The current dynamism and unpredictability of social processes determine the need to create innovative formulas of communication and multi-sensorial paths, oriented to attract the user’s attention, making of it the protagonist of an unforgettable experience.

Cultural and unconventional Marketing was founded with the goal of making the brand and business events a real news, expressed through tools can generate a viral effect. The strength of this business is the ability to create engagement with the consumer, not directly expressing as advertisement, but by doing so the brand becomes a spectator of his own process of diffusion. This technique, in the era of the attraction economy, is an important asset to define a communication plan that can achieve significant results in the short and in the long run in terms of recognition and respect.

Primo Piano Special Projects does unconventional marketing one of its strengths, considering this kind of communication one of the main communication mix levers, able to optimize costs and create even more effective results than traditional communications.


In the last 22 years, we have worked for private and public institutions and companies in Italy and abroad as:

Embassy of Turkey (Rome); Ministry of Tourism and Culture (Turkey); Ministry of Foreign Affairs (Rome); Department of Culture, Education and Art (Turkey); Union of the Faculty of Fine Arts (Turkey); Department of Mediterranean Culture and Tourism (Puglia Region); Department of Culture of the Municipality of Lecce; Foundation Saatchi & Saatchi, Ray Of Light Foundation, Harlem Art Project, New York; Olympic Fine Arts, Beijing, China; Pinacoteque of Gergeri and Heraklion, Crete Island, Greece; EPOSE Palepolis Museum of Samothrace, Greece; Superintendence for the Historical, Artistic and Ethno-Anthropological Heritage of Calabria; Cuprarte Festival, Cupramontana, Ancona; CCCB Centre de Cultura Contemporanea, Barcelona, Spain, Venice Biennale, Antikyra Museum Greece, Hatem Hafi of Dar Alf-fonon Centre in Nablus (Palestine); Sphinx of Thebes Festival (Greece); Italian Art Fair Dubai (UAE) and many more.