The Expo Dubai Legacy

Funded by Italy's NRRP (National Recovery and Resilience Plan) which is part of the European Union's “Next Generation EU” program, it serves as the "ideal and operational evolution" of the 3D reproduction of Michelangelo's David from Expo 2020 Dubai.

The 3D David successful communication strategy (check here for more) used a digital-first approach to showcase Italy's cultural treasures. Meticulously crafted, this narrative spanned over two years and aimed for high-profile visibility from the announcement at the Galleria dell'Accademia in Florence to the reproduction’s unveiling at the Expo site and beyond.

A Communication Best Practice…
Worth Over $60 Million

Such an approach generated immense global attention, with coverage in leading international media (e.g., New York Times, Repubblica, BBC, CNN), extensive online presence through social media, and an AVE reaching $10 million in the six months of the Universal Exhibition and exceeding $60 million when considering the months before and after Expo Dubai (Cision data).

It positioned the "David Twin" as an iconic symbol of Italy's heritage and innovation, helping to spark a revival of tourism to Italy's art cities after the deep crisis in the two years of the COVID pandemic.
Without the media success of the 3D David, CHEDAR could not have developed, said Professor Grazia Tucci, who was previously responsible for the reproduction of Michelangelo's masterpiece and is now the coordinator of the new research project.

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