Come possono essere integrati il ​​design espositivo contemporaneo, le influenze della moda e le tecniche narrative innovative per valorizzare il patrimonio culturale e il coinvolgimento pubblico di Villa Adriana, preservandone al contempo il significato storico e architettonico? = How can contemporary exhibition design, fashion influences, and innovative storytelling techniques be integrated to enhance the cultural heritage and public engagement of Villa Adriana, while preserving its historical and architectural significance?

This research explores innovative strategies for enhancing the cultural heritage of Villa Adriana through contemporary design approaches, storytelling, and interdisciplinary influences, considering the aspects of fashion, brand identity, and musealization. Villa Adriana, a UNESCO World Heritage site, is a significant historical and architectural landmark, yet faces challenges in engaging modern audiences while preserving its historical integrity. Drawing on concepts from exhibition design, museography, and heritage interpretation, this study examines how temporary exhibit design and visitor center functionality can shape meaningful interactions with the site’s rich history. Valorization of the villa surfaces in the inquiry of presenting solutions to the redefinition of preservation of cultural history, while engaging new audiences to the Villa. The outcomes of this preliminary, are portrayed in this thesis as museum, a multi functioning gallery space, solving the deficiency of visitors, and the desolation of the villa. Hence, the prior research of this thesis took place in the workshop of Piranesi Prix de Rome, also investigating, how fashion’s synthesis of style and structure reflect through a runway installation and exhibition, offering valuable insights for reimagining Villa Adriana's spaces. The essence of the workshop is re analyzed with a different approach, still complementing the idea of fashion, by keeping the sponsored brand as Bulgari within the case of valorization of Villa Adriana. By analyzing these intersections between fashion and architecture, the study seeks to propose new, engaging ways to frame and present the Villa’s historical significance. The role of technology in creating immersive experiences will also be explored, with a focus on how digital innovation can enhance visitor engagement and storytelling. Ultimately, this research aims to develop a comprehensive strategy that balances the preservation of Villa Adriana’s cultural and architectural heritage with modern methods of interpretation and public engagement. By integrating interdisciplinary approaches, the study hopes to contribute to the ongoing discourse on how heritage sites can remain relevant in contemporary society while safeguarding their historical authenticity.