The Museo del Tessuto di Prato puts videos of its best exhibitions online. Interview with the director

The Museo del Tessuto di Prato has launched a project called Videomostre, digitizing its most significant exhibitions from recent years into online videos. Director Filippo Guarini explains that the initiative aims to extend the life of temporary shows and reach wider audiences. The first three exhibitions selected for the debut are Mr & Mrs Clark. Ossie Clark and Celia Birtwell (2022-2024), Kimono. Riflessi d’arte tra Giappone e Occidente, and Walter Albini. Il talento, lo stilista. The videos are not simple walkthroughs but documentary-style narratives featuring curators' voices, object images, and installation views, available for rental at €3 for two months via the museum's online shop.

This project matters because it demonstrates how specialized museums can leverage digital tools to preserve the emotional and curatorial experience of exhibitions beyond their physical run. By offering affordable, accessible digital products, the Museo del Tessuto is pioneering a model for cultural dissemination that could be adopted by other institutions. It also reflects a growing trend in the art world where museums use digital platforms to generate new revenue streams, engage global audiences, and document curatorial processes in an immersive way.