MAM – Masters of Art and Craft of Agricultural Arts, Taste and Hospitality | ALMA

CLIENT

ALMA – Scuola internazionale di cucina

LOCATION

Parma

YEAR

2024

ACTIVITIES

Ideation of the creative concept and artistic direction of the award; supervision of the event’s ideation; video pre-production, production and post-production

SERVICES

Ideas

Hospitality, Territory

The awards ceremony for the 23 new Masters of Art and Craft in the Arts of Agriculture, Taste, and Hospitality was the result of a year-long collaboration between the R&P studio and ALMA. With our artistic direction, we defined the identity, soul, and future objectives of the award.

In the context of strategic consulting to support the cultural, educational, and image renewal of the institute, we assisted ALMA in defining the MAM Award – Masters of Art and Craft in the Arts of Agriculture, Taste, and Hospitality. The new name of the award reflects our commitment to broadening the categories of award recipients and enhancing the entire food and wine value chain, integrating the traditional focus on restaurant and hospitality sectors with other roles and craftsmanship that contribute to the excellence of the industry.

For the occasion, ALMA also commissioned us to conceive, design, and produce two videos: an emotional narrative about the award and its categories; a collection of interviews and archival materials celebrating the evolution of the School on the 20th anniversary of its founding.

The ceremony was hosted by Gerry Scotti, who introduced the lectio magistralis by creative director Davide Rampello, focused on the importance of Italian craftsmanship.

Watch the emotional video of MAM
Watch the ALMA’s twenty years video
Relive the awards event

press release