Federico Borreani, President and project manager, BAM! Strategie Culturali (Italy)


Graduated in economics and management of cultural heritage and organizations at the Catholic University of Milan and at GIOCA at the University of Bologna, in France and in Brussels he specialized in European cultural policies and networks. In 2009 he founded the cooperative company BAM! Strategie Culturali, and since then he has managed almost 100 projects throughout Italy: consultancy and strategic services for cultural institutions, especially in terms of audience development, digital involvement and participation, training, identity, branding and communication, European projects design and management. He collaborates in the organizational and strategic coordination of cultural centres, events, festivals, fairs. He goes a lot to the theatre but still, he stares more at spectators than actors.

Description of the session

The workshop wants to share and discuss with the participants the case history and audience engagement practice experienced in the last 3 years by BAM! in managing the MUSEO SENIOR project.

MUSEO SENIOR has involved a group of senior citizens becoming ambassadors of the community, developing activities, communication strategies and new ways of sharing a cultural heritage in the ceramics museum district of the area of Savona, a small city in Liguria a north-western Italian region, well known for its artistic and industrial ceramics tradition. The activities of the project included: seminars, surveys and focus groups for seniors in the museums; a series of events directly organised by seniors for a general audience, in and out the museums; the editing of a guide to promote the visit of the Savona ceramics museums network; a crowdsourcing campaign to collect objects and stories about ceramics and the local material culture; a final temporary exhibition in 4 museums displaying objects and stories collected by the campaign; the creation of a stable advisory board of seniors for the museum district.

Benefits for the participants

Participants will have an overview of a 3-year audience development project designed in every step: from the first researches about the target to the engagement activities, to the final outreach phase. Moreover, the project is addressed to a specific target, the senior citizens, which is quite unusual in a museum landscape more and more focused on engaging new generations via digital means. The opportunity is to reflect on how the sharing of memories in a group of peers can become a powerful engagement tool for museums, especially when they deal with material culture in connection with a specific territory.

Format of the session

Lecture followed by a discussion - 1h30