Beyond the Festival: Sanremo as cultural infrastructure and brand platform
Sanremo is no longer merely a song contest or a high-audience media product, but a narrative and relational ecosystem that extends far beyond the five television evenings. The city, urban and digital activations, social conversation, and participatory audience practices all contribute to transforming it into a brand platform capable of generating equity and attracting investment. From this perspective, the Festival operates as a context of cultural and economic legitimation for brands, while also posing new challenges: standing out amid communicative density, safeguarding narrative coherence, and governing the complexity of the experience.
