Rolli Shipping Week
From maritime trade to the palaces that trade built. The UNESCO heritage of the Rolli meets the great international event dedicated to the maritime economy.
01A shared origin
The Palazzi dei Rolli were not built by chance in Genoa: they were born from maritime trade. It was the wealth generated by seaborne commerce — and the role as bankers that Genoese merchants built around that trade — that financed the construction of the extraordinary aristocratic residences inscribed by UNESCO in 2006. Rolli Shipping Week was born in 2021 from the meeting of this historic heritage with Genoa Shipping Week, the international event that each year brings together the global maritime community in the city that, in a sense, that community built.
The project places the UNESCO site within the context of shipping week, highlighting the bond between Genoa’s port and commercial vocation and the residences of the merchant aristocracy that that vocation made possible: two stories that, together, produce a fuller civic identity.
02A new audience for the Rolli
Renovatio led the production of the event’s content: filming, interviews with key figures, conference coverage and drone footage, edited into a video narrative able to hold together two worlds — the beauty of the frescoes and the industrial scale of the port. The initiative is part of a co-marketing strategy designed to grow the Rolli’s reach beyond the traditional event, associating them with events of international scope and a new audience of operators, shipowners and professional visitors.
The result is a piece that communicates both the beauty of the palaces and Genoa’s maritime identity, strengthening the positioning of the UNESCO site as a cultural brand for the city — not just a cultural tourism destination, but also a crossroads of the maritime economy that shaped its history.
03The story on video
The video story of Rolli Shipping Week 2021
«From port traffic to the beauty of the palaces: two stories, one city.»
Rolli Shipping Week, 2021