Gruppo Conet

What Gruppo Conet does

Gruppo Conet (formerly Gruppo MilanoCard) is a privately-held Italian holding company founded in Milan in 2010 by Edoardo Filippo Scarpellini. Headquartered at Corso Vercelli 11, Milan, the group operates across five primary verticals: tourism (MilanoCard tourist card, ItalyPass), cultural entertainment (Cinema Bianchini immersive exhibitions, VanitasClub cultural events, including productions such as Marina Abramovic / Estasi, Piano B, and Caravaggio Experience), proximity retail (Quotidiana network of revitalized news kiosks in Milan, Turin, and Rome), editorial publishing (10alle5 Quotidiana daily newsletter with 30,000+ readers and Amica Quotidiana monthly free-press magazine with 100,000 print circulation), and healthcare (Centro Psicodiagnostico Italiano). The company manages exclusive commercial rights to historically significant venues including Cripta San Sepolcro, Highline Galleria, Archivio Storico Cà Granda, Castello di Desenzano del Garda, Teatro Anatomico di Modena, and Campanile di San Celso.

The group's operational platform combines ticketing infrastructure, exhibition curation, cinema programming, and proximity-retail management into a multi-format cultural-experience production and distribution stack. The Quotidiana kiosks integrate 300+ grocery SKUs, para-pharmacy products, personal-services referrals (babysitting, eldercare, electricians), socio-assistance services delivered via third-sector partners, and cultural content curation (handled by Casa Testori), with each kiosk equipped with 4 sqm of The Breath air-purification fabric licensed from Anemotech. Distribution spans own-brand websites (milanocard.it, quotidiana.net, cinemabianchini.it, vanitasclub.org, 10alle5quotidiano.info), Ticketone for major exhibition advance sales, and the physical kiosk/venue network across Lombardy, Piedmont, Lazio, and Campania.

The revenue model is transaction-fee-based across ticketing, retail markups, and venue admissions, supplemented by advertising on the newsletter and free-press magazine. Exhibition tickets start at €9 (Marina Abramovic / Estasi, Naples), with premium dinner-show packages priced at €39. The company is founder-controlled with no disclosed institutional private-equity backing, self-funding its Quotidiana expansion (over €1M in first 24 months) through owner capital, bank leverage, and Cura Italia government incentives. Kiosk operations are run in partnership with third-sector entities (Spazio Aperto, Vestisolidale, Consorzio Farsi Prossimo / Caritas Ambrosiana), which supply workforce including people in fragility situations and which are embedded in the Finedi Asset Management Benefit Corporation structure.

Name

Gruppo Conet

Legal name

Gruppo Conet

Website

https://gruppomilanocard.it

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

Gruppo Conet is a Milan-based Italian holding operating MilanoCard tourist cards, the Quotidiana neighborhood kiosk network, Cinema Bianchini immersive exhibitions, healthcare services (Centro Psicodiagnostico Italiano), and editorial products. It serves tourists, urban residents, and cultural audiences across Italy.

Ownership category

akta.pro rank

Product category

Cultural Tourism and Entertainment Services

NAICS

Convenience Retailers (445131)

SIC

Retail-Grocery Stores (5411)

akta.pro primary industry

Attractions & Experiences Reservations (Museums, Tours, Theme Parks) (HSACALAE)

Keywords

• Tourist discount cards
• Proximity retail kiosks
• Immersive cultural exhibitions
• Ticketing and venue management
• Healthcare diagnostics services

Headquarters

HQ city

Milan

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. MilanoCard Tourist Card: Ideation, management, and promotion of the MilanoCard tourist card — the first tourist card for the city of Milano. Generates revenue through card sales, commissions from affiliated museums and attractions, and transit partnerships. Used by tens of thousands of tourists annually.
2. Ticketing and Cultural Events: Production and commercial management of immersive exhibitions (Marina Abramovic / Estasi, Piano B, Caravaggio Experience, Leonardo & Warhol, Bill Viola, Michelangelo Antonioni, Shirin Neshat) and cinematic experiences (Cinema Bianchini rooftop, boat, drive-in, pool cinema). Revenue from ticket sales and venue hire.
3. Quotidiana Proximity Retail: Kiosk-based proximity retail network combining newspaper sales, grocery (300+ food SKUs), personal services, and para-pharmacy products. Revenue from product markups and service commissions. First 20 locations activated in Milan, expanding to 50+ in Milan and other Italian cities. Investment of over 1 million euros in first 24 months.
4. 10alle5 Quotidiana Editorial: Free daily newsletter (10alle5 Quotidiana) reaching 30,000–50,000+ readers, with editorial content curated by Alessandro Banfi. Revenue model appears to be advertising-supported, with a free-press monthly magazine (100,000 copies) distributed in kiosks.
5. Venue Management and Development: Direct management and commercial development of historically significant Italian venues: Cripta San Sepolcro (Milan), Highline Galleria (Milan), Archivio Storico Cà Granda (Milan), Castello di Desenzano del Garda, Teatro Anatomico di Modena, Campanile di San Celso (Milan). Revenue from visitor tickets and cultural programming.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels7 records

Core offering

Gruppo Conet operates an integrated portfolio of consumer brands including the MilanoCard and ItalyPass tourist cards, the Quotidiana news-kiosk retail network, immersive cultural exhibitions and venue programming under Cinema Bianchini and VanitasClub, and healthcare services through Centro Psicodiagnostico Italiano. The company earns revenue primarily from exhibition and event tickets, kiosk retail sales, advertising, venue hire for corporate and cultural events, and clinical diagnostic services.

Product overview

Gruppo Conet (formerly Gruppo MilanoCard) operates as a multi-business holding with three main divisions: ticketing and tourism (MilanoCard, ItalyPass), retail and proximity commerce (Quotidiana network of revitalized kiosks), and cultural entertainment (Cinema Bianchini, VanitasClub exhibitions, Edutainment). The company also operates in healthcare through Centro Psicodiagnostico Italiano and publishes editorial content via 10alle5 Quotidiana newsletter and Amica Quotidiana magazine. The portfolio architecture follows a platform-plus-modules model where core ticketing and kiosk networks serve as primary revenue drivers, supplemented by cultural events, editorial products, and healthcare services.

Differentiator

Problem solved

Functional benefit

Brands

• MilanoCard: Tourist card for Milan offering transportation and museum access
• Quotidiana
• Cinema Bianchini
• VanitasClub
• 10alle5 Quotidiana

Products and services

• MilanoCard Multi-day tourist discount and transport pass for Milan, offering bundled access and discounts to museums, attractions, and public transport for individual leisure travelers.
• ItalyPass Italy-wide tourist pass extending the MilanoCard concept to other Italian cities, targeting visitors seeking a single national tourist card.
• Quotidiana kiosk network
• Cinema Bianchini
• VanitasClub
• "Estasi" exhibition (Marina Abramovic) Immersive Marina Abramovic exhibition staged in Milan as part of the Group's cultural programming for visitors and local audiences.
• "The Breath" (Marina Abramovic licensed format) Licensed immersive exhibition experience based on Marina Abramovic's "The Breath" format, presented to Italian audiences as part of the Group's cultural portfolio.
• Centro Psicodiagnostico Italiano (CPI)

Quantifiable outcome

• Over 100,000 visitors to Cripta San Sepolcro in 4 years, generating €500,000+ for restoration
• +6 more outcomes

Named customers7 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

18 partnerships are on record, tiered core and supporting.

• Gruppo Orsero / F.lli OrserocoreStrategic or Co-development Partner · 20 May 2021Gruppo Orsero partnered with Gruppo MilanoCard to supply fresh and tropical fruit and vegetables to Quotidiana kiosks in Milan, Turin, and Rome. F.lli Orsero products include HPP cold-pressed 100% natural juices, supplied in eco-sustainable 100% compostable packaging with bespoke displays. Over 300 food SKUs offered alongside Quotidiana's existing grocery range.
• Casa TestoricoreStrategic or Co-development PartnerCasa Testori serves as curator for cultural programming across Gruppo Conet's exhibition and kiosk network. Curated Marina Abramovic / Estasi exhibitions at Biblioteca Ambrosiana/Milan and Castel dell'Ovo/Napoli. Provides cultural content curation for the Amica Quotidiana free-press magazine and oversees outdoor art projections at Quotidiana kiosks.
• Consorzio Farsi Prossimo (Caritas Ambrosiana)coreStrategic or Co-development PartnerThird-sector partnership providing socio-assistance services at Quotidiana kiosks: home physiotherapy, caregiver search, educational services, psychotherapy for all ages. The consortium, formed by cooperatives promoted by Caritas Ambrosiana, enables vulnerable people to access employment and services through the kiosk network.
• Spazio Aperto and VestisolidalecoreStrategic or Co-development PartnerMajor third-sector entities managing Quotidiana kiosk operations, providing employment to people in situations of fragility. Gestione realizzata insieme ad alcune delle più importanti realtà del terzo settore milanese. Combined with Consorzio Farsi Prossimo, these partnerships enable social inclusion and economic efficiency in kiosk operations.
• Anemotech (The Breath technology)supportingTechnology or IntegrationAnemotech provides its proprietary 'The Breath' air purification fabric technology to Quotidiana kiosks. Each kiosk is equipped with 4 sqm of The Breath fabric, capable of absorbing up to 97.00% of pollutants and neutralizing up to 98.75% of viruses, supporting Quotidiana's sustainability and health positioning.
• Vento&AssociatisupportingStrategic or Co-development PartnerStrategic collaboration with Vento&Associati for the Resistenza&Resilienza COVID-19 information project. Andrea Vento, founder and managing director, launched the Resistenza&Resilienza chat group of intellectuals, journalists, economists, and experts. 10alle5 Quotidiana produces a morning digest of the group's discussions in collaboration with Vento&Associati.
• MilanoSportcoreStrategic or Co-development PartnerPartnership with MilanoSport public entity enabled Cinema Bianchini to operate at the historic Piscina Cozzi swimming pool in Milan, transforming it into an outdoor cinema venue (Cinema Bianchini Splendido). The partnership created a unique cinematic dining experience and supported charity initiatives for TOG Foundation.
• Massimiliano Finazzer FlorysupportingStrategic or Co-development PartnerDirector and playwright who produces and screens short films and feature films through Quotidiana kiosks (via QR codes in Amica Quotidiana magazine) and Cinema Bianchini. First short film distributed was 'Ali Dorate i giorni del silenzio' (Golden Wings: Days of Silence), filmed during lockdown in the empty squares of Milan.
• Savini MilanosupportingStrategic or Co-development PartnerSavini Milano provides gastronomic proposals and content for the Amica Quotidiana free-press magazine, contributing a culinary column that enhances the publication's lifestyle and cultural appeal.
• GoVoltsupportingGTM or Marketing PartnerGoVolt served as official mobility partner for the Marina Abramovic / Estasi exhibition in Milan, making preview content of the video-artworks visible on their electric scooters circulating throughout Milan. 200 scooters carried complimentary exhibition tickets in their under-seat storage, promoting eco-friendly transportation and cultural accessibility.
• Corriere della SerasupportingGTM or Marketing PartnerCorriere della Sera featured on the Gruppo Conet homepage as a media partner, with its logo displayed alongside other group activities (ItalyPass, Centro Psicodiagnostico Italiano, Quotidiana).
• Caritas AmbrosianacoreGTM or Marketing PartnerCharity partnership with Caritas Ambrosiana for the Marina Abramovic / Estasi exhibition. 200 complimentary tickets donated to distribute to people in need through Caritas. The 'suspended ticket' initiative also allowed any visitor to purchase an additional ticket to donate. Supported by Regione Lombardia's Assessorato alle Politiche Sociali.
• Comune di NapolicoreStrategic or Co-development PartnerMunicipal government partnership for the Marina Abramovic / Estasi exhibition at Castel dell'Ovo. The Assessorato alla Cultura e al Turismo del Comune di Napoli co-presented the exhibition, providing institutional support and venue access. Mayor de Magistris publicly endorsed the project as cultural stimulus for post-COVID recovery.
• Galleria Lia RummasupportingStrategic or Co-development PartnerGalleria Lia Rumma (Milan/Napoli), long-standing representative of Marina Abramovic in Italy, served as a collaborator and thanked party for the Napoli exhibition. The gallery has represented the artist since 2004.
• Enterprise HotelcoreStrategic or Co-development PartnerEnterprise Hotel (Corso Sempione 91, Milan) served as venue for the Piano B immersive exhibition about Silvio Berlusconi's entrepreneurial history (September–December 2021). The hotel's immersive dining room was adapted as an immersive exhibition space, chosen for its popular, accessible character.
• Piano B Entertainment srlcoreStrategic or Co-development PartnerPiano B Entertainment srl is the production company behind the Piano B immersive exhibition, produced in partnership with Cinema Bianchini / Gruppo MilanoCard as promoter. The exhibition covers Italian entrepreneurial history 1956–1993 through the biography of Silvio Berlusconi.
• Veneranda Biblioteca e Pinacoteca AmbrosianacoreStrategic or Co-development PartnerInstitutional partner for the Cripta San Sepolcro venue management and Marina Abramovic / Estasi exhibition in Milan. The group manages the Cripta San Sepolcro and integrates it with exhibition programming at the Biblioteca Ambrosiana. Over 100,000 visitors in four years of management.
• TicketonesupportingChannel Partner/ Reseller/ DistributorTicketone serves as the official ticketing platform for advance sale and pre-booking of Piano B exhibition tickets, enabling broad consumer access to the exhibition.

Scale indicators11 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• GetYourGuide: Global experiences and attractions marketplace with strong European coverage. Operates at a much larger scale than Gruppo Conet's MilanoCard but addresses the same tourist pain points (consolidated city access, ticketing, curated experiences).

Emerging players

• Klook: Asia-origin experiences platform now expanding across Europe. Comparable to Gruppo Conet in providing curated experiences, attraction tickets, and local services to travelers, though at a much larger scale.

Regional players

• Pressing (JCDecaux press kiosks, Paris model referenced by Quotidiana): Quotidiana explicitly references the Paris kiosk-revitalization model that inspired its Italian concept; comparable as a European reference point for transforming urban newsstands into proximity retail and service hubs.
• The Space Cinema: Italy's largest cinema chain, focused on traditional theatrical exhibition. Partially comparable to Cinema Bianchini's cinema programming but serves a different (mass-market) customer segment versus immersive/specialty experiences.

Direct peers

• Tiqets: Amsterdam-based digital ticketing platform specializing in museums and attractions worldwide. Comparable to Gruppo Conet's ticketing/reservation layer for museums, venues, and cultural attractions, though with a global rather than Italian focus.
• Hellotickets: European online platform for attraction tickets, tours, and cultural experiences with significant Italian coverage. Comparable to MilanoCard in offering tourists bundled access to city attractions and cultural sites.
• Vivaticket: Italian ticketing platform serving cultural events, exhibitions, theater, and concerts across Italy. Directly comparable to Gruppo Conet's ticketing and cultural-event distribution model, including Ticketone-style advance booking for immersive exhibitions.
• Ticketone: Italy's largest ticketing platform for concerts, theater, and cultural events; already partners with Gruppo Conet on the Piano B exhibition. Comparable as the primary ticketing infrastructure for Italian cultural experiences and a potential competitor or distribution channel.
• Connexo: Italian cultural-ticketing and event-management SaaS provider for museums, theaters, and cultural institutions. Comparable to Gruppo Conet on the venue-management and ticketing-infrastructure side.
• Musement: Milan-headquartered experiences and tours platform (now part of TUI) that aggregates museum tickets, tours, and attractions across Italy and Europe. Closely comparable to MilanoCard's curated-tourism offering, with stronger digital distribution and broader European reach.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/gruppomilanocard
• Instagraminstagram.com/gruppomilanocard
• LinkedInlinkedin.com/company/gruppoconet

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries4 records

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 Gruppo Conet