Marco Lanata on HangarBicocca's Managerial Model and Future Plans

Marco Lanata, general manager of Pirelli HangarBicocca in Milan, discusses the institution's unique managerial structure and his goals to diversify activities, expand audience reach, and increase economic autonomy from Pirelli. With a background in real estate development, Lanata oversaw the conversion of the industrial building into an exhibition space. He emphasizes HangarBicocca's free admission, strong community ties, and experimental curatorial program led by Vicente Todolí, which includes site-specific installations and no permanent collection except Anselm Kiefer's "I Sette Palazzi Celesti." The institution attracts over 200,000 visitors annually, with more than 55% under 45. Lanata aims to strengthen relationships with other Milanese institutions like Triennale and Brera, and to present data to the mayor on the economic impact of contemporary art. He is set to speak at the International Cultural Forum in Saint Petersburg on December 3 about the museumification of industrial spaces.