There are places that are themselves stories to be told. Others may originate stories, but need a careful work of construction and filing.

A few days ago Torino welcomed Nuvola Lavazza, the project designed by Cino Zucchi to showcase Lavazza’s values, history and future. An impressive place where, beyond company offices, there are an archeological area and a museum, a restaurant and a bistrot, an event location and an arts school. Defined as ‘an ecosystem of places’, Nuvola is a great example of how to embody corporate storytelling in a building, a district, a physical space.

Lots of experiences followed similar paths. Among the less known, there’s an ancient watermill in Croviana, Val di Sole, that you might now run across as MMape – Mulino Museo dell’ape. Unused for such a long time, some years ago it was completely restored thanks to European funding and the intervention of Trento province. A local beekeeper consortium was given the possibility to manage it as shared laboratory and meeting point.

Reopened to the public in 2014, the watermill turned into a very special and kids-friendly place, where a series of interactive and multisensorial installations tell about bees and their life, hives and threats which are putting bees at extinction risk. They also talk about honey and bee-related products, with tastings, events and activities that are often sold out.

A place becoming a story. Even better, a place becoming a relaunch and growth opportunity for a small but motivated alpine community.