FLORENS 2010
INTERNATIONAL FORUM ON CULTURAL HERITAGE AND LANDSCAPE

November, 18, 19 and 20, 2010
Florence
Palazzo Vecchio

Program

Thursday, November 18, 2010

9.30 – 10.00 Arrival and Registration

10.00 – 13.10 Chair: Roberto Napoletano – Editor in Chief, Il Messaggero

OPENING CEREMONY

Speech by: Matteo Renzi – Mayor of Florence

The project “Florens 2010”
Giovanni Gentile – President, Florens 2010
Aureliano Benedetti – President, Banca CR Firenze
Mauro Fancelli – President, CNA Florence
Enrico Rossi – President, Tuscany Region
Mechtild Rössler - Chief, European and North America Section, World Heritage Centre, UNESCO
Sandro Bondi – Minister for Cultural Heritage and Activities

Culture and Environment for the Future
Message of His Royal Highness The Prince of Wales

Florens 2010. Valorization is Reinterpretation
Davide Rampello – Art Director, Florens 2010

Economy of the Cultural Heritage: a Systemic and Integrated Vision
Valerio De Molli – Managing Partner, The European House-Ambrosetti

Florence, City of Art and Culture
Cristina Acidini – Superintendent, Polo Museale Fiorentino; Member of the Scientific Committee, Florens 2010

The Economy of Cultural Heritage as a Driver for Growth
Jean-Paul Fitoussi – President, Observatoire Français des Conjonctures Economiques

The Cultural Heritage Redemption. The End of Landscape and the Falsehood of Territory
Vittorio Sgarbi – Critic, Art Historian

Toni Servillo interprets “S’I Fussi Mio.
Rhymes and Letters by Michelangelo Buonarroti”

13.10 – 14.30 Lunch

14.30 – 16.30 CULTURAL HERITAGE AND LANDSCAPE FOR ECONOMIC DEVELOPMENT

The cultural heritage and landscape industry, inclusive of its main dimensions (cultural and landscape assets, media, networking, creative industry), represents a crucial element for economic development. In addition to a conceptual general outline, the session will bring to light evidences of economic impacts and remarkable international experiences.

Chair: Francesco Guerrera – US Finance and Business Editor, Financial Times

Severino Salvemini – Professor, Bocconi Univeristy; Member of the Scientific Committee, Florens 2010
Mario Resca – Director General for Valorization of Cultural Heritage, Ministry of Cultural Heritage and Activities, Italy
Corrado Clini – Director General, Ministry of Environment

Case histories:
Luigi Abete – President, Civita Servizi
Ludovico Ortona – President, Arcus
Emmanuele F. M. Emanuele – President, Fondazione Roma
Larry Ostola – Director General, National Historic Sites, Parks Canada Agency
Cynthia MacLeod, Superintendent of Independence National Historical Park (Philadelphia, PA)
Marc Olivier Wahler – Director, Palais de Tokyo Contemporary Art Museum, Paris

16.30 – 17.00 Break

17.00 – 19.00 PERSPECTIVES FOR THE DEVELOPMENT OF CITIES AND TERRITORIES

Economic, social and technological developments impact significantly on cities and territories. The debate will address topics such as the requalification of urban and unused areas; the balance among urban development, landscape and environment; the future of art cities.

Chair: Francesco Dal Co, Editor in Chief, Casabella

Terry Schreiber – Founder of the T. Schreiber Studio and Theatre
Travis L. Price III – Architect, FAIA Travis Price Architects
Yilmaz Kurt – Secretary General, Istanbul 2010 European Capital of Culture Agency, Turkey
Luciano Ducci – Mayor, Curitiba, Brazil
Patrick Blanc – Scientist, Centre National de la Recherché Scientifique, France
Thomas M. Menino – Mayor of Boston, USA

Debate

Friday, November 19, 2010

9.00 – 11.00 TECHNOLOGIES TO ENHANCE THE VALUE OF CULTURAL HERITAGE

There are several technological applications in the cultural heritage industry and they have a wide range of purposes. In addition to preservation, conservation and valorization of cultural heritage, digital technologies play an important role in improving fruition and communication, as well as the creative process.

Chair: Andrea Pancani – Deputy Editor, TG La7

In the Age of the Web, is the World Wide Web and the Spread of the Net Good or Bad for the Arts and Cultural Heritage?
Charles Leadbeater – Visiting Fellow, NESTA - National Endowment for Science, Technology & the Arts

Isabella Lapi Ballerini – Director, Opificio delle Pietre Dure, Italy
Paolo Galluzzi – Director, Istitute and Museum of the History of Science and University of Florence
Alberto Del Bimbo – Director, Master in Multimedia Content Design, University of
Florence
Massimiliano Magrini - Founder and CEO, Annapurna Ventures; Member of Scientific Committee, Florens 2010
Jeffrey H. Patchen – President and CEO, Children’s Museum of Indianapolis

Debate

11.00 – 11.30 Break

11.30 – 13.15 THE CREATIVE SYSTEM AND CRAFTSMANSHIP

Personalities of creative and artistic craftsmanship, design, and fashion will debate over craftsmanship as a high expression of cultural identity and excellence, between modernity and tradition. Transmission of know-how and technological developments will be other topics addressed in the session.

Chair: Maria Paola Orlandini – Responsible for the Art and Culture Department Rai Educational

Craft and Cultural Heritage: Thinking Beyond Tradition
Glenn Adamson – Deputy Head of Research and Head of Graduate Studies at the

Victoria and Albert Museum
Franco Cologni – President, Fondazione Cologni
Andrea Fedeli – Conservator, Fedeli Restauri; Member of the Scientific Committee, Florens 2010
Michael Gallagher - The Sherman Fairchild Conservator in Charge of Paintings Conservation, Metropolitan Museum, NY
Kengo Kuma – Architect, Kengo Kuma & Associates
Gianni Puglisi – Chancellor, IULM; President, Italian National Commission for UNESCO; Member of the Scientific Committee, Florens 2010
Shaikha Mai bint Mohammed Al Khalifa – Minister of Culture, Kingdom of Bahrain

Debate

13.15 – 14.30 Lunch

14.30 – 14.45 PROJECTION OF THE VIDEO ON THE OPIFICIO DELLE PIETRE DURE

14.45 – 16.45 PROMOTING AND COMMUNICATING CULTURAL HERITAGE AND LANDSCAPE

Management and valorization of cultural heritage and landscape can’t leave aside specific and adequate multichannel marketing and communication strategies (press, TV, radio, internet, etc.). They are essential to promote cultural and artistic events as well as to manage museums, natural parks and archeological sites. The session will highlight the new frontiers in this field.

Chair – Robert L. Dilenschneider – President, The Dilenschneider Group; Member of the Scientific Committee, Florens 2010

Maria Ann Conelli – Executive Director, American Folk Art Museum
Laurent Fabius - President, Rouen District Council; former Prime Minister, France; Member of the Parliament
Terry Garcia – Executive Vice President, National Geographic Society Member of the Scientific Committee, Florens 2010
Marco Magnifico – Executive Vice President, FAI, Italy
Raimón Martínez Fraile – Vice President, AC Hotels; President of SITC (Salón Internacional Turismo de Catalunya) of Barcelona Fare
Fritz Ferdinand Pleitgen – Chairman, Ruhr.2010
Richard Wheeler – Gardens and Parks Curator, National Trust, UK

Debate

16.45 – 17.15 Break

17.15 – 19.00 MUSEUMS IN A GLOBAL CONTEXT: COMPETITION OR COOPERATION?

Chair: Giandomenico Romanelli - Central Director for Cultural Heritage and Activities, City of Venice

It does not exist only one organizational model for museums, but there are several possible ways of cooperating, aimed at improving operating efficiency and at capitalizing synergies through the sharing of resources and competences. Significant international cases will be compared, and the peculiarities of each experience highlighted.

Sandrina Bandera – Superintendent of the Historic and Artistic Heritage, Provinces of Lombardy Region; Director, Pinacoteca di Brera
Philippe de Montebello – Director Emeritus, Metropolitan Museum, New York
Wafaa el-Saddik – Director General, Egyptian Museum, Il Cairo
Michael Govan – Director and CEO, Los Angeles County Museum of Art, USA
Thomas Grenon – General Administrator, Réunion des Musées Nationaux, France
Peter Reed - Senior Deputy Director for Curatorial Affaires, Museum of Modern Art, New York, USA

Saturday, November 20, 2010

9.00 – 11.00 THE GLORY OF THE PHARAOHS: PRESERVATION AND ADVENTURE

Zahi Hawass – Secretary General of the Supreme Council of Antiquities (SCA), Egypt

ART PATRONAGE AND COLLECTING
The aim of the session is to bring to light the role of art patronage in today’s artistic and cultural scenario, through a stimulating debate among experts and operators. Other topics will be possible cooperation between public and private sectors and the growing relevance of donors and private institutions.

Chair: Marco Carminati - Journalist, Il Sole 24 Ore

Ben Janssens – Chairman of the Executive Committee, TEFAF Maastricht
Fabrizio Moretti – Art Dealer, Moretti Gallery; Member of the Scientific Committee, Florens 2010
Edward Dolman – Chairman, Christie’s International
Martin Bethenod – Director, Palazzo Grassi and Punta della Dogana, Venice

PUBLIC-PRIVATE RELATION
Marco Cammelli – President, Cultural Heritage Commission, ACRI
Stefano Passigli – President, Scala Group; Founder, Passigli Editori; Member of the Advisory Board, Florens 2010

Debate

11.00 – 11.30 Break

11.30 – 13.00 Chair: Alberto Orioli – Vice Editor, Il Sole 24 Ore

/13.15

CULTURE FOR DEVELOPMENT IN EMERGING COUNTRIES
Paul Mashatile – Minister of Arts and Culture, The Republic of South Africa

AGENDA FOR TUSCANY AND ITALY
During this session, policy recommendations emerged in the study will be presented, as well as the priority actions for the valorization of cultural heritage and landscape in order to support social and economic growth.

Presentation of Florens 2010 Proposals
Giovanni Gentile – President, Florens 2010

Ivan Malavasi – National President CNA
Corrado Passera - Managing Director and Chief Executive Officer, Intesa Sanpaolo

Dario Nardella – Deputy Mayor, Florence
Andrea Barducci - President, Province of Florence
Cristina Scaletti – Councilor for Culture, Tuscany Region

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