Mudec

What Mudec does

Mudec (Museo delle Culture di Milano) is a museum of cultures located at Via Tortona 56 in Milan's Tortona district, inaugurated in 2015 and co-managed under a public-private partnership between the Municipality of Milan (Comune di Milano) and 24 Ore Cultura Srl, a subsidiary of Gruppo Il Sole 24 ORE. The museum maintains a permanent ethnographic and cultural collection, hosts major temporary exhibitions sourced from international institutions (Musée Rodin, Kröller-Müller Museum, and others), and operates sub-brands including Mudec Photo, Mudec Contemporary, Milano Città Mondo, ArtLine Milano, and Un nome in ogni quartiere.

The institution generates revenue across diversified streams: ticketed admission to temporary exhibitions and the permanent collection, an €80/year Mudec Card membership providing free exhibition access and discounts, food and beverage operations anchored by a 3-star Michelin restaurant under chef Enrico Bartolini plus a casual Bistrot, retail at the ground-floor Design Store, corporate event rental across four event spaces (Auditorium, Cloud Space, Bistrot, Innovation Center), annual corporate sponsorship packages (Deutsche Bank, Deloitte), and 24-hour covered parking. Distribution is single-country, centered in Milan with a city-wide public-art footprint across 88 neighborhoods.

The operating model is event-driven: recurring blockbuster exhibitions, public art initiatives, and an educational/community programming layer (school visits, family activities, adult workshops, accessibility projects, corporate groups). Strategic anchors include flagship partnerships with Deutsche Bank (Artist of the Year) and Deloitte Italia (Deloitte Photo Grant), and community reach through the Milano Città Mondo intercultural program. Revenue is not publicly disclosed; the listed 20 employees understate operational scale because execution is absorbed by parent 24 Ore Cultura under the co-management agreement.

Name

Mudec

Legal name

24 Ore Cultura Srl

Website

https://mudec.it

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Mudec is Milan's Museum of Cultures, co-managed by Comune di Milano and 24 Ore Cultura, serving visitors with ethnographic collections, blockbuster international exhibitions, a Michelin-starred restaurant, retail store, event spaces, and city-wide public art programs.

Ownership category

akta.pro rank

Product category

Cultural Museum

NAICS

Museums (71211), Museums (712110)

akta.pro primary industry

Specialty Museums (e.g., Maritime, Aviation, Sports, Music, Film) (THAJADAF)

akta.pro secondary industry

Art Galleries & Exhibition Spaces (Commercial & Nonprofit) (THAJADAH)

Keywords

• Cultural museum exhibitions
• Museum management services
• Public art programs
• Educational programs
• Corporate event venues

Headquarters

HQ city

Milan

HQ country

Italy

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others, Supply Chain

Revenue model

1. Ticket sales: Revenue from museum admission tickets for temporary exhibitions and permanent collection access. Admission fees vary by exhibition.
2. Membership program: Mudec Card annual membership sold for €80.00, providing free entrance to programmed exhibitions, reduced price for accompanying persons, 10% discount at Design Store and Bistrot.
3. Food and beverage services: Restaurant managed by 3-star Michelin chef Enrico Bartolini, Bistrot with smart casual offer, and catering services for events. Restaurant open Tuesday-Saturday for lunch and dinner.
4. Retail operations: Design Store on ground floor offering contemporary design items, books, jewelry, accessories. Temporary bookshops during exhibitions. Accessible without museum ticket.
5. Corporate sponsorship and events: Annual and multi-annual sponsorship partnerships providing visibility on communication materials. Corporate events in Auditorium, Restaurant, and Cloud Space. Special evening events with private visits.
6. Parking services: Covered parking available 24 hours at hourly rate €4.50 (daily €60.00). 8 spaces reserved for disabled at reduced rate.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels5 records

Core offering

Mudec is a museum of cultures located in Milan that hosts major temporary international art exhibitions (e.g., Rodin, Van Gogh, Matisse, Frida Kahlo), maintains a permanent ethnographic collection, and runs educational, community, and public-art programs. It also operates on-site ancillary services including a 3-star Michelin restaurant, a Bistrot, a Design Store, parking, and corporate event venue rentals.

Differentiator

Problem solved

Functional benefit

Brands

• Mudec Photo: Photography exhibition venue within the museum dedicated to fine art photography
• Mudec Contemporary
• Milano Città Mondo
• ArtLine Milano
• Un nome in ogni quartiere

Named customers4 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Twelve partnerships are on record, tiered flagship, minor and core.

• Deloitte Italia / Fondazione DeloitteflagshipGTM or Marketing Partner · 1 January 2023Deloitte Photo Grant is a major international photography competition promoted by Deloitte Italia with patronage of Fondazione Deloitte. Collaboration includes 24 ORE Cultura, artistic direction by Denis Curti, and BlackCamera team. Awards include €40,000 for winner and €20,000 for open call.
• Museo Rodin (Paris)flagshipStrategic or Co-development Partner · 1 January 2023Collaboration for Rodin e la danza exhibition (October 2023 - March 2024). 53 works from the Musée Rodin in Paris, including 14 dancer statuettes from the 'Movements of dance' series.
• Kröller-Müller Museum (Otterlo)flagshipStrategic or Co-development Partner · 1 January 2023Collaboration for Vincent van Gogh exhibition (September 2023 - January 2024). Approximately 40 works from the Dutch museum including masterpieces from Paris years, Arles period, and Saint-Rémy hospitalization.
• LEGO ItaliaminorGTM or Marketing Partner · 1 January 2023LEGO Italia partnered with 24 ORE Cultura for TAKE A BRICK workshop series in November-December, accompanying the Van Gogh exhibition. Free creative workshops for adults 18+ using LEGO bricks.
• Deutsche BankflagshipGTM or Marketing Partner · 1 January 2023Deutsche Bank Artist of the Year program features annual exhibitions at Mudec. LuYang (2022 winner) exhibited September-October 2023. Curated by Britta Färber, Global Head of Art & Culture at Deutsche Bank.
• Milano & PartnerscoreStrategic or Co-development Partner · 1 January 2022Un nome in ogni quartiere public art project conceived by Office of Art in Public Spaces and Milano & Partners. Participatory murals in 88 neighborhoods across Milan. Main funders include Milano & Partners and Municipality of Milan.
• Ufficio Progetti Interculturali, Reti e CooperazionecoreStrategic or Co-development Partner · 1 January 2015Milano Città Mondo project created by Municipality of Milan, Mudec, and this office. Promotes intercultural activities, exhibitions, lectures, and community programs in the Space of Cultures 'Khaled al-Asaad'.
• CityLife / SmartCityLifecoreStrategic or Co-development Partner · 1 January 2014ArtLine Milano is a public art project in the CityLife district park. Project coordinated with City of Milan Office for Art in Public Spaces. 19 permanent artworks from emerging and established international artists.
• 24 ORE CulturacoreStrategic or Co-development Partner24 ORE Cultura Srl co-manages Mudec with Comune di Milano. The company handles ticketing, operations, and is the legal entity (titolare del trattamento) for data processing. Via Monte Rosa 91, Milan.
• Comune di MilanocoreStrategic or Co-development PartnerComune di Milano is the co-owner of Mudec museum and provides institutional support. Via Tortona 56 is owned by the municipality. Museum falls under the Direzione Cultura.
• Enrico BartolinicoreStrategic or Co-development Partner3-star Michelin chef managing the Mudec Restaurant and Bistrot. Cuisine defined as Contemporary Classic with motto 'BE Contemporary Classic'. Restaurant serves lunch Tuesday-Saturday 12:30pm-2pm, dinner 7:30pm-10pm.
• IULM UniversityminorStrategic or Co-development PartnerCollaboration on Easy MiG accessibility project for Milano Globale exhibition. Project created by Mudec, IULM University, EURESIS, and International Center for Research on Collaborative Translation.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Palazzo Strozzi: Florence-based cultural foundation hosting major temporary exhibitions from international museums. Directly comparable model of borrowing masterpieces from global institutions and pairing with cultural programming.
• Pinacoteca di Brera: Premier Milan art museum with permanent collection and temporary exhibitions. Comparable as a major Milan cultural institution competing for the same tourist, school, and corporate sponsorship budgets.
• GAM - Galleria d'Arte Moderna di Milano: Milan's modern art museum with permanent collection and temporary exhibitions, located in Villa Reale. Comparable as a Milan-based museum institution with similar educational programming and ticketed exhibitions.
• Peggy Guggenheim Collection: Venice modern art museum with permanent collection, temporary exhibitions, museum shop, and café. Comparable as an Italian specialty museum combining art programming with ancillary commercial revenue and international visitor base.
• Triennale Milano: Major Milan design and architecture museum hosting temporary exhibitions, cultural events, and educational programming. Most direct local comparable given overlapping exhibition-based model, Milan location, and similar mix of cultural and commercial activities.
• Fondazione Prada: Contemporary art foundation in Milan operating museum spaces, restaurant (Bar Luce by Wes Anderson), and corporate event programming. Comparable premium positioning, F&B offering, and corporate event business.
• Museo Nazionale del Cinema: Turin's specialty museum housed in the Mole Antonelliana, combining permanent collection, temporary exhibitions, event venue, and panoramic restaurant. Comparable as a single-site Italian specialty museum with diversified revenue streams.
• Palazzo Reale Milano: Milan exhibition venue hosting major temporary exhibitions from international institutions. Closely comparable to Mudec's blockbuster exhibition model and corporate sponsorship approach in the same city.

Broad incumbents

• MAXXI - Museo Nazionale delle Arti del XXI Secolo: Italy's national contemporary art museum in Rome, operated as a public foundation with corporate partnerships and international exhibitions. Comparable as a national-scale Italian cultural institution with mixed public-private governance.

Emerging players

• Centro Pecci Prato: Contemporary art center in Tuscany operating museum, exhibitions, cinema, and educational programs under a foundation model. Comparable mid-sized Italian cultural institution pursuing diversified programming and corporate partnerships.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/MudecMi
• YouTubeyoutube.com/@mudecmuseodelleculture9285
• Facebookfacebook.com/mudec.museodelleculture
• Instagraminstagram.com/mudec_official
• TikToktiktok.com/@mudec_official
• LinkedInlinkedin.com/company/mudec

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Mudec