Villa Igiea 2026: a new community built on music, PR and networking

Six events, about 300 people per event and a new community that started to experience Villa Igiea, a Rocco Forte Hotel, in a different way.

In summer 2026 we collaborated on the creation of Aperitif. Music. Dolce Vita, a format created to activate Sundays and bring new audiences to one of the most iconic places in Palermo.

The challenge

The goal was to turn Sunday into a recognisable event, able to involve a new generation of Palermitans without distorting Villa Igiea’s identity.

More than an aperitif: a reason to come back.

The solution

We built a format based on four elements:

PR, music, aperitif and networking.

Six events with local and emerging DJs, a targeted guest selection and constant community building.

The terrace of Villa Igiea thus became a meeting place for professionals, entrepreneurs, creatives and new generations.

From event to community

Event after event, the audience started to recognise each other, come back and create new connections.

The format became a strong networking event for the local area, informal and spontaneous, while also helping a new audience discover Villa Igiea.

The location was not simply the backdrop of the event: it was part of the experience.

The results

6 events
About 300 people per event
About 2,000 attendees in total
3 months of programming
Local and emerging DJs
A community built through PR, music and relationships

For us it was above all the start of a wonderful collaboration with Villa Igiea, a Rocco Forte Hotel, and the chance to create a new meeting point for the city.

In collaboration with again srls