Thanks to her intense publishing, administrative, and academic activity and her consolidated experience as an entrepreneur and cultural partner to major American art institutions, Federica Olivares has gained internationally recognized expertise in the cultural planning and consulting sector both in relation to the business world and the sphere of public institutions. For years, her professional interest and her research have been directed toward leveraging cultural resources in order to design strategies and innovative approaches for increasing cities’ ability to compete, define local and regional identities, and outline new cultural policies for integrated development.
Federica Olivares’s activity in this sphere, as well, takes advantage of an international network of experts, scholars, and professionals with the aim of creating new synergies and promoting ideas and projects that offer effective solutions for the competitive repositioning of Italian cities and for projecting social and cultural policies toward innovation.
The projects designed by Federica Olivares always originate from the perspective of a cultural economy capable of valuing heritage as an asset for identity, a source of wealth, and a tool for growth, and legacy as an economic driver for the future of new generations and for the development of sustainable innovation. The stakeholders of reference in this sphere are public institutions, local organizations and research institutions, businesses, and potential international investors.
Conceived and promoted by Federica Olivares, a professor of Cultural Planning at the Università Cattolica in Milan, originated as a project of excellence within the Postgraduate Schools of the Università Cattolica and ALTIS (Postgraduate School of Business and Society) in particular, with the objective of achieving integration between cultural and territorial policies by means of Place Branding, which places value on the identity of places and communicates and interacts with cultural policies, urban planning, and social policies, assuring that cities and territories are able to compete.
In more recent years, Place Branding has become a key policy-making tool for the competitive repositioning of cities and regions, helping to create new value in the perception of investors, consumers, and citizens. City Innovation Lab represents both a hub that attracts the best innovation practices on a European scale and a valid support tool for a new class of local authorities for the promotion of cultural resources within the sphere of regional systems. The project aims to involve local authorities, policy makers, professionals, and researchers interested in collaborating on innovative experiences for culture-based territorial development.
As an Advisor on Cultural Relations to the Minister of Foreign Affairs, Federica Olivares coordinated all of the initiatives, programs, relationships between institutions, and partnerships with companies for the 2013 – Year of Italian Culture in the United States. It was a project dedicated to affirming the value of Italy’s creativity and ability to innovate, which was translated into 180 events in 40 American cities. The three guiding principles that structured the concept of the initiative were: discovery, research, and innovation.
Art and literature; theater, cinema, and music; science and technology; food and wine from Italy’s different regions; corporate culture—the ambitious project of the Year of Italian Culture in the United States originated with the aim of continuing to promote Italian culture and productivity to the American public from the perspective of a cultural economy or, culture not just as a historical and artistic legacy, but also as a true dynamic asset capable of creating value for the country as a whole.
In 2013, the Committee to Promote Bergamo 2019 charged Federica Olivares with directing the international Team Olivares–Lord Culture for the Candidacy of Bergamo as the 2019 European Capital of Culture. In this capacity, she designed the strategy for presenting Bergamo’s candidacy and created the related dossier. The basic concept that inspired the project guidelines was the fusion between art and science—the innovation of both processes and products—a combination capable of creating a future of sustainable innovation.
Lord Culture, which Federica Olivares wanted as partner on the project, is the most important consulting firm in the field of cultural planning on an international scale.