Soget Est attends EUREKA 2022

As huge advocates of any event or activity intended to support the cultural and creative sector, we could hardly pass up the chance to attend the first edition of EUREKA 2022, the Culture and Creativity Show held in Pordenone on Thursday 20 and Friday 21 January.

The aim of the show was to look into the relationship between culture and business as a key to development, and was attended by representatives from leading companies, as well as from cultural and creative enterprises. Numerous issues were covered, ranging from inclusivity to the renewed appreciation and promotion of artisan crafts, not to mention tales of Italian excellence in the fashion and design industry.

The moderators’ contributions gave us food for thought on the potential role of language services in creating synergies between so-called ‘traditional’ businesses and creative ones. Particularly in the case of projects with an international scope, we were reminded of the need to keep alive, through translation, the narrative of the values that underpin any business activity, whether large or small. Creative translation, or ‘transcreation’, is the tool best suited to this task, capable of combining language and style to safeguard and reinforce the uniqueness of every brand.

We were once again amazed by the ability of companies, foundations, museums and associations to innovate and reinvent themselves, mobilizing energy to create opportunities where complexity is seen as a valuable training ground rather than an obstacle. We eagerly await the next edition and are pleased to be witnessing a change that sees art and culture, in all its various forms, claim its rightful place as the heartbeat of innovation and of the future.