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Martina Franca, November 8, 2024
The initiative is organized by the Placetelling School of the University of Salento, in collaboration with the European University Center for Cultural Heritage and supported by M&D Group, aimed at members of the Italian Historic Houses Association
The Placetelling School of the University of Salento, in collaboration with the European University Center for Cultural Heritage, is organizing a masterclass entitled Valorizing beauty through placetelling in Martina Franca (TA), scheduled from November 15 to 17, 2024, at Masseria Chiancone Torricella.
This initiative, which takes shape thanks to the School's long-standing experience in training territorial narrators, is aimed at members of the Italian Historic Houses Association (ADSI) and offers the opportunity to delve deeper into narrative techniques to enhance places and their genius loci.
Three intense days of meetings, workshops, and debates with experts in the field, aimed at providing tools and skills to best tell the story of the historical and cultural heritage of Italian historic houses. An opportunity for exchange and professional growth, because telling about a territory does not only mean describing it, but also interpreting it. This interpretation, when it becomes a story and is shared, ends up influencing the way in which the territory itself is lived.
This is why territorial narrative can be a powerful tool for giving meaning to places; on the one hand, it can contribute to strengthening their identity dimension, developing in the local community a sense of belonging and an affective investment in the territorial heritage, while on the other hand, it is able to increase its attractiveness towards tourist and financial flows with propulsive effects on the level of development.
Storytelling has always been a way through which we construct and reconstruct the history of a territory, we transmit its memory, favoring the process of patrimonialization of what the territory contains. The protection and enhancement of the natural and cultural heritage of a territory can only be based on its knowledge, and storytelling is what allows this knowledge to be transferred, to make the community aware of the importance of preserving and enhancing, for the benefit of future generations, what we have inherited from our past.
Hence the objective of looking at "placetelling" as a creative method of narrating the territory, a strategic support in communication and promotion processes.
The masterclass is funded by M&D Group, a leading company in innovation and territorial enhancement and concessionaire of Piscine Castiglione, and aims to create a connection between professionals capable of effectively communicating the uniqueness and authenticity of places and territories, contributing to their enhancement and the promotion of a cultural tourism capable of capturing the beauty of places.
The initiative - conceived by Professor Fabio Pollice, director of the Placetelling School of the University of Salento - which draws on the twenty-year experience of the Ravello Lab international forum in the field of cultural enhancement, will offer a rich and engaging program, with interventions by internationally renowned experts and practical sessions dedicated to the development of placetelling projects linked to the historic houses managed by the participants.
In concrete terms, a joint action of training and consulting.