The Uffizi Gallery, the Accademia or even Pompeii: Italian museums are among the most visited in the world. But how do millions organize and manage their admissions? Do our Italian neighbors manage their heritage completely differently than we do? Back to Forbes France in the organization of the most beautiful Italian museums with the private company Opera Laboratori which cooperates with more than 50 museums in Italy.
Opera laboratory – A private company that promotes public/private partnerships
The numbers speak for themselves: tens of millions of visitors a year, 75 million in revenue and more than 50 museums under management. Opera Laboratori is undoubtedly the Italian leader in museum management. But what do you do? The Opera Laboratory for these museums? Approximately 1,000 employees take care of website management, ticketing, online and live reservations, communication, exhibitions and even restoration, especially that of fabrics. Thus, Opera Laboratori can optimally manage the concessions of partner museums, reducing costs. Indeed, over time and experience, the company, whose headquarters are based in Florence, has acquired real museum expertise. Sales and reputation are optimized. Opera Laboratori, together with shareholders Renzo Ruggeri and the noble Winspeare family, works “art for art’s sake”, preserving, popularizing, managing and revaluing Italian cultural and museum heritage. President and CEO Beppe Costa explain to us: “Our past, rich in experience, allows us to project ourselves into the future with vision and innovation. Sharing beauty over time is the true purpose of our work.The . Also, the strength of our company– continues the Chairman and CEO – given above all by the people who work there. ». With over twenty years of museum management, the Italian management business continues to expand.
Eike Schmidt – director of the Uffizi Gallery, Maddalena Winspheare, former administrator of the publishing house Sillabe in Livorno, Beppe Costa, CEO of Opera Laboratori © Opera Laboratori
The list of museums under management is staggering : The Uffizi, the Galleria dell’Accademia, Duomo in Florence, Pompeii, Galleria Brera in Milan. And more: the Duomo complex of Siena and Arezzo, the Treasury of the Grand Duke of Tuscany, the Palatine Gallery, the Fashion and Costume Museum, the Boboli Gardens, the Bargello National Museum, the Orsanmichele Church and Museum, the Casa Martelli museum, the Medici chapel, the Saint- Marc or even the archaeological museum of Florence. More than 50 institutions in total. Sergio Risaliti, director of the museum Novecento in Florence, who has also worked in France, explains to us in perfect French the differences in management between our two countries: ” Museum and artistic administration in France is very efficient, open to innovation. On the other hand, the Italian museum administration is perhaps slower, but remains more creative. We have also successfully worked with Opera Laboratori for the organization of exhibitions”
Privatizations and extraordinary visits: from Barack Obama to the Duomo and Elon Musk to the offices
Opera Laboratori plans events in such exclusive settings as museums, gardens, villas, libraries and historic palaces, courtyards and monasteries – settings that combine beauty and culture with the hospitality and meticulous organization they offer. ” We can arrange private openings for your event, allowing your guests to be the only privileged “visitors” to the chosen site : Uffizi, Galleria dell’Accademia in Florence, Bargello National Museum and Pinacoteca di Brera…” explains Daniele Petrucci, Managing Director of Opera Laboratori. Guided tours of permanent collections or temporary exhibitions can deepen knowledge and enrich guest participation, as evidenced by the private visit of American billionaire Elon Musk or Barack Obama to Florence Cathedral.
Eike Schmidt, director of the Uffizi in Florence and Elon Musk at 2021 @Uffizi Gallery
Organization of exhibitions – the case of Arte Senese
Opera Laboratori is also responsible for organizing exceptional exhibitions: the Sienese art of banking Monte dei Paschi di Siena – undoubtedly the bank with the richest artistic heritage in the world with nearly 30,000 works! Andrea Ceccherini – explains the art history expert of Sienese origin:Siena is undoubtedly one of the most beautiful cities in Italy where 3 popes from the Piccolomini and Chigi families were born. Its cathedral is a gem, and more especially its pavement, a veritable open book, which restores the path of knowledge. A unique masterpiece in the world. All the greatest artists of the Renaissance admired this work, from Michelangelo to Vasari. The town’s wealth comes in part from the pilgrimage of the via Francigena – French for “francigène route” (which can be translated as “the road that comes from France”) – it is a pilgrimage route that connects Canterbury to Rome through France and Switzerland. ” Like the Camino de Compostela, it is an important medieval pilgrimage route and has given Siena considerable importance, as evidenced by the magnificent Santa Maria della Scala museum complex with a total area of over 14,000 m2. The Arte Senese exhibition allows you to fully understand the cultural wealth of the city over the centuries“. If the tourist spends on average only a few days, even a few hours in the city, it definitely deserves more time.
Extraordinary exhibition of Sienese art © Opera Laboratori
Giving a voice to museums and cultural assets that don’t have one
Opera Laboratori also gives a voice to museums and cultural assets that do not have one. The communication department of Opera Laborati, with its press office, media planning and graphic creativity, is able to carry out a meticulous work for the re-evaluation of the territory. Tasks performed include setting up a social media presence, launching advertising campaigns, producing press releases, sending periodic newsletters to profiled targets, direct marketing, street posters, organizing educational and informative tours for schools. and tour operators. So many activities to revalue the nugget fell into oblivion as we will see with the temple of Brunello (PDO), a red wine from Italy produced in the region of Montalcino in the province of Siena.
Brunello Temple tasting table © Opera Laboratori
Creation of new museums – Summer Museum – ‘The most innovative country’ in Italy
About an hour from Florence, this is the perfect getaway. Once again, Opera Laboratori is behind this great upgrade. The Temple of Brunello is a fascinating and immersive journey that allows visitors to discover Brunello di Montalcino (AOC – Designation of Controlled Origin)prince among the wines of the Montalcino region and a delight for the palate. The experience begins with a video station with virtual reality visors that allow visitors to immerse themselves in the villas, castles, vineyards and villages that cover the vast and diverse territory of the municipality. A true virtual reality experience that pairs the spirit. Who said Italian museums weren’t modern? » Brunello’s Temple in Montalcino is one of the winners of six Remarkable Venue Awards“, explain to us Andrea Acampa» an annual awards program rewarding the best museums and attractions around the world, brought to you by Tiqets, the world’s leading online museum and attraction booking platform“. The Temple of Brunello is thus a perfect example of successful collaboration between private and public: it was designed and produced by Opera Laboratori in collaboration with the Consorzio del Brunello di Montalcino, the Municipality of Montalcino and the Archdiocese of Siena.
Brunello’s Temple, winner of the sixth Distinguished Places Award © Opera Laboratori
Bring art to life by organizing new experiences: Da Vinci Experience at the Florence Church of Santo Stefano al Ponte. A new form of museum
Undoubtedly the most original museum in Florence. For your next visit to Florence, this is one you won’t forget : Leonardo da Vinci’s masterpieces and inventions are brought to life in a sweeping new production until November 1, 2022 in the Cathedral of the Image of Florence, inside the Church of Santo Stefano al Ponte. Since 2017, the comprehensive exhibition has visited more than 20 cities around the world and has been seen by more than 900,000 spectators. In 2019 it was chosen by the Italian Ministry of Foreign Affairs as an official production for the 500th anniversary of Leonardo’s death. In this desecrated church, one allows oneself to be transported and subdued by the art of the Florentine painter.
Experience Da Vinci an immersive exhibition with OculusQuest © Opera Laboratory
If, on the artistic level, the Italians have been models for the French for centuries, can we not be inspired today by their management of heritage? After all, Opera Laboratori goes much further than just ticket management. The Italian company truly re-evaluates the Italian cultural heritage by centralizing, innovating and streamlining the life of museums throughout Italy. Thus, the Italians have not finished inspiring us.
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