As part of the PNRR project “Redevelopment and enhancement of the ancient carriage road in the Park of Miramare Castle, including the structural restoration of the tunnels and the botanical restoration of the area”, BIA managed the communication and enhancement activities related to the project.

The intervention, which includes the structural restoration of the tunnels and the botanical redevelopment of the area, represents an important opportunity to restore value to one of the most significant historical landscapes in Italy: Miramare Castle and its park.

Within this context, BIA worked alongside the technical project by developing an integrated system of narrative and digital tools designed to make the process accessible, understandable and engaging for the public.

An immersive storytelling approach to narrate the project

At the core of BIA’s work was the development of immersive storytelling, designed to guide audiences through the discovery of the Park and the ongoing transformations.

The construction site itself became part of the narrative, highlighting not only the final result, but also the processes, expertise and people involved.

To achieve this, innovative content and communication tools were developed, integrating different languages and perspectives to provide a multilayered interpretation of the project.

The project website: an evolving digital diary

Among the main activities, BIA oversaw the design, development and continuous updating of the new project website, conceived as a dynamic storytelling platform.

The website, parcogiardinomiramare.it, functions as a digital diary of the works, where visitors can follow the evolution of the project through editorial content, updates, multimedia materials and in-depth insights. The platform was created to ensure transparency, accessibility and engagement for a broad and diverse audience.

Starting from this narrative platform, additional communication and enhancement activities were developed to amplify the project’s storytelling and support its different stages of evolution.

Video interviews and multimedia content

As one of the first activities supporting the communication strategy, BIA gave voice to the professionals involved in the project through the production of four video interviews available on YouTube and in a dedicated section of the website.

Through these testimonies, the narrative gains technical and personal perspectives, offering a deeper and more authentic understanding of the ongoing work.

“Stories in the Green”: an immersive podcast experience

Among the most significant tools developed within the project is the podcast “Stories in the Green”, which represents a central element of the enhancement strategy.

Recorded in the Gardens of Miramare Castle, the podcast features conversations with key figures involved in the project, including Andreina Contessa, Giorgia Ottaviani, Moira Morsut and Ivan Snidero.

Available on Spotify and on the official project website, the podcast accompanies listeners through a multisensory experience where history, landscape and restoration intertwine, fostering a deeper connection with the site.

Events and public engagement initiatives

Alongside the production of digital content, BIA also coordinated and designed public events dedicated to cultural enhancement and community engagement.

Among these, the event “Miramare, Nature Inspiring Culture: Eight Years of Projects and Innovation at Miramare Castle”, held on June 18, 2025 between the Hall of Representation of the Friuli Venezia Giulia Region and the Throne Hall of the Castle, brought together institutions, professionals and citizens.

BIA supported the Museum in both the design and organizational coordination of the event, helping create an opportunity for dialogue around key themes such as cultural heritage enhancement, sustainability and innovation in cultural processes.

Two additional public events are scheduled to accompany the final phase of the project.

Communicating heritage to generate value

The Miramare project demonstrates how cultural communication can become an integral part of heritage enhancement processes. Through an approach combining strategy, content creation and digital tools, BIA contributed to making heritage more accessible by building shared narratives and engaging communities and visitors, ultimately amplifying the project’s impact.

A process that accompanies the physical redevelopment of places through digital storytelling, restoring meaning, identity and vision.

Finally, BIA also supported the Museum Authority of Miramare Castle and Park in the complex reporting and documentation activities required for PNRR-funded projects.