24 ORE Cultura, a subsidiary of the 24 ORE Group, started its activities by publishing catalogues of exhibitions and illustrated books of art, photography, architecture, design and fashion. Over the course of the past twenty years it has become one of the major forces in the cultural sector, organising more than 250 large-scale exhibitions in Italy and abroad, including touring exhibitions, which today make up a varied and thematically consistent catalogue.
The company is considered a reference partner in Italian cultural business, able to handle all aspects of cultural projects, from the conceptualisation stage to implementation. It can boast prestigious national and international operational and strategic partners and it collaborates with leading cultural organisations as well as public and private institutions to foster well-targeted actions aimed at supporting and promoting the cultural heritage in Italy and abroad.
24 ORE Cultura runs the MUDEC – Museum of Culture in Milan, an intercultural and multidisciplinary hub dedicated to the cultures of the five continents, based on an innovative form of governance that is one of its kind in Italy, which in a successful synergy unifies the public sector, represented by the Milan City Council, and the private sector.
The company’s core business is the organisation and staging of art, scientific and edutainment exhibitions.
In 20 years of activity 24 ORE Cultura has put on over 250 exhibitions, working with some of the most important institutions at world level (Musée d’Orsay, Metropolitan Museum of Art, State Hermitage Museum, Whitney Museum of American Art etc.).
As well as devising the concept and planning the exhibitions, the company also takes care of all organisational aspects with highly qualified staff.
24 ORE Cultura is able to offer a complete consultancy service:
- Consultancy in the cultural sphere
- Publicising and promoting museum collections
- Setting up international collaborations
- Designing and staging exhibitions
- Designing and producing merchandising and books
- Planning and developing dedicated teaching resources
- Fundraising and organising corporate events
- Devising strategies and communication campaigns
- Marketing and promotion strategies
- Press office services
One of 24 ORE Cultura’s main missions is to develop management and international networking strategies. Thanks to its consolidated experience and specific know-how, 24 ORE Cultura helps public and private institutions to diffuse the knowledge of their heritage and to set up a network of international contacts, in this way fully promoting the Italian cultural heritage and much more.
In particular, the 24 ORE Cultura International Relations and Development Office undertakes the research and development of exhibition projects ad hoc for museums and exhibition venues, in keeping with the strategic guidelines of the institutions and with their permanent collections as well as providing consultancy on how to develop strategies for setting up a network of international contacts. The missions of this division include the international promotion of permanent collections and the promotion and sale of exhibition projects on the international scene. 24 Ore Cultura is currently working in a number of European and non-European countries with exhibition projects and a host of cultural activities.
The Education programme designed and set up by 24 ORE Cultura offers multidisciplinary courses suitable for all targets: guided visits for adults, groups, families and schools. Activities and interactive workshops for children and young people based on the innovative hands-on method: active participation, experimentation and play are the unique elements of our educational programme that takes children on a special journey through the artistic masterpieces of the great temporary exhibitions.
Believing in stories, being persuaded by their intrinsic strength and fascination, and investing in them, in the firm conviction that the form is the same as the substance. This is what being a publisher means for 24 ORE Cultura today. A publishing group that mainly deals in news knows that there are many ways of telling a story. Those that move in the realms of culture and creativity put a premium on the beauty of the images, the quality of the texts that go with them as well as the standard of the packaging. These are three characteristics which, together with the peculiarity of the subjects covered, which are universal but with a modern twist, represent the strength and the wealth of the books published by 24 ORE Cultura and outline the precise present and future cultural identify. These books are journeys through art, fashion, design and architecture, but also through the captivating universe of lifestyle, the extraordinary realms of comics and books for children, who can be more critical and demanding than adults. On the one hand we have tradition, expressed for over twenty years in the publication of exhibition catalogues and important art monographs, on the other however the Group’s publishing arm has become more and more attentive to the changes in taste of those who buy books, catering for an exacting and varied demand which in Italy struggles to find products able to satisfy consumers. Because of this, the editions of 24 ORE Cultura are designed at the same time for the national and the international market and the Group has always been a partner of major foreign publishing houses.
The Mudec, the Museum of Culture in Milan, where 24 ORE Cultura runs the spaces and services under licence, is today a multipurpose centre, thanks to a rich programme of exhibitions and the organisation of educational activities, events and festivals as well as collateral initiatives sponsored by the Milan City Council, by the Forum of Cultures and by all the public and private partners involved.
With its 8,600 m2 surface area, the complex is made up of a series of modular blocks and hosts the Milan City Council’s permanent collections of non-European art: over eight thousand works, from Pre-Columbian artefacts to modern and contemporary art pieces of great interest. The building also contains a multipurpose Auditorium, a large space dedicated to educational activities, storerooms that can be visited, the design store, the Bistrot, the restaurant, numerous spaces for events and a large car park. By means of a strongly interdisciplinary approach, the Mudec combines visual arts and applied arts, pursuing the objective of creating an innovative hub of reflection, research and narration on the cultural melting pot of contemporary society.
The Mudec has come to the attention of the wider public and the national and international press as one of Italy’s most innovative multi-functional centres, registering more than two million visitors in its 4 years of existence. This is thanks to its innovative governance, the first example in Italy of collaboration between the public and private sectors, and to the development of targeted and successful communication and marketing strategies, supporting associations and companies that have been able to take advantage of its innovative approach.