Interview with Marco Montemaggi, pioneer in Italy of corporate museums

Marco Montemaggi, a pioneer in Italy of corporate museums (musei d'impresa), heritage marketing, and company lands, discusses his career and vision in an interview with Artribune. He highlights two recent projects: the Museo Zordan in Valdagno, an innovative corporate museum focused on processes and sustainability rather than traditional artworks, and the Timelines project for Tecnica Group, which intertwines company history with local and global events. Montemaggi traces his work back to early influences like Adriano Olivetti and his first major assignment at Ducati, where he helped establish its corporate museum.

This interview matters because it underscores the growing recognition of corporate culture as a strategic asset and a form of cultural capital that bridges industry, territory, and society. Montemaggi's work exemplifies how industrial heritage and company narratives are being reframed as tools for tourism, identity, and even cultural diplomacy, with networks like Museimpresa fostering collaboration across Italy and beyond. The article signals a shift in how business history and manufacturing traditions are valued within the broader cultural landscape.