#PlacesthatMatter at Milano Photo Week

A storytelling journey that aims to celebrate the EMEA region (Europe, the Middle East and Africa) manufacturing facilities through the eyes and stories of people who contribute everyday with passion and dedication to the development of the company and the community where they operate.

This is #PlacesthatMatter, a new Whirlpool Corporation project, promoted by the Municipality of Milan (Culture, Palazzo Reale), that will exhibit images of people and the communities in which the company operates at the Milano Photo Week (5-18 June) in the prestigious venue of Palazzo Reale, which has become a point of reference for all photography professionals, amateurs and the simply curious in Italy. A rich programme of events, exhibitions, meetings and projections will turn the city into a culture workshop focusing on the profundities of photography, whose multiple forms represent and interpret reality in ways that few other media can.

“It’s an honour for us to be at the Milano Photo Week with #PlacesthatMatter, the project we developed to give a face and a voice to the people and communities that contribute everyday to the creation of innovative products that find their way into homes all over the world,” comments Luca Marini, Corporate Reputation Manager Whirlpool EMEA. “Our production facilities are the pulsating heart of Whirlpool EMEA, places where we can genuinely meet with the people and territories that host us, places that matter and that reflect our successes, our values and our roots.”

#PlacesthatMatter at Milano Photo Week

#PlacesthatMatter at Milano Photo Week

Designed as an interactive project that will travel to seven different countries in the coming months, #PlacesthatMatter is a veritable journey round the Group’s industrial sites, from Europe to the Middle East and down to South Africa. The campaign team – photographer Alessandro Imbriaco, journalist Laura Leonelli and art director Mario Peliti – visited and “lived” 14 industrial sites and interviewed over 100 people, each one with different personal and professional stories. The places visited “matter to us and speak to us” because they’re a genuine expression of local communities. In line with the model of social commitment and sustainable development that the Company has always promoted in all the territories in which it operates, the project aims to establish an open dialogue with its stakeholders, a system of relationships based on the principles of transparency and reciprocity.

The inauguration of the exhibition at Palazzo Reale follows up its presentation at the International Festival of Journalism in Perugia and a showing of the photos at Eurocucina, during Salone del Mobile. These events are just the initial stages of a long programme that will involve all the territories taking part in the initiative and provide further opportunities for sharing with local communities.

#PlacesthatMatter is also at the centre of a multi-channel digital campaign. In the first phase of the campaign, which was launched in November 2017 and ran for around four months, over two million people were reached on Facebook and over one million on LinkedIn.

Inauguration: June 4 at 7 pm
Exhibition: Open from June 5 to 18
Hours: Monday 2:30 pm – 7:30 pm / Tuesday, Wednesday, Friday, Sunday 9:30 am – 7:30 pm / Thursday and Saturday 9:30 am – 10:30 pm
Free entrance