How Soho House Rome put art in the spotlight alongside Romadiffusa

In Rome, the San Lorenzo neighborhood has long been the heart of an extraordinarily vibrant artistic community, largely thanks to the former Cesare pasta factory (now the Fondazione Pastificio Cerere), which, after its rebirth as a cultural hub, hosts the studios and exhibitions of numerous artists such as Gianni Politi and Pietro Ruffo, whose works are displayed worldwide. It is a university district, a creative hotspot, and also the neighborhood where Soho House chose to open its first Italian location in 2021, always in tribute to the creative world it has aimed to bring together since its inception. The renowned private members' club has seamlessly integrated into the artistic fabric of the area, evolving over time into a true cultural hub.

What makes this House truly unique is not only the rooftop pool, Cecconi’s restaurant, the Soho Health Club, or the rooms welcoming its guests, but above all **its dedication to contemporary art**. The walls and common areas host an extensive collection of works created primarily by artists living and working in Italy, with **a particular focus on those active in Lazio and often right in San Lorenzo**. This choice highlights the House’s deep connection to the local art scene and its ability to serve as **a bridge** between the rich cultural ecosystem of the neighborhood and an international audience of members and visitors.

It is within this context that Soho House Rome’s support for the **latest edition of Romadiffusa** fits perfectly—the itinerant festival that, on March 21–22, 2026, turned the spotlight on San Lorenzo as one of the densest and most vital artistic districts in the capital and across Italy. Co-founded by **Sara D’Agati**, its creative director, and **Maddalena Salerno**, Romadiffusa aims to break the cliché of touristy, ancient Rome and instead narrate a city where culture and art have not remained stuck in the past but continue to be created today with **an almost unique vitality** throughout the country.

The Romadiffusa edition dedicated to San Lorenzo aimed to **open the doors to an artistic world that often remains hidden** behind contemporary museums and to show how deeply connected it is to the everyday life of the neighborhood and its residents. It also demonstrated how art itself, by stepping down from its pedestal and presenting itself to the public, can become **approachable and accessible**. The festival opened **over 40 locations**, including private artist studios, galleries such as Monitor, Matèria, Monti8, Gilda Lavia, and independent spaces, bringing performances, installations, talks, and guided tours—led by both established artists and emerging young talents—into the bars, taverns, and small shops of the district, immersed in the everyday and communal spaces: from historic osterie to bars, butchers to marble workers.

Fondazione Pastificio Cerere activated its courtyard with installations and meetings, **Numero Cromatico** opened its studio with lecture-performances, while spaces like **ORO Project, Porte Rosse, and Lembi** offered close-up views of emerging artistic practices. The initiative allowed **thousands of local and international visitors** to access usually private studios, meeting artists, collectives, and curators directly.

Soho House Rome played **an absolute leading role** throughout the weekend, not only by exceptionally opening **the San Lorenzo Studio** to the public but also by hosting **guided tours of its own collection**, led by some of the artists themselves whose works are on display, including Edoardo Servadio. There were also moments of connection during brunches, workshops, and aperitifs, while in collaboration with partners such as Porsche, **guided routes through the neighborhood** linked galleries, studios, and artisan workshops, networking **the entire creative ecosystem of San Lorenzo**. In the evenings, celebrations continued on the House’s rooftop with live music and a breathtaking view of the eternal city, which for two days pulsed to the rhythm of contemporaneity.

Through this partnership, Soho House Rome did not merely support an event but reinforced **its role as a cultural catalyst**, confirming how art can serve as a shared language capable of uniting tradition and innovation, everyday life and experimentation, local community and global perspective. Thanks to initiatives like this, San Lorenzo continues to prove it is **far more than a university neighborhood**: it is the beating heart of today’s creative Rome.