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Playable Museum Award

Il Playable Museum Award received 240 projects.

The first call closed on March 31st.

Who: creatives and dreamers
Deadline: March 31st, 2018
Cost to enter: free
Grant: 10.000 euro grant + mentorship


The museum of the future is in the hands of those who can imagine it, design and execute it. The Museo Marino Marini of Florence calls together creatives and dreamers from all over the world, giving life to an open and accessible collective platform. The open call is a place where outside-of-the-box ideas come together to create a “playable” museum – a place of action and interaction between people, the collections and their spaces. The challenge is to transform the museums into places of cultural production, multipurpose spaces where developers, makers, artists, storytellers, and designers work to blend the past and future, remixing technology and the humanities to create new models. A museum thus becomes a hub of innovation, a primary destination for innovators and dreamers from around the world and an active protagonist in designing the future.


The Playable Museum Award has been conceived to bring innovative solutions that transform the museum experience.

Some of the themes we would like you to address in your ideas and / or prototypes are:


  • Remix technology with creativity to surprise the museum visitor
  • Stimulate new physical or digital connections between the museum and the urban space around it
  • Promote dialogue between people by connecting the non-connected
  • Transform the museum into a place that goes beyond conservation and preservation into a hub of cultural and artistic production
  • Imagine ways to personalize the visit in relation to the different needs of each visitor
  • Create new ways of connecting visitors with the museum, also before and after the visit
  • Make the museum areas lively and joyful
  • Stimulate a dialogue between the artworks and the visitors
  • Engage younger generations
  • Reimagine the narrative and artistic languages describing the museum
  • Promote action and interaction with the visitor


Is it necessary for the presented project to be designed for the Museo Marino Marini in Florence?

The project presented should be valid for the concept of a Museum understood in its broadest sense. The project must therefore be able to be applied towards all types of museums.

Must the intellectual property of the project be given to the Museo Marino Marini?
No, the project creator retains the intellectual property of all submitted projects. The Marino Marini reserves the right to host the winning project for its first public implementation.
Can only adults participate?

Everyone can participate: individuals, groups, adults, children, as long as they are imaginators and dreamers.

How can I send the project logo and additional materials?

You can add links to this material hosted in the cloud or on the web – for example, on shared platforms such as google drive, dropbox, etc. or a website where you have previously loaded your materials. 

How can I write more than one link in the same field in the application form?

You can do this by separating the links with a comma.

When will the members of the jury be announced?

The winner will be selected by an independent committee composed of renowned experts. Members of the jury will be announced at a later date.

When will the project finalists be announced?

The project finalists will be announced on April 30th, 2018.

When will the winner of the call be announced?

The date when the winning project will be announced will be communicated during the open phase of the call.

What is the requested documentation?

You can send any type of additional materials (drawings, photos, video, audio, power point, 3D), provided that it is digitized and uploaded to a shared drive such as Google Drive, Dropbox, iCloud …

In which language should the project be?
in English or Italian


Jeffrey Schnapp

Jeffrey Schnapp

Member of the faculty of Romance and Comparative Literature at Harvard, and the Department of Architecture at the Graduate School of Design. Co-director of the Berkman Center for Internet Klein and Society. CEO of Piaggio Fast Forward and founder of metaLAB (at) Harvard.

Giorgia Abeltino

Giorgia Abeltino

Director of the department of Public Policy at Google for France, Italy, Greece and Malta, and Director of Public Policy for the Google Cultural Institute.

Fabio Siddu

Fabio Siddu

Senior sales & marketing executive with more than 15 years of experience. Director of the School of Fashion and Art of Istituto Marangoni in Florence, where he is responsible for the coordination of operations and the management of economic performance. Among other things, he curates relations with institutions and with local industry partners.

Antonio Lampis

Antonio Lampis

Currently the head of the Museums Directorate General at MIBACT, previously Director of the Italian Culture Division of the Autonomous Province of Bolzano, Vice-President of the Bolzano Civic Theater and Auditorium Foundation, Member of the Manifesta7 Biennale, Vice-President and Member of the MUSEION Foundation Board of Directors.

Yuval Avital

Yuval Avital

Composer, multimedia artist and guitarist. Known for his sound and visual installations, collective performances, icon sounding works, complex multimedia paintings. He has also developed technological projects with artificial intelligence in public spaces, industrial archeology sites, theaters and museums.

Massimiliano Zane

Massimiliano Zane

Cultural Designer and Strategic Consultant for the Management and Valorisation of Cultural Activities; member of the Expert Management List of R.E.A. of the European Commission, Crew Member of Expert List of KEA, contributes to the development of new Multimedia Technologies for the use and enhancement of the heritage as a Cultural Designer for ETT S.p.A.


The Playable Museum Award is presented in partnership with the Associazione Culturale TuoMuseo the Fondazione Cassa Risparmio Firenze and ProgeniaCube. Head of the project is Fabio Viola, the first Italian to reach second place on the list of the world’s top gamification designers.

Museo Marino Marini Firenze | The Museo Marino Marini is an intriguing place where many periods in the history of Italian art are represented. A building with early Christian origins, the ex-church of San Pancrazio preserves the Rucellai Chapel with the temple realized by Leon Battista Alberti during the Renaissance. A structure with an industrial architecture from the time, during the nineteenth century, when it was transformed into a tobacco factory; the building was finally restored in 1986 by Lorenzo Papi and Bruno Sacchi adapting it to hosting the rich collection of works by Marino Marini, one of the most important Italian artists of the twentieth century.

Tuomuseo | Tuomuseo, winner of the cultural innovation competition held by Fondazione Cariplo, is an international collective of creative people, developers and game designers trained to experiment new ways of cultural production and fruition.

Fabio Viola | He is the author of the book “Gamification – Videogames in Daily Life” and “The Art of Engagement” (Hoepli 2017), has coordinated the Master in Gamification and Engagement Design for IED Milan and collaborates with numerous universities. He founded active start-ups in the design and development of audience engagement projects for companies and public bodies. In 2016 he tried to rejoin his humanistic education with the world of videogames, giving life to the cultural association TuoMuseo, aimed at exploring the theme of video games as a cultural expression and gamification as a tool at the service of institutions.

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