25-05-2026
The 2nd FIRA Gala for Research on Rheumatological Diseases, promoted by FIRA – the Italian Foundation for Research in Rheumatology – and held on 10 May at the Museo Nazionale Scienza e Tecnologia Leonardo da Vinci in Milan, confirmed how a live event can become a powerful platform for engagement, awareness and impact.
AIM Group International curated the creative direction, organisation, production and communication of the entire project, supporting FIRA in the creation of an original charity event designed to raise awarenessof the importance of independent scientific research and to fund the 2nd “Carla Fracci” Research Grant, dedicated to innovative projects by young Italian researchers.
The event brought together more than 200 guests for an emotionally engaging evening that transformed fundraising into an immersive cultural experience. Art, dance, music, science and solidarity came together in a format designed to generate participation, awareness and emotional connection.
Conceived and developed by AIM Communication, the Communication Division of AIM Group International, the project integrated creative strategy, format design, executive production, artistic and technical coordination, sponsorship, promotion, social media, media relations and press office activities.
Guests were welcomed in the evocative Sala Cenacolo, among recently restored frescoes enhanced by refined scenic lighting, before continuing their journey through the Gallerie Leonardo and the Space Area. The central moment of the evening took place in the elegant Salone delle Colonne, where the jazz trio set the rhythm and atmosphere of the event.
One of the most memorable moments was the performance by Nicoletta Manni and Timofej Andrijashenko, étoile and principal dancer at Teatro alla Scala and FIRA testimonials. The closeness between artists and guests — something rarely experienced in this way — created a unique atmosphere, turning the performance into an intimate and deeply appreciated moment.
rom a communication perspective, the event also delivered significant results. Press office activities generated 68 media clippings across national newspapers, TV, radio and online media, reaching more than 7.3 million contacts. Social media also showed strong participation and engagement, with an exceptional number of shares and posts, significantly higher than those recorded for the first edition in 2025.
The 2nd FIRA Gala is a clear example of how creativity, production, content and integrated communication can work together to strengthen a client’s message and transform an event into a meaningful experience. By combining strategic vision, organisational expertise and communication impact, AIM Group International helped FIRA give greater visibility and strength to its mission, creating a memorable evening in support of scientific research.
