Verona's Casa di Giulietta Launches Design Competition for New Visitor Experience

The Casa di Giulietta in Verona, Italy, has announced a competition to redesign its visitor experience, following a successful overhaul of access management. Since April, a new ticketing system with mandatory online reservations has redirected visitors through the historic Teatro Nuovo, in collaboration with the Comune di Verona, Teatro Nuovo, and Fondazione Atlantide Teatro Stabile di Verona. In the April–June quarter, total visits exceeded 277,000, with a 46% increase in museum visits compared to the same period in 2025, shifting focus from the iconic balcony to the entire museum. The upcoming competition aims to create a richer cultural narrative linking Shakespeare's Romeo and Juliet with Verona's history and heritage. Assessora alla Cultura Marta Ugolini called the results a starting point for a more ambitious cultural project. Danilo Valerio, president of Fondazione Atlantide, highlighted improved livability in the historic center, with reduced queues and congestion on Via Cappello. The goal is to transform the site from a mass-tourism landmark into a planned, comprehensive cultural experience.