ArtCentrica Platform for National Geographic Society

With the National Geographic Society, Centrica designed and developed The Greatest Wildlife Photographs – ArtCentrica NGS; a virtual and interactive platform which allows us to present, in a new way, photographs that made National Geographic famous in the world.

The project has had a long development, and was started following ArtCentrica being awarded with the special track That’s Geography by National Geographic, during GESAwards 2020.

This online experience has been created using the ArtCentrica Platform, our software platform on which the ArtCentrica service is based, addressed to the global educational sector.




With this innovative digital tool, students of all ages can learn details about the Earth, through the greatest photographers’ best photos, which are accessible by choosing the belonging category, from points on the interactive map (powered by Esri) where the photos were taken, and by choosing the author.

Images can be explored in every detail and through the “Learn More” function, based on the area of the photo you are viewing. Other photos and correlated videos are also suggested. Moreover, thanks to customized lessons and interactive features, anyone can discover their level of empathy with photographersanimals and Nature. And share the results on social media!

This online experience follows the opening of “The Greatest Wildlife Photographs” exhibition, at National Museum of Wildlife Art in JacksonWyoming, that will remain open until April 242022. It’s accessible at: 

The perfect occasion to celebrate Geography Awareness Week, launched by National Geographic in the third week of November. The initiative that for over 25 years has been dedicated to geography awareness.




We would like to thank the National Geographic, for giving us the opportunity to take part in such an important and growing project. In particular: Kathryn KeaneVPPublic Experiences and Director of the National Geographic Museum; with her we had the pleasure of work and discuss during the entire creative and development process.

VirtuItaly wins Train Digital Tourism Experience – FS Innova by Trenitalia

VirtuItaly is one of Trenitalia’s Train Digital Tourism Experience – FS Innova winners


We are happy to announce that VirtuItaly, our spin-off startup, is one of the Train Digital Tourist Experience winners, the initiative promoted by Trenitalia SpA. Together with us, three startups were awarded, out of the 51 that had submitted a proposal. Yookye by Paolo Taricco, Qiibee by Francesco Pagano and Deduce Data Solutions by Diego Tuccillo.

Marco Cappellini, CEO and co-founder, held the pitch for VirtuItaly during the online awards ceremony, which took place on 30 June, in the Jury presence: Roberta Graziosi (Head of marketing, partnership and commercial promotion plans), Maria Paola De Rosa (Head of corporate, digital, pa and conventions sales) and Rocco Siciliano (Head of Works and Investment Projects in Commercial Areas).

Also attend the event: Massimo Varrone (Responsible for Campania NewSteel incubator), Silvia Tatti (Innovation – Ferrovie dello Stato), Franco Stivali (Chief Innovation Officer – Ferrovie dello Stato), Francesco Quintano (Central Director of Strategies, Planning, Innovation and Sustainability – Ferrovie dello Stato), Valeria Fascione (Councilor for Research, Innovation and Start up of Regione Campania) and Prof. Giorgio Ventre (UniNa Electrical Engineering Department Director, Apple Academy Director).

Our proposal


VirtuItaly gives people the opportunity to live incredible experiences, from immersive&interactive digital exhibitions, to full digital ones. For Trenitalia SpA, we have thought of a specific use casfor tourism sector, which aims to enhance cities cultural heritage, through innovative digital solutions. The goal: to involve the customer at 360 degrees in a “travel experience”.



Explore art remotely thanks to cutting-edge interactive technologies




Admire and immerse yourself in the Italian Renaissance masterpieces, directly from the waiting room of the train station.




Live a journey dedicated to Art and discover collections of our ArtCentrica cloud application




Use UBILIA® App and access multimedia content and geo-referenced information of the city you are in


VirtuItaly next Events: SelectUSA, Viva Technology and Mobile World Congress

Centrica will partecipates with its startup VirtuItaly at: SelectUSA, Viva Technology and Mobile World Congress


7-12 JUNE 2021


New investment opportunities in the United States with SelectUSA!

SelectUSA summit is the event dedicated to promoting foreign investment in the United States. Companies from all over the world have the opportunity to interact with local economic development organizations, to identify the best opportunities. Centrica has already taken a step in this direction with the cloud application ArtCentrica, which in May enriched the catalog with part of MET (The Metropolitan Museum of Art in New York) artworks, available for immediate consultation.

ArtCentrica was awarded by National Geographic with That’s Geography special track, during GESAward 2020.

VirtuItaly is also participating in Global Start Up Program with MediaTech Ventures and 2112 Creative Industries Incubator in Chicago.



16-19 JUNE 2021


Viva Technology is back!

Viva Technology new edition, the event dedicated to innovation and high technology sectors set in Paris, this year is back in hybrid mode. Among the themes of the event: the promotion of technological diversity, their strategic uses and equal access opportunities.

Centrica, with its startup VirtuItaly, will be among the participants and will present the solutions for the enhancement and dissemination of cultural heritage developed in the last years. Thanks to the continuous investment in human resources and technologies, company has created immersive edutainment experiences, like Renaissance Experience and innovative learning services, like ArtCentrica.


28 JUNE – 1 JULY 2021

Mobile World Congress will be in attendance!

The most important fair dedicated to mobile telephony, GSMA Mobile World Congress, will be held in Barcelona, despite the difficulties due to pandemic.

On this occasion, Centrica, once again through VirtuItaly, will be able to illustrate the various features and contents of the ArtCentrica platform, also available on mobile.

CES 2021


The Consumer Technology Association (CTA) is the creator of CES 2021 (, a digital experience connecting exhibitors, customers, thought leaders and media from around the world.
The new format allows participants listening to technology innovators, knowing cutting-edge technologies and latest product launches, interacting with global brands and international startups.
Our startup VirtuItaly has been selected by Italian Trade Agency to bring Italian innovation in art&creativity at CES 2021.


Reimagine Education ( is a global conference and competition, open to educational innovators from all around the world. The conference brings together edtech startups, academic faculty from top institutions, Chief Innovation Officers, university leadership, teachers, and other stakeholders in the future of higher education teaching and learning. 

Among the almost 1500 nominations presented in the thirteen categories for this year’s award, the Board of Directors of the Reimagine Education Award of Wharton-QS has selected only 12%. ArtCentrica has been shortlisted for the ICT Tools for Learning and Teaching award.

ArtCentrica is a cloud application that includes many works from the artistic heritage of the Uffizi Galleries and the Pinacoteca di Brera, with high resolution images, suitable for any interactive whiteboard.
Teachers and students are able to explore more than 1200 artworksidentify the details of the composition and discover its correlations with the details of others. It is also possible to measure and compare them as well as use the more than 20 lessons in the application to deepen the study of masterpieces like “Annunciation” from Leonardo Da Vinci, “Allegory of Spring” from Botticelli, “Lamentation over the Dead Christ” from Mantegna and many others.

This application represents the future for the study of the art world.

Postgraduate Master Course in “Economics and Management of Museum Assets and Cultural”

Postgraduate Master Course in
“Economics and Management of Museum Assets and Cultural”

Thursday 8 October 2020 the University of Florence invited Marco Cappellini, CEO and co-founder of Centrica and VirtuItaly, to contribute as a speaker to the Specialization course in “Economics and Management of Museums and Cultural Heritage”. His speech will be in “The technological enhancement of culture: technology, gamification and videogames” session, titled “A new experience with art”, in which he will illustrate recent developments of Centrica and VirtuItaly. The session will be opened by Luciana Lazzeretti (University of Florence) with other contribution from Emiliano Degl’Innocenti (CNR), Ludovico Solima (Luigi Vanvitelli University) and Martina Nannelli (Trento University).


2019 London – Investor Allstars, crowned as the “Oscars” of the entrepreneurial and investor community in Europe and the US. –

The Digital Innovation In Art Award recognises a company or individual in the art industry that has used digital technology or the internet to disrupt and innovate within their field. The award is celebrated as part of the Investor Allstars and presented by Art.


4 Dicembre 2019 –

Cariplo Factory –

Dopo essere risultata una delle sette aziende vincitrici dell’Harmonic Innovation Contest (HIC), VirtuItaly è giunta alla finale dell’Open Innovation Contest a Milano, presso la Cariplo Factory.

Open Innovation Contest è organizzato da NTT Data Italia e nella mattinata del 4 vede la presenza di Walter Ruffinoni (CEO NTT Data Italia) e di Giorgio Scarpelli (CTO NTT Data Italia) oltre al discorso di Zamma-san, NTT DATA Corp.