The Media & Cultural Strategy division manages Cadini Group’s engagement with cultural institutions, media organisations, civil society and the communicative frameworks through which institutional identity is built and maintained.
Led by Omar Rashid — art director, filmmaker and founder of Gold — the division operates at the intersection of institutional communication, cultural programming and media production. Its work encompasses strategic communications for institutional actors, the design and management of cultural programmes, editorial and media strategy, and the production of documentary and immersive media content.
Omar Rashid brings to the division a body of work that spans two decades of independent film, virtual reality production and cultural programming in Italy and internationally. His films and VR works have screened at the Venice Film Festival and other major Italian and international festivals. He has collaborated with artists including Elio Germano on immersive theatre and VR projects, and has taught at universities, digital arts centres and festivals across Italy. He is a juror at events including Middle East Now and the Florence Short Film Festival.
The division’s institutional engagements include the Scuola di Dialogo Fiorentina, AMSAI, and UCAII — organisations working at the intersection of Italian civic life and the Arab and Muslim communities. These engagements reflect the division’s core capability: helping organisations that operate across cultural and linguistic boundaries to communicate with clarity, credibility and purpose.
For institutional partners and investors, the division offers a capability that is genuinely difficult to replicate: fluency in both Italian institutional culture and Arab-speaking audiences, grounded in decades of lived experience and a body of independent creative work that gives it credibility in cultural contexts where credibility cannot be purchased.