Session I – Lumsden Design: designing commercial spaces and visitor attractions within museums

In collaboration with the Ministero della Cultura – Dipartimento per la Valorizzazione del Patrimonio Culturale

The meeting will explore the strategic role of the design of retail spaces and attraction areas within museums, analyzing how retail, hospitality, and visitor services can help improve the visitor experience and generate new opportunities for economic sustainability. Through the international experience of Lumsden Design, the principles of storytelling applied to design, the logic of diversifying revenue sources, and the potential of creative collaborations to develop innovative products and services will be explored. Central to the discussion will be the role of retail as an integrated and identity-driven part of the museum experience, capable of transforming cultural spaces by making them more accessible, engaging and connected to communities. Case-studies and realized projects will offer an overview of the best practices adopted by benchmark museum institutions at the international level.
Following this, starting from the insights introduced in James Dwyer’s keynote, a moment of discussion on these issues will be opened together with Renata Cristina Mazzantini, National Gallery of Modern and Contemporary Art in Rome, to explore perspectives, criticalities and potentials related to the design of commercial and attractive spaces in museums, fostering a direct dialogue between international experience and the Italian institutional context.

Keynote speech:

• James Dwyer, Lumsden Design

Confronto tra:

• James Dwyer, Lumsden Design
• Renata Cristina Mazzantini, Direttrice della Galleria Nazionale d’Arte Moderna e Contemporanea di Roma

Modera:

• Giovanna Mirabella, esperta in comunicazione e strategia culturale

Lingua: Inglese

L’incontro si terrà mercoledì 12 novembre dalle 15.30 alle 16.30 presso la Sala MiC.