Cultural Comms Account Director Hannah McLaughlin had the privilege of joining the World Monuments Fund in Milan to mark the launch of its Italian chapter - an event rich with symbolism. Italy is, after all, where WMF’s mission began in the 1960s, first with the Leaning Tower of Pisa and then the flooded treasures of Venice. To return, 60 years later, felt like a full-circle moment - and a reminder of how enduring and essential cultural stewardship truly is.
"The trip provided valuable insight into how heritage, craftsmanship, and place-making continue to inform effective cultural communication," writes Hannah. "Through visits to key institutions and conversations with leading creatives, the experience reinforced the relevance of thoughtful storytelling, strategic partnerships, and modern interpretation in sustaining cultural value."
Highlights included:
Villa Necchi Campiglio a masterpiece of rationalist design and quiet opulence.
The Fondazione Luigi Rovati where ancient Etruscan artifacts are presented with modern elegance and clarity.
A breathtaking experience at the Veneranda Fabbrica del Duomo di Milano, whose legacy spans over six centuries of collective creativity and engineering brilliance.
The Pinacoteca di Brera, home to Italy’s most iconic artworks - paired with its contemporary counterpart at Palazzo Citterio.
Encounters with creative minds like Luisa Beccaria, Osanna Visconti and Laboratorio Paravicini, who balance heritage and innovation in every piece they produce.
Key takeaways
"As someone working in culture and communcations, this experience offered more than inspiration - it delivered powerful reminders about the role of narrative, placemaking and authenticity in our work:
Craft stories with depth: Heritage is more than aesthetics - it’s memory, identity, and emotion. Our communications must reflect that richness.
Spaces matter: Whether it’s a museum, a cathedral, or an atelier, physical environments shape perception. Immersive storytelling starts with understanding those spaces.
Partnerships preserve meaning: Collaboration between institutions, creators, and patrons is essential to protecting cultural value - and building campaigns with long-term resonance.
Celebrate the quiet details: It’s often the lesser-known stories, the handmade touch, or the personal passion that makes a message memorable.
Modern relevance is key: Connecting the past to present-day conversations—sustainability, identity, design - is where cultural heritage truly engages today’s audiences.
"This trip was more than a cultural itinerary; it was a celebration of shared values -preservation, creativity, and the power of heritage to connect us across time and place.
"Grazie Mille to World Monuments Fund and our Milanese hosts for an unforgettable experience."
Find out more: wmf.org
