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The promotion of Italian culture abroad is one of the main aims for the Ministry of Foreign Affairs and International Cooperation , and a fundamental component of the integrated promotion plan "Living Italian Style". In this context, and intending to promote Italian contemporary artists abroad, the MAECI - in collaboration with Bright Festival and through the organization of Videocittà - decided to launch the project "Farnesina: Digital Art Experience": a traveling collective exhibition of digital art, organized by the Italian Institutes of Culture, which will travel to six cities around the world in 2020 and 2021.

The project was presented to the Italian audience on the 13th and 14th of December, 2019 with a video mapping show. Its background – as well as the main theme - was the facade of the Palazzo della Farnesina. The – unprecedented – projection celebrated the architecture of the Palace in a dynamic and contemporary way, also as a celebration for the twentieth anniversary of the 'Collection of Italian Contemporary Art's foundation by the Farnesina.

The event is promoted by the Ministry of Foreign Affairs and International Cooperation, in collaboration with Bright Festival, based in Florence. The Bright Festival is a reality that recently launched its format of Training and Entertainment, promoting digital innovation, together with the main artists and design studios of the visual sector, lighting & interaction design. Having hosted multimedia installations and immersive experiences from all over the country; for this event, Bright Festival has gathered the excellences that, in the past years, stood out and became known for their artistic works, video mapping, and more.