Media: Publishing brands

For Salone del Mobile and FuoriSalone 2025, INTERNI and POLI.design are presenting new training courses for all design enthusiasts and industry professionals. A collaboration between the interior and contemporary design magazine by Mondadori Group and the postgraduate school at the Politecnico di Milano has led to the online Design Experience courses, designed for anyone wanting to learn about the dynamics guiding innovation in design.

The primary objective of these training modules is to spread the project culture, from conception to completion.

‘INTERNI has covered design for over 70 years, exploring trends, news and visions, but also leading figures, innovative projects and ideas that have transformed the way we experience spaces,’ explains Gilda Bojardi, director of the magazine. ‘Today, however, we are going one step further. Through a partnership with POLI.design, we have created an educational opportunity for anyone who wants to dive into the world of design, acquire concrete skills and be part of an exclusive community, which always keeps up with new trends. It is an opportunity to discover up close how designers and manufacturers are transforming our present and future.’

This initiative is designed to make people understand and grow to love the fascinating and variegated world of design along a path that offers participants the tools and inspiration necessary to orient themselves in a constantly evolving field.

‘POLI.design grew out of the experience of the Politecnico di Milano and is now an international point of reference for advanced training in design,’ says Professor Francesco Zurlo, dean and full professor in the Politecnico di Milano School of Design and scientific coordinator of the courses. ‘With this project, we aim to emphasize the way and extent to which good interior design and complementary furniture can not only enhance the aesthetics of a home, but also embrace a wider concept of wellbeing. In fact, our homes are not only functional spaces, but also places that can affect our mood and influence the overall quality of our lives. The courses intend to show how well-designed furniture and interiors transform the perception and use of spaces, making them more welcoming, functional and emotionally engaging.’

Design Experience connects academic knowledge and practical application through interviews with successful architects and designers, as well as introducing concrete examples. Participants will be guided in discovering the key elements of interior and furniture design, helping them recognize which design choices are most important for their needs and desires, all with the added value of the Italian approach to design.

In the two courses ‘Design experience. Experiencing design. Furniture styles and experiences’ and ‘Design experience. The art of living. Exciting Italian interiors’, the public will be introduced to the topic through a few iconic projects, whose stories will be useful for addressing three thematic areas. Three expert teachers selected from the POLI.design network will be involved in each course, along with Paola Albini, who will serve as moderator and accompany the participants, introducing the topics and talking with the experts. Two of the most important Italian designers are also expected to participate: Marco Piva in the Interiors course and Michele De Lucchi in the Furniture course.

The courses will be available online starting this week. For information and to register, visit www.mondadoriacademy.it.

INTERNI

A monthly magazine with a circulation of 50,000 copies, published since 1954 as the first Italian periodical dedicated to interior decoration, INTERNI is one of today’s main tools of communication in contemporary Italian and international design, an essential tool for professionals and design enthusiasts. In the early 1990s, the monthly magazine became part of the main Italian publishing group, AME Arnoldo Mondadori Editore, and under the direction of Gilda Bojardi, it has developed a system of parallel publications over time that have shifted the magazine from something elite to mass media. INTERNI‘s activities also include the design and coordination of events and exhibitions and the famous FuoriSalone, an urban event founded by INTERNI in 1990 that enlivens the city of Milan during the week of the Salone del Mobile. After the launch of INTERNI publications in China (2015), international editions are being expanded. INTERNI is the communications partner of the Italian Pavilion at Expo 2025 Osaka | The ideal city.

POLI.design is a centre for national and international postgraduate training and an integral part of the Design System at the Politecnico di Milano (1^st in Italy, 3^rd in Europe and 6^th in the world in the QS World University Rankings 2025 for Art & Design). Since 1999, it has built and consolidated its educational programme around a project-based learning approach, research and polytechnic knowledge. From Master’s degrees to executive courses and custom experiences aimed at organizations, POLI.design offers cross-industry paths that convey the design mindset necessary to guide transformation in different sectors. A leader in the Italian and global network of training in design, it promotes dialogue between academia, institutions and industry.

TV Sorrisi e Canzoni, the benchmark brand in the entertainment world, together with Interproject srl, kicks off the second edition of the Vertical Music Contest, the multimedia project designed to give emerging artists the opportunity to showcase their unreleased songs in vertical video format, like those seen on social media.

This TV Sorrisi e Canzoni initiative confirms itself as a brand capable of involving the most varied realities related to the world of music, offering everyone who has a passion for singing, a space to stand out, to let their talent shine and to dare to dream big.

“After the presentation of the project during the Sanremo Festival at Casa Sorrisi, we are thrilled to officially kick off the second edition of the Vertical Music Contest, a project that stands out for its ability to give space and visibility to new artists,” says Aldo Vitali, director of TV Sorrisi e Canzoni.

The Vertical Music Contest was born from an idea by Maurizio Ninfa who, through Interproject, a leader in the trade fair and events sector, has transformed this initiative into an extraordinary showcase of entertainment and innovation.

Open to amateur and professional artists, participation in the Contest involves creating an unpublished video clip with a minimum duration of 60 seconds and a maximum of 3 minutes, made in the vertical format typical of smartphones (9:16).
Registration will be open until 15 July at vertical music.com. Then, on the Sorrisi website (www.sorrisi.com), profiles selected by an exceptional jury composed of experts in the field, including representatives for SIAE, FIMI and ADA Music, will be published. The jury will evaluate the songs for the originality of their lyrics, the innovation behind the musical production, the accuracy and the quality of the shooting of the video clip.
Then, the online vote will open, and remain open until 20 September, when it will be decided who makes it through to the final.
The last stage of the Vertical Music Contest will take place in October: artists will perform at a major event in Milan, during which the winner will be announced and they will receive a distribution contract with ADA Music, a division of Warner Music Italy.

TV Sorrisi e Canzoni, the reference brand in the entertainment world, will star in a special episode, broadcast this evening at 9pm on HGTV – Home & Garden TV, the Warner Bros. Discovery channel, dedicated to the world of the home, and those who truly lives it (channel 56).

“Casa Sorrisi with Vanessa Pisk” will describe in detail the creation and concept – from the furnishings within each space to the design – of Casa Sorrisi a Sanremo, the glass box that TV Sorrisi e Canzoni set up during the Italian Song Festival. The special episode will also be available on demand on discovery+, and will cover the work of interior stylist Vanessa Pisk and the Studio Pisk team composed of Sofia Marella and Omar Radi.

The special episode will start from the researching of materials in Milan to the creation of the impressive glass box and next events inside it.
Spectators will also attend an editorial brief by the director of TV Sorrisi e Canzoni, Aldo Vitali, and the Party for the opening of Sanremo week for the Mondadori Media brand.

Created by Interproject, with an interior design project designed by Studio Pisk, Casa Sorrisi was built inside the garden of the prestigious Hotel Miramare, next to Villa Emma. An impressive structure with two floors, measuring more than 500 square metres, consisting of 32 modules with windows. Thanks to its raised architecture, its transparency and proximity to the high street, the glass box allowed people to witness the arrival of all the Festival guests and follow the Sorrisi schedule live on external monitors.

“I can’t wait to show everyone the great work we undertook to create Casa Sorrisi. Shooting the special episode was difficult but fun at the same time – an incredible experience! Seeing all our work and passion transformed into a special episode that will air on TV will be very rewarding,” says interior stylist Vanessa Pisk.

Webboh, the number one community of the younger generation in Italy, celebrated the best-loved creators and idols during the Webboh Awards 2025.

Now in its 6^th edition, the event confirmed the brand’s success, closing with record numbers. Eleven million online votes in less than 20 days determined the winners from among more than 170 candidates in 18 categories. It was also successful on social networks with a reach of 50 million users. The spectacular party at the Fabrique in Milan welcomed more than 400 creators for the first time at a live event in Italy.

The live event

The awards ceremony, which was held last night, was hosted by the famous rapper BigMama, together with presenter and content creator Giulia Salemi. In addition to the ceremony, there were many activities to celebrate Webboh’s birthday, such as experiential corners and extraordinary performances. In addition to top Italian creators, the many participants also included guest stars such as Mara Maionchi, Ernst Knam and Arisa, who unexpectedly received the award for the best soundtrack to the film ‘The Boy with Pink Trousers’. The evening saw BigMama, an Italian commentator at the Eurovision Song Contest 2025, bring her new single ‘San Junipero’ to the stage in an engaging show enriched with a dance performance. Other features included musical performances by Alfa and Arisa.

The DJ set by Antonio Pivati organized by Radio 105, the dance crew led by TikTok dancer Jarno Trulli and the internationally renowned Italian duo Merk & Kremont were also there to enliven the event. Finally, a cake to celebrate Webboh’s sixth birthday couldn’t fail to be present: a big creation by Ernst Knam made with lollipops, pralines and marshmallows, to make the party even more iconic.

The evening on social media

Posts, stories and videos about the Webboh Awards 2025 published online by Webboh, DeA Kids, media and radio partners, and the creators themselves, together with live streaming on Instagram and YouTube, showed great public success with a reach of 50 million users. The live broadcast alone recorded 400,000 views and more than 500,000 interactions.

The prizes

More than 170 creators nominated for the awards were selected by Webboh based on published content, the variety of social proposals and the increase in followers in the last twelve months. There were 18 award categories – Best TikTok Creator, Best YouTuber, Best Streamer, Revelation of The Year, Best Comedy Creator Male, Best Comedy Creator Female, Couple of the Year, Best Fashion Creator, Best Beauty Creator, Drama Legend, Out of Drama, Voice of the Future, Best Teen Idol Male, Best Teen Idol Female, New Wave, Best Food Creator, Best Format, Beyond Screen – plus 2 special awards for Best Artist and Best Actor.

New features this year included the categories ‘New Wave’, to recognize and reward new rising talent, ‘Beyond the Screen’, for people who have crossed beyond social networks and brought their talent to the most traditional media, and ‘Best Format’, for the best serial product on social channels.

The winners

• Best TikToker Creator and Best Teen Idol Female – Lisa Luchetta. Born in 2008, she has been on social media since she was 14 and is a true idol for Italian teenagers. On TikTok alone she has nearly 3 million followers and 133 million likes. Super passionate about beauty and fashion, her dream is to be a presenter.
• Best Youtuber and Best Format – Gianmarco Zagato for Tavolo Parcheggio (together with Nicole Pallado). An established content creator, Gianmarco has 2.3 million subscribers on his YouTube channel, 2.2 million followers on TikTok and 905,000 on Instagram. He uses irony to tell about his life and tackles mysteries, horror stories and the news with great seriousness. He also loves to test new products. He partnered with Nicole Pallado to found ‘Tavolo Parcheggio’, which has become one of the most popular video-podcasts.
• Beyond The Screen – Nicky Passarella. After achieving success as a creator on Instagram and TikTok with more than 2.5 million followers, she made her debut in 2024 as an actress in the film ‘The Tearsmith’, the number one online film with distribution in 89 countries.
• Best Streamer – Lollo Lacustre. Lorenzo Giacomin was born in 2002 and has recently become one of the most popular gamers on the Internet with a community of more than 4.5 million followers on social media.
• Revelation of The Year – Eleonora Arcidiacono. A young Italian creator, Eleonora has won over the public thanks to her engaging storytimes on TikTok. At the end of 2024, she was the focus of debate for talking about ‘influencer events’ and questioning the empathy of many of her fellow influencers.
• Best Comedy Creator Male – Jacopo Aquila. Finding fame by imitating female professors, he has 436,000 followers on Instagram, 3.5 million on TikTok and 1 million on YouTube.
• Best Comedy Creator Female – Cristina Perillo. Known for her ironic videos, she conquered social networks in a few months, reaching 912,300 followers on TikTok and 363,000 on Instagram. Her journey began with a funny video: an episode of her famous TG 104, where she uses humour to report the news.
• Couple of the Year – Alice Muzza and Luca Campolunghi. The pair tell about their passions, personal lives and life as a couple on their TikTok profiles, with 1.3 million and 2.8 million followers, respectively, and Instagram profiles, with 526,000 and 892,000 followers, respectively.
• Best Fashion Creator – Carlotta Fiasella. Gaining popularity on TikTok, she has reached 2.1 million followers. She has 760,000 followers on Instagram.
• Best Beauty Creator – Arienne Makeup. A beauty TikToker with over 6 million followers and part of the Power Talent Agency roster, she is followed by young people with curiosity, interest and affection. As a makeup artist, Arienne loves to share fun, playful and captivating makeup ideas, always accompanied by a sparkling, ironic and fresh TOV.
• Drama Legend – Me contro Te. Luigi Calagna and Sofia Scalia are a couple in both work and life. They released their first video in 2014 and now have 7.2 million followers on YouTube.
• Out of Drama – Allydollina. This young mother talks about her family and work life in a cheerful, carefree way. She has 2.5 million followers on TikTok and more than 700,000 on Instagram.
• Voice for the future – Jenni Serpi. This 18-year-old with a hearing impairment talks about her daily life via social media. With nearly 150 million likes on TikTok and more than 2 million followers, she is a point of reference for young people her age. One feature of her videos is lip-synching with sign language (LIS).
• Best Teen Idol Male – Alberto Tozzi. A 19-year-old with millions of followers on social networks, he talks about his daily life, from his rejection at school to his struggle with acne, showing himself so real that his peers see themselves in him.
• New Wave – Viola Silvi. Born in 2009 and originally from Rome, Viola Silvi is 16 years old and one of the best loved emerging voices of Generations Z and Alpha. In just a few months, she conquered social networks, reaching more than 800,000 followers on TikTok and 450,000 on Instagram. Viola is part of the Breakfast Club, the most followed social group among the younger generations, with which she toured Italy among sold-out meet and greets.
• Best Food Creator – 2foodfitlovers. Raffaele Del Piano and Caterina Piccirilli have been together since 2010, sharing their two passions — food and fitness — on social media with content that combines innovation, creativity, irony and healthy, tasty food. They have 1.2 million followers on TikTok, 900,000 on Instagram and more than 750,000 on YouTube.

These awards were accompanied by two special prizes:

• Best Artist – This young singer-songwriter who conquered the public with his exciting music made his debut at the Sanremo Festival in 2024.
• Best Actor – Andrea Arru. This young actor starred in the TV series ‘Di4ri’ and the film ‘The Boy with Pink Trousers’, the 2024 box office hit with the soundtrack song ‘Canta ancora’ by Arisa.

Partners

Event partners participated in the Webboh Awards 2025, creating real shows within the show, with live experiential activities and all-round storytelling on Webboh’s social media channels.

• For the second consecutive year, Astra MakeUp was at Webboh’s side as beauty partner of the event. The Italian beauty brand that speaks to self-love created a corner entirely dedicated to Private Dream, its new collection of eye shadow, blush and bronzer palettes. A dreamlike journey through the nuances of its new products was possible at the make-up station, where Daniele Batella, Global Senior MUA & Art Director of Astra Make-Up, created the final touches, as well as the photobooth, inspired by the mood of the new collection.
• Bazr. The first live shopping app in Italy arrived at the Webboh Awards with complimentary branded gadgets and exclusive social content developed along with the creators. The app was created to revolutionize online shopping, combining social media and live entertainment with the convenience of digital purchases, and making every purchase a show.
• DeA Kids. The event was live streamed on Webboh’s social accounts, and the story of the evening, with exclusive interviews from the pink carpet and backstage — conducted by Lisa Luchetta (Best Female Teen Idol and Best TikTok Creator) and Arienne Makeup (Best Beauty Creator) — will be visible on social channels and broadcast on DeA Kids, exclusively on Sky channel 601 throughout the week following the event. In the broadcast, Lisa Luchetta and Arienne Makeup will accompany the audience behind the scenes of the event, with interviews and challenges accompanied by the most beloved figures on the Internet.
• Fradiavolo. The famous pizza chain known for its irresistible mix of contemporary spirit and innovation brought all the taste and energy of its brand to the Webboh Awards with a super Instagrammable personalized corner. During the evening, it delighted the audience with four select pizza flavours designed to satisfy all palates, including a vegan option that won over even the most sceptical. The perfect mix of taste, creativity and inclusiveness in full Fradiavolo style.
• Fujifilm instax captured the essence of the evening, capturing unforgettable moments for guests through the magic of instant photography. Each shot is a unique memory, transformed into a personalized portrait and enshrined in exclusive branded postcards. Chris, the face of Webboh, recounted the event live, sharing the excitement of the evening with Instagram Stories and engaging content on Instagram and TikTok, expanding the brand’s visibility.
• Lycia won over the public with a playful corner inspired by amusement parks: a fun game with prizes of Lycia Feel Fresh deodorant in two scents — Cherry Blossom and Peach and Papaya — as well as brightly coloured bracelets. The activity was enhanced by editorial content on social media, including quizzes, countdowns and dedicated Instagram Stories.
• Ringo brought the innovative ‘Spin The Ringo’ format off the screen for the first time, allowing contestants to win a special ticket for the evening. The format is now in its 2^nd edition, created in collaboration with Webboh, a long-term partnership that brought the brand back to the Webboh Awards. Sara Esposito and Cap, well-known faces of the format, filmed the characteristic Spin the Ringo wheel together with the creators and will be there to find out who won.

The Webboh Awards have been confirmed as a decisive moment for visibility and to amplify brands among the younger generations, due not only to the partnerships built by Mediamond through its Brand On Solutions unit. This collaboration has also meant that the event expanded for the first time outside its traditional channels through the DOOH circuit managed by Mediamond, creating interactive content to vote for candidates via a QR code.

The evening included exclusive content created by media partner CHI, whose director, Massimo Borgnis, was on stage to award the ‘Best Beauty Creator’ to Arienne Makeup, while Radio 105 awarded the ‘Couple of the Year’ to Alice Muzza and Luca Campolunghi with host Niccolò Torielli and contributed music and energy to enlivening the evening.

Webboh is the media platform of reference for Generation Z. Founded in April 2019, it has been part of Mondadori Media since February 2023. It currently has a fanbase of more than 5 million followers on TikTok, Instagram, YouTube and Whatsapp, 70% of whom are under 24, as well as a website with 3 million unique monthly users (source: Audicom January 2025). It is one of the top ten most influential Italian social networks, as well as the top among Generation Z for engagement and video views (source: Top Italian Media raking by Prima Comunicazione conducted by Sensemakers). The topicality, authenticity and interest aroused by the content is guaranteed by its bottom-up editorial model: the community is involved in every part of the creative process.

Studenti, Mondadori Media’s leading educational brand in Italy with 3.8 million unique visitors per month (source: Audiweb, January 2025), has reinvented itself. In addition to a new graphic design, it has launched Gaia, the first web-integrated artificial intelligence tool dedicated to education.

Studenti opens the door to artificial intelligence

The mission of Studenti is to support young people in school through three fundamental pillars: study tools, orientation, and training.

With Gaia, Studenti helps users study, inform themselves, learn about topics in depth, and create notes such as concept maps, diagrams and handouts that meet specific, personal needs with the help of artificial intelligence in a safe and secure environment.

The Studenti AI tool will also support young people as a tutor and help them in their choice of studies in high school and beyond. Students will find help with complex topics without being overwhelmed by information overload, with suggestions customised to their needs based on the potential of conversational content. Students will find help organising topics and making choices, as well as operational support (in terms of reasoning on the content and its representation), cognitive support (favouring ways to access concepts and assimilate them), and emotional support (Gaia’s human interface will help to create a comfortable study and orientation environment).

• Hybrid Content

Studenti will place artificial intelligence at the service of users within a certified safe place, where technology and content are controlled, reliable, and designed to support study and orientation. In this safe space, students can access advanced features such as hybrid content, that is, traditional content integrated with advanced digital tools designed to simplify and enhance their studies. With this approach, students can turn complex texts into clear summaries, visual diagrams, and dynamic concept maps. In addition, they can create custom study plans, listen to summary podcasts, and find quick answers through smart searches. The result is a new, flexible way of learning that adapts to the needs of each student.

• University Orientation Hub for Choosing Advanced Studies

At a time when selecting the most suitable university programme is increasingly challenging due to the many choices available, Studenti aims to provide tools to handle this complexity effectively.

The first step is a university orientation test administered by a psychologist. This is followed by the “Cerca Corsi (Search Programmes)” search engine, which is linked directly to official Ministry of Education data, helping students navigate the sea of university courses quickly and easily and allowing them to explore all the university programmes on offer. Each of the 5,800 degree programmes covered in the search is presented with comprehensive, certified information.

The orientation hub also includes:

• over 300 orientation guides;
• psychological aptitude tests developed with (and certified by) the brand’s psychologists;
• information on Open Days throughout Italy;
• tips and tools for nonresidential students in Italy and abroad;
• test preparation for departments and limited programmes;
• overviews and suggestions on the careers of the future.

A new visual identity

Studenti presents a new visual identity starting with its logo, which is more versatile and recognisable on all platforms for greater user engagement. The new Studenti also organises content in an innovative way to facilitate navigation between different sections of the site. More welcoming and transparent visuals make the content more usable, familiar, and easier to memorise, with colours and a user interface inspired by study tools (such as post-its and underlining), thus adding more value and making the quality and quantity of the content clearer and more intuitive.

New aspects include enhancement of the TikTok channel, the main social media network where the brand reaches its community of over 900,000 followers and 55 million video views per year. On this platform, the younger generations favourite one, Studenti addresses topics such as orientation, student news, scholarships, and studies abroad using clear language and a fresh tone of voice. Also playing a prominent role are numerous posts dedicated to mental wellness, sexual/affective education, and financial education.

The star of the videos is creator Esmeralda Moretti: a social media presence, TV presenter, radio speaker, and new face of the brand on its TikTok and YouTube accounts. In continuous interaction with the community, Esmeralda stimulates and guides students with advice, interactive quizzes, interviews with experts, surveys, and in-depth discussions on current issues, not only related to education.

Opportunities for partners

The new features of Studenti also introduce multiple commercial opportunities for potential investors through a wide range of diversified branded content and sponsoring solutions for the Gaia tool and Search Programmes. With Studenti, partners can also create themed paths and dedicated hubs according to the season and most important moments for students and their families throughout the year (secondary school orientation from November to January, university orientation from January to October, secondary school graduation from April to June, study abroad from June to August, and back to school in September and October). Focused branded partnerships can therefore potentially begin at any time of year.

Studenti is Mondadori Group’s leading digital brand in Italy in education, with 3.8 million users (source: Audiweb – January 2025). It is a point of reference for younger generations at school, not only due to its dynamic and constantly evolving editorials featuring innovative language and content. This formula has allowed Studenti to reach over 1 million followers on social networks – including TikTok, YouTube, and WhatsApp – where students can access guides and tutorials to prepare for exams, receive support to orient themselves in their educational and professional future, and find resources to make the most of their experience as students, in every aspect, including personal wellness.

Studenti è il brand del Gruppo Mondadori leader in Italia sul digitale nella categoria education, con 3,8 milioni di utenti (fonte Audiweb – gennaio 2025). È un punto di riferimento per le New Gen a scuola, ma non solo, grazie a un’offerta editoriale dinamica e in continua evoluzione, caratterizzata da linguaggi e contenuti innovativi: una formula che ha permesso a Studenti di raggiungere oltre 1 milione di follower sui social – tra TikTok, YouTube e WhatsApp – dove gli studenti possono accedere a guide e tutorial per prepararsi agli esami, ricevere supporto per orientarsi nel loro futuro scolastico e professionale e trovare risorse per vivere al meglio la loro esperienza di studenti, sotto ogni aspetto, incluso il benessere personale.

Mondadori Frame is born: the production agency of Mondadori Media that meets the new needs of clients in the world of visual communication.

With the experience gained over the last decade by the professionals at Mondadori Portfolio, the photographic agency of the Mondadori Group from which it originates, Mondadori Frame now presents itself in the creative landscape with customised projects ranging from photo and video production to advertising campaigns, food styling to fashion & beauty projects, architecture & interiors, special events to documentaries & lifestyle.

Mondadori Frame is not just a simple production agency, but a laboratory of ideas capable of transforming every frame into a vibrant and engaging story, thanks to an “unconventional” visual language that is contemporary and never repetitive, guaranteed by the many excellent professionals who are part of the team.

The mission is to respond to the most particular and sophisticated communication needs, offering tailored solutions for brands, companies, and professionals, with special content that goes beyond simple images and videos, thanks to innovative productions in style and creativity that are versatile, original, and competitive.

Mondadori Frame is online at https://mondadoriframe.com/ with a comprehensive overview of the activities and professionals involved, including directors, photographers, stylists, and home economists, ready to meet every type of creative and technical need with valuable projects in a constantly evolving market.

Photo credits: Andreas Achmann

A Festival of big numbers for TV Sorrisi e Canzoni, the brand that is a point of reference for the world of entertainment, which, thanks to the initiatives devised during Sanremo week, has achieved extraordinary results on all channels.

THE SUCCESS OF CASA SORRISI
The new Casa Sorrisi, an imposing two-story glass box inside the garden of the prestigious Hotel Miramare The Palace, made a strong impact. It hosted the brand’s editorial staff, directed by Aldo Vitali, and welcomed the Festival’s competitors with a whole host of interviews.
Casa Sorrisi was also the set of three new successful television productions: from Real Time with Il Podcast di Sorrisi a Sanremo to Food Network with the format In cucina a Sanremo con Ruben with Chef Ruben Bondì, on air from Sunday 23 February at 3 pm. The location will be the protagonist of a special episode, coming soon on Home & Garden TV.
The glass box was also appreciated by the Sanremo audience: thanks to its elevated architecture, transparency and proximity to the pedestrian street, passers-by were able to watch the arrival of all the guests from the outside and follow the Sorrisi programme live through external monitors.

BIG EVENTS WITH SORRISI
Casa Sorrisi was also the hub of successful events during the Sanremo week, starting with the Opening Party on 9 February: an unforgettable evening with over 350 guests and attendees of the likes of Carlo Conti, competing singers, presenters of the Prima and DopoFestival and many personalities from the world of entertainment, inaugurated with a ribbon cutting by the artistic director and host of the Festival together with the two co-hosts of the first evening, Gerry Scotti and Antonella Clerici.
Casa Sorrisi also hosted the press presentation of Vertical Music on Wednesday 12 February, the vertical format music contest, of which Sorrisi is the promoter for the first time and which will give many amateur artists the opportunity to send their unreleased songs in vertical clips to be then evaluated by an exceptional jury.

A PODCAST THAT HAS CONQUERED EVERYONE
Hosted by Aldo Vitali, together with Lodovica Comello and Tommaso Cassissa, and broadcast from Tuesday 11 to Saturday 15 February on Real Time (and now available in video streaming on discovery+, on the TV Sorrisi e Canzoni YouTube channel and all main audio streaming platforms), the Sorrisi a Sanremo podcast was a huge success. The programme welcomed competing singers, including the winner Olly, Bresh, Clara, Marcella Bella, Rocco Hunt, Rose Villain and Tony Effe, as well as numerous guests and the hosts of PrimaFestival Gabriele Corsi and Bianca Guaccero, for exclusive interviews and to tell the behind-the-scenes of the Festival, reaching almost 900,000 net viewers, with a high concentration of a younger female audience (women aged 15-34), among whom the programme obtained a share above 2%.

BOOM IN VIEWS ON SOCIAL MEDIA
The Sorrisi Instagram channel, with the publication of a lot of exclusive content, from the shooting of the iconic singers’ cover, to daily contributions from Casa Sorrisi, such as the traditional Caffè con il Direttore, video interviews with all singers in the competition, the social formats and the famous shot on the night of Saturday 15 February of the 3 artists on the podium, has led to a real boom in views: 30.6 million video views (+121% compared to 2024), added to which are the results of the new TikTok channel, started in January 2025, which managed to produce a further 18 million video views for a total of almost 50 million views between Instagram and TikTok.
Like every edition of the Festival, the website www.sorrisi.com was an indispensable guide for following the television event, thanks to the exclusive lyrics of the songs, the line-ups for each evening, and news directly from the press room, recording 27.2 million page views in the period from 9 to 16 February (+15% compared to 2024).
The Fantasanremo league of Tv Sorrisi e Canzoni was also a great success, with over 136,000 teams registered, more than doubling last year’s result.

PARTNERS
This year, numerous partners involved by Piemme, the exclusive concessionaire of TV Sorrisi e Canzoni and the Mondadori Media brands, have decided to support Sorrisi with tailor-made activities and projects, which were organised in its headquarters during the week.

Caffè Motta gave editorial staff and its guests moments of relaxation for the entire duration of the Festival; KIKO Milano created a beauty corner inside Casa Sorrisi, with two make-up stations to create exclusive looks and present the Dreamphoria spring collection as a world preview. Compagnia della Bellezza, in collaboration with L’Oréal Professionnel, was instead the Official Hair Partner of TV Sorrisi e Canzoni with a dedicated space inside Casa Sorrisi to assist artists and talents who were guests of the event. Dacia Italia, as the official car of TV Sorrisi e Canzoni at the festival, was at Sanremo with two Dacia Spring models, at Casa Sorrisi and on the move through the streets of Sanremo. Fabuloso gave an incredible explosion of fragrance to Sanremo with a branded glass box near the casino enriched by music, karaoke and many surprises that entertained over 400 people every day; for the entire duration of the Festival on the social channels of TV Sorrisi e Canzoni, SisalTipster presented curiosities, statistics and analyses conducted by its experts on the event and its protagonists. Calligaris, Luceplan, Perdormire, SLIDE, Valentini, Twils and Qeeboo, provided furnishings including sofas, armchairs, chairs, tables and designer lights for Villa Emma and for the exclusive areas of the glass box; finally SLIDE, in addition to having supplied the iconic Amore bench, also provided a luminous modular structure Puzzle.

ActionAid, with whom Sorrisi has started a collaboration in support and awareness on the issues of the fight against poverty since November 2024, has set up two important initiatives during Sanremo week. Thanks to the support of the Mondadori Media brand, the NGO auctioned off many personal items of the competing singers on CharityStars, including Achille Lauro’s gold record, framed and signed, Massimo Ranieri’s autographed tie, Francesca Michielin’s top, a framed drawing by Simone Cristicchi and much more. At Casa Sorrisi the artists also signed and autographed the Puzzle design modules designed and supplied by SLIDE, who are also the protagonists of the auction currently online on the CharityStars website.

TV Sorrisi e Canzoni received event support from production company Left&Right, which has worked with the brand for years to help organise Sanremo week.

‘The WOMderful Inclusive Fashion Show by Benedetta De Luca’ was held today during MILANO FASHION WEEK. The first fashion show to combine fashion and inclusion, this event is dedicated to enhancing and celebrating all of women’s unique features.

The initiative was developed by Benedetta De Luca — Gender & Inclusion Editor at The Wom, disability advocate and spokesperson for issues relating to inclusion — and was promoted and produced by The Wom, the digital magazine of reference for the younger generations, with the support of the City of Milan and the Camera Nazionale della Moda Italiana.

‘On behalf of the City of Milan,’ said the Councillor for Labour Policies and Economic Development, Alessia Cappello, ‘we are proud to support a project like this, which combines fashion and inclusion, conveying an important message for the fashion world and for the younger generations, i.e. that beauty and elegance have no boundaries, perimeters, or barriers of any kind.’

‘We are happy to support initiatives of this sort during the Milan Fashion Week. For years we have conducted numerous projects and events aimed at making the fashion industry more inclusive,’ said Carlo Capasa, President of the Camera Nazionale della Moda Italiana. ‘It is one of the pillars of the Camera Nazionale della Moda Italiana, which drafted its D&I Manifesto with guidelines for the sector in 2019. I thank The Wom and Benedetta De Luca for their passion and vision, which are an important example and a valuable stimulus for us all,’ President Capasa concluded, opening the event.

‘This event aims to be a step towards a future where no one should ever feel invisible, because we all deserve to shine and exist fully, without ever feeling out of place,’ said Benedetta De Luca, Gender & Inclusion Editor of The Wom. ‘It is essential that each of us can express ourselves authentically. Each of us has the right to feel seen, recognised, and valued, unconditionally and without having to fit into predefined patterns. I would like to thank the City of Milan and the Camera Nazionale della Moda Italiana for believing in a project that is capable of conveying and spreading a message of inclusion and sensitivity, issues that are very dear to us and which I also experience personally,’ Benedetta De Luca concluded.

Fashion that lights up every unique feature

The collection by Benedetta De Luca showcased not only dresses, but also stories.
Each fabric was chosen to enhance movement and fluidity. Each cut is designed to fit the body, not the other way around. Silk intertwines with bold textures, and details and precious fabrics play with light, enhancing each movement and turning it into a statement of authentic beauty.
This collection is a manifesto of boundless elegance, unmeasurable sensuality, and pride that does not ask for permission to exist. It is proof that fashion can be inclusive without sacrificing sophistication, that every person has the right to shine and be represented, that elegance consists of character, presence and identity, regardless of one’s body, age, cultural and religious background or disability. Change is here. Fashion welcomes, celebrates, illuminates. In the collection designed by Benedetta De Luca, every person has the right to shine.

A talk to promote uniqueness

‘The WOMderful Inclusive Fashion Show by Benedetta De Luca’ ended with a talk entitled ‘Fashion that Lights Up Every Unique Feature.’ The talk focused on how inclusive fashion is changing the collective imagination and stimulating greater self-acceptance. It also addressed the way in which inclusive fashion can profoundly influence social perceptions and break down barriers, starting with architectural ones.
Speakers included: Alessia Cappello, Councillor for Labour Policies and Economic Development for the City of Milan; Francesca Bonetti, Assistant Professor HEC Montreal focusing on innovation culture and markets; Giulio Marrucci, Marketing & Trade Marketing Lead with Unilever Personal Care; Benedetta De Luca, Gender & Inclusion Editor of The Wom and disability advocate; Daniela Cerrato, Marketing Director with Mondadori Media. Moderator: Valentina Lonati, Culture Editor of The Wom.

15 unconventional models on the runway

The stars of ‘The WOMderful Inclusive Fashion Show by Benedetta De Luca’ included 15 unconventional models, who brought an emotional story to the runway wearing creations by Benedetta De Luca, an expert in inclusive fashion.

The event focused on women from all over Italy with different backgrounds and features, supporters of respect for all cultures and religions — in short, champions of the authentic expression of their own identity beyond any stereotypes. This mosaic of stories helps to redefine the concept of beauty representation, from real life to the runway to the media, because inclusion consists of multiple shades.

Each of the 15 exceptional models represents a story and an identity that deserves to be told:

• Giulia D’Aloia, a content creator and student from Varese, recounts the world of women through videos that highlight the women of today and yesterday, remembering figures who have made history;
• Elisabetta Rossi, a charismatic and exuberant model from Vicenza, was born with a hearing impairment. She expresses her personality with charisma and naturalness, showing that communication goes beyond words;
• Anna Fusco, a singer, actress, artist, coach and model from Rome, brings a blend of art and innovation to the stage, proudly wearing a robotic arm that naturally becomes part of her unique expression;
• Valeria Scommegna, a young woman who has achieved her dream of becoming a teacher, is originally from Puglia but lives away from home, trying to convey the value of inclusion to her students;
• Gaya Cuppone, a content creator and model, works in the fashion industry, conducting a dialogue about invisible illnesses with style and awareness;
• Margherita Tercon, from Rimini, is co-creator with her brother and partner of an artistic project consisting of sketches, performances and videos that tells about autism;
• Anna Maisetti, 37, is a content creator and body positive model who has created the largest international community on lymphedema. She uses style and irony to combine information and fashion, promoting awareness and self-acceptance;
• Giulia Ludovica Scarpato, a graduate in philosophy and communication, is from Naples and loves to discover the world. As she always says: ‘My wheelchair is not a limitation, but the means that allows me to engage in my passions and travel’;
• Christine Puglisi, one of the most influential voices in body positivity activism and fighting all forms of bullying and discrimination. Her motto? #Lamodaèpertutti (#Fashionisforeveryone);
• Jessica Senesi, a content creator, actress and activist both online and offline, proudly and authentically shares her journey of self-determination and transition;
• Aida Diouf Mbengue, whose background combines Senegal and Italy, is a content creator and activist who celebrates inclusion and the beauty of cultural diversity;
• Rita Rinaldi, a student from Puglia in her third year of Movement Science at the University of Ferrara, is passionate about sports and movement as tools of expression and personal strength;
• Lucia Della Ratta, an economist and albino model, embodies an ethereal charm and radiant beauty, a symbol of grace and elegance;
• Vincenza Di Noia, a fashion design student from Puglia, has a strong passion for fashion, with a special focus on adaptive fashion. Due to her disability, she experiences this need first hand;
• Benedetta De Luca, originator of the event as well as creator of the garments in the collection.

Trame di autenticità

The final piece in Benedetta De Luca’s collection was originally a white swath of fabric, a symbol of inclusion and authentic beauty that ultimately takes shape, ‘colour’ and meaning through collective participation. This garment tells the story of every person, through contributions from the models and everyone wishing to participate through The Wom’s social profiles. Each element included in the garment represents a story, a nuance, a message — a way of collectively building a shared narrative of inclusion and uniqueness.
Elisabetta Rossi wore this latest symbolic creation. This white dress, called ‘Trame di autenticità’, was made in collaboration with Dove, the exclusive partner of the event, which has been committed to celebrating and supporting authentic beauty in all its forms for more than 20 years.

Live and on social media

“The WOMderful Inclusive Fashion Show by Benedetta De Luca”, after the live coverage, will also be available on www.thewom.it.
Live coverage included stories and reels with videos on @thewom and @benedetta_deluca’s Instagram profiles, interviews with the models, and behind-the-scenes footage of the event.

The Wom’s commitment continues

The fashion show is part of a broader ongoing project. Since its inception, The Wom — which is celebrating its 3^rd anniversary — has actively promoted the values of authenticity and acceptance. This also comes through constant listening and interaction with a continuously growing community (currently numbering 10 million followers) that views The Wom as a place for authentic representation and discussion. The Wom will continue to create a space where it is possible to ask questions, receive information and feel heard while offering stimuli, support, and opportunities for collective growth on a daily basis.

‘The WOMderful Inclusive Fashion Show by Benedetta De Luca’ was created in collaboration with Power Talent Agency, which exclusively manages young talent with a particular focus on lifestyle, beauty, wellness and fitness.

The initiative also benefits from a collaboration with two excellent technical partners who made the looks even more womderful: Astra Make-Up did the make-up for the models walking the runway, while Wella Professional was in charge of hair styling.

Benedetta De Luca
Benedetta De Luca, disability advocate and Gender & Inclusion Editor of The Wom, promotes an idea of authentic and inclusive beauty through her social channels (nearly 150,000 followers on Instagram and more than 470,000 on TikTok). She earned an Executive Master’s in Disability Management from the University of Cassino and is the author of ‘Life as a Little Mermaid’ (Sperling&Kupfer).

The Wom
The Wom is a social magazine dedicated to the younger generation of women. It recounts real stories promoting self-acceptance and reaches more than 10 million unique users every month (Social Incremental Reach Comscore). It is a reference for the younger generations on Instagram. With a total fanbase of 10 million followers, the community encourages dialogue with a respectful tone of voice (source: Social Insights January 2025).

Power Talent Agency
Power Talent Agency is a talent agency by Mondadori Media that exclusively manages a roster of 26 creators, with a total audience of nearly 20 million followers. The agency stands out for its ability to develop innovative and unconventional communication initiatives, both online and offline, focusing on the strength and uniqueness of each creator by connecting sponsor brands with the target audience, creating valuable projects.

Webboh, il media di riferimento delle new generation, è volato per il terzo anno consecutivo al Festival di Sanremo, dove ha fatto vivere alla sua community un’esperienza unica e in prima linea della kermesse. Novità di questa edizione, il “Webboh Van Studios”, un progetto on the road in collaborazione con Astra Make-Up, beauty brand Italiano con 35 anni di expertise, che ha unito musica, bellezza e divertimento live.

IL WEBBOH VAN STUDIOS HA TINTO DI ROSA SANREMO
Per tutta la settimana le strade della cittadina ligure si sono colorate di rosa grazie a un Van completamente personalizzato che fin dal primo giorno ha catturato l’attenzione di migliaia di persone. A bordo del “Webboh Van Studios” sono saliti cantanti e personaggi del calibro di: The Kolors, Clara, Sarah Toscano, Serena Brancale, Sal Da Vinci, Alessandro Cattelan, Mariasole Pollio e il vincitore delle “Nuove Proposte”, Settembre.

Sul Van, anche i creator più amati dalla community che hanno animato i profili social di Webboh con contenuti originali, giochi e tante interviste ai protagonisti della 75ª edizione del Festival. Un nome su tutti: Lisa Luchetta, creator vincitrice della categoria “Teen idol” ai Webboh Awards 2024, che ha condotto la rubrica Red Flag o Green Flag?. E poi giochi, challenge, consigli beauty che hanno fatto vivere momenti esclusivi alla community del brand.

NUMERI DA RECORD SUI SOCIAL
I profili social di Webboh hanno realizzato a oggi 33 milioni di reach, 23 milioni di video views e oltre 6 milioni di interazioni complessive.
Il sito Webboh.it, grazie alla pubblicazione continua di news, curiosità e retroscena, ha totalizzato 4 milioni di pagine viste, più del doppio rispetto all’edizione 2024.
La copertura digital ha potuto contare su oltre 180 contenuti su Instagram e TikTok, YouTube, Snapchat, web, tra post, news sul sito e video esclusivi.

GIOCHI, MUSICA E ATTIVITÀ BRANDED
Ai cantanti in gara, saliti a bordo del Webboh Van Studios, è stata donata un’edizione straordinaria (e personalizzata) di Webboh in versione stampata. Graditissimo anche il manifesting kit, ideato da Webboh per augurare buona fortuna agli artisti: all’interno, oltre al palosanto e a una frase “mantra” personalizzata per ciascun artista, anche le ultime novità targate Astra Make-Up.

Grande successo anche per il racconto live e sui social delle serate del Festival con la rubrica What’s up in Sanremo: protagonisti gli amatissimi volti di Webboh, Arianna Madonna e Claudia Mariani, che hanno aggiornato il pubblico da casa su quanto avveniva dentro e fuori dal Teatro Ariston. Con loro a bordo del van, Daniele Batella, Senior Global Make-Up Artist & Art Director Astra Make-Up, che ha accolto i più fortunati tra il pubblico per un tocco di glow e un veloce make-up retouch.
Il giorno di San Valentino è stato reso ancor più speciale grazie all’Astra Secrets: format divertente che ha permesso ai partecipanti di ricevere un prodotto esclusivo firmato Astra Make-Up. Inoltre, per tutta la settimana, due hostess hanno presidiato la cittadina accompagnate da un gigantesco pallone di Astra Make-Up & Webboh, consegnando gift come prodotti make-up e skincare.

LA SURVEY DI WEBBOH LAB E LA CONTROCLASSIFICA
Come ogni anno, Webboh Lab, il primo osservatorio permanente sulla Gen Z nato dall’incontro di Webboh con l’istituto di ricerca Sylla, ha invitato la community a partecipare a una survey dedicata al Festival di Sanremo a cui hanno aderito, tramite i social, quasi 27mila giovani in meno di 48 ore.
Per i votanti della community di Webboh, già venerdì 14 febbraio, non c’erano dubbi:  il vincitore della 75a edizione del Festival della Canzone Italiana, è Olly, il giovane cantautore genovese che ha portato sul palco dell’Ariston la canzone “Balorda nostalgia” e che poi si è rivelato il vero vincitore del Festival.

Questa la top five per la community di Webboh:

1 Olly – “Balorda nostalgia”
2 Rose Villain – “Fuorilegge”
3 Irama – “Lentamente”
4 Giorgia – “La cura per me”
5 Gaia – “Chiamo io chiami tu”

Dalla survey di Webboh Lab è emerso anche che il 60% dei giovani partecipanti ha apprezzato molto il Festival e l’82% di loro ha seguito l’evento in tv. Inoltre,  il 60% ha dichiarato di preferire la conduzione di Amadeus che ha guidato le ultime  cinque edizioni del Festival (dal 2020 al 2024) rispetto a quella fatta quest’anno da Carlo Conti.

WEBBOH IN TV
Webboh è stato ospite della trasmissione di Rai 1 La volta buona, condotta da Caterina Balivo: Arianna Madonna e Claudia Mariani, in collegamento dalla città dei fiori, hanno annunciato in anteprima la classifica (parziale) dei cantanti in gara, quella che già vedeva Olly al primo posto nelle preferenze della community.

Il progetto “Webboh Van Studios” è stato realizzato in collaborazione con NemoHub di Simona De Melas e l’agenzia “Tutt’appost”. 

Webboh è il media di riferimento della GenZ. Nato ad aprile del 2019, da febbraio 2023 è parte di Mondadori Media. Conta attualmente una fanbase tra TikTok, Instagram, Youtube e Whatsapp di oltre 4,5 milioni di follower di cui il 70% under 24, un sito Web da 3 milioni di utenti unici mensili (fonte: Audiweb ultimo trimestre 2024). È nella top ten dei media italiani più influenti sui social, nonché il primo in target Generazione Z per engagement e video views (fonte: Classifica Top Media Italiani di Prima Comunicazione realizzata da Sensemakers). L’attualità, l’autenticità e l’interesse suscitato dai contenuti è garantito dal modello editoriale bottom up: la community è coinvolta in ogni parte del processo creativo.

Webboh Lab, nato dall’incontro di Webboh e l’istituto di ricerca Sylla, con direttore scientifico il professor Furio Camillo, è il primo Osservatorio Permanente sulla Gen Z. L’impegno da parte di Webboh Lab è quello di raccogliere la voce delle nuove generazioni, di indagare e di approfondire i temi trattati per portare sul tavolo di chi prende le decisioni per loro, gli adulti di domani.

AdKaora, the Mondadori Group’s digital company, has completed the process of incorporating Adgage, a Spanish agency operating in mobile advertising in Spain, Portugal and Latin America, which has been renamed AdKaora S.L..

The rebranding of Adgage – which has seen significant market growth in recent years – represents a strategic step for AdKaora, which to all intents and purposes has become an international digital agency offering full-funnel cross-country advertising solutions.

“The name change from Adgage to AdKaora is not just a matter of rebranding but a concrete expression of our strategic vision: to combine the expertise of over 80 professionals, the use of advanced technologies and a global advertising network of premium publishers to offer our customers innovative solutions. This step marks a crucial moment in our international growth path,” commented Davide Tran, MarTech Hub Director of Mondadori Media.

“Since its inception more than 11 years ago, Adgage has been a benchmark in mobile advertising in Spain. We are very proud of the path we have travelled and the contribution we have made to the growth of Mondadori Media. Our name change to AdKaora represents the creation of an international player in the digital advertising industry, an expansion to which our team wants to make a significant contribution,” remarks Gonzalo Guzmán, founding partner of Adgage and Co-CEO AdKaora Spain.

With the new structure, AdKaora’s international network of more than 600 premium publishers in Italy, Spain, Portugal, Germany and Latin America has been strengthened, ensuring ever broader coverage that is rapidly growing beyond Europe’s borders.

The company remains focused on the development of high-performance mobile advertising strategies for advertisers, as well as on the creation of innovative next-generation advertising formats, display and video, always ensuring the best user experience.

The goal is cross-cutting and multifaceted in all countries: to create value for brands and their communication projects, to ensure the best market KPIs through strategic use of data and artificial intelligence, to optimise campaign results and to maximise publishers’ advertising revenues.

AdKaora is therefore confirming its ambition to continue expanding internationally thanks to an approach that combines creativity, technology and measurable results.