Brightstar Italia unveils Smorfia book at new Milan Lotto draw hall

Brightstar Italia inaugurated the new Lotto extraction hall in Milan on 20 October 2026 with a special edition of Il Lotto in Diretta, broadcast from 19:55. During the event, Laura Feliziani, head of brand content, consumer engagement and media planning for Italy Lottery at Brightstar Italia, presented a book dedicated to the Smorfia in a non-final version.

Feliziani said the project set out to turn a familiar and popular element into a contemporary narrative that conveys the cultural value of a game with 500 years of history. She said the team worked on two levels: graphic illustration, with authentic and recognisable images, and an editorial body of stories rooted in the tradition of Naples. The work included analysis of sources and research on the pairings between numbers and figures, with input from Neapolitan lottery outlets that pass on the tradition and from a scholar of the history and culture of Naples.

For the graphics, Feliziani said inspiration came partly from early Futurist advertising posters, alongside work on the blue and orange tones associated with the Lotto identity. In the narrative presented, each image seeks to evoke a meaning rather than only describe one: coffee becomes scent, memory and atmosphere, and music becomes the emotion read on the face of a boy listening. The book links each number to an image, a meaning, a story and a possible emotion, and addresses the ambiguity of popular tradition, in which the same episode can point to a different number depending on context.

Feliziani said the project aims to build a circular narrative that starts from lottery outlets and the historical roots of the game and extends to channels and languages closer to younger generations, speaking a contemporary language without betraying the tradition. According to the report, the new Milan hall is presented as both a symbol of technological and operational renewal and a place where the Lotto restates its ability to hold past and future together.