Romadiffusa Festival Reimagines Rome's Cultural Identity Through Multidisciplinary Events

Romadiffusa is a multidisciplinary cultural festival in Rome that has been held twice annually since 2022, aiming to reshape the city's narrative beyond its traditional image as an open-air museum. Founded by Maddalena Salerno, who also established Bla Studio, the event runs for five days each in autumn and summer, alternating between Rome's historic center and other neighborhoods. The festival features daytime activities including workshops with artisans and artists, talks, guided tours, and children's programs, while evenings offer concerts, DJ sets, and artistic performances in historic venues, some typically closed to the public. Following successful past editions, a new daytime spin-off event was added in San Lorenzo in March 2026. Salerno describes Romadiffusa as a city branding process that continues year-round, emerging after the COVID-19 pandemic from a desire to reclaim public spaces and demonstrate that Rome can be lived in and experienced, not just admired. The festival focuses on inclusive programming for citizens while welcoming international visitors interested in discovering less conventional parts of the city. Artist selection prioritizes emerging and research-based creators through talent scouting and open calls, with most events offered free of charge. The October 2024 edition in the historic center attracted over 80,000 attendees across five days, with strong engagement on social media platforms. Future plans include a June 2026 edition in Esquilino with concerts, performances, and talks. Initial bureaucratic challenges have been overcome, with institutions now supporting events that have brought experimental music to Biblioteca Vallicelliana and Sant'Ivo alla Sapienza, rock to Palazzo Altemps, and piano marathons to Palazzo Braschi.