IF THE UNION OF SEVERAL MINDS CAN MAKE THE DIFFERENCE, THE GROUPS WE HAVE MET FOR THE MARCH ISSUE ARE AN EXAMPLE OF IT THAT IS ENTIRELY POSITIVE. COLLABORATION AND A COMBINATION OF IDEAS AND CHARACTERS HAVE GIVEN LIFE TO A NETWORK OF MILANESE ORGANISATIONS AND PUBLISHING AND ENTERTAINMENT COMPANIES THAT PROMOTE MUSIC, EVENTS AND CULTURE, PASSION AND EXPERTISE.
WE WILL INTRODUCE THEM TO YOU ONE AT A TIME WITH THE IDEA THAT IF YOU KNOW MILAN YOU CANNOT FAIL TO HAVE HEARD THEM TALKED ABOUT AT LEAST ONCE.
ALIOSCIA BISCEGLIA, CLAUDIO FAGNANI, DINO LUPELLI AND LELE SACCHI ARE THE FOUNDERS OF ELITA, THE ACRONYM FOR ENJOY LIVING ITALY, AN IDEA THAT SEES IN ITALY A PLACE IN WHICH TO CREATE EVER MORE OPPORTUNITIES THAT ENCOURAGE PEOPLE TO LIVE HERE AND TO WORK UNDER THE BANNER OF ENTERTAINMENT AND CULTURE.
HAVING AN IDENTITY THAT WITHSTANDS PASSING FASHIONS AND CONSTANTLY CHALLENGING OURSELVES, ARE THE BASIS OF NOT SETTLING FOR AN EASY AND VACUOUS CONSENSUS.
Who are you and how did your company start? What, specifically, do you deal with?
Elita was born as a network of professional operators in the cultural and communications sector. With this basis, which is more like a group of business associates than a true company, we have, over the years, attracted a number of freelancers who are active in the field of communications, programming and musical production, and of cultural project management. A lot of people visit our offices, many of them very young, and they are trained through managing projects, often very complex and structured ones.
We operate by seeking to create formats that pass the test of time, both when we envisage projects that we promote directly – like, for example, the Design Week Festival, and the Sunday Park – and when we are called by companies to construct innovative ways of communication, against the backdrop of the live experience.
In ten years we have been able to deal with the free time of the people of Milan, offering an international and innovative approach without, however, renouncing a progressive broadening of the public and of the reference audience.
In addition, we have never abandoned the construction of a territorial network, useful both for a continuous discussion with our colleagues, and in order to work as a team in seeking to create and radically modify the environment around us.
Are there crews that have inspired you?
We started off with the idea of constructing a festival within the most important design week in the world and this immediately imposed on us an original approach and not one borrowed from other entities. Frankly, we have not studied other reference models but we have followed our own strategies in seeking to build a unique and original path. Never-the-less, I should like to cite some inspirational organisations and, certainly, projects like Sonar or Club Transmediale have inspired us, at least for their cultural dimension.
What advice would you give to anyone who would like to follow in your footsteps?
The most important and rewarding thing in our work is to cultivate an identity that is able to withstand passing fashions and stand the test of time, always seeking to question our own assumptions. One should not humour the public or clients in the search for an easy consensus that often proves to be ephemeral, but try to move forward by working in harmony with scenarios that are constantly changing.
What are the differences between the no social/social network periods in your sphere?
Web.2 has placed at the heart of everything every single user, who, in a more or less proactive way, influences the cultural phenomena and the effectiveness of an advertising campaign. Undoubtedly, live entertainment is experiencing a totally new period which has different engagement rules based on the creation of instantaneous phenomena that are, however, often fleeting.
Paradoxically, at a time in which we have the opportunity to access any content, the public seems more interested in celebrating old icons rather than discovering the thousands of new phenomena that the internet enables us to know.
Do you have a motto?
Elita is the acronym of a motto that does somewhat represent our guidelines: Enjoy Living Italy. In fact, it means, working to make Italy a place in which, we like to think, there are always more reasons to live and work, under the banner of entertainment and culture.