October 6 and 7 LuBeC returns: this year's edition dedicated to the Museum

The Museum will be one of the themes at the center of the 18th edition of LuBeC - Lucca Beni Culturali, the international meeting dedicated to the development and knowledge of the supply chain linking culture and innovation, scheduled for Oct. 6 and 7 at the Real Collegio di Lucca, the traditional venue of the two-day event. There will be two days of free events in the Tuscan city, organized by Promo PA Fondazione, with the participation of the Ministry of Culture and the direction of Francesca Velani. Expected as every year are distinguished guests, including some directors of the most important Italian and international museums.

Among them will be the director of the Egyptian Museum in Turin, Christian Greco, who has repeatedly proposed an “Impossible Egyptian Museum” capable of bringing together through the metaverse exhibits from all over the world. He will discuss the possible synergies between virtual and culture with Dino Pedreschi, director of the Knowledge Discovery and Data Mining Laboratory research center (University of Pisa - CNR) and pioneer of Data Science, and Alessandra Vittorini, head of the Cultural Heritage and Activities School Foundation.

Museums of the future will also be the focus of ISIE, the International Summit of Immersive Experience. In the Summit’s first panel, moderated by journalist and writer Luca De Biase and video artist Stefano Fake, a number of professionals will discuss the new role of the museum and the risks and opportunities of the metaverse: digital entrepreneur Serena Tabacchi, director and co-founder of Museo d’Arte Contemporanea Digitale (MoCDA), a meta-museum displaying digital artworks; Roberto Ferrari, director of Museo Galileo - Istituto e Museo di Storia della Scienza in Florence, which under his leadership digitized Fra Mauro’s 15th-century Mappamondo; Merel van Helsdingen, director of the Nxt Museum in Amsterdam, the first museum in the Netherlands dedicated to new media art; and David Gallo, founder of the creative hub 101percento.

On Tomorrow’s Museum, Reggia di Caserta Director Tiziana Maffei will dialogue with Stefano Moriggi, a philosopher of science and expert on behavior in digital environments, and U.S. designer and humanist Jeffrey Schnapp, a pioneer in digital humanities.

“The museum institution” is facing profound changes: on August 24, the Extraordinary General Assembly of the International Council of Museums (ICOM), the leading network of museums and museum professionals, approved a new definition of a museum, more sensitive to issues such as accessibility, inclusiveness and sustainability. Adele Maresca Compagna, president of ICOM Italy, will speak about it.

The second panel will be dedicated to the convergences between culture and technology and the impact of digital on museum audience participation. Among the guests, the director of the Uffizi Galleries Eike Schmidt will present his idea of the Uffizi of the future: the Florentine museum was the first in the world to experiment with crypto art, putting up for sale an NFT digital copy of Michelangelo’s Tondo Doni. Gaetano di Gesu, artistic director of ChinaMuseum International (CMI) and promoter of cultural connections between European and Chinese museums, will also speak on the intertwining of culture and technology in the museum.

The last panel will explore the main experiences of collaboration between creatives, museums and businesses aimed at innovation in the cultural industry. Art and creativity between museums and the metaverse will be discussed by Angelo Mazzetti, META’s Head of Institutional Affairs, and Markus Löeffler, the scientist and researcher who converted the former Leipzig power plant into the Kunstkraftwerk, a museum specializing in video art and installations by international artists.

For all information you can visit www.lubec.it.

October 6 and 7 LuBeC returns: this year's edition dedicated to the Museum

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