On 27 May, on the occasion of the 10th anniversary of Abbonamento Musei in Lombardia, the Association in collaboration with BAM! Strategie Culturali is organising a day of reflection on the theme of cultural participation entitled Beyond the threshold: the challenge of participation.
Programme
Tuesday 27 May 2025
Upper Room - Leonardo da Vinci National Museum of Science and Technology
Via San Vittore 21, Milan
10.30 a.m. | Welcome and registration
11.00 a.m. | Institutional greetings
- Fiorenzo Marco Galli | General Director Leonardo da Vinci National Museum of Science and Technology
- Alberto Garlandini | President Museum Subscription
- Lorenza Gazzerro | Deputy Director Art and Culture Area Fondazione Cariplo
- Tommaso Sacchi | Culture Councillor - Municipality of Milan
- Francesca Caruso | Culture Councillor - Lombardy Region
11.30 a.m. | Barriers to understanding: informing and mediating
The first step towards full museum accessibility is taken by building a communication and content mediation apparatus that is rich in ideas, sensitive and attentive to the needs of all audiences. From the study of visual identity, to storytelling tools, to welcome projects for the most fragile audiences: what are the tools and actions that museums can put in place to break down barriers to information and understanding?
They talk about it:
- Monica Loffredo | Director Luigi Rovati ETS Foundation
- Roberta Frigeni | Scientific Director Museo delle storie di Bergamo
- Elisa Monsellato | Technical Assistance of the Apulia Museum Networks
Moderator: Federico Borreani | Head of Consulting and Strategy Area BAM! Cultural Strategies
13.00 | Light lunch
14.00 | Economic Barriers: Promoting and Retaining
In order to reach and involve all audiences, museums are called upon to devise complex promotional and loyalty-building actions in an ever-changing scenario: the focus on citizens and communities, the demand of tourism, the push towards new models of cultural welfare. Different tools are being used to break down economic barriers: free admissions, Sundays at the museum, reductions for specific audiences, joint tickets and subscriptions that bring museums belonging to a network or system closer together. What impact do pricing policies have on accessibility and inclusion?
They talk about it:
- Roberto Vannata | Directorate General for Museums - Head of Service 2 National Museum System and Enhancement of Cultural Heritage
- Francesco Spano | Director Federculture
- Francesca Belli | Communication, marketing and fundraising coordinator Fondazione Brescia Musei
Moderator: Simona Ricci | Director Museum Subscription
15.00 | Conclusions
- Sabrina Sammuri | General Director D.G. Culture Lombardy Region
- Alberto Garlandini | President Museum Subscription
Organised by
Associazione Abbonamento Musei
In collaboration with
BAM! Cultural Strategies
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