On February 7, 2025, Maddalena experienced a special day with the event “Costruire futuro: The Lines of Change”, a training opportunity dedicated to all employees of the company to engage in discussions, listen, and share experiences. It wasn’t just a simple meeting, but a collaborative journey that placed the value of people and their ability to work together at the center to collectively drive change.
The event opened with a roundtable featuring the fourth generation currently in charge, represented by Andrea Contin, Giovanni Maddalena, and Filippo Fontanelli, guided and moderated by Alessandro Rinaldi and Marzia Nobile from the DMAV Collective.
“Costruire futuro” follows the path introduced by the opening event of 2024, “Obiettivi a Canestro,” which, through the sports metaphor of basketball, helped share with all employees the goals and strategies for facing the challenges of the new year together.
The message is clear: change is a constant, and to face it, the participation of everyone is necessary. Growth, resilience, and sustainability are the three dimensions that underpin the company’s strategy—an essential balance to ensure development and competitiveness while staying true to the values that guide Maddalena SpA. Only with a clear vision and a well-defined direction can we truly build a solid and sustainable future!
Voices of colleagues: stories of transformation
After lunch, the layout of the room changed, a tangible sign that the dialogue was shifting from the leadership to the everyday protagonists of change. Three colleagues, Matteo, Alberto, and Marco, took the stage to share their experiences.
Alberto, Sales Director for Italy, openly highlighted how challenging it can sometimes be to face change, but he also emphasized the great fortune he has had over his 14 years at Maddalena, working with wonderful people. His wish is that everyone, now more than ever, can feel satisfied, more at ease, and free to contribute to the company, always respecting others.
Matteo shared his professional development journey, which led him to grow within the company until his appointment as Deputy Warehouse Manager, a role he takes great pride in. But the success is not only his—Matteo’s message was clear: change is not an individual sport but a team sport, and the merits of the success of this innovation journey, strongly experienced in 2024, should be shared with all colleagues, even those who are no longer with us today.
Closing the session was Marco, Senior Buyer, who joined the company just a year ago and was actually an observer at the “Obiettivi a canestro” event. Marco shared, with his optimism and positivity, his experience of being integrated into such a dynamic environment as Maddalena, and how this has represented not only professional growth for him but, above all, a personal development journey that is, in a cross-cutting way, reflected in the change of mindset that the entire company is experiencing.
Their stories moved us and showed us how every change is a challenge that, when faced with awareness and a team spirit, can become an opportunity for growth for everyone.
Costruire futuro: Teamwork
The event continued in an upward crescendo, with increasing energy and participation. In a dynamic and engaging atmosphere, Maddalena’s 170 employees were divided into working groups, each led by an internal facilitator, to reflect on a crucial aspect: which key word best represents the challenges of 2025 and the motivation that accompanies them.
Far from being just a theoretical exercise, this activity gave a voice to every participant. The facilitators encouraged discussion, helping to channel ideas and insights into clear, shared concepts. From the conversation, powerful concepts emerged: synergy, resilience, determination, trust, willpower… words that are not just declarations of intent, but represent the foundations on which to build the company’s future.
As the groups shaped their thoughts, these words were transferred onto the large canvas at the backdrop of the event, transforming into a visual representation of our collective identity.
The visual power of our story
Alfredo Carlo is the visual artist from the DMAV Collective who accompanied every moment of the day’s activities with his performance of signature calligraphy.
“In the heart of community-building, words matter—but so does how they are seen, felt, and experienced. At Maddalena, words were turned into a live art performance. Using lettering and calligraphy, we gathered and displayed thoughts, voices, and collective energy from a community event, transforming spoken words into a shared visual identity.”
“This wasn’t just documentation—it was an act of co-creation. Participants weren’t just contributors; they became part of the artistic expression of their own collective story. The result? A visual memory that remained long after the event, reflecting the spirit of the community itself.”as Alfredo shared in his blog.
One of the most powerful elements of the day was precisely this intertwining of art and participation. Thanks to the tailored approach of the DMAV Collective, we were able to weave together three fundamental dimensions:
The first being the sharing of goals and strategies by the Management, which allowed us to put onto canvas the FOUNDATIONAL words for Maddalena.
The second being the testimonies of colleagues who shared their experiences with us and encouraged us to engage ourselves, bringing to life the words of the STORY.
And finally, the dimension of listening—non-judgmental, open, and transversal—that allowed us to ground the words of the NEW, the words of all of us.
Gradually, the eight-meter canvas behind the stage filled up, taking shape under Alfredo’s skilled hand, making visible the transformation journey we are experiencing.
This artwork will remain at Maddalena and will be displayed in the spaces of the production facility, the beating heart of the company, preserving the essence of this day and imprinting in our collective memory the value of the words shared. Every term chosen is a reflection of our shared commitment, a reference point that will guide our journey in the years to come.
To crown everything, a real-time projection of a #frame video: an emotional story lasting one minute that captured the energy, passion, and vision of this experience. A precious document, for today and for the future. Let’s watch it together!
@Credits Video Frameday – YouTube
