Moletta (Liceo Artistico Statale di Brera)

Third Place: “Ringed City” by Alessandro Corrado Alagic’, Orlando Colombo, Elisa Hu, Wu Manting (Liceo Artistico Statale di Brera)

Honourable Mention “Per la Creatività dell’opera scultorea” (For the Creativity of the Sculptural Work): “La Pioggia” by Alessio Cirilli (Liceo Artistico Statale di Brera)

Honourable Mention “Per l’originalità del tema e la coerenza con il contesto urbano” (For the Originality of the Theme and Coherence with the Urban Context): “Le carte del Destino” by Victoria Paolucci (Liceo Artistico Statale di Brera)

Honourable Mention “Italo Calvino” awarded to Liceo Artistico Boccioni, and collected by the principal Stefania Caterina Giacalone, for the use of an alternative artistic language adopted for participation in the second edition of the Digital Art competition.

SmartCityLife awarded three scholarships to the winners, intended as a concrete incentive to encourage the young people to further invest in their personal growth and artistic training path.

From September 19 to 21, at the Orti Fioriti di CityLife, it will also be possible to admire, alongside the preparatory drawings of the Liceo Boccioni students, the works of the children from class IV of the Scuola Rinnovata Pizzigoni, created under the guidance of the Scuola del Fumetto. Through signs and colours, the little ones reinterpreted the characters of Calvino’s fairy tales, offering a creative tribute to the writer’s imagination with the freshness of childhood.

Furthermore, this evening, to conclude the celebrations, a screening of the film Italo Calvino nelle città is scheduled at AriAnteo CityLife, which the young winners of the DigitalArt competition will attend free of charge as an additional moment of tribute and reflection dedicated to the writer. For the students who received the honourable mention, the CEO of AriAnteo CityLife cinema, Lionello Cerri, also reserved a complimentary annual subscription.

For further information: Spencer&Lewis for SmartCityLife.

Loquis e Trenitalia rafforzano la loro partnership con due importanti novità: nuovi episodi per Travel Kids – L’Italia in Intercity con Focus Junior e in arrivo il nuovo canale podcast Intercity Bike in collaborazione con Bike Channel di Tiscali

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trenitalia

A dual audio journey through curiosity, nature, history, and sustainable mobility: 30 new episodes for young travelers and a new channel coming soon, the result of a partnership between Loquis and Trenitalia, to tell the story of Italian cycle paths together with Davide Cassani and Bike Channel by Tiscali Italia

The collaboration between Trenitalia (FS Group) and Loquis, the world’s first platform for geolocalized travel podcasts, is renewed and enriched. Following the success of last year’s launch, the channel Travel Kids – L’Italia in Intercity con Focus Junior returns as a protagonist with 30 new episodes, designed to entertain and inspire the youngest during their train journeys, throughout the Peninsula and in Sicily. And Intercity Bike is also arriving, the new podcast channel dedicated to cycle tourism, created in collaboration with Bike Channel by Tiscali Italia, for discovering the most beautiful Italian cycle paths reachable by train.

Designed to enhance the travel experience in a creative, educational, and screen-free way, Travel Kids – L’Italia in Intercity con Focus Junior offers short audio stories that blend curiosity, science, nature, historical figures, and legends. Everything is narrated with a lively and accessible style, thanks to the voices of Andrea Lucchetta, former Italian National volleyball player, and the creator Alessio Bourcet, known to the public as Pika Palindromo. The texts are edited by the Focus Junior editorial team, a guarantee of high-quality popularization and language suitable for children. The topics range from stories related to artistic and cultural heritage, such as the painting that saved the city of Arezzo, to tales that intertwine science and archaeology, such as the one about Ötzi, the prehistoric mummy of the Alps. There are also journeys into historical memory, like the one in Rovigo in the museum where the past can be relived, and epic adventures linked to legendary figures like Marco Polo or Attila. Each episode is enriched with anecdotes and curiosities, with some forays into the Italian food and wine tradition, such as the famous mozzarella of Gioia del Colle. Each listen thus becomes a small journey into the Italian imagination and culture, perfect to experience on a train.

And it is in this direction that “Intercity Bike” is also born, the new podcast channel – coming soon – dedicated to the world of two wheels. The project will showcase the main Italian cycle paths reachable with Intercity trains, thanks to the voice of Davide Cassani, former technical commissioner of the Italian National cycling team and an expert on the territory.

The editorial production is signed by Bike Channel, a key web portal in the sector and part of the Tiscali Italia ecosystem, a Tessellis Group company active in Telecommunications and the Media&Tech sector, to guarantee authoritative, updated content capable of inspiring cycle tourists of all ages. A format designed to combine sustainable mobility, sport, and the discovery of the territory. Each route is a weave of landscapes, cinematic settings, events, flavors, and local stories, to be experienced with the wind in your face and wonder in your eyes. Between cycle paths, trains, and less-traveled roads, you will rediscover the most authentic, sustainable, and surprising Italy. From North to South, and often with a sea view.

With the beginning of summer, Loquis thus strengthens its collaboration with Intercity, which has once again chosen the platform as its audio partner to promote the territory through widespread, experiential, and inclusive narration. The initiative is part of Trenitalia’s strategy to promote conscious, slow, and environmentally friendly tourism, integrating train travel with cultural and recreational experiences of great value.

Travel Kids – L’Italia in Intercity con Focus Junior is already available both in the desktop version and through the Loquis app, which can be downloaded for free from all stores, and can be used both on the train and at home.

For further information: Spencer & Lewis for Loquis.

The Space Cinema – the Italian branch of Vue – announces the launch of “EPIC,” the new Premium Large Format cinematic experience

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The Space Cinema

The new format will make Vue the leading European operator of Premium Large Format screens equipped with HDR by Barco technology

Vue, the largest private cinema operator in Europe, and market leader in the United Kingdom and Italy*, where it operates as The Space Cinema, announces the official launch of EPIC, the new Premium Large Format (PLF) cinematic experience, designed to redefine in-cinema viewing standards.

EPIC combines the most advanced technologies available on the market, thanks to the new HDR by Barco laser projection – featuring a patented Lightsteering system – and immersive Dolby Atmos audio, to offer audiences an unprecedented, high-level experience in Europe. To develop this new format, Vue has strengthened its partnership with Barco, a global leader in cinema projection technology, and begun the installation of the HDR system in its cinemas. The plan involves the opening of at least 11 EPIC screens in the United Kingdom, Italy, and the Netherlands by 2025, and then reaching over 50 EPIC screens in Europe by the end of 2027. The HDR by Barco system combines 4K projection with exclusive light control, capable of selectively directing brightness onto the screen. The result? Incredibly sharp images, deep blacks, bright whites, and an even wider color gamut, up to six times brighter than traditional digital cinema. Every EPIC screen will also be equipped with the Dolby Atmos system, featuring up to 64 audio channels, including a ceiling speaker system, for precise and captivating three-dimensional sound. The EPIC screens will be the largest screens within each Vue cinema and will represent the ultimate viewing experience, ideal not only for major blockbusters but also for arthouse cinema and live events – such as concerts or Metropolitan Opera live broadcasts. The first EPIC screen will be inaugurated at the end of July in the new Vue multiplex in Nottingham, in the United Kingdom, followed this summer by The Space Cinema in Rozzano.

Tim Richards, Founder and CEO of Vue, states: “We have extensively tested various premium solutions, and today we are ready to offer our audience something truly unique. EPIC is born from the combination of the best technologies on the market: HDR by Barco for an extraordinary image, and Dolby Atmos for breathtaking sound. Our goal is to bring excellence to the big screen, across Europe.”

Gerwin Damberg, EVP Cinema at Barco, adds: “We are thrilled to extend our collaboration with Vue. Bringing our HDR technology to their screens means giving shape to a shared idea: making cinema an increasingly powerful, exciting, and immersive experience.”

Vue thus continues its journey of innovation, with constant investment in the evolution of the cinematic experience. Recent projects also include “Vue Your Way”, a new format for foyer areas currently being piloted in the United Kingdom, which allows spectators to purchase snacks and drinks via self-service, accessing the screen directly via a digital ticket and automatic turnstiles.

Watch the EPIC x Barco HDR launch trailer: https://youtu.be/w6dtjXCND5E

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

*by market share

Milano Football Week in CityLife: Great Public Success for the Third Edition with over 20 Million Video Views on La Gazzetta dello Sport’s Website and Social Channels

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The third edition of Milano Football Week, the event organized by La Gazzetta dello Sport, in collaboration with SmartCityLife and with the patronage of the City of Milan, concluded with great enthusiasm. For nine days, from June 7 to 15, the CityLife district was transformed into the beating heart of Italian football.

Talks, tournaments, games, exhibitions, and football legends animated the Arena and the Fan Zone in Piazza Tre Torri, attracting thousands of fans, families, young people, and casual onlookers. It was a week dedicated to sport, fun, and inclusion.

The “Kick-off” saw the President and CEO of RCS MediaGroup, Urbano Cairo, take the stage at the Milano Football Week, along with the Director of La Gazzetta dello Sport, Stefano Barigelli, and the Councillor for Sport, Tourism and Youth Policies for the City of Milan, Martina Riva. The rich event program hosted major figures from the football world, including Cafu, Fabio Grosso, Giovanni Stroppa, Juan Sebastián Verón, Christian Vieri, Walter Zenga, and Gianfranco Zola.

The central Arena hosted tournaments, matches, and freestyle exhibitions by Da Move, in addition to the exciting challenges of Insuperabili, a football school for people with disabilities. The Fan Zone, animated by the brand partners’ activations and music by Radio Italia, offered unique experiences for all visitors.

Kids and families tested their shooting mastery in SmartCityLife’s Precision Challenge, and their strength and balance skills in the Crossbar Challenge and the Upside-down Gol by Clear; they showcased their aim and coordination with Esselunga’s Calcio al Carrello (Football at the Cart) and the timeless Calcio Balilla (Table Football) challenges; they refined their racquet technique and reactivity with the E-padel branded by Cupra; they tested knowledge and skills with engaging quizzes discovering Friuli Venezia Giulia, and competed in Sub Soccer, seated football, with INTRED.

The park also changed its appearance with the Playground, created in collaboration with CityLife Shopping District, transforming into a real football pitch, complete with goals and markings, ready to ignite thrilling matches.

There was also great success for the live podcasts branded Gazzetta, La Tripletta and Only Fanta, which brought quality content to the stage, confirming the event’s focus on new narratives in sports storytelling.

“We have reached the third year of Milano Football Week: events like these are fundamental because they bring people closer to sport. It is always exciting to experience sport actively, listen to the great champions, and, above all, have fun. It was an opportunity to be outdoors, play, and share moments of participation: this is what people truly enjoy,” declared Urbano Cairo, President and CEO of RCS MediaGroup. “During the event, a tournament was also held with Paralympic teams, including our Torino For Disable, which is achieving excellent results: this year it won the title of Italian Champions of the FIGC DCPS III Level and enthusiastically participated in the Milano Football Week Cup – Calcio Paralimpico. We are proud to support initiatives that promote inclusion and make sport accessible to everyone. In addition to the large public turnout, we are also very satisfied with the digital impact: the website and social channels of La Gazzetta dello Sport exceeded 20 million video views during the days of the event.”

“The Milano Football Week has just concluded, and we are extremely proud of the success of this initiative ‘fielded’ by SmartCityLife together with La Gazzetta dello Sport. The enthusiasm and public participation exceeded all expectations, confirming how sport, and football in particular, can unite people in a modern and sustainable urban context like CityLife. Together with La Gazzetta dello Sport, we wanted to create an experience that went beyond the sporting event, offering moments of sharing, culture, and fun for all ages. The large turnout and the energy felt during these days motivate us to look forward to the next editions with enthusiasm. In fact, the CityLife park, which extends for a good 178,000 square meters, with more than 2,000 trees, is once again confirmed as the perfect location for organizing sports, cultural, and social events for everyone,” declared Arch. Roberto Russo, CEO of SmartCityLife, at the end of the sports event.

The Milano Football Week was realized in collaboration with SmartCityLife. Important companies and institutions chose to be brand partners of the event, actively contributing to the development of activities through engaging activations, all strictly football-themed. Main Partner: Clear and Esselunga. Official Car: Cupra. Partners: adidas, INTRED, Friuli Venezia Giulia, CityLife Shopping District. Thanks To: AIN’T Sport, Insuperabili, and Sportland. Official Radio: Radio Italia.

The Milano Football Week 2025 closes with record numbers, surpassing 20 million video views on the website and social channels of La Gazzetta dello Sport, and confirms its role as a flagship event for promoting sports culture, inclusion, and participation. The date is set for next year, for a new, even richer and more engaging edition.

For further information: Spencer & Lewis for SmartCityLife.

WIZZ AIR CELEBRATES 100 MILLION PASSENGERS IN ITALY

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WIZZ AIR FESTEGGIA 100 MILIONI DI PASSEGGERI IN ITALIA

Big celebration at Aeroporto di Roma Fiumicino to mark the hundred-millionth passenger: a historic milestone, symbolizing the growth of the airline in Italy.
In over 21 years of operations in the market, Wizz Air has already transported nearly twice the population of Italy.
The third-largest airline in Italy celebrates this milestone by rewarding a lucky passenger with a special voucher and an exclusive 10% discount on all flights to and from Italy.

Wizz Air, the most eco-friendly airline in the EMEA region[1], celebrated today at Aeroporto di Roma Fiumicino an extraordinary milestone: reaching 100 million passengers transported in Italy since the start of operations in the Bel Paese.

A historic achievement that further strengthens Italy’s central role – the largest market in terms of capacity across Wizz Air’s network – and confirms Roma Fiumicino as the beating heart of the airline’s operations in the country.

The hundred-millionth passenger was celebrated with a special event at the departure gate of the Roma – Malaga flight at the Roman airport. To mark the occasion, travelers on the flight were welcomed with complimentary refreshments, a celebratory cake, and a festive atmosphere at the gate. The lucky passenger was also awarded a €500 voucher redeemable on any route across the airline’s network. But the celebrations don’t stop there: on 17 June, more Wizz Air surprises will commemorate this special moment throughout the streets of Roma. To celebrate the milestone, the airline also launched an exclusive 10% discount on all flights to and from Italy across its entire network, valid only on 10 June.

“We are extremely excited and proud to celebrate our hundred-millionth passenger in Italy: a milestone that reflects travelers’ trust and the strength of our growth strategy in the country. Italy is today one of the most important markets for Wizz Air globally and represents an absolute priority in our long-term investment plans,” said Andras Rado, Head of Communications at Wizz Air. “Roma Fiumicino, in particular, is a key base for our airline. Not only for the volume of operations and passengers, but also for the strategic role it plays in connecting Italy with some of the most sought-after destinations in Europe and beyond. We will continue to focus on this market with determination, further expanding our offer and strengthening our presence in the country.”

With over 200 routes to and from Italy, Wizz Air continues to strengthen its presence in the country. In 2024 alone, the airline operated more than 91,000 flights to and from Italy, with a completion rate of 99.5%, transporting over 18 million passengers (+11.6% compared to 2023), reaching today the milestone of 100 million passengers since the beginning of operations in 2004.

In this context, Roma Fiumicino, one of the twelve airports worldwide with a Skytrax 5-star rating for excellent service standards and recently listed in Skytrax’s World’s Top 10 Airports, has always been a key base for Wizz Air, in Italy and beyond. Today, the airline operates 60 routes from Fiumicino to 25 countries, with strategic connections and destinations among the most loved by Italian and international travelers. For the Summer Schedule 2025, Wizz Air has also strengthened Roma’s connectivity, increasing weekly frequencies to the most popular European and Mediterranean destinations such as Londra, Madrid, Barcellona, and Lisbona – in addition to classic summer spots like Corfù, Mykonos, Santorini, and Zante.

“We are pleased that Wizz Air chose Roma to celebrate such a prestigious national milestone, further proof of the strategic role that Fiumicino plays in the development of air traffic in our country,” said Federico Scriboni, Director Aviation Business Development at Aeroporti di Roma. “We wish to congratulate Wizz Air for its first 100 million passengers transported in Italy and for the remarkable growth journey undertaken.”

Roma indeed represents Wizz Air’s largest base in Italy, and the airline’s growth at Aeroporto di Roma Fiumicino is supported by significant investments: on the infrastructure side, with the brand-new Training Center at Fiumicino, operational since 1 October 2024, and on the operational side, with continuous launches of new routes and increased frequencies on the most demanded routes.

With over 600 jobs created in Roma and a fleet of 13 Airbus A321neo, the most sustainable in their category, Wizz Air continues to support its presence in the Capital and across the country, currently operating more than 200 routes to 80 destinations in 30 countries and offering over 13 million seats.

These figures confirm Italy as Wizz Air’s primary market and Roma Fiumicino as one of the most dynamic and strategic bases in Italy and Europe for the airline.

[1] According to CAPA – Centre for Aviation Awards for Excellence 2022-2024, which analyzes global airline emissions intensity data, Wizz Air is the airline with the lowest CO2 per RPK compared to other global and European airlines.

For further information: Spencer & Lewis for Wizz Air.

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