An observatory on the intersection of contemporary art, wine landscapes and community participation

“NUPART. Per un nuovo paesaggio culturale: l’integrazione tra arti contemporanee e vitivinicoltura in una prospettiva di audience development” (NUPART. For a new cultural landscape: the intersection between contemporary arts and wine growing from an audience development perspective) is a study promoted by the Università degli Studi di Verona and BAM! Strategie Culturali, winner of the European call for proposals PNRR CHANGES – CREST 2 / Spoke 9 – Cultural Resources for Sustainable Tourism.

The project was developed to explore the relationship between contemporary art and wine growing, with the aim of fostering a new cultural landscape and promoting sustainable tourism in central and northern Italy. Funded under Mission 4 – Education and Research of the PNRR (National Recovery and Resilience Plan), it encompasses research, mapping and the co-design of bottom-up initiatives.

The results will be documented in MetodoContemporaneo, the first national observatory dedicated to this phenomenon and the main output of the project: a website compiling maps, stories, interviews and reports on activities in the field.

NUPART is primarily a research project, the first to systematically explore the relationship between contemporary art and wineries. Its aim is to analyse the impact on local communities and sustainable tourism models, creating new forms of cultural engagement through immersive, sustainable and multidisciplinary experiences. The project seeks to foster the development of a new cultural landscape, where artistic heritage is integrated with the wine-growing environment, giving rise to sustainable and participatory tourism itineraries.

BAM! has been involved as a project partner thanks to its expertise in cultural communication, participation and audience development. It played a key role in planning and implementing pilot actions designed to test a methodology for engaging wineries and local communities. Built on a bottom-up approach, these actions aim to strengthen the connection between contemporary art, local businesses and citizens, generating replicable models of cultural engagement that foster sustainable, locally rooted networks.

BAM! is collaborating with the Università di Verona to implement a diverse set of actions combining participation, strategic communication and impact assessment. The project is structured in several phases: beginning with field surveys and continuous mapping of Italian wine producers engaged in the arts, it then progresses to the creation of participatory pathways and pilot actions designed to test a methodology for activating the territory and key stakeholders, with a view to scalability.

In particular, BAM! has curated the visual identity of the observatory and its communication channels, while also developing a communication strategy to convey its values, objectives and various phases. Simultaneously, it is coordinating bottom-up participation and co-design activities in selected areas, facilitating the involvement of local communities and stakeholders active in the wine sector.

Lastly, BAM! is responsible for the project impact assessment, aiming to monitor the effects of the activities on the public, the local area and the interaction between contemporary art and the wine sector.

“NUPART. Per un nuovo paesaggio culturale: l’integrazione tra arti contemporanee e vitivinicoltura in una prospettiva di audience development” is a study promoted by the Università degli Studi di Verona and BAM! Strategie Culturali, winner of the European call for proposals PNRR CHANGES – CREST 2 / Spoke 9 – Cultural Resources for Sustainable Tourism, extended partnership PE_00000020 – CUP H53C22000850006.

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