On December 1, 2025, the conference “From Business to Culture: Paper, Video, and Other Stories” was held in Rome, promoted by the BiblHuB Sapienza corporate library, to investigate the strategic leverage of heritage conveyed through publishing, audiovisual, and museum channels.

To close the 24th Confindustria and Museimpresa Business Culture Week, on Monday, December 1, 2025, the Conference Center of La Sapienza University of Rome opened its doors to host the conference “Dall'impresa alla cultura. Carta, video e altri racconti” (“From Enterprise to Culture. Paper, Video, and Other Stories”). The initiative, promoted by the BiblHuB business library in collaboration with the master's degree course in Organization and Marketing for Business Communication at the University of Rome La Sapienza and sponsored by Museimpresa and AIPAI – Associazione Italiana per il Patrimonio Archeologico Industriale (Italian Association for Industrial Archaeological Heritage), aimed to shine a spotlight on publishing, audiovisual media, and corporate museums as strategic levers for recounting and promoting corporate heritage, which in Italy constitutes a panorama that is unique in its kind and in the world.

Conveying the richness of heritage to a diverse audience is no easy task; the new dialogue between analog and digital languages laid the foundations for choosing the theme “paper, video, and other stories”: promoting this heritage through the presentation of cultural projects carried out by companies and institutions.

The discussion saw the participation of Sapienza's Italian and international partners, together with a group of experts and industry representatives involved in innovative cultural dissemination projects; particular attention was paid to experiences developed in the Rome area.

The result? A series of initiatives that, starting from an archive drawing or a historical object, were able to create an emotion that told and encapsulated its history and evolution.

The Fondazione MAIRE – ETS brought the case of the initiative “Barbara Picutti Creative Contest” to the table for discussion with university students: a publishing project, award ceremonies, literary aperitifs, but above all ancient work tools and historical materials preserved in the digital vault, transformed through the imagination and creativity of colleagues from the MAIRE group into splendid literary tales. Through this project, our Heritage Manager Francesca Rinaldo demonstrated how the enhancement of corporate heritage can be transformed into a communication product and a tool for cultural dissemination.

For us, promoting our heritage means giving back shared value to the community!