Per-Forma: Facilitating Connections Between Art and Business

At the intersection of cultural expression and entrepreneurial spirit, Creaa embarked on an innovative collaboration with Quarantasettezeroquattro — an association renowned for organising festivals focused on the performing arts. Renewing its consultancy role for the second year, Creaa focused on building a strategic bridge between art and business, highlighting the richness and diversity of both worlds.

The catalyst for this collaboration was Per-Forma, now in its fourth edition and supported by the Friuli Venezia Giulia Region. The 2024 edition explored the deep ties between local enterprises and regional identity, with a special focus on the coffee sector — an area where cities like Trieste and Gorizia have long stood out for their excellence and tradition.

Through Per-Forma, Creaa facilitated meaningful exchanges between artists and participating companies. These encounters will culminate in artistic residencies during winter 2024/25, where artists will immerse themselves in the business environments, drawing inspiration from their stories and turning them into performances to be showcased at the In\Visible Cities festival between July and September 2025.

In January 2025, the project results were presented at Palazzo De Grazia in Gorizia through an immersive installation and performance pathway. Artists guided audiences through M.M.MOCA – MetaMultiMuseum of Coffee, a fictional museum of the future imagining a world without coffee.

This collaboration offers businesses a rare and valuable opportunity to share their identity in surprising and creative ways — while actively supporting the arts and strengthening cultural life in their communities. It’s a perfect reflection of Creaa’s mission to build meaningful bridges between sectors that, while seemingly distant, are deeply interconnected.