La Sterpaia is a creative agency that offers all traditional and creative communication services for corporate, social and institutional needs.
La Sterpaia elaborates above the line campaigns, caters to the image of its clients, thinks, develops and produces below the line materials, it’s attentive to internal and external communication and plans PR and media projects.
Founded as the Workshop of the Art of Communication by Oliviero Toscani, it is now entrusted to his children, Lola and Rocco Toscani, who direct it, with the founding partner Niccolò Donzelli, from the new headquarters in Milan.
La Sterpaia in well known in the fields of communication, photography, arts and cultural planning for its projects that have allowed many artists, designers, graphic designers, writers and photopgraphers to express themselves whilst supported by La Sterpaia’s national and international network.
Rocco Toscani
Born in 1980, Rocco lives since the very first days on the photographic sets of his father Oliviero Toscani.
In 1999, after graduating from St. Stephen’s School, Rome he
enters Fabrica, Benetton’s creative laboratory, as assistant photographer and video artist. His video documentary "We, on Death Row" confirms his artistic skills.
In 2004 he graduates from The Art Institute of Chicago and begins working as Junior Art Director for Studio Toscani. In 2005
he moves to Paris where, as free lance photographer, he signs important fashion shoots. He takes part in the production and
realization of the book "Gay Pride" by Oliviero Toscani.
Rocco takes part in La Sterpaia, Workshop of the Art of Communication, since its very beginning. As art director he manages
various projects including: Music Box (musical interactive channel on Sky), Human Race, a photographic project documenting
the differences and similarities of people, and the book "Inter: 100 years of emotions".
Currently he directs La Sterpaia for which he creates advertising campaigns, exhibitions, publication, video, web and design.
Lola Toscani
Born and raised in Tuscany, Lola travels abroad to complete her
studies. She attends The American School in Switzerland, in
Lugano, and continues at the American University of Paris and
Boston University, where she graduates in 2007 with a Bachelor
of Sciences in Communications.
She works for a year in New York as in-house PR for the fashion
brand Brian Reyes where she manages press relations and production of runway shows.
She returns to Italy in 2008 as production director of La Sterpaia, Workshop of the Art of Communication founded in 2005
by Oliviero Toscani. In 2009 she edits the exhibition "Workwear,
Work Fashion and Seduction" for the 75° edition of Pitti Uomo,
international fashion show.
Currently she directs, alongside her brother Rocco, La Sterpaia
from the new office in Milan, managing the production of advertising campaigns, exhibitions, publication, video, web and design.
Niccolò Donzelli
Niccolò Donzelli was born in Florence in 1972 and he is the founder of Nest Investmenti. He is a businessman in the field of communication, publishing and information technology. He has been a Business Angel with a twenty year experience in various companies such as startups, M&As and turnarounds. Through Nest Investimenti he has created a network of companies and professional services in traditional and new media.
Since 1995 he has been a member of Confindustria of which he was President of Giovani Imprenditori (young entrepreneurs). He is currently CEO of the creative agency La Sterpaia, in Milan and teaches communication in Florence at the School of Industrial Sciences (Scuola di Scienze Aziendali).
