Bracco's return to the future

Bracco's return to the future

There will be a lot of past in the future of the Bracco Group. In the coming months, in fact, the return to the headquarters in via Folli, in Milan will become a reality: the historic production site in Lambrate will be the new headquarters of the group, tending more and more to a campus logic. But to inspire the moves of the chemical pharmaceutical giant will also be the legacy kept in the Bracco Historical Archive which, on the occasion of the 95th anniversary, opens up to the world thanks to the power of digital.

The digital archive The site that hosts the archive, structured in five sections, will talk about family, company, innovation, sustainability and culture: it will tell the entrepreneurial adventure of the Braccos thanks to an impressive amount of heterogeneous materials ranging from documents (10 thousand) to podcasts, passing through 2000 researches including projects, clinical trials, laboratory analyzes. As pointed out by Diana Bracco, president and CEO of the Group, the digital archive will also be an element of inspiration and "engagement" for all employees, as heritage is for companies "a strategic lever, an element that makes them unique and distinguishes them from their competitors ".

The headquarters In Lambrate, on the other hand, the employees of the Group will find new spaces, following the renovation works that began in January 2021. As explained at the Milan conference" Bracco: Back to the future ”by Fulvio Renoldi Bracco, vice president and CEO of Bracco Imaging, the choice to go back to the origin represents the three founding values ​​for the company,“ people, innovation and sustainability ”. Returning to the headquarters has a symbolic meaning, but times have changed profoundly and the site will no longer convey an industrial idea of ​​the twentieth century, physiologically present at the origin, but will above all be a campus made up of flexible spaces, to work, but also to accommodate everything. the Group's network.

Transparent windows, pedestrian paths as a connective tissue between buildings, columns for charging electric cars in the parking lot and a set of solutions in favor of environmental sustainability are among the specifications of the new headquarters which also recovers, in the its functional characteristics, the farmhouses once present that will house the collective services. The renovated Lambrate site will also host a large auditorium, with 180 seats, designed to function independently as well.

Looking back to go forward Writing the future in continuity with the past seems to be a central point for the Group , strong in its history of successes, but also aware of the historical courses and recourses: even the Italy of Elio and Fulvio Bracco has experienced very complex phases but then managed to find the way, even that of industrial success.

A success that the company historical archive also celebrates, also putting the emphasis on the core business of the home, diagnostic imaging. The Bracco historical archive had already been recognized, in 2007, "of considerable historical interest" by the Archival and Bibliographic Superintendence of Lombardy: the company historical archive project to identify, inventory and enhance the documentation useful for tracing the history of the company had started in 1998.

The importance of archives was not even in question in the past but, as underlined at the conference by Guido Guerzoni, professor of museum management at Bocconi, the cultural approach of companies has perhaps changed: if a time it was almost necessary to detach oneself from the past, and look inexorably ahead, today “companies are slowly no longer ashamed of their age”. Companies understand that the illustrious past must be celebrated for the positive elements which, according to the academic, concern not only founders and participants in family businesses, but a wide spectrum of stakeholders who have collaborated in various capacities. Archives, however, are no longer static elements but can help inspire projects, nurture good practices and contribute to that sort of cultural corporate responsibility which, according to Guerzoni, is a C that overlaps the classic CSR.

The Bracco: Back to the Future event was also attended by Francesco Prennushi, architect partner of General Planning (the architecture and engineering company that developed the renovation project) and Alessandro Spada, president of Assolombarda.

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