MILAN (ITALPRESS) – A space designed to promote collaboration, contamination and the smooth activation of all the Group’s competences: it is the new Havas headquarters, inaugurated in Via Crocefisso in Milan. This is where the evolution of the positioning of Havas takes shape, which introduces the concept of Growth, powered by desire: a strategic accelerator in which creativity, data and the Converged operating system. AI converge to build relevant and competitive brands on global markets.
A model that enhances the integration of all communication disciplines – from creativity to PR, from events to advertising – to support business growth.
“This is a place that represents the ambition we have as an agency towards our business, support of business. It is a place in the center of Milan that has always combined creativity and business in an integrated way, a place open to the city and that from the city it also draws vital sap because all the functions and capacities we have within our group at strategic, creative and operational level they live and feed each other,” said Caterina Tonini, CEO Havas Creative Network Italy and CO-Founder & CEO Havas Pr Milan.
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Havas meets these needs, to bring the communication of Italian excellence even beyond borders, with a strategic and local look at the same time, today also through the new headquarters. A co-created space between the Group and the study of design and design The Prisma that translated the role of Havas into an ecosystem capable of connecting people, skills and visions to support companies.
The venue is an environment that integrates creativity, media, data and content, at the same time becoming a workplace, creative hub and meeting point with the territory. “The idea was to design positive and creative collisions between the various teams of Havas, but also all the ecosystem that gravitates around the company: art, city, customers and all the people who in some way can enjoy these spaces and with the opportunity of the new concept of organization and sharing of these places, stimulate each other. So it’s an idea for Havas to give creativity back from Milan and restore creativity to the city”, explained Stefano Carone, AD Il Prisma, underlining that “the ideas need space, stimuli, trust, but also informal relationships among people. And that’s what we wanted to focus on the project.”.
Precisely on the space to be left to creativity as the engine of ideas, Tonini noted that this is at the center “because it moves attention, relationships and must be pervasive in every activity that the company makes in the key to communication. This place allows all this because it is an open place where people work together, but they also interface with very different challenges among themselves helping each other to offer more and more precise advice to companies.”.
Starting from the results of Global Italy research on the reputational value of Made in Italy, Tonini stressed that consulting with companies can help them plan strategies suitable for the foreign country they want to address. “Creative is that element that opens the narrative of being an Italian product or service. So you should not stop at a first level of narration, but you have to go further because the opportunity to go beyond functionality, aesthetics or even perceived quality of a product is absolutely possible – he explained – From the research we have just conducted have been mainly identified of the biases and the country-specific territories for country. This means being able to enter the countries and to know which levers are to be lit in order to better support Italian production in those territories. And to do so, creativity and narrative are the most important levers in support of enterprises.”.
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Creativity is not only born from the sharing of ideas, but also from the mix of apparently distant experiences. It is the case, for example, of the collaboration between enterprises and artists, a paradigm that Havas seeks to implement.
“I am firmly convinced that the relationship between artists and enterprises is not only desirable, but even necessary because artists within the corporate world bring innovation”, said Caroline Corbetta, curator of contemporary art and cultural journalist, stressing that this is possible because “an artist is innovative by definition: he must always push the asticella forward and question the status quo. So the ‘lateral’ look of the artist within a company can generate innovative dynamics.”.
“Havas, through his art and culture division, seeks to mediate this relationship between art and enterprise that must be absolutely authentic and focused on dialogue. Through this work of trait d’union between the needs of the corporate world and those of the artistic world, you can then get to a win-win situation,” he concluded.
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-Photos press office Havas-
(ITALPRESS).
