Case Study: MUMAC - Cimbali Group Coffee Machine Museum
“Thanks to amuseapp, we were able to offer our visitors an audio guide in 12 languages.”
Discover the experience of MUMAC – Cimbali Group’s Coffee Machine Museum with amuseapp’s audio guide.
MUMAC - Cimbali Group Coffee Machine Museum
MUMAC, the Coffee Machine Museum of Cimbali Group., located in Binasco on the outskirts of Milan, is an exhibition space dedicated to the history and evolution of espresso coffee machines. Opened in 2012, this enterprise museum represents a unique cultural heritage that tells the story of theItalian espresso through an extraordinary collection of coffee machines vintage, historical documents and advertising materials.
What were the main difficulties your museum faced before adopting amuseapp?
Communicating with foreign visitors who did not speak Italian or English. We often organize visits in these two languages, but we needed support, such as an audio guide, that would also enable tourists of other nationalities to have an engaging visitor experience and to better discover the history and richness of our exhibition.
In addition, we chose a solution that allows visitors to explore independently, enriching their experience and optimizing MUMAC’s activities.
Did you have other audioguide systems before amuseapp?
Prior to amuseapp, we offered visitors audioguides in various languages through an app that was made just for MUMAC. However, it was a system that proved to be outdated over time, requiring continuous updates, and eventually fell into disuse.
Why did you choose amuseapp?
What struck us immediately during the fact-finding call with the team was the clarity with which the solution was presented to us, as well as thetransparent approach of Francis and Paul. We immediately felt comfortable and perceived helpfulness and reliability in the amuseapp team.
Other aspects that convinced us to choose amuseapp were the innovative use of artificial intelligence and the simultaneous reading and translation function. These elements were crucial in our decision because they make the experience more accessible and engaging.
How has amuseapp helped improve the visitor experience at your museum?
Implement theamuseapp audio guide in twelve languages (Italian, English, Spanish, French, German, Arabic, Chinese, Korean, Japanese, Polish, Swedish, and Portuguese) enabled the MUMAC to offer foreign visitors a comprehensive and engaging visitor experience in their native language. This has consequently made it, MUMAC a more accessible and inclusive museum with an increasing focus on corporate social responsibility.
Thanks to the flexibility of amuseapp, we have made several itineraries available, allowing each visitor to choose the one that best suits his or her needs. At MUMAC, you can now explore the museum with an introductory itinerary, a shorter more concise one, or an extended one. In addition, we have created thematic routes, including an itinerary dedicated to the evolution of the bartender, one on the curiosities of “The Cymbal” and one focused on Design. In addition, we were also able to create a special itinerary on the occasion of FAI Fall Days 2024. And throughout the process, the amuseapp team supported us in editing and updating the content.
“amuseapp is useful, dynamic, intuitive and easy to use”
What about the visitors? How did they get along with using the audio guide from their smartphones?
Visitors never encountered any particular obstacles in using the app; on the contrary, they always found it very intuitive and once they set their language of preference then they were always able to visit the museum independently. We had no negative opinions. It is easy to download and use.
What changes have you noticed since you adopted amuseapp?
We have had an increase in visits in general, and compared to the first few months of audioguide adoption, we have had an increase in people using amuseapp.
Are visitors satisfied with the audio guide?
Audioguide tends to be used more by foreign visitors than by the Italian public and has always been appreciated. The shorter route is considered appropriate for the exhibition being not too long, but still providing many details and interesting information.
Have you noticed improvements in amuseapp's technology solution since adoption?
We adopted amuseapp in 2023 and noticed that the interface has improved a lot from the beginning.
How would you describe amuseapp?
“Useful, dynamic, intuitive, easy to use”
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