The Story behind the Story “Pinacoteca di Brera: bring the museum to the world”

Background

The Pinacoteca di Brera is the main public gallery for paintings in Milan, Italy. It contains collections of the greatest Italian painters, among which Bellini, Caravaggio and Raffaello, as well as the most appreciated international ones, such as Picasso and Rembrandt. The Educational department of the Pinacoteca strongly believes in opening the museum’s doors to the world, by communicating to as many people as possible. The team is always looking for new ways to engage with visitors of different ages and cultural backgrounds.

The Challenge

Despite having a traditional audio guide service operated through the use of rental devices, the Pinacoteca started looking for a flexible solution to produce themed tours, which could and easily be changed and fine-tuned with visitors. The main goal of the educational department was to encourage visitors to come back and enjoy the many different collections and temporary exhibitions offered by the gallery. At the same time the department wanted a reliable tool that could enable them communicate the masterpieces collected inside the famous gallery to visitors of different backgrounds, using a brand new storytelling approach.

How was izi.TRAVEL used?

The educational department, guided by the director James Bradburne, worked on 3 themed tours, in Italian and English, that provide multiple audiences with different experiences: new exhibitions, family visit and 30 minutes with a specific artist. The department followed closely all the steps of the creation and production of the mobile guides, to be sure to deliver the best possible product to final users. They made a strong use of the photo-navigation feature, to allow visitors to move confidently through the new collections and along themed tours.

The main benefits

The benefit that the team appreciated the most is the possibility to finally bring the artworks of the Pinacoteca outside its walls. Thanks to the use of an open platform, visitors can decide the theme of their visit in advance and prepare for it. In addition to that, the use of izi.TRAVEL as enabling system for the mobile guides, helped in giving rise to flexible products, that can be changed along with the collections inside the gallery and, most importantly, that are able to open a communication flow with visitors. In the Pinacoteca’s project, visitors are not passive observers, but active players, who can give feedback and enrich their visit with additional valuable stories.

“We believe that a museum is a place for cultural growth, discovery, debate, integration and social inclusion. izi.TRAVEL helps us moving in this direction and enrich the experience of each visitor”

James Bradburne
Director Pinacoteca di Brera