Rethinking Museums: From Compulsive Consumption to Deep Engagement

Stefano Monti, partner at Monti&Taft, proposes a new museum model to counter compulsive visitor behavior, where tourists spend only 30 seconds to a minute per artwork. He argues that current museum management prioritizes monetary metrics over economic sustainability, leading to a focus on tourist flows rather than citizen engagement. Monti suggests offering citizens dedicated guided tours, including a free follow-up visit focused on a single artwork, with weekday evening slots (e.g., Tuesday to Thursday, 19:00-20:00) and optional aperitifs. He advocates shifting communication from 'collections' to individual 'works' and promoting subscription models across city museums. Monti criticizes public-private management contracts that impose cost-minimization and revenue-maximization logics, preventing long-term investment in cultural services. He calls for public entities to invest in museums beyond covering expenses, envisioning a future where citizens visit museums weekly, not just annually or during special events. The article references Philippe Daverio, who questioned why museum visitors feel compelled to see every painting, unlike library users who don't read all books.