Italian Ministry of Culture Launches 'Felicità' Campaign for National Museum System App
The Ministry of Culture has launched the “Felicità” communication campaign for the National Museum System and the Musei Italiani app developed under the PNRR Accessibility initiative. The campaign centers on a video written and directed by Luca Finotti with art director Paola Manfrin, filmed across nearly forty cultural sites and featuring participants including Achille Lauro at Castel Sant’Angelo, Ambra Sabatini at Gallerie degli Uffizi, and athletes such as Alessandro Ossola at Museo Egizio. It promotes the app’s unified information on opening hours, accessibility, exhibitions, and ticketing while expanding participation from state and non-state museums.
The Signal
The initiative positions Italian museums as networked, inclusive spaces that connect cultural heritage with diverse personal experiences, from health recovery to athletic achievement. By uniting institutional channels and digital tools, the campaign signals a coordinated effort to broaden access and visitor engagement across the National Museum System. This approach underscores museums’ evolving role in fostering participation and well-being for audiences in Italy and abroad.
The Morning Signal · Daily
Enjoying this? Get the daily wire.
The art world in one daily email — auctions, openings, and acquisitions from 90+ primary sources, distilled into a five-minute read. Independent — no marketplace, no gallery ads.
No spam · free every morning · unsubscribe anytime
- Artists: Achille Lauro, Alba Rohrwacher, Raffaella Carrà
- People: Luca Finotti, Paola Manfrin, Daniele Sibilli, Ambra Sabatini, Alessandro Ossola, Assunta Legnante, Sandra Truccolo, Daniele Scarpa, Niccolò Pirosu, Alessandra Tripoli, Giacomo Luci, Nyle DiMarco, Sebastiano Pigazzi, Beatrice Fiorentini, Michelangelo Placido
- Museums: Gallerie degli Uffizi, Museo Egizio, Omero State Tactile Museum, Palazzo Grimani, Colosseum Archaeological Park, Valley of the Temples, Galleria dell’Accademia, Grotte di Catullo, Palazzo Altemps, Palazzo Farnese, Certosa di San Lorenzo, Galleria Borghese, Reggia di Caserta
- Locations: Rome, Turin, Ancona, Venice, Agrigento, Florence, Sirmione, Caprarola, Padula
The Morning Signal · Daily
Get stories like this in your inbox
The art world in one daily email — auctions, openings, and acquisitions from 90+ primary sources, distilled into a five-minute read. Independent — no marketplace, no gallery ads.
No spam · free every morning · unsubscribe anytime
The Jobs Digest · Weekly
New art-world jobs, every Monday
The Jobs Digest rounds up the week’s new museum, gallery, and auction-house openings — with salary when disclosed. One email a week, unsubscribe anytime.
