24ORE Business School Master Project on Storytelling for Museums and Theaters

The 24ORE Business School's Master in Economics and Management has initiated a storytelling initiative for cultural entities, collaborating with Melting Pro, the MACRO museum, and the Teatro dell'Opera di Roma. Under the guidance of faculty and directors, students will create strategies aimed at providing cultural promoters with tools for crafting emotional narratives. Elena Zarino highlighted that this initiative connects academic education with professional practice, emphasizing storytelling's importance during the pandemic. MACRO, led by director Luca Lo Pinto, is exploring digital formats. Paolo Petrocelli from the Teatro dell'Opera stressed the need to build synergies for upcoming challenges. Founded in 2011, Melting Pro employs service design methods for engagement and participates in European projects like Conectando Audiencias Italia and SPACE.