The goal
Transform the UNESCO serial site “Ville e Giardini Medicei in Toscana” into a digital space that tells the story of 14 historic villas and gardens distributed across Tuscany. Make cultural content, thematic itineraries and practical visiting information accessible to diverse audiences — visitors, families, scholars and tourists — for a Medici heritage recognised by UNESCO in 2013.
Our response
A web platform structured to guide users through the Medici villas via thematic itineraries, dedicated audio guides, virtual tours and an educational section designed for children. An integrated digital ecosystem comprising a website, mobile app, social content and educational materials, managed with continuous editorial consistency since 2019 through a multi-channel communication plan.
Information architecture designed for rich heritage
The site organises the 14 Medici villas and gardens into a clear navigation system, built on thematic and geographical itineraries. The user experience was designed to address different needs: from planning a visit to historical and artistic discovery, from school educational activities to specialist consultation. The “Ville in gioco” section translates cultural content into language accessible to younger audiences, while thematic itineraries such as “Iter Mirabilis” guide visitors through cross-cutting narratives of the Medici heritage.
WordPress and mobile app for an integrated experience
The site is built on WordPress, providing flexibility in content management and long-term scalability. The digital ecosystem includes a native mobile app (iOS and Android) with interactive maps, offline downloadable itineraries and geolocated content. Audio guides integrated into the site accompany visitors to the villas of Poggio a Caiano, Pratolino, Seravezza, La Petraia, Cerreto Guidi, Castello, La Magia and Poggio Imperiale. Immersive virtual tours enable digital exploration of select villas, extending access to the heritage beyond the physical visit.
Ongoing presence and a multi-channel editorial plan
Since 2019, Net7 has managed content editing for the site and the social channels (Facebook, Instagram, YouTube). The editorial plan combines promotion of cultural events with in-depth historical and artistic content, service updates and thematic narratives about the Medici heritage. The communication strategy builds on the UNESCO status of the serial site, developing a consistent narrative that links the 14 villas through the story of the Medici family and their contribution to the Italian and European Renaissance.
A social tour for a heritage told in many voices
In 2026 the editorial plan expands into a social tour that entrusts each villa to a creator, working from a brief tailored to their own way of telling a story.
The stages follow the plan’s thematic pillars: the villas as accessible, family-friendly places, the staging of Medici power, artistic detail, and soft mobility between gardens.
The content is shared across the official channels, which bring the separate voices together into a single narrative and lead audiences back to the app.
A collection of projects developed for cultural organizations and institutions:
strategies, tools, and results.
Leave your email to receive our brochure Digital communication for Medici Villas and Gardens in Tuscany
