At the beginning of 2022 we were active, together with Informest, of an Interreg project between Italy and Austria in Friuli-Venezia Giulia that involved the Museum of Art and Cutlery in Maniago (PN) and the Carnic Museum of Popular Arts in Tolmezzo (UD) with the main objective of creating connections between local businesses and the two museums covered by the project.
The two entities started from a different level of historicization of this relationship, leading us to act at several levels to identify proposals suitable for each of them thanks to the collaboration with Professor Guido Guerzoni who was responsible for drafting a development plan divided into two sections consisting of:
  • Analysis of best practice, potential and lines of action
  • Strategic plan: objectives, actions and priorities
The reports of Professor Guerzoni have made it possible to offer the managers of the Region, as well as individual museum operators, an in-depth and clear picture of how the two museums can develop with specific interventions in the coming years.


The project linked to the Carnic Museum of Popular Arts in Tolmezzo included two meetings; the first aimed at museum operators, the scientific committee and the Culture Directorate of the Friuli-Venezia Giulia Region, the second was extended to local entrepreneurs.
The topics covered on these occasions were:
2 April 2022
Industry best practices, by Doctor Monica Rusconi and Doctor Daniele Lupo Jallà
15 April 2022
Cogeneration, by Dr Roberto Pagliara, in comparison with the Scientific Committee of the Museum and the Culture Directorate of the Friuli-Venezia Giulia Region.


For the area of Tolmezzo we started from a relationship between enterprises and the museum that was not yet fully mature.
During the meetings held with entrepreneurs, however, emerges a potential interest and attention on the part of the latter towards the activities of the museum, which therefore needs, in this perspective, to innovate his story and to bring out those stories that can be useful to tell the production chains that exist today.
The starting point was the realization of a didactic signage for a model space of the path that we placed inside the room of Linussio and made recognizable by a graphic sign identifying the path that can be easily applied to other spaces and content.
Upon entering the room it will be easy to recognize and view the descriptions of the following iconic objects representing the museum:
Conocchia (or Rock).
The coins of Linussio
Tacamenti Books
Then we created a set of myth-stories actively collaborating with the museum in order to bring out the stories of the shops, the furnaces and the chains, with their icons and their myths, making it clear in this way that the museum narrative is able to transfer value to those activities that, in continuity with the Museum, are still productive in the territory.
The result is a storytelling, in the form of audio guides that pays tribute to the creator of the museum Michele Gortani and tells, through specific focus, the typical home environment and the handmade figures of wood and ceramics, the emblematic textile entrepreneur Linussio and still the supply chain of medical and curative herbs, whose history enhances and emphasizes the historic herbarium in the museum.
The audio guides work through a QR-Code integrated in the signage we have created, making it enough to frame with the camera of your phone the symbol near the point of interest to listen to the content, thus creating an easily scalable model for future integrations.
The visitor will be guided by seven totems placed inside the museum, but you can start to discover the stories that await you before you cross the threshold thanks to the information you will find on the outdoor poster designed specifically to give greater visibility to the introductory content and encourage visits.
This is where the innovation path of the museum story begins, allowing companies to understand its narrative and representative potential.


The project linked to the Museum of Blacksmith and Cutlery in Maniago has led to the organization of five seminars involving local institutions, museum operators and local businesses. 
The meetings were held at the Eurohotel Palace in Maniago except for the last that had the honor to take place within the Museum itself closing in a symbolic place the path taken.
The topics dealt with during the individual meetings have allowed to realize a formative path that has put to the center the museum like agency in a position to qualifying the commercial potentialities of the companies, thanks to the transfer of strategic competences nowadays, such as e-commerce, patent protection, digital storytelling, etc.
The course dealt in detail with the following topics:
30 March 2022
The latest innovations in heritage management and business museums, curated by Professor Guido Guerzoni
06 April 2022
The new tools for business communication and the myths and reality of digital storytelling, by Dr Iader Giraldi, CEO & Founder of Zeranta Edutainment
12 April 2022
The new frontiers of intellectual property, by Mr. Davide Luigi Petraz, Co-managing Partner GLP
20 April 2022
The new trends of electronic commerce, by Dr Fabrizio Barachino, Digital Strategist Zeranta Digital
26 April 2022
How museums work: what the public does not see, by Dr Livio Karrer, Curator of the museum M9 in Milan
Thanks to this series of meetings we have been able to reaffirm the quality of the role of the museum in the production of value and content and the possibility of activating a synergy with local businesses.


As for the Museum of Blacksmith Art and Cutlery in Maniago, the activities of relationship between the museum and enterprises were already mature.
In fact, the museum already puts the activities of businesses at the center of its narrative and often introduces them into the exhibition as an example of the new that fits into the historical path of objects.
This allows companies to live the museum as a potential partner able to represent and support them in a promotional or PR logic.
The meeting led by our CEO Iader Giraldi, which took place about halfway, allowed us to deepen the objectives desired by entrepreneurs and museum operators that consisted in establishing possible collaborations on concrete projects.
During this comparison, two small projects emerged that the Friuli-Venezia Giulia Region could promote in order to achieve an effective change and open a pragmatic phase 2 of collaboration between businesses and the museum.
The growth possibilities we have identified are:
1. Virtual tour of the museum as a showcase for businesses:
Museum operators have expressed the need to develop a virtual tour that allows a digital visit of the museum. The advantages of such visit would interest above all two very strategic targets: the tour operators and the teachers of the schools.
The virtual tour would allow these figures to make a pre-visit to be proposed to tourists and schools through packages dedicated to groups.
As part of this important digitalization project, it could also create an extension of the museum in virtual, a prelude to Metaverso, allowing the museum visitor to visit all the local companies participating in the initiative.
The advantage for companies would be to have a digital showcase in a qualified and easy to find environment. This would create one of the first digital district museums that combines Heritage and Enterprise, representing in an innovative way an excellence and bringing a series of advantages both for the enterprises and for the museum that would further qualify its role as connector between memory and future.
2. Social media Center for the promotion of the museum and businesses:
Also this project was born as a synthesis of two different interests but that coincide in the productive and realization aspects.
The museum is already equipped with a narrative production capacity, storytelling and education thanks to the skills in producing knowledge and educational laboratories in the course of its ordinary activity and operators expressed the need to strengthen this capacity by building a media center that allows it to produce more digital content for the promotion of the museum and for the educational path.
Companies, on the other hand, need to implement their digital storytelling in a video and educational direction. This need emerges from an analysis made both on their successes resulting from internal experimentation and from the annual data on international digital marketing that sees rewards, in the manufacturing industry, the production of content in the direction of education and video tutorial.
The union of the emerging needs can lead to the creation of a media center in the museum, managed by its operators already professionalized in storytelling that will help and develop quality content for the companies participating in the project.


Once again, the Zeranta team has found itself improving and innovating the museum experiences, proposing strategies and technological advice to increase their value by putting all the involved figures at the center.
To conclude, the result for the Maniago area is to have reaffirmed the quality of the role of the museum in the production of value and content and the possibility of activating the complicity of enterprises and museum on two projects deemed useful.
In the case of Tolmezzo, the project has created a first meeting point between institutions and companies, showing in practice how it is possible to lay the foundations of a useful relationship for both parties.