Maurizio Vanni “La Nuova Museologia. : le opportunità nell’incertezza. Verso uno sviluppo sostenibile” Book presentation

18 October 2021

On Thursday, October 21 at 6:00pm the Museo Novecento hosts the presentation of the book by Domenico Piraina and Maurizio Vanni “The New Museology: new opportunities in uncertainty. Towards sustainable development ”, (Celid Edizioni, 2020).

The fifth appointment of the cycle, a road show with over ten meetings throughout Italy between September and December, includes a dialogue with the authors and the Director of the Museum, Sergio Risaliti, moderated by Michele Morrocchi.

“These last months of the pandemic have forced us to reconsider museum structures, organizational models and the educational function of art,” said Sergio Risaliti, Director of the Museo Novecento. “Social distancing has obviously had repercussions and at the same time has opened new frontiers on new experiences at a distance. We live in an era in which social media achieve exceptional communication performance for the benefit of museums and users. Tools still little used to disseminate art and raise awareness of contemporary languages. We are in a phase of great change and acceleration that tests these ancient cultural institutions. The book by Domenico Piraina and Maurizio Vanni gets to the heart of these issues and extensively analyzes the various topics, proposing solutions for the benefit of the museum system.”

Profiling, tailor-made paths, inclusive performance, links with local stakeholders capable of contributing to “sustainable growth”, to enter the daily dimension of citizens: the Museum Social Responsibility (MSR) is the main tool which cultural institutions must equip themselves to face the challenges imposed by the post Covid19. The road show of the book by Domenico Piraina and Maurizio Vanni “The New Museology: new opportunities in uncertainty” stops off in Florence. Towards sustainable development ”, (Celid Edizioni, 2020). The fifth appointment of the cycle – over ten meetings throughout Italy between September and December – is at the Museo Novecento, in the Cinema Hall, Thursday, October 21 at 6.00 pm. In dialogue with the authors there will be the director of the museum Sergio Risaliti.

“If we want to put the individual back at the center – says Maurizio Vanni, art historian and museologist, curator of over 600 exhibitions in 30 countries around the world – the conscious choice of ethical and responsible planning aimed at the common good will be a must. Museums therefore become places of public interest that appeal to the whole of society, that is to the general public, but also to the social context (voluntary associations, social and third sector enterprises) and the environment, the educational scenario, stakeholders and trade associations, playing a decisive role in the development of ties, in social cohesion and in the reflection on collective identities in the very aftermath of the pandemic ”.

The Faro Convention affirms the right of all citizens to cultural heritage and invites signatory countries to promote actions to improve access to cultural heritage. “Actions – underlines the author – that we can translate with tailor made cultural offers that can also involve those who are further away from cultural institutions”.

Keeping in mind the goal of sustainability. “For a museum – continues Vanni – it is the aim to aim for in order to achieve a balance between the four dimensions that are part of it: economic, social, environmental and well-being. The museum that wishes to follow the path of the SRM must consolidate relations with the territory and in particular strengthen the network with the social context in which it operates “.

“The true wealth of the Museum – underlines Domenico Piraina, director of the Exhibition and Scientific Museums Polo of the Municipality of Milan and, also in Milan, director of Palazzo Reale - lies not only in its own collections, but above all in the visitors who, bearers of their own personal and cultural experience, enrich the cultural heritage with meaning and sense. Visitors must never be seen as consumers but always as producers of meaning and this contributes to enriching the pluralistic vision of heritage which is the realization of an effective cultural democracy ”.

“There are four priority audience segments, to be attracted and retained through original and differentiated proposals: the disabled (people with physical or mental discomfort or pathologies), the elderly, families with children and adolescents”, adds Vanni.

The key is “to bring the museum experience into their everyday life. Apart from the services (restaurant, cafeteria, bookshop, giftshop, permanent laboratory rooms and lounge areas) which are very useful for stimulating regular attendance, the cultural proposals supported by theatrical and musical performances work. Each guided tour becomes a small themed show, easily understandable and popular, able to amaze, amaze and excite different generations of the public, soliciting inner well-being, positive energy and good humor in those present. Sharing emotions, the common good and the relational good allows you to connect people with the same lifestyle. Now the museum really belongs to everyone ”, concludes Vanni.

The next stages of the road show will touch Milan (Maimeri Foundation c / o Milano Painting Academy, October 26), Padua (MAG Events Space, October 28), Palermo (Antonio Salinas Archaeological Museum, October 29), Bari (Circolo della Vela, 30 November), Trieste (Antico Caffè S. Marco, November), Milan (Bookcity, November), Gallarate (MA * GA Museum, December).

Domenico Piraina, graduated in Literary and Administrative Sciences, master in Public Management, is director of the Exhibition and Scientific Museums of the City of Milan and director of Palazzo Reale in Milan. Museum director, curator, cultural designer, he has created more than 1500 exhibitions in Italy and abroad.
Maurizio Vanni, art historian, museologist, specialist in museum governance and management. He collaborates with the Superintendence of Archeology, Cultural Heritage, Landscape of the provinces of Lucca and Massa Carrara, is a professor of Museology for tourism (UNIPI) and unconventional Marketing (Tor Vergata University). He has curated 600 exhibitions in over 60 museums in 27 countries around the world and has collaborated in more than 40 universities in cities such as Seoul, Shanghai, Beijing, Tokyo, New Delhi, Sao Paulo, Moscow, Buenos Aires, Paris, Chicago, Toronto, Citta of Mexico. Already the author of Il Museo becomes a business. Museum marketing for the break-even of a place to live daily (Celid, 2018).

The New Museology: the new opportunities in uncertainty. Towards sustainable development
Thursday 21 October, 6:00 pm – Museo Novecento, Cinema Hall
Free admission subject to availability. For more info contact: