Mart di Rovereto's New Communication Strategy Emphasizes Territorial Integration

The Mart Museum of Modern and Contemporary Art in Rovereto, Italy, launched a new communication campaign in 2019 to reframe its identity as integrated with its surrounding landscape. The campaign, produced in-house without an external agency, features a series of seasonal images and a drone video in black and white. Director Gianfranco Maraniello explains that while the 2002 inaugural campaign depicted the Mario Botta-designed cupola as a spaceship with the slogan 'Spedizione su Mart,' the new visuals present the cupola as a continuation of the mountain profile, symbolizing the museum's grounding in the territory. This shift responds to increased cultural competition from hubs like Milan and Venice, positioning the Mart as a 'museum integrated within an experience enriched by landscape, urbanism, and architecture.' The museum also plans to open its rear garden to create a 'citadel of arts and knowledge' linking the Biblioteca, Musei Civici, Teatro dell’Opera, and Auditorium, with funding secured and preliminary designs by Botta. The campaign was created by the Mart's internal communication office, with art direction by Mart, Rovereto; photo and video by Jacopo Salvi; and graphic design by Headline.