Marco Montemaggi on Pioneering Italian Corporate Museums

Marco Montemaggi, a pioneer in Italian corporate museums, discusses the evolution of industrial culture as a strategic asset. His recent projects include the Museo Zordan in Valdagno, an experiential space focused on processes and sustainability for the luxury retail fit-out company, and Timelines for Tecnica Group, a narrative installation across European production sites linking company history with local and global events. Montemaggi began his career 30 years ago with Ducati's museum and has since worked with brands like Borsalino, Riva Yacht, Diesel, Montegrappa, and Misano World Circuit. He emphasizes the shift from corporate identity tools to broader territorial and social roles, citing networks like Motor Valley in Emilia Romagna and the Distretto dello Sportsystem in Veneto. He highlights Museimpresa as one of Europe's largest corporate museum associations. The Museo Zordan introduces a new paradigm for B2B companies, featuring a temporary commission area renewed biennially. Montemaggi sees museums as long-term institutions that educate and engage, ultimately making people better.