Re-birth: from darkness to light

The new science museum designed by Renzo Piano is the skin which houses the new museography conceived for MUSE, an innovative project for a traditional Natural History Museum, opened in July 2013 in NE Italy. The architecture and the exhibitions, as if they were skin and bones of the same body, are harmoniously building up a new cultural project. Local environment is starting point and main focus of the itinerary, that stimulates curiosity towards global issues and current challenges. Three basic principles grounded the project: light, lightness, sustainability, to allow a joyful encounter with science and technology, in order to better understand our world and become more capable to choose the best for our life.

One year after we can measure the success of this project by the number of visitors and the quality of the comments and press reviews. What are the basic ingredients for this success? How much did communication and campaigning play a central role? What was the strategy for the launching? And what is the current strategy for keeping on going?

Cultural life – particularly in the caption area - was stimulated by this project, local economy also benefitted from the opening of this renewed museum, and will also benefit next year from the ECSITE annual conference, that will be hosted by MUSE from 10 to 13 June 2015. The title “Food for curious minds” offers room for countless metaphoric interpretations but also invites to tackle the concrete topic of food and energy, a burning global challenge. It echoes the theme of Universal EXPO 2015 in Milan.

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