Coo’ee Italia and ICA Milano Foundation renew the “We art here”

Coo’ee Italia and ICA Milano Foundation renew the “We art here” campaign for 2026

Coo’ee Italia has extended its collaboration with the ICA Milano Foundation, presenting the 2026 edition of the We art here campaign. The initiative aims to position the Foundation as an inclusive, participatory cultural hub attentive to sustainability and shared experiences.

A cultural reference point

Led by President Lorenzo Sassoli de Bianchi and Director Alberto Salvadori, the Foundation serves as a meeting place for contemporary art. The renewed partnership seeks to communicate this role by highlighting live experiences and direct engagement with exhibitions and public programming.

Creative concept and adaptive visuals

The creative approach, developed by Coo’ee Italia under Founder & CEO Mauro Miglioranzi, focuses on accessibility and active participation: the campaign encourages audiences to engage with contemporary art in a direct way. Visual assets are designed to be adaptive and customizable to reflect different Foundation projects and events.

Media plan and city presence

The campaign runs in two phases across March and April 2026, using digital out-of-home formats to reach metro commuters:

• Institutional phase (March): content distributed on 62 digital vision screens within the Milan metro network, in partnership with IGPDecaux.
• Programming phase (April): campaign expansion to 138 digital vision screens to promote the Foundation’s 2026 programme.

The mix of a flexible creative concept and a dense digital screen presence is designed to strengthen the Foundation’s visibility across the city and to boost public participation in cultural activities.

For visitors: the campaign provides direct access to the Foundation’s 2026 programming—check the Foundation’s channels and the OOH spaces involved for dates and event details.