M9 Museum

What M9 Museum does

M9 Museum (M9 - Museo del '900) is a non-profit multimedia museum located in Venice Mestre, Italy, operated by Fondazione M9 on behalf of Fondazione di Venezia. The museum explores 20th century Italian history and culture across 8 themed sections and 60+ interactive installations, drawing on a curated digital archive of over 6,000 photos, 820 videos, 500 printed materials, 400 audio files, and 10+ hours of digital films sourced from nearly 150 Italian and international archives. Core technology includes immersive projection systems (M9 Orizzonti), augmented reality experiences, touch-screen interactive displays, and a 4K 188-seat auditorium.

The museum operates a diversified revenue model combining ticket sales (12 EUR standard admission), an annual membership program (M9 Card, 25-80 EUR across 6 tiers), venue rental for corporate and associative events across the Chiostro, Auditorium, and smaller meeting spaces, a 600 sqm Business Center for office and co-working rentals, and a bookshop operated by Civita Tre Venezie. Distribution combines direct walk-in traffic, online ticketing via Midaticket and VivaTicket, and a Convenzioni partnership program with 60+ institutions. The customer base spans families, educational institutions (M9 EDU curriculum-aligned programs), corporate event clients, tourists, and individual cultural enthusiasts.

M9's programming strategy centers on rotating temporary exhibitions featuring internationally renowned artists and themes — including Banksy (2024), Edward Burtynsky (2024), and Identitalia with the Ministry of Made in Italy (2025) — alongside biennial contemporary art cycles and a planned video game history exhibition (2026). The organization is governed by a foundation board under Chairman Michele Bugliesi with Scientific Director Luca Molinari, and operates with 12 employees. Public funding supports are sourced from Regione del Veneto, Ministry of Culture via Invitalia, and the parent Fondazione di Venezia.

Name

M9 Museum

Legal name

Fondazione M9

Website

https://m9museum.it

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

11–50 employees

Short description

M9 Museum is a non-profit multimedia museum in Venice Mestre, Italy, operating under Fondazione di Venezia, exploring 20th century Italian history through immersive technology, interactive exhibitions, and curated digital archives for families, schools, tourists, and corporate clients.

Ownership category

akta.pro rank

NAICS

Museums (712110), Museums (71211), Museums, Historical Sites, and Similar Institutions (712), Arts, Entertainment, and Recreation (71)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

History Museums (THAJADAB)

akta.pro secondary industries

Art Museums (THAJADAA), Performing Arts & Cultural Event Venues (Theaters, Museums) (THAHAAAG), Museum, Zoo & Attraction Gift Shops (CRALAJAG), History, Heritage & Museum-Focused Study Tours (THAKAGAN)

Keywords

• Multimedia museum experiences
• Interactive cultural exhibitions
• Immersive projection installations
• Educational museum programs
• Corporate event venue rental

Headquarters

HQ city

Venezia Mestre, Veneto

HQ country

Italy

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure, Supply Chain

Revenue model

1. Admission Tickets: Museum generates revenue through ticket sales for permanent exhibitions and temporary exhibitions. Standard pricing at 12 EUR for permanent exhibition with various discounted categories for students, seniors, residents, and groups. Combined tickets available for both permanent and temporary exhibitions.
2. Membership Cards (M9 Card): Annual membership program offering free unlimited entry to all exhibitions, priority access, exclusive invitations to openings and dedicated visits. Pricing tiers: M9 Card (35 EUR), M9 Card double (60 EUR), M9 Card family (80 EUR), M9 Card student (25 EUR), with senior and special categories available.
3. Event Venue Rental: The M9 District generates revenue by renting out event spaces including the Chiostro (16th century cloister), Auditorium Cesare De Michelis (188 seats), Third Floor, M9 Orizzonti, M9Lab/M9Cube/Foyer (50-75 seats), and M9Meet (60 seats) for corporate events, conferences, galas, team-building, and associative events.
4. Business Center Services: The Business Center on the second floor of the Chiostro offers 600 sqm of private offices, meeting areas, co-working spaces, and training rooms with advanced technology for multinationals and businesses, available for rental.
5. Bookshop and Retail: M9bookshop operated by Civita Tre Venezie carries catalogues, books, limited editions, and design objects. Also includes the marina bastianello gallery (contemporary art space) within the district.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels7 records

Core offering

M9 Museum is a multimedia museum of the 20th century in Venice Mestre that operates permanent and rotating temporary exhibitions exploring Italian history and culture through interactive displays, immersive projection rooms, augmented reality, and virtual reality installations. Beyond core exhibitions, the museum offers membership programs (M9 Card tiers), educational programs for schools and families (M9 EDU), venue rentals for corporate events, a Business Center with co-working and office space, and a digital platform (M9 Museo On Line) for remote access to cultural content.

Product overview

M9 Museum is a multimedia museum of the 20th century in Venezia Mestre, comprising a core permanent exhibition (permanent collection) with 8 themed sections exploring Italian history and society, plus rotating temporary exhibitions. The museum offers complementary services including M9 EDU (educational programs for schools and families), M9 Card (membership program with 6 variants), venue rentals (Auditorium Cesare De Michelis with 188 seats, Chiostro, M9Lab, M9Cube, Foyer, M9Meet), a Business Center (600 sqm co-working and office space), M9 Orizzonti (immersive projection room), and M9 Museo On Line (digital platform for remote access). The museum utilizes advanced technologies including 4K screens, VR headsets, streaming capabilities, and augmented reality in select exhibitions.

Differentiator

Problem solved

Functional benefit

Brands

• M9 Orizzonti: Immersive exhibition space dedicated to temporary virtual exhibitions and experiences
• M9 Cards
• M9 Card
• M9 Card double
• M9 Card family
• M9 Card student
• M9 Card senior
• M9 Card special

Quantifiable outcome

• 188-seat auditorium with 4K screen, streaming capabilities, and remote broadcasting
• +2 more outcomes

Named customers5 records

Segments5 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature4 records

Partnerships

13 partnerships are on record, tiered major, core, strategic and minor.

• Regione del VenetomajorStrategic or Co-development PartnerRegione del Veneto provided 125,000 EUR funding through PR Veneto FESR 2021-2027 (Action 1.3.11) for the creation of M9 Orizzonti, an immersive multimedia space. Partnership demonstrates regional government support for cultural innovation in the territory.
• Ministero della Cultura / InvitaliamajorStrategic or Co-development PartnerMinistry of Culture financing through Invitalia for 'Transizione digitale organismi culturali e creativi' (TOCC digitale) program supporting digital transition of cultural organizations. M9 Museo On Line platform developed under this initiative.
• Fondazione di VeneziacoreStrategic or Co-development PartnerFondazione di Venezia (formerly a banking foundation) is the project owner and provider of the M9 district area. Founded M9 Museum to operate the Museum of the 20th Century following ICOM principles. Provides governance through General Council and Board of Directors.
• Sauerbruch HuttoncoreStrategic or Co-development PartnerGerman architecture studio won the 2010 international competition to design M9. Their urban regeneration project merged new and renovated buildings into the cityscape with public spaces, eco-sustainable solutions, and distinctive ceramic exteriors. Studio founded 1989 in London, now based in Berlin.
• Ministry of Made in ItalymajorStrategic or Co-development PartnerPromoter of Identitalia exhibition celebrating 140th anniversary of Italian Patent and Trademark Office, in collaboration with Unioncamere, featuring 100 Italian companies.
• Domestic Data StreamersstrategicTechnology or IntegrationBarcelona-based art collective (journalists, researchers, coders, data scientists, designers) that created the Infoxication immersive experience for M9 Orizzonti, co-produced with Disseny Hub Barcelona and Llum BCN festival. First immersive experience of its kind in Italy.
• Edward BurtynskystrategicOthersInternationally renowned Canadian photographer whose exhibition Extraction/Abstraction was hosted in Italy for the first time at M9 after debut at Saatchi Gallery London. Features over 80 large format photographs and AR experiences.
• MetaMorfosi EventistrategicStrategic or Co-development PartnerEvent production company that produced and organized the unauthorized Banksy Painting Walls exhibition in collaboration with M9 Museum, featuring three original Banksy walls from private collections.
• Comin & PartnersminorGTM or Marketing PartnerCommunications agency handling M9 Museum press and media relations, including journalist accreditation and media inquiries for exhibitions and events.
• Civita Tre VenezieminorChannel Partner/ Reseller/ DistributorOperator of M9bookshop carrying catalogues, books, limited editions, and design objects for the museum.
• Ca' Foscari University of VenicestrategicStrategic or Co-development PartnerUniversity partnership for educational programs including Brand900 collaboration within Identitalia exhibition as part of iNEST project, and student involvement in exhibition guiding.
• Saatchi GallerystrategicStrategic or Co-development PartnerLondon gallery where Edward Burtynsky's Extraction/Abstraction exhibition debuted before coming to M9 for its Italian premiere.
• Fondazione Emilio e Annabianca VedovastrategicStrategic or Co-development PartnerFoundation created Rivoluzione Vedova exhibition, conceived and developed in collaboration with M9 Museum, exploring the work of Venetian painter Emilio Vedova as a cycle of biennial exhibitions.

Scale indicators8 records

Recent moves8 records

Expansion highlights6 records

Emerging players

• Museo Nazionale dell'Automobile (MAUTO): Turin-based specialty museum (automotive) operating with immersive multimedia exhibits, educational programs, and event spaces. Comparable as a regional Italian specialty museum modernized through interactive technology.

Regional players

• Peggy Guggenheim Collection: Venice-based modern art museum in Palazzo Venier dei Leoni. Comparable as a contemporary-focused cultural institution in the Venice metropolitan area, although it operates a traditional-collection model rather than M9's multimedia approach.
• Museo Madre - Museo d'Arte Contemporanea Donnaregina: Naples contemporary art museum with permanent collection and temporary exhibitions. Comparable as an Italian regional foundation-operated contemporary art museum, though in southern Italy.

Direct peers

• Pirelli HangarBicocca: Milan contemporary art institution housed in a converted industrial space. Comparable as a foundation-operated cultural venue offering large-scale temporary exhibitions, immersive installations, and educational programs in a regenerated urban setting.
• Triennale Milano: Milan design and contemporary culture institution. Comparable in running major temporary exhibitions, design-focused programming, and operating multiple venue/event spaces for cultural programming in Italy.
• Fondazione Prada: Milan-based foundation operating contemporary art exhibitions, cultural programming, and a multi-venue complex including a cinema and Bar Luce. Comparable as a privately-funded Italian cultural foundation with temporary-exhibition-led programming.
• MAXXI - National Museum of 21st Century Arts: Italian multimedia contemporary arts museum in Rome operated by a foundation. Closely comparable as a multimedia, immersive national cultural institution combining permanent collection, temporary exhibitions, educational programming, and venue rental.
• MART - Museo d'Arte Moderna e Contemporanea di Trento e Rovereto: Italian modern and contemporary art museum with significant permanent collection and rotating temporary exhibitions, plus educational and event programming. Comparable as a multimedia regional museum model.
• Centro per l'arte contemporanea Luigi Pecci: Contemporary art museum in Prato with permanent collection, temporary exhibitions, and educational programming. Comparable as a foundation-supported Italian multimedia contemporary art institution.
• La Triennale di Milano: Already listed — replaced below with another comparable institution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/m9-museum

Revenue estimate

Valuation estimate

Number of profiles

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 M9 Museum