-  Many business and cultural ventures you have led. Which are the most important ones to remember?

   Certainly Domus Academy is the creature that has remained in my heart and has left a deep mark in the history of design education, many former students have become very good designers, and above all Domus Academy has spread the elements of Italian culture throughout the world. Then MuseoCity with which we try to suggest to Italian museums how to get closer to their visitors, more friendly, and at the same time we propose events and news to a wide audience to encourage them to get to know the places of art and enjoy their beauty. This is also an exciting mission for me today.

-  MuseoCity: how did the idea of creating such an un-institutional cultural journey originate and how does it evolve over time?

   MuseoCity was born in 2016 by a small group of friends who were very passionate about art.  We asked ourselves what we could do for our city. We discarded many ideas even if they were genuinely interesting, until we stopped at the obvious need for museums to be more in touch with their audiences, so as to attract new visitors, even people who, not knowing them, perhaps consider them unsuitable for them or even old and boring. The public success of the three-day event in March and the 'In Tour' event in October is a great encouragement for us today. While the years of closures due to Covid have created a painful stop, they have also forced us to learn about and make a better use of the new potentials offered by interactive and social technologies. We are now also ready to experiment with absolute innovations, such as the metaverse, and whatever else will come in the next few years, always with the aim of bringing people of all ages, all social conditions, and all educational levels closer to beauty.

-    Browsing through the October InTour program, the variety of appointments and the "open" view of even unusual cultural and creative contents is striking. What is the common thread that links museums and associated archives?

   The desire to make the beauty known has led us to discover ourselves rather hidden places, and the amazement for the treasures that are kept within them made us believe that many other people would also be able to appreciate different types of institutions for art. This is a little bit of what we have been offering to the public since 2017 with the Secret Museum books, where museums participating in MuseoCity in March revealed to the public artworks that have never been exhibited before, or have recently been restored, or have just arrived in their venues from other cities or other countries.

-   Bringing new visitors, a young audience, or raising curiosity and interest in an audience not familiar with museums must not be an easy thing. How does MuseoCity face this challenge?

   We are helped by the museums themselves, by their willing to make themselves more and more attractive to new visitors by offering guided tours, workshops suitable for young and old, meetings with curators or artists, attracting a curious audience and shaking off the austerity that might have discouraged some people from crossing their doors. We also work a lot with our newsletters or by creating podcasts, videos, and images, which we also often put on social media, the places most popular with young people.
   Three years ago we proposed postcards for children in primary classes on which they could, on the one side, draw a sketch of a work in the museum they were visiting , and on the other side, complete a story referring to that work from an incipit written by us. Many children responded, sending us their cards, while others wrote and drew immediately, sitting on the floor in front of the painting in the museum.

-   The "numbers" of MuseoCity 2022: locations, members, visitors, events, publications, etc. ? Among the many tours, which one would you recommend to the Superstudio community?

   MuseoCity is growing fast: from 8 founding members in 2016 we have now grown to 84 members, among which 44 are Arts  The average number of visitors in the first weekend of March was about 80,000 people. In last March's edition of the event, we also involved some museums in Bergamo and Brescia, and in 2023 we will double the events: Milan on the first weekend of the month, Bergamo and Brescia on the third. We plan in this way to allow the residents of Bergamo and Brescia to come to Milan to learn about the Milan museums and the people of Milan to go to Bergamo and Brescia to visit the museums of those two cities. A cultural exchange also desired by the Cultural Councillors of the three cities. For the next editions of MuseoCity, we think we will gradually get to involve other Lombard capitals as well. 'In Tour,' which also proposes trips outside the city to visit different places of art with specially designed itineraries, was created precisely to extend our proposals to the whole Lombardy, and we feel that the public is responding with great enthusiasm.I am going to visit the Museum of Electrical Technology at the University of Pavia, where an exhibition narrates the last 40 years of technological evolution.

-    And finally, make a wish that could come true....

   I wish that everyone, even those who never imagined stepping into a museum, could one day enter one of these places and be able to appreciate the works on display there. The wonder of those who enter a place of art for the first time repays me for all my fatigue and fills me with joy
For example, and I'm not just saying this to please you, entering your place at the Flavio Lucchini Art Museum opens the eyes, the heart, the soul, and anyone who comes into contact with such beauty will not avoid being changed by it. My dream is for everyone to experience such joys.