Digital Invasion @ Villa Malfitano Whitaker in Palermo - May 3rd 2015

#acasaWhitaker

THE CONTEXT

Italy is the first country in the world for tourism and culture, but its artistic assets (made of more than 6000 museums and cultural sites) is not able to express its maximum potential, due to a conservative approach in culture management, which underestimates the role of society’s evolution and its technological progress.
The Villa Malfitano Whitaker, surrounded by a garden of more than 5 hectares, is undoubtedly one the most prestigious mansion houses in Palermo. The villa, in neo-Renaissance style, was built between 1885 and 1889 commissioned by Joseph Whitaker, an entrepreneur descendant of an English family, who settled in Palermo in the second half of the nineteenth century.

THE CONCEPT

For the third consecutive year, PUSH decided to host an event within Invasioni Digitali, the Italian initiative which aims to promote the artistic and cultural heritage through digital communication tools. After the Modern Art Gallery of Palermo (2013) and the Teatro Massimo (2014), this year it was the turn of Villa Malfitano, which now houses the Whitaker Foundation.
The invasion began with a typical english breakfast, followed by guided tours inside the villa and its beautiful garden. As usual, the main purpose for the participants was to share photos and videos through its social channels using the dedicated hashtags #acasaWhitaker, #invasionidigitali and #colazioneMalfitano.

THE IMPACT

Nearly 300 attendees have contributed to the success of the invasion organized in collaboration with Iride_work in pixels and the support of Instagramers Palermo and Social Influencer Palermo communities. The hashtag #acasaWhitaker has collected over 400 photos among Instagram, Facebook and Twitter.

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