Fondazione Fitzcarraldo
The Museo Internazionale di Design Ceramico and the Museo Villa Bernasconi overlook two lakes in different Lombard provinces.
Through Progetto 221 – Due Musei, Due Laghi, Una Strategia, funded by Regione Lombardia, the Comune di Laveno-Mombello (VA) and the Comune di Cernobbio (CO), which are the respective owners of MIDeC and Villa Bernasconi, have joined forces to update their strategic vision, maximise their cultural potential and place the public at the centre of their activities.
The collaboration between the two lakeside municipalities has led to the development of a strategic initiative involving two museums that reflect the history of their respective territories: MIDeC, which houses ceramic design works produced by Società Ceramica Italiana, a historic industry in the Laveno area; and Villa Bernasconi, an Art Nouveau house and museum that tells the story of entrepreneur Davide Bernasconi, founder of the Tessiture Seriche di Cernobbio silk weaving company, through interactive displays.
With the aim of developing a strategy to fully harness the value of these two cultural institutions, the Comune di Laveno-Mombello and the Comune di Cernobbio engaged BAM!, which was tasked with guiding the museums through a process of awareness-raising on management models, promotion, and the expansion and diversification of their audiences.
BAM! consequently developed a support programme for the two municipalities, collaborating with Fondazione Fitzcarraldo to define tools and scenarios for potential management models, while taking responsibility for analysing and establishing an Audience Development strategy.
Through workshops with clients, site visits, stakeholder interviews and context analysis, the BAM! team was able to identify the unique characteristics of each museum and define outputs that would support the development of their respective audiences.
Strategic guidelines and audience development initiatives form the core of the plans presented to MIDeC and Villa Bernasconi. By recognising and implementing their value, the museums will be able to place audiences at the heart of their institutions.
