Currently based in Amsterdam, since 2017 I am experimenting with marketing and communication as expanded tools and spaces for action, aiming to reach emerging publics out through cutting-edge narratives. I think and step out of the box to reimagine concepts and formats, working together with multidisciplinary teams, from designers to art directors. While pushing storylines forward, I activate projects in order to further explore brand identity, strategy, and to stimulate “business awareness”.

I always bring with me one main strong belief into the creative industries: brand setters are the ones who disrupt the rules to reinvent them. For that reason, I work with clients from scratch to shape brands embedded in their contexts and cultures.

I mostly enjoy working with you and starting to fabricate and create together. Drop me a message with nice words here

Andrea Rogolino's portrait

What is Curate Fabrica

Curate Fabrica is a new mode of producing, making possible an unconventional space for creativity by freelancing. Curate Fabrica is an inventive laboratory where conversation, brainstorming, mesh-up, and footage of creative thoughts are assembled to generate concrete ideas rather than functional objects. Curate Fabrica is a mindset placing research in futuristic scenarios but drawing projects on today.

Curate Fabrica handcrafts, reconverting the common idea of “fabrica”. The challenge resides in knowing the right moment when to translate an idea into planning, execution, and delivery of a story that needs to happen yet.

About this website

Portraits: Jesper Jensen

Website: Giulia Polenta

© 2021 Curate Fabrica


Curate Fabrica disseminates stories that enable public reaction and engagement. A clear communication is meant for a wider audience reach to deepen a relationship with them on the longer run.

With the main track in arts and culture, Curate Fabrica wants to shift its experience among commercial frameworks as well. The working method is always changing toward the most recent developments in marketing and communication. Curate Fabrica discovers and produces new ways for initiating and leading partnerships, shaping freelance projects, or going under longer-term collaborations.

Curate Fabrica are stories divided into chapters. Here you can find fragments, texts, visuals, or unpacked processes as the result of working together with public, communities, professionals, partners, and organizations.

A black flag with a yellow text on it

Nico Vascellari, 2020

“In Dark Times We Must Dream with Open Eyes”. Taking inspiration from the Italian visual artist Nico Vascellari’s motto, working together means boldly breaking conventions and growing with a strong vision that transforms and brings under a new light sustainable, innovative and fueling ideas.

  • Collaborations:
  • Veem House for Performance
  • DAS Graduate School - DAS Theatre
  • Amsterdamse Hogeschool voor de Kunsten - Academie voor Theater en Dans
  • Wild Vlees – Francesca Lazzeri
  • Santarcangelo Festival (Italy)
  • Esterni - Milano Film Festival (Italy)
  • Holland Festival
  • BNNVARA (The Netherlands)
  • University of Copenhagen
  • Bocconi University (Italy)
  • Kokoschka Revival (Italy)
  • You can hire Curate Fabrica for:
  • Brand strategy
  • Creative consultancy
  • Marketing, Communications and PR management and strategy
  • Multi-channel community engagement
  • Partnership development
  • Fundraising campaign
  • Educational and discursive programming
  • Project management and development
  • Artistic production
  • What you can also ask Curate Fabrica for:
  • Guiding and leading (small) creative teams
  • Mentoring, tutoring, theory advisor and external eye for creative processes
  • Conducting workshops, laboratories and research (among different formats and environments)
How does Curate Fabrica work

Chapter 2 Stay(ing) with the Trouble VEEM 2018

Chapter 2 VEEM 2018

Stay(ing) with the Trouble

In 2018 the 100 Day House continued to make Veem House for Performance a place to imagine, to (re)act, to share and to stay with.

As put by Donna Haraway, we asked “how to stay with the trouble” to understand the present’s issues, relate to our future, and to find alternative forms of being and staying together in today’s world.

  • How do you keep building up a brand identity strategy for a recurring program format like the 100 Day House?
  • How can you make use of CRM strategies to retain and expand your public?
  • How do you channel an inclusive political debate for new and existing stakeholders?
  • How can you make use of Marketing, Communications & PR strategies to transform an art institution into a community-based platform accessible to everybody?

I kicked-off the process working from scratch: using some program elements to re-adapt the visual strategy to the new 100 Day House edition, and to strengthen the brand identity in order to stimulate public recognition and recall.

My role:
Head of Marketing, Communications & PR
Educational program developer

Collaborations and partnerships:
Amsterdam Art Weekend, Institute of Network Cultures (Amsterdam), Frascati Producties House (Amsterdam), Fair Practice Label and Code, SNDO & DAS Graduate School, Vlaams Cultuurhuis de Brakke Grond, Life Long Burning (supported by the European Commission), Bâtard Festival, BAU Dance & Performance Amsterdam, Keren Levi | NeverLike, Nicole Beutler Projects

Pictures: Ernst van Deursen
Graphic design: concept and design by Atelier Carvalho Bernau + Rectangle Design (Open Work); concept development and editing by Veem House for Performance team & Andrea Rogolino (Curate Fabrica)

Audio Equilizer

I started assembling sneak peeks to organically build-up a communication. I visualized the creative space as a dashboard where to drag-and-drop contents to be put in dialogue. It allowed keeping diversity and plurality at the core.

I acted like a spider in the web interconnecting press, artists, professionals, new collaborators, and initiating solid partnerships to be held on the longer run. I also facilitated and guided audience development strategies in connection with the neighborhood to better frame the link with the city of Amsterdam.

Finally, fundraising strategy campaigns have been found and put in place. The Fantastic Bookstore and the Become a Housemate membership campaign continued to be promoted, since their successful launches the year before.

The website has been transformed into three layouts for pre-, during, and post the 100 Day House, integrating a higher degree of online interactiveness and informative purpose. By forming an archive and re-thinking the website as a platform for sharing new stories, it could contextualize the program within the art scene in Amsterdam.

Still from the VEEM Theater's website

We produced a symbolic theater’s key given to those who subscribed and supported the 100 Day House as a whole, allowing different willingness to pay. The launch of the official campaign spread throughout other cultural and artistic spots across the city and all the Netherlands. It maintained a temporary absence still visible, in preparation for the actual program launch and execution.

People attend events at VEEM Theater
People attend events at VEEM Theater
People attend events at VEEM Theater
People attend events at VEEM Theater
People attend events at VEEM Theater
People attend events at VEEM Theater
People attend events at VEEM Theater
People attend events at VEEM Theater
People attend events at VEEM Theater
People attend events at VEEM Theater
People attend events at VEEM Theater

The newspaper series
Stay with the Trouble!

To stay with the trouble means to work until the limits, to take risks, to bite off more than you can chew…

A three issues newspaper series to unfold stories drawn behind the program and to open up a platform for exchanging thoughts and research with the public, as if they would read a newspaper daily.

A tool not meant for just knowing more but mostly for engaging with.

The three issues have been released on Day 0, Day 50, and Day 100, reinforcing the rhythm set by the 100 Day House. Readers have been invited to collect all issues as a series, to mix them in the pages, separate them as single posters, read them in different directions and temporalities. Each issue gradually fades out until becoming full black in the last number.

As the editor-in-chief of this pilot project, I organized the work of authors and the team around, the artistic direction, and the design studio.

Audio Equilizer

Volume 1 - “gestures of care, forms of resistance”

It presents the program, introducing different ways for navigating through it: 4 hashtags per thematic block, 4 modes of action ranging from “performance” to “at work”, 4 curatorial statements on the back for each block. It can be read like a roadmap or a manual with instructions needed before to unpack a box.

Read the first issue here

Volume 2 - “how to stay with the trouble?”

It is footage of different voices, touch-based analysis looking back half-way, about togetherness and exchange, in a conversation between the house and the neighborhood. A multi-layered assemblage of changes from the first edition to the time of publication.

Read the second issue here

Volume 3 - “exercises to embody the darkness”

With this last four-page volume of the series, after a hundred days of open doors, public program, and a busy house – had begun 265 days of darkness. This small leaflet was given at the end of the last show to better frame something that came through unexpectedly: how to continue moving, reading, and imagining after all...

Read the third issue here

Bâtard Festival Amsterdam

Hosted by Veem House, the Brussels-based Bâtard Festival brought together a bewildering mix of theater, dance, performance, film, and discursive programs. Bâtard means bastard, but it also stands for hybridism, rawness, and cutting-edge. I took care of the overall promotion, together and in parallel with the initiative taking place right before in Belgium, while finding synergies and contextualization with the rest of the 100 Day House.

Bâtard Festival's digital poster Bâtard Festival's digital poster Bâtard Festival's digital poster