In response to ICOM’s call for museums to become “cultural hubs” and leading lights at local, national and international level, in 2019 we marked International Museum Day by launching our “Be our Guest!” section here together with MUMAC. The result was a platform, a melting pot of opinions and ideas, fusion and engagement with articles from contributors who in one way or another have a connection with the museum: different authors that describe the world that gravitates around MUMAC, from coffee and design to museums and businesses, from cinema and photography to training and tasting, collecting and art.

In light of the period we are currently experiencing, unexpected and completely unprecedented, we are developing a new way of presenting the museum using the opportunities offered by digital technology. Through the museum’s digital channels we have therefore made it possible to take virtual tours of the museum and visit exhibitions online, we have been able to share original content relating to our heritage and from our archives to promote art, culture and beauty at a time when more than ever coffee symbolises warmth, taste, passion and social interaction (discover all of MUMAC’s online initiatives here).

To give a face and a voice to all those who in the last few months have contributed to enriching the content of this section with ideas, reflections and in-depth analysis, we have developed a new initiative, Be our Social Guest.

With the aim of making people feel involved at this difficult time, we have decided to use coffee as a common denominator with a weekly event on Instagram, scheduled to take place every Thursday at 3 p.m. from 23 April. The stories, revolving around coffee, symbol of sharing and socialising, involve various figures that have been connected with us in different ways who will describe what coffee means to them at this unique moment with flash interviews that reveal their faces and thoughts.

All of the stories will remain on the Instagram page @mumacmuseo while the website blog will be continuously enriched with new features based on the hashtags #iorestoacasa,#laculturanonsiferma and #DistantimauniticonMumac #museiapertimuseichiusi

Team MUMAC
Barbara Foglia
Cinzia Cona