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by Camerana & Partners


In December 2009 I was asked by Juventus to participate in a competition to plan and construct their new museum. I asked some architects, graphic designers, engineers and consultants for their collaboration and subsequently we presented our proposal.It involved incorporating new technology to fit with the legend that is Juve: linking the past with the future. Our concept won and has become Juventus Museum.But what exactly is Juventus Museum?

All of the world's great clubs have brilliant museums even if you could say that they are a little predictable. You have the classic hall of fame where you can follow the club's legends and their memorabilia in chronological order.You have the more up to date model of the interactive museum where the fans can meet their idols and even simulate preparing for a match or playing with their heroes. Then you have innovative museums like Turin's Museo del Cinema and the new Museo dell'Automobile. These contain extremely engaging exhibits, displays and information as do the great multimedia experiences of the International Expos aiming to appeal to the public's varied tastes.

However, Juventus Museum goes further than all of those. It is anextravaganza that brings to the fore the legend, passion and emotion of football while at the same time recounting the illustrious story of Juventus as if it were a classic novel. It's utilisation of innovative exhibits, multi media technology and its clever use of space mean that your journey through the museum becomes an emotional experience via memory and modernity.

The museum experience alternates between different spaces that appeal to the fan's emotional attachment to their club and those which delve deeper into the specifics of the club's history. Allow me to make two examples. Firstly the space dedicated to Juve's trophies is a circular Pantheon in which, through the use of light, reflection, film reels and graphics, the spectacular and emotional scenes of Juventus' most famous victories are brought to life.

Secondly the area of "The Two Enterprises" begins in Turin in the 1920s when Edoardo Agnelli brought his organisational skills from the factory in Lingotto into the football sphere resulting in Juventus becoming a "Scudetto factory" by winning the golden five in a row. The multi media facilities bring us right up to the present day outlining the relationship that Fiat and the Agnelli family still enjoy. The design is engrossing aided in no small way by the optically appealing and ever present black and white colours which accentuate the universal appeal of Juventus. And so it continues until the epilogue "Until the end".

  • Camerana & Partners

    Camerana & Partners

    Camerana & Partners
    Via Viotti 1 - 10121 Turin (TO)
    Cultural Centres, Malls, Museums, Other
    Design studies
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