Pinacoteca di Brera launches BreraCARD membership replacing traditional tickets

The Pinacoteca di Brera in Milan has introduced BreraCARD, a nominal membership card that replaces traditional entry tickets. Priced at €15, the same as a standard ticket, the card grants holders access to the physical museum for three months and to the virtual museum BreraPlus+ for one year. Director James Bradburne described the initiative as a step toward making the museum "the great house of the city," fostering a sense of ownership and community among visitors. The card can be purchased online via brerabooking.org, while the physical ticket office will be replaced by an help desk. The museum reopened after COVID-19 closures, also featuring Mario Mafai's "Fantasie" exhibition, the Caffè Fernanda, Bottega Brera, and a bookshop set for renovation. The project received approval from the Ministry of Culture for the Palazzo Citterio project in January and announced a new museum at the former Isotta Fraschini site in Saronno in March.