ROMADIFFUSA is a project aimed at reshaping the narrative of the capital by activating and connecting contemporary Rome and its dynamic, creative currents. Readings in restaurants, installations and public art in the alleys of the historic center, stand-up comedy in bars, screenings and experimental music in museums, secret concerts at the ancient lithography workshop, tastings at antique shops, open courtyards of historic palaces, rooftop DJ sets, mosaic, jewelry-making, and engraving workshops, itinerant performances, and much more. The festival is merely the most public and visible expression of a broader city branding process that we have been carrying out for approximately four years. This process unfolds on multiple fronts: on one hand, mapping the territory and its vibrant creative realities; on the other, fostering connections between entrepreneurs and institutions to systematize existing resources and build bridges between the public and private sectors, as well as among various entities that, within Rome’s complex urban fabric, often struggle to communicate. Additionally, we strive to encourage private investment in urban renewal projects and gradually reshape tourism flows—attracting visitors interested in the city's contemporary cultural expressions, who will stay longer and generate lasting value. This experiment, which can be described as territorial branding, involves using the city itself as a medium to transform its narrative—and consequently its perception—to attract new projects, energy, and investment, breaking away from the rhetoric of "decadent charm" and the idea of an "open-air museum" where no change is possible.
The Hoxton Rome and around, h24
On 4, 5, 6 April 2025 we return to the Parioli with the second edition of the spin-off powered by The Hoxton, Rome. For three consecutive days, the hotel will be transformed into an immersive hub of artistic and musical experimentation, active 24 hours a day, from the lounge to the veranda to the hotel rooms. Each room will open up to an alternative universe, including performances, installations, immersive videos, sound and unusual perspectives, conceived by selected artistic collectives.
Esquilino. Piazza Vittorio 7.30PM
Romadiffusa sbarca al Casilino con contenuti inaspettati e fantastici come sempre arriviamo al Casilino parioli punk valle giulia esquilino casilino palazzo nardini mostra acquaforte. Romadiffusa sbarca al Casilino con contenuti inaspettati e fantastici come sempre arriviamo al Casilino parioli punk valle giulia esquilino casilino palazzo nardini mostra acquaforte.
Various Locations at parioli from 6PM
Romadiffusa approda al Casilino con nuove sorprese, portando il suo spirito errante tra vicoli e piazze, tra storia e futuro. Dal Casilino ai Parioli, un viaggio tra punk e classicismo, da Valle Giulia all’Esquilino, passando per Palazzo Nardini, tra mostre inedite e incisioni d’autore. Ogni angolo nasconde una storia, ogni strada un’eco di voci lontane. Romadiffusa è qui, pronta a svelare frammenti di città nascosti, tra sogno e realtà, tra acqueforti e visioni urbane.
Readings in restaurants, secret concerts in garages, DJ sets on rooftops, wine tastings in an antique shop, morning performances and late-night spaghetti gatherings in a theater, stand-up comedy in bars, gospel in a former cinema, exhibitions in a body shop, and live music and screenings in the back of a bakery. These were just some of the events of the first edition of ROMADIFFUSA, which shined a spotlight on Trastevere Ripa—opening hidden courtyards, dozens of artisan workshops, studios, galleries, and private spaces to the public, while filling the neighborhood’s alleys and piazzas with music and roaming performances.
For the second edition, we chose the Historic Center with the goal of showcasing Rome’s creative and dynamic side—activating the city’s spaces and its vibrant artistic currents. Our aim is to move beyond the perception of Rome as merely a city of glorious past, revealing its rich and diverse contemporary identity.
For the third edition of ROMADIFFUSA, we return to the Historic Center with the goal of reaching the symbolic heart of the city—where the fusion of history and contemporary creativity can have its most powerful impact. Expect roaming performances through the alleys, secret concerts in piazzas and ancient artisan workshops, open courtyards of historic palaces, installations, public art, workshops, and open studios of artists and craftsmen. This year also features exclusive events: experimental music and live performances in the courtyards of Sant'Ivo alla Sapienza and Palazzo Antonelli, a MNNQNS concert at Palazzo Altemps, morning stand-up comedy in a bakery, and an electronic music live set among the ancient volumes of the Biblioteca Vallicelliana.
Parioli Punk
Parioli Punk takes over the Parioli and Pinciano districts with disruptive, unconventional content—playing with contrasts and unexpected juxtapositions in an area traditionally seen as upper-class and conformist. The centerpiece of the festival is the takeover of The Hoxton Rome, which, for three days, 24 hours a day, from lounge to veranda to hotel rooms, is transformed into an immersive environment of artistic and musical experimentation.
Planetario
Romadiffusa continues its mission to invite both locals and visitors to rediscover Rome’s lesser-known spaces. Romadiffuxa x The Planetarium took over the venue for three days, unfolding between its imposing rationalist colonnade and the 14-meter starry dome. The event featured immersive soundscapes, installations, and live performances.
Christmas DIY
"Christmas Do It Yourself" is the theme of ROMADIFFUSA’s Christmas Edition—an invitation to experience the act of gift-giving, and the moments leading up to it, in a different way. This edition emphasizes craftsmanship, sustainability, community networks, and the most valuable resource we all have: time. For this edition, Roma Capitale is fully engaged, actively supporting and endorsing the format. The initiative aligns with the city's vision of reshaping its narrative—placing citizens and local communities at the center of a dialogue with institutions. With its widespread reach across different districts and diverse audiences, the project fosters a new urban storytelling through innovative content and tools. Closing the edition was the Mombao concert in the old Acquaforte Ferranti print shop.
Uniqlo x Romadiffusa
To celebrate the opening of Uniqlo in Galleria Alberto Sordi, inactive since 2022, ROMADIFFUSA expanded the scope of its "Secret Rome", mapping the area around the store in search of authentic places that reflect the city's dynamic and creative ecosystem. The initiative featured a curated program of experiences and a fanzine guiding visitors through the alleys surrounding the gallery—tracing artisan workshops, art spaces, and iconic bars that perfectly embody the spirit of a city that, while constantly evolving, remains true to itself.
Edizione Natale
A “widespread market” where gifts reclaim their original meaning—not just anonymous objects hastily bought online or in crowded shopping streets, but thoughtfully chosen presents in an atmosphere of celebration, local heritage, and appreciation for independent brands. The historic venues of Rione Trastevere Ripa hosted a more humanized holiday shopping experience, spotlighting local and sustainable brands—pioneers in design, publishing, and artistic perfumery. Through artisan-led workshops, visitors also had the chance to witness the creative process behind each piece, adding depth and authenticity to their holiday shopping. The market was accompanied by live music, DJ sets, cinema matinees, street portraits, and public performances.
18 october 2024
@Biblioteca Vallicelliana
Jules Reidy
19 october 2024
@Palazzo Altemps
MNNQNS
19 october 2024
@Sant'Ivo alla Sapienza
Antonina Nowacka
19 october 2024
@ L'Acquaforte Ferranti
Go!Ya!
20 october 2024
@Piazza dell'Oro
Romadiffusa Closing Party
