Today cultural institutions, in addition to the new and unexpected dilemmas of their management, must necessarily face the challenge of becoming something more than repositories of culture — places of active citizenship, open arenas where artists and visitors meet, exchange and build connections that have never existed before. In an era where we need a cultural language more than ever, communication strategies and new media contaminations are the keys to speak with a new generation of visitors, getting back to basics and creating with (and around) them the time that is still to come. The work in education and professional training spans more than a decade. In 2017, a course on video communication and storytelling at MAXXI. In 2021 and 2022, two courses on unconventional communication and influencer marketing at LUISS Business School. In 2025, a course on guerrilla marketing and advertising for the Ministry of Culture. From 2021, the communication strategy work developed at the Galleria Nazionale in Rome began to be recognised as a national benchmark and a pioneering model for cultural institutions — giving rise to two dedicated courses, Crossmedia Communication and Communication Strategy, now part of the international Master in Arts Management at IED Roma. Based on that work, and now reinterpreted at the Fondazione Querini Stampalia in Venice, this course offers a behind-the-scenes access to the transformation of cultural branding, digital storytelling, and institutional repositioning. It explores how long-term visions can unfold across different contexts, adapting to new challenges while preserving coherence, identity, and innovation.