Project date

Analysis and development of a communication plan for the new cultural centre in the Esquilino neighbourhood

The Project

The Istituto Poligrafico and Zecca dello Stato have poured significant resources into the regeneration of the headquarters of the Prima Zecca di Stato in Rome’s Esquilino neighbourhood.

The building on Via Principe Umberto has a floor space of over 16,000 m2. It has been the object of a major redevelopment and restoration project and will be used to house a multipurpose cultural centre, known as Rome’s new Fabbrica delle Arti e dei Mestieri.


The new architectural project will serve various different purposes: a museum space, an area for temporary exhibitions, a conference centre, a quality craft centre, a cultural services centre, a library with historical archive, new workshops for the Scuola dell’Arte della Medaglia, a bookshop, a café and guest rooms.

Thanks to these multiple uses, the new cultural centre will aim to attract different visitor types including experts, enthusiasts and tourists, but will also put itself forward as a new cultural reference point for local residents.


The Fondazione Scuola per i Beni e le Attività Culturali asked BAM! to make preparations for the project communication activities.

In greater detail, BAM!’s work was divided into two phases:

Analysis: identification and definition of the key communication targets, both during the development phase and after the opening of the Fabbrica delle Arti e dei Mestieri; context mapping and benchmarking analysis.

Planning: development of a project communication plan, accompanied by the identification of assessment criteria to guide the Istituto Poligrafico through selecting those responsible for future communication management for the Fabbrica delle Arti e dei Mestieri.

In order to find out the requirements of all those involved in the project, from the designers to the museum curators, the employees of the Istituto Poligrafico and the Zecca di Stato and the researchers at the Fondazione Scuola dei Beni e delle Attività Culturali, BAM! also organised a half-day workshop.


First phases of research
The Istituto Poligrafico online

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