LIT UP! Experience
Light as Awakening — Rome, 2026–2027
Directed by Sveva Manfredi Zavaglia · Presented by Alzati Ltd
Vision
Art as Awakening
"Art today asks us not only what we look at, but how we look – and above all, where and with whom."— Sveva Manfredi Zavaglia
In an accelerated, hyperconnected world, LIT UP! Experience was created to restore attention to beauty as a form of awakening. It is a project that transforms art into living experience, light into emotional language, and hotels into vibrant cultural spaces — returning to guests the gift of genuine presence and wonder.
At its core, LIT UP! believes that beauty is not a luxury but a necessity. By weaving luminous, immersive artworks into the fabric of daily hospitality, the project asks us to slow down, to see again, and to feel the world with renewed depth.
About the Project
What Is LIT UP! Experience
LIT UP! Experience is a trans-media cultural and artistic format that unites contemporary art, light, technology, and hospitality — transforming carefully selected hotels into places of aesthetic, emotional, and social experience. It is not merely an exhibition; it is a new vocabulary for how culture can inhabit space.
Contemporary Art
Physical and digital works in living dialogue with the environment — from sculpture and painting to generative media.
Light
Emotional language rendered luminous — installations that transform perception and invite contemplation.
Technology
Immersive and interactive trans-media content that bridges the physical and the digital in real time.
Hospitality
Hotels reimagined as cultural destinations — places where discovery, rest, and art are inseparable.
Origin & Expansion
Born in the Eternal City
The project was born in Rome — a city that has always embodied the dialogue between past and present, between the enduring and the ephemeral. LIT UP! takes root in this charged soil, developing through dedicated corners of beauty within partner hotels, where physical and digital works converse with architecture, design, and environment. From this singular origin, the project spirals outward, engaging international travelers, local audiences, and global communities alike.
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Rome 2026
Launch in partner hotels & Rome Future Week urban screen expansion
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Cyprus 2026–2027
Mediterranean expansion and international presentation
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Dubai WFF 2026
Global showcase at the World Future Forum
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Tokyo 2027–2028
Asian expansion and cultural exchange
Our Vision
Transforming Spaces
In a hyperconnected and accelerated world, LIT UP! Experience invites us to slow down, observe, and rediscover the value of beauty as a tool for awareness and wellbeing. The project does not ask art to compete with the noise of modern life — it asks art to stand quietly in the room, and let the room change around it.
Art as Experience
No longer confined to institutional spaces, art is integrated into everyday life — accessible, surprising, and transformative at every turn.
Light as Language
A medium to communicate emotions and create deep connections between viewer, space, and the unseen rhythms of the world.
Hotel as Cultural Space
Places of discovery, contemplation, and emotional wellbeing — where every corridor and courtyard holds the possibility of wonder.
The Concept
Corners Dedicated to Beauty
Art dialogues with architecture, design, and environment, accompanying guests on a sensory and contemplative journey. Works transform lobbies, lounges, corridors, and rooms into spaces of discovery — quiet provocations embedded within the daily flow of hospitality. The installation is never intrusive; it is always an invitation.
Physical + Digital Works
Installations combining traditional art with contemporary technology — each piece in conversation with its architectural setting, responding to material, memory, and scale.
Luminous Installations
Light as artistic material and tool for transforming space — interactive experiences that engage all the senses and leave a residue of feeling long after the encounter.
Immersive Content
Trans-media environments that dissolve the boundary between observer and artwork, drawing visitors into the living pulse of the piece.
The Experience
An Invitation to Slow Down
Every work tells a story. Every light ignites an emotion. In a world that demands our constant acceleration, LIT UP! offers something radical: the permission to pause. Art becomes social fruition — accessible, shared, and alive within the spaces where we already live and move.
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Slow Down
Take time to observe and contemplate — let the work arrive at its own pace.
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Observe
Discover hidden details and layered meanings embedded within each piece.
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Feel
Connect emotionally with art and space — let the light speak what words cannot.
Why It Matters
The Stakes of Beauty
LIT UP! Experience is not simply a cultural program — it is a proposition about how art can reshape the world around us. Its impact radiates across culture, commerce, community, and conscience, making the case that beauty is one of the most powerful tools we have.
Culture
Promotes democratic access to contemporary art, bringing culture outside institutional spaces and into the lived environment of everyday people.
Brand Experience
Elevates hospitality value through memorable cultural moments that distinguish properties and deepen guest loyalty.
Innovation
Unites technology and creativity to pioneer new forms of artistic expression that are interactive, evolving, and endlessly surprising.
Social Impact
Creates connective tissue between local communities, traveling guests, and international artists — fostering dialogue across borders and generations.
Sustainability
Raises awareness of the relationship between humanity, environment, and territory — inspiring action toward a more conscious and sustainable future.
Art & Environment
Art, Nature, and Territory
At the philosophical heart of LIT UP! lies an investigation into the dialogue between humanity and environment — between past and present, finite and infinite. Artists work with light, color, nature, and interiority to create works that do not merely depict the environment, but protect it, restore it, and make it desirable again.
When art speaks for and with the environment, something transformative happens: it becomes "social fruition" — a shared act of caring that enlarges our sense of what is worth protecting. The ultimate ambition of LIT UP! is to help create a world where the environment needs no protection, because we have never forgotten its beauty.
Artists are invited to explore ecological narratives, seasonal cycles, and the sensory textures of the natural world — embedding environmental awareness into every luminous gesture.
The Artists
International Voices of Contemporary Art
LIT UP! Experience brings together established and emerging artists from around the world, each contributing a unique vision of light, nature, and human experience. The roster is intentionally diverse — spanning disciplines, geographies, and generations — united by a shared commitment to art that opens, rather than closes, the viewer's perception.
Light Sculptors
Masters of illumination and visual perception, shaping space itself as their medium.
Nature Inspired
Artists drawing from ecological themes, landscape, and our living relationship with the natural world.
Digital Innovators
Pioneers of interactive, sensor-driven, and technology-mediated art forms that invite co-creation.
Human Experience
Explorers of emotion, society, and personal narrative — artists who locate the universal in the intimate.
Featured Artists
Voices That Illuminate
Each artist selected for LIT UP! brings a singular practice that finds new life within the hospitality context — works that surprise, resonate, and linger in the memory of every guest who encounters them.
Elena Petrova
Luminous Sculptures
Petrova's work transforms spaces with dynamic light sculptures, blending art with architectural forms to evoke a sense of wonder and enduring calm.
Kenji Tanaka
Interactive Digital Projections
Tanaka pioneers immersive environments through cutting-edge projection mapping and sensor technology, inviting visitors to co-create the work through movement and interaction.
Anya Sharma
Biomorphic Light Art
Sharma draws from natural phenomena, crafting ethereal installations that mimic organic patterns and illuminate the intricate beauty of the living world within urban settings.
The Format
A Trans-Media Cultural Experience
LIT UP! is not just an exhibition — it is a complete, multi-layered format that unfolds across physical, digital, social, and archival registers. Each element reinforces the others, creating an experience that resonates long after the guest has checked out and the lights have dimmed.
Physical Installations
Tangible art pieces integrated into hotel spaces, interacting with architecture and the ambient life of the building — permanent in their presence, transformative in their effect.
Digital Content
Interactive projections, virtual experiences, and augmented reality elements that overlay living art onto the physical world through mobile devices.
Events & Talks
Curated events, artist talks, and workshops that foster dialogue, deepen engagement, and build community around shared aesthetic experience.
Social Media Engagement
Campaigns and interactive content reaching a global audience, encouraging sharing and inviting viewers everywhere to participate in the conversation.
Documentation
High-quality photography, video, and written content capturing each installation — building a lasting archive of the LIT UP! universe and its evolution over time.
Partner Hotels
Curated Spaces for Cultural Experience
We carefully select our partner hotels not merely as venues, but as co-authors of the experience. Each property is chosen for its intrinsic qualities — its architecture, its cultural orientation, its audience — that make it a natural stage for the LIT UP! vision. The hotel does not host the art; the hotel and the art become one.
Architectural Quality
Hotels with distinctive design and historical significance that actively enhance artistic interventions, where the building itself becomes part of the work.
Cultural Positioning
Venues that already foster a connection with local or international cultural narratives — places with an existing language of curiosity and openness.
International Audience
Locations that attract a global clientele, ensuring that each installation reaches the broadest and most diverse possible range of visitors.
Commitment to Innovation
Partners who are open to embracing new technologies and creative expressions — visionaries in hospitality who understand that the future of the guest experience is cultural.
Audience
Who Experiences LIT UP!
LIT UP! is designed to be genuinely open and pluralistic in its reach — as relevant to a visiting curator as to a first-time traveler, as meaningful to a local resident as to an international business delegate. Its power lies in its ability to meet each visitor exactly where they are, and take them somewhere they did not expect.
International Travelers
Seeking unique cultural encounters during their stays — moments that transform a trip into a story worth telling.
Art Enthusiasts
Engaging with innovative art forms and contemporary artists outside traditional galleries, fostering discovery in unexpected places.
Local Communities
Engaging with art in their own urban environment, fostering cultural dialogue, local pride, and meaningful social connection.
Business Professionals
Attending events, networking, and appreciating art in a sophisticated, inspiring setting that elegantly merges work and culture.
Cultural Institutions
Collaborating on projects, extending reach, and supporting new forms of artistic expression and public engagement beyond institutional walls.
Global Journey
The Journey: Rome to the World
LIT UP! is conceived as a living, expanding organism — rooted in Rome, but reaching outward with each new installation toward a global network of luminous encounters. The roadmap below traces the arc of that journey, from its inaugural moment in the Eternal City to its ambitions on every continent.
Rome 2026 Launch
Initial installations in select partner hotels across the city
Rome Future Week 2026
Expansion to urban screens and public spaces during the festival
Cyprus 2026–2027
International presentation and Mediterranean expansion
Dubai WFF 2026
Global showcase at the prestigious World Future Forum
Tokyo 2027–2028
Asian market entry and deep cultural exchange
Future Destinations
New York, London, Paris, and beyond
Technology
The Digital Layer
Beneath every luminous surface of LIT UP! runs a sophisticated technological infrastructure — invisible in its workings, but essential to the magic. From responsive installations that breathe with the movement of visitors, to augmented reality experiences accessed through a dedicated app, technology is the connective tissue that makes each encounter possible, personal, and perpetually evolving.
Interactive Installations
Engaging visitors with responsive, immersive art experiences that react to movement, sound, or touch — making every visitor a participant.
Augmented Reality
Overlaying digital art onto physical spaces through mobile devices, creating dynamic, evolving exhibits that shift with each viewing.
Mobile App Integration
A dedicated app providing navigation, artist information, interactive content, and personalized experience paths tailored to each visitor.
Social Media Integration
Facilitating sharing, user-generated content campaigns, and real-time interaction to amplify reach and foster a global community of LIT UP! participants.
Data & Analytics
Utilizing insights from visitor interactions to refine future installations, personalize experiences, and rigorously measure cultural and commercial impact.
Why Hotels
The Hotel Reimagined
Hotels today are places of experience, not merely accommodation. The most forward-thinking properties understand that what guests remember is not the thread count of the sheets, but the feeling the building gave them. LIT UP! transforms lobbies, lounges, corridors, rooms, rooftops, and gardens into contemporary cultural spaces — making culture not a detour, but the destination itself.
Elevate the Brand
High-profile cultural positioning that distinguishes a property within an increasingly competitive hospitality landscape.
Build Guest Loyalty
Memorable, emotionally resonant experiences that create lasting connections — and guests who return not just to sleep, but to feel.
Create Value
Emotional and symbolic value that distinguishes market offerings and generates measurable return through cultural cachet and media visibility.
Communication
Amplifying the Experience
Our multi-channel communication strategy is designed to amplify the LIT UP! experience far beyond the walls of any individual hotel. By building a coherent, emotionally resonant narrative across press, social media, influencer networks, and live events, we ensure that every installation generates a ripple of conversation — local and global, ephemeral and archival.
Press & Media Relations
Strategic outreach to journalists, publications, and broadcast media to secure widespread coverage and generate authentic buzz around each LIT UP! moment.
Social Media Campaigns
Engaging and interactive campaigns across major platforms to drive awareness, encourage user-generated content, and foster a living global community.
Influencer Partnerships
Collaborating with key opinion leaders and digital creators in art, travel, and lifestyle to reach niche audiences and build authentic, lasting credibility.
Content Marketing
Developing compelling narratives through articles, videos, and digital publications that explore the themes, artists, and innovation behind LIT UP!
Event Activations
On-site promotional activities, launch events, and exclusive previews that create immersive, shareable moments and direct engagement with audiences.
Partnership
Sponsorship Opportunities
Becoming a sponsor of LIT UP! offers unparalleled opportunities to align your brand with cutting-edge art and cultural innovation. Partners gain significant brand visibility, exclusive access to high-profile events, content rights for unique narratives, and strong cultural positioning within a global context. We offer tiered partnership levels designed to maximize impact and meet diverse strategic objectives.
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Supporting Partners
Valuable brand recognition in marketing materials, general event access, and participation in a significant cultural initiative.
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Category Sponsors
Targeted visibility within a specific exhibition theme, access to selected events, and direct brand association with a unique cultural narrative.
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Presenting Sponsor
Prominent brand visibility, access to key exclusive events, shared content rights, and strong cultural alignment with LIT UP!'s global mission.
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Title Sponsor
Maximum brand visibility across all channels, exclusive VIP access, full content rights, and premium cultural positioning as the definitive lead partner.
The Team
Visionaries Behind LIT UP!
LIT UP! is the product of a small, deeply committed team of cultural practitioners, technologists, and strategic thinkers who share a singular belief: that art has the power to transform not just spaces, but the people who move through them. Led by director and founder Sveva Manfredi Zavaglia, the team brings together expertise in curatorial practice, institutional partnership, and operational excellence.
Sveva Manfredi Zavaglia
Founder, Director & Curator — the creative and strategic force behind LIT UP!, with a deep practice in contemporary art and experiential cultural programming.
Paola
AI, ITC & Partnerships and Development — overseeing the technological vision and the cultivation of institutional and corporate relationships that power the project's growth.
Operations Lead
Operations and Project Management — ensuring that every installation, event, and partnership is delivered with precision, care, and creative integrity.
Collaboration
Working Together for Impact
LIT UP! thrives on a network of diverse partnerships, bringing together visionaries and innovators from multiple sectors to co-create and amplify its cultural impact. No single discipline makes the project possible; it is the friction and synergy between art, architecture, technology, and community that generates something genuinely new.
Artists
Bringing innovative digital art experiences to life within unique architectural and urban contexts.
Hotel Partners
Hosting installations, providing unique venues, and integrating art into the guest experience to elevate their brand identity.
Media Partners
Amplifying the project's reach and securing widespread coverage on a global scale through trusted editorial relationships.
Technology Providers
Developing cutting-edge interactive and augmented reality solutions that power the immersive artistic journey.
Local Communities
Engaging through public art displays, educational programs, and cultural dialogue that fosters local pride and connection.
Cultural Institutions
Co-creating projects and extending their reach into new forms of artistic expression and public engagement.
Impact
Measurable Impact
To ensure the long-term success and continuous evolution of LIT UP!, we meticulously track a suite of key performance indicators across all dimensions of the project. This data-driven approach allows us to refine our strategy, demonstrate value to partners, and continuously enhance the experience for artists, institutions, and audiences alike. Accountability and ambition are not opposites — they are partners.
Visitor Engagement
Measuring audience interaction through app usage, social media activity, and on-site participation data to understand the reach and depth of each experience.
Media Coverage
Tracking mentions and features in global and local outlets — publications, online articles, and broadcast media — to assess brand visibility and narrative reach.
Social Media Reach
Analyzing growth in followers, impressions, and shares alongside sentiment analysis of user-generated content from the LIT UP! community.
Partner Satisfaction
Assessing the success of hotel, technology, and cultural partnerships through regular feedback, surveys, and collaborative reviews.
Cultural Impact
Evaluating the project's contribution to cultural dialogue, artistic innovation, and community enrichment through qualitative and quantitative studies.
Economic Value
Quantifying the financial benefits generated for partners and local economies, including increased visitor traffic and associated revenue streams.
Sustainability
Art for a Better Future
LIT UP! is deeply committed to sustainability, integrating environmentally conscious practices into every facet of the project. We believe that art can be a catalyst for change — and that commitment extends far beyond the canvas, into the very operational DNA of how we work and what we build.
Energy-Efficient Lighting
Advanced LED technology and intelligent lighting systems minimize energy consumption across all installations, reducing the project's carbon footprint without diminishing its luminous impact.
Digital-First Approach
Prioritizing digital experiences over physical materials reduces waste from printing, transportation, and temporary construction — while enhancing accessibility for all audiences.
Local Sourcing
Collaborating with local artists, suppliers, and vendors supports regional economies and minimizes the environmental impact of long-distance transportation and logistics.
Environmental Themes
Artists are encouraged to explore ecological narratives, climate change, and sustainability within their works — fostering awareness, dialogue, and a renewed sense of responsibility.
Long-Term Impact
Installations designed for longevity or reusability, paired with community education programs that promote sustainable living practices long after the event concludes.
Join Us
Be Part of LIT UP!
LIT UP! is an open invitation. Whether you are a hotel seeking to transform your cultural identity, an artist with a vision that deserves a living stage, a sponsor ready to align with genuine innovation, a journalist in search of a story that matters, or simply a curious soul wanting to experience beauty in unexpected places — there is a place for you here.
Hotels
Interested in partnering? Explore hosting an installation or collaborating on unique cultural experiences that elevate your property and delight your guests.
Artists
Wanting to participate? Submit your portfolio for consideration in upcoming exhibitions and become part of an international community of light-driven practice.
Sponsors
Seeking opportunities? Discover tailored partnership packages designed to align your brand with the vision, values, and global reach of LIT UP!
Media
Looking for stories? Access our press kit and connect with our team for interviews, image rights, and editorial collaboration.
Visitors
Wanting to experience LIT UP! firsthand? Stay updated on upcoming installations, events, and new locations as the project expands around the world.
Contact
Let's Create Together
We are eager to connect. Whether you are an artist, a potential partner, a cultural institution, or simply moved by the possibility of what LIT UP! might become — reach out to us. Every great collaboration begins with a conversation, and every light begins with a single spark.
General Inquiries
For any general questions or information about LIT UP! Experience and the project at large.
Partnership Opportunities
Explore collaborations, hosting arrangements, and sponsorship prospects tailored to your organization's goals.
Press & Media
For press kits, interview requests, and all media inquiries — our communications team is ready to assist.
Artist Submissions
Submit your portfolio or proposals for future exhibitions. We welcome emerging and established voices alike.
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