Learning with touch: how to make a visit at the museum unforgettable  


When looking a sculpture did you ever have a desire to touch it, follow its lines and tap its surface?

Of course all these things are impossible, because of both security and masterpiece conservation…but here’s a solution: there are places where this desire can be fullfilled!


Museo Omero (http://www.museoomero.it/) in Ancona is a national tactile museum which owns a collection of about 300 works between ancient and modern art (Michelangelo, Bernini, Canova), original sculptures of the Twentieth Century and contemporary art (among the recent acquisitions there are De Chirico and Pomodoro), architectural scale models, volumetric models and original archaeologic evidences.

Thought for visitors affected by blindness or with impaired vision, the collection gives braille descriptions.


One of the main elements of experiential marketing is the focus on educating the public by encouraging active participation: the more senses get involved in an experience, the more this experience will be effective and unforgettable.

The opportunity of touching the masterpieces, which is a necessity for a part of public that is often forgotten, becomes in this case a starting point in improving the fruition by regular visitors.


The main strenght of this museum is that its purpose is to bring everybody close to its activities, with guided blindfolded visits and a rich offer of events designed for families and children.

And if you, as a museum insider, begin to feel interested in this idea, just keep in touch with their activities: from 10th to 12th of April there will be a training course on the accessibility to cultural heritage.

Similar museums are also in Bologna (http://www.cavazza.it/?q=node/315), Catania (http://www.stamperiabrailleuic.it/museotattile.htm) and Varese (http://nuke.controluceonlus.org/Museotattile/tabid/477/Default.aspx).


As also happens in other realities such as MET (http://www.metmuseum.org/events/programs/programs-for-visitors-with-disabilities/visitors-who-are-blind-or-partially-sighted) or Guggenheim in New York (http://www.guggenheim.org/new-york/visit/tours/visitors-with-disabilities) every museum should provide at least one area or an itinerary based on this idea, thus achieving two goals: improving the number of visitors and enhancing the experience of frequent callers.


Francesco Zanibellato



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