Museo Lavazza launches Instagram-based audio guide

The Museo Lavazza in Turin has introduced what it claims is the first museum audio guide accessible via Instagram. The guide, narrated by radio and TV host Federico Russo, allows users to explore the museum's five galleries through Instagram Stories highlights on the @lavazzamuseo profile. Each gallery—Casa Lavazza, Fabbrica, Piazza, Atelier, and Universo—is represented by a different icon. The museum, opened in 2018 within the Nuvola Lavazza complex, is an experiential corporate museum covering 120 years of company history, with storytelling by Alessandro Baricco and Scuola Holden. Director Marco Amato stated that the project reinforces Lavazza's position as an innovative museum, following a virtual opening of its historical archive in April 2020 in response to an invitation from MiBACT and Museimpresa. The audio guide aims to engage younger audiences with a recognizable voice. The museum is currently closed due to COVID-19 restrictions.