Generazione Cultura

Generazione Cultura (Culture Generation) is an innovative project, designed and supported by the Lotto Game in collaboration with the Ministry of Cultural Heritage and Tourism together with Ales and LUISS Business School, to make best use of young talents and enhance the artistic and cultural heritage of our country. 

With the project, the Lotto Game offers 100 new graduates, chosen after a careful selection by public notice, the opportunity to take part for about 200 hours in six weeks of advanced training organized by the prestigious LUISS Business School of Rome and later in a paid internship of six months, at over 25 of the most important Italian cultural institutions. 

At the end of the course, up to 10 of the best cultural enterprise ideas proposed by young talents will be followed by an incubation service, in effectively and convincingly creating a business plan to be funded and implemented.
The first phase of the project was completed in July, which was attended by the top 50 students selected from all regions of Italy. All 50 have really followed with great passion 6 weeks of high school education, curated by the Luiss Business School and Mibact, ranging from economy and marketing to culture, digital communication, administration and management of institutions. In September, they will begin the stages in the cultural institutions that have joined the Generazione Cultura project, the Egyptian Museum of Turin, the Venice Biennale, the Uffizi Gallery and Pompeii, to name a few.

In the internships, the students will focus on digital transformation, cultural marketing, new forms of cultural event organization, fundraising, or will accompany the general management of the institutions. Of course, each stage will be modeled on the peculiarities of the individual institution and its needs in terms of economic growth and development of certain areas.

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