The Associazione Abbonamento Musei (Museum Pass Association) was established in Turin in 1995 with the aim of managing and promoting cultural initiatives and events across the city. At the heart of its work is the management and promotion of museum passes for Piedmont, Lombardy and Valle d’Aosta – a tool designed to support public access to culture. The pass takes the form of a card that grants free admission to museums and affiliated sites, encouraging greater cultural engagement among citizens.
Exploring the themes of fruition and cultural engagement in museums
The Project
Why?
Following its success in Piedmont and Valle d’Aosta, the museum pass was extended to Lombardy in 2015. To mark the 10th anniversary of the initiative, now recognised as a valuable tool for audience engagement and development, the Associazione Abbonamento Musei organised a special event to encourage reflection on the theme of cultural participation.
How?
BAM! co-designed the event held on 27 May 2025, entitled “Beyond the Threshold: The Challenge of Participation”, which took place at the Museo Nazionale Scienza e Tecnologia Leonardo da Vinci. During the event, BAM! also moderated the session “Barriers to Understanding: Informing and Mediating”.
The event focused on key issues such as breaking down the barriers that prevent the public from accessing cultural institutions and exploring how communication, mediation, promotional strategies and audience loyalty initiatives can play a vital role in enhancing accessibility.
Resources
Event