Today, museum retail represents an increasingly significant component of the visitor experience, capable of extending the narrative of cultural heritage beyond the exhibition spaces and creating new opportunities for engagement with the public. No longer merely places dedicated to sales, museum bookshops and retail spaces are becoming environments for experimentation, where cultural identity, design, creativity, and promotion strategies converge.

During the 9th edition of the RO.ME Museum Exhibition, the sessions dedicated to this theme will explore the evolution of museum retail through Italian and international examples, delving into the role of products, displays, and new business models in creating an offering that combines cultural quality, economic sustainability, and visitor engagement.