Fondazione Santagata, on behalf of Fondazione Cassa di Risparmio di Biella – Spazio Cultura, is carrying out an economic and territorial impact assessment of the exhibition “Andy Warhol. Pop Art & Textiles”, scheduled in Biella from 31 October 2025 to 6 April 2026.
Context
The exhibition “Andy Warhol. Pop Art & Textiles” is hosted across the cultural venues of Palazzo Ferrero and Palazzo Gromo Losa and forms part of a broader strategy for enhancing Biella’s cultural development, also linked to its designation as a UNESCO Creative City.
Objectives
quantify the exhibition’s territorial economic effects;
analyse the visitor journey and segment audience profiles through socio-demographic and behavioural metrics;
examine expenditure and consumption patterns associated with the visit across different categories and visitor segments;
develop evidence-based recommendations to support future exhibition planning and visitor experience design.
Expected Results
The assessment aims to highlight:
the exhibition’s contribution to the local economy,
visitor profiles and motivations,
impacts on cultural and tourism-related value chains,
insights to support medium-term cultural programming, including the positioning of Biella as a UNESCO Creative City.
Partners
Coop Culture
Creation Culture