Description

Villa Celle is a private estate known for its world-class collection of site-specific contemporary art installations. Managed by the Gori family, the park exemplifies a fascinating intersection of business, cultural heritage, and artistic vision.

Nestled amid a 19th-century park and centuries-old olive groves, the Gori Collection is a breathtaking tribute to environmental art. Featuring over 50 open-air installations and more than 30 indoor works displayed across a historic farmhouse and nearby rural homes, the collection offers visitors an immersive experience in art and nature. Since 1980, artists have been invited to stay at Celle for as long as needed to create their works. In this way, art becomes a thoughtful dialogue with the surrounding space and the history of the place.

The visit will allow participants to discover the unique collection of Villa Celle. It will also be an opportunity to gain insights into how private businesses leverage art for branding, identity, and long-term engagement. Immersed in the suggestive context of nature and art, participants will explore the strategic role of cultural investments in business.

The Extra Lab will feature a guided tour of the park’s unique artworks and host an open discussion on how businesses incorporate cultural investments into their strategies through the lens of management with purpose.

Program of this Lab:

• 2.00 PM: Departure from the campus by bus (transportation provided)
• 3.00 PM: Guided tour
• Open discussion: During the visit, participants will stop at the Celle Theatre Space — a striking creation by artist Beverly Pepper — for an open discussion. It will provide an opportunity to exchange ideas and explore how businesses can establish meaningful partnerships with cultural organisations, creating value through cultural investments
• 5.00 PM: Bus transfer back to the campus