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Montagna che visione – Mountains, what a sight


Italy's highest photo challenge returns to Lagazuoi EXPO Dolomiti in collaboration with Instagramers Italia

There is time until the 21st of May to capture the beauty of the highlands
in a shot, reel or content and share it on your profile.

The best content will make up a visual story entitled ‘Montagna che visione’ (Mountains, what a sight),
and will be on display in the cultural centre of the Dolomites from 5th June until early August 2024.

Cortina d'Ampezzo, 15th May 2024_Visual representations of a fragment of reality, using light and contrasts to highlight the beauty of the mountains. Above all, snapshots that are meant to be shared with a large community. Lagazuoi EXPO Dolomiti is hosting the second edition of the group exhibition 'Montagna che visione', which is focused on the world of Instagram and done in partnership with Instagramers Italia.

The exhibition centre, situated 2,732 metres above sea level between the Badia Valley and Cortina d'Ampezzo, kicks off the summer season by hosting from 5th June the most beautiful content of this second edition, collected through an open call. Just as in 2023, Instagramers Italia (@weareigersit) and Lagazuoi EXPO Dolomiti (@lagazuoidolomiti) have launched a challenge open to all: there is still time until 21st May to participate with one or more visual content, including reels, videos and photos, which captured the best of the mountains. The vernissage is scheduled for Saturday, 8th June.

"Since the dawn of mountaineering, the mountains have always attracted photographers. An immense iconographic heritage has grown up around this topic, some of which has given rise to many clichés: just think of the postcards," says Stefano Illing, creator of this workshop and the exhibition centre Lagazuoi EXPO Dolomiti. “We aim to revamp the cards by engaging with the public and their creativity, tapping into the passion that motivates visitors to witness the beauty here and feel compelled to share this experience on social media. We multiply the points of view, thanks to the successful partnership with Instagramers Italia, to obtain a kaleidoscope of new images".

"Last year, this initiative gave us great satisfaction, so we wanted to renew this proposal with Lagazuoi EXPO Dolomiti," explained Orazio Spoto, president of the Instagramers Italia community. "The passion for the mountains remains constant, as we can detect in the community. In 2023, we also noticed a trend: almost no one wanted to use the tools offered by artificial intelligence. Currently, people prefer content created on the spot, perceived as authentic, without technological intervention’.

Artificial intelligence – given the upcoming introduction of Meta AI for Instagram also on the Italian market - will be the central theme of the workshop '10 tips for making the best use of Instagram in 2024', to be held by Orazio Spoto on 8th June. It will be a valuable opportunity to catch up on the latest news and trends while also learning how to promote your projects through this platform. The workshop is open to the public, subject to availability.

How to participate in this challenge

Upload content to your Instagram profile (photo, carousel post, reel or story - as long as it is featured). The aim is to portray the mountains in all their countless facets in an authentic and unaltered way, without the use of artificial intelligence. Put the hashtag #lagazuoidarecord and tag @lagazuoidolomiti and @weareigersit. You can also participate with relevant but already published content: just tag @lagazuoidolomit with the hashtag #lagazuoidarecord. The best entries will be selected and can be admired in a digital exhibition.


Lagazuoi EXPO Dolomiti_In 2018, the top station of the Lagazuoi cable car, at an altitude of 2732 metres, was transformed into an art gallery, a high-tech exhibition centre and a laboratory of ideas for the mountains, as well as a model for soft and sustainable tourism. Lagazuoi EXPO Dolomiti is a place of cultural valorisation that also generates curatorial content, such as the Lagazuoi Winning Ideas Mountain Awards, a competition that highlights materials, technologies, apps and high-tech solutions related to the high mountains, and the Lagazuoi Photo Award, which aims to create an original visual language about the mountains. The barrier-free and energy-independent building houses exhibition rooms, a hall for events and conferences, and a bar with a terrace, making it an ideal venue for events in the heart of the Dolomites, a UNESCO World Heritage Site, in a strategic position between Cortina d'Ampezzo and Alta Badia.