Florea: Urban Regeneration Project Transforms Rome's Via del Pellegrino

In Rome's baroque heart, Via del Pellegrino is being transformed into Florea, a temporary urban regeneration project running on October weekends. The initiative, named after the ancient street's historical association with florists, turns the area into an open-air creative laboratory featuring craft, design, music, and green culture events. Claudia Campone, designer and founder of Thirtyonedesign, curated the concept, coordinating partners including the Rete d'imprese di Via del Pellegrino, the Regione Lazio, the Comune di Roma, and the first municipio. The project includes green installations, new lighting, seating, and workshops. Three themed weekends are planned: the first for presentation with talks and concerts, the second (Florea Kids) for families on October 11-12, and the third on October 18-19 culminating with a partnership with Roma Diffusa. Collaborators include Roberto Ortolani of Natura e Architettura, Marco Frascarolo of FABERtechnica, and Bla Studio. The project is described as 'tactical urbanism' aimed at demonstrating the benefits of potential public interventions. Campone notes that Rome lags behind other European cities in green transition due to its complexity.