Telling the story of enterprise: how amuseapp brings corporate culture to life at MUMAC
Telling the story of enterprise: how amuseapp brings corporate culture to life at MUMAC
With the opening of the 24th Enterprise Culture Week, the theme of industrial storytelling once again takes centre stage: an opportunity to reflect on how Italian enterprise is not just about production, but a generator of culture, identity and future.
As Antonio Calabrò, president of Museimpresa, points out:
“Telling the story of enterprise means giving voice to an Italy where business becomes a generator of culture, continuity and future. Corporate museums and archives are the engines of this vision, because they preserve stories that become maps of possibility for new generations.”
This vision lies at the heart of the work of amuseapp, the smart audioguide platform that helps corporate museums tell their stories in an innovative, inclusive and scalable way.
From the past to the future: the MUMAC case
A concrete example is MUMAC – the Coffee Machine Museum of Gruppo Cimbali – the first and largest permanent exhibition dedicated to the history, world and culture of professional espresso coffee machines.
MUMAC preserves more than a century of history, technology, design and Italian style: a unique heritage that tells the story of the sector's evolution and of Made in Italy. But how can these stories reach the widest possible audience, including internationally?
This is where amuseapp comes in:
- Multilingual reach and accessibility: the audioguides are available in 12 languages, opening the museum's doors to visitors from all over the world.
- Personalised routes: short, thematic or in-depth, allowing students, enthusiasts and professionals to enjoy tailor-made experiences.
- Digital, updatable content: texts, images and audio become immersive experiences that are easy to update.
- Data and insights: usage statistics make it possible to better understand the audience and improve the cultural experience.
- An inclusive, self-guided experience: visitors can use the app from their own smartphone, choosing routes and language according to their preferences.
The result is a more accessible, inclusive and interactive museum, able to convey Italian corporate culture in a modern, dynamic way.
The perspective of amuseapp's CEO: listening to entrepreneurs
For Marco, CEO of amuseapp, former president of the Confindustria Belluno Young Entrepreneurs Group, the idea of showcasing corporate cultural heritage was born from listening directly to entrepreneurs' needs:
“In my time within trade associations, I met many entrepreneurs who held an extraordinary heritage within their companies: family stories, innovations born on the workshop floor, craftsmanship, catalogues, prototypes, people. Everyone felt the need to showcase this wealth, but lacked a simple, sustainable tool to do so. This is also where the idea of amuseapp came from: giving businesses a concrete way to turn their story into culture accessible to everyone, without complications.”
A pragmatic, action-oriented vision, able to turn a real need into a project useful not only to businesses, but to the local area and the community.
This perspective highlights how the work of corporate museums is not just archiving or exhibiting: it is a bridge between businesses and society, between historical memory and new generations, between Made in Italy and the world.
Entrepreneurial spirit that becomes culture
The work at MUMAC shows how digital technology and corporate culture can work together. It is not about replacing the physical visit or historical heritage, but about amplifying its value, turning corporate memory into a living story that educates, inspires and accompanies new generations.
As Calabrò explains, corporate museums and archives are “maps of possibility”: concrete tools for passing on skills, innovation and a sense of continuity. With amuseapp, these maps become interactive, accessible anywhere and always up to date, giving voice to industrial heritage in an effective, modern way. During this Enterprise Culture Week, we celebrate together the stories that make Italy enterprising, creative and innovative. And we continue to believe that technology, when used well, can help these stories to travel further.
In an increasingly connected world, making the museum multilingual is no longer an option, but a necessity for those who want to offer accessible, inclusive and engaging experiences to everyone.
The growth of international tourism and increasing cultural mobility call for a profound rethink of museum communication. In this article, we will explore best practices for making a museum multilingual through digital solutions, concrete examples and cultural translation strategies designed to showcase heritage on a global scale.
amuseapp: the digital solution for tailor-made audioguides
amuseapp is much more than a simple audioguide: it is an innovative digital platform that transforms the visitor experience and helps museums increase revenue.
Personalised itineraries with Artificial Intelligence. Unlike traditional audioguides, amuseapp uses artificial intelligence to create tailor-made routes based on each visitor's needs: children, people with sensory disabilities, experts, students and many other groups.
Accessibility in 47 languages. Today, only 20% of museums offer content in more than two languages. With amuseapp, cultural venues can break down this barrier, automatically generating text and audio in 30 languages and making cultural heritage accessible to everyone, everywhere.
Real-time virtual tour guide chatbot. Thanks to a customised chatbot, amuseapp offers visitors an always-available virtual guide, able to answer their questions and enrich the visit experience.
Simple, secure donation collection. With amuseapp, cultural venues can collect donations directly through the app, quickly, securely and intuitively.
Feedback for continuous improvement. amuseapp makes it possible to collect visitors' opinions on their visit experience, providing valuable data to optimise services.
Available as an app or web app. amuseapp's web app lets visitors access the museum's digital content without having to download any application. amuseapp's mobile app is designed to offer a more advanced, customisable experience. By downloading it from the official stores, visitors can benefit from extra features.
One solution, many benefits. With amuseapp, cultural venues can offer an innovative, inclusive and interactive experience, while also improving their sustainability model.
Find out more about amuseapp.
Do you have a museum and want to find out how to offer your visitors the best digital experience?
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