Mart - Museo di arte moderna e contemporanea di Trento e Rovereto

What Mart - Museo di arte moderna e contemporanea di Trento e Rovereto does

Mart (Museo di arte moderna e contemporanea di Trento e Rovereto) is a public cultural institution dedicated to modern and contemporary art, operating across four venues in the Trentino region of northern Italy: the main Mario Botta-designed complex in Rovereto (opened 2010), Casa d'Arte Futurista Depero (the only museum in the world founded by a Futurist artist, Fortunato Depero, in 1957), the Galleria Civica di Trento, and Palazzo delle Albere (a Renaissance building jointly programmed with the MUSE science museum since its post-renovation reopening). Founded in 1987 and managed under the governance of the Autonomous Province of Trento, the institution curates permanent collections, rotating international exhibitions, the Archivio del '900 (a research archive containing over 80 library and documentary funds of 20th-century artists, architects, critics, and galleries), and extensive educational and accessibility programs serving over 3,000 persons with disabilities annually through LIS video guides, tactile tours, Braille materials, and CAA resources.

The museum's technology stack centers on a visitor services platform built around Secutix-powered online ticketing, a digital membership card system (deployed December 2023), centralized environmental control systems maintaining artwork-preservation conditions (21-23°C summer, 20°C winter), and an integrated multilingual web presence in Italian, English, and German. The 57-person organization does not operate a public API, SDK, or proprietary AI/ML systems. Revenue is generated through a hybrid mix: one-time ticket sales (€15 full / €10 reduced, valid across all three core venues for two months), recurring annual memberships across six tiers (Young €25 to Corporate €1,800), a specialty bookstore (Mart Shop), a Michelin-starred bistrot operated by Chef Alfio Ghezzi, paid guided tours and educational services, and revenue-sharing via regional tourism cards (Museum Pass €22, Trentino Guest Card). Public appropriations from the Province of Trento supplement earned income.

Go-to-market is primarily direct-to-consumer via physical box offices and online pre-booking, layered with event-driven programming (rotating exhibitions across all venues), community-led accessibility initiatives with social cooperatives, and tourism-channel partnerships with the Azienda per il Turismo Rovereto e Vallagarina and a reciprocal network of dozens of cultural institutions including Castello di Rivoli, Museion Bolzano, and Fondazione Pirelli HangarBicocca. Distribution spans owned digital channels (website, Instagram, Facebook, YouTube, Pinterest, Telegram, Messenger bots, email newsletter) and partner-driven tourism networks.

Name

Mart - Museo di arte moderna e contemporanea di Trento e Rovereto

Legal name

Museo di arte moderna e contemporanea di Trento e Rovereto

Website

https://mart.tn.it

Company type

Private

Founded year

1987

Operating status

Operating

Headcount range

51–100 employees

Short description

Mart is a public Italian museum of modern and contemporary art operating four venues in Trentino (Rovereto and Trento), serving general visitors, tourists, schools, families, and accessibility-focused audiences via ticketing, memberships, exhibitions, and educational programs.

Ownership category

akta.pro rank

Product category

Art Museum Services

NAICS

Museums (712110), Museums, Historical Sites, and Similar Institutions (7121), Gift, Novelty, and Souvenir Retailers (459420)

SIC

Retail-Miscellaneous Shopping Goods Stores (5940)

akta.pro primary industry

Art Museums (THAJADAA)

akta.pro secondary industries

Art Galleries & Exhibition Spaces (Commercial & Nonprofit) (THAJADAH), Museum, Zoo & Attraction Gift Shops (CRALAJAG)

Keywords

• Modern art museum
• Contemporary art exhibitions
• Cultural heritage institution
• Art education programs
• Museum membership programs

Headquarters

HQ city

Rovereto

HQ country

Italy

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Others

Revenue model

1. Ticket Sales: Single-entry tickets providing access to all current exhibitions at Mart Rovereto, Casa Depero, and Galleria Civica Trento. Valid for 2 months from purchase. Revenue stream from individual visitors, tourists, and group bookings.
2. Membership Program: Annual membership subscriptions with tiered pricing (Young €25, Individual €60, Family €100, Sustainer €400, Corporate Association €700, Corporate Company €1,800). Benefits include free unlimited entry, discounts at bistrot and bookshop, exclusive events, and special rates on educational activities.
3. Retail - Mart Shop: Specialized bookstore at museum ground floor selling art publications, architecture, photography, theater, dance, cinema books, exhibition catalogs, children's books, design objects, and gift items.
4. Bistrot and Catering: Bistrot restaurant managed by Michelin-starred Chef Alfio Ghezzi, offering breakfast, lunches during museum hours, and dinner with 4 or 7 course tasting menus by reservation.
5. Educational Services: Paid guided tours in Italian (€80) and English/German (€100) for groups up to 30 persons. Audio guides (€3), radiocuffie for groups (€1/person), and special rates for educational activities. Birthday parties and holiday programs for children.
6. Tourism Cards and Partnerships: Revenue sharing through Museum Pass (€22) providing access to museums, castles, and public transport in Trento, Rovereto, and surrounding areas. Trentino Guest Card offered to overnight guests for free museum entry.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels10 records

Core offering

Mart operates a public museum system of four venues (Mart Rovereto, Casa d'Arte Futurista Depero, Galleria Civica di Trento, and Palazzo delle Albere) dedicated to modern and contemporary art, offering permanent collections, rotating international exhibitions, the Archivio del '900 with 80+ library and documentary funds, and educational/cultural mediation programs. The museum sells tickets, multi-tier annual memberships, guided tours, and operates supporting services including the Mart Shop bookstore and Bistrot by Michelin-starred Chef Alfio Ghezzi.

Product overview

Mart is a public museum system consisting of multiple venues dedicated to modern and contemporary art. The main Mart Rovereto venue serves as the primary location, complemented by the Casa d'Arte Futurista Depero dedicated to Fortunato Depero, and the Galleria Civica di Trento as a third venue. Additionally, Palazzo delle Albere hosts joint art and science exhibitions with MUSE. The museum offers supporting services including the Mart Shop bookstore, Bistrot café, and the Archivio del '900 historical archive containing over 80 library and documentary funds. A membership program provides tiered access to all venues, including Giovani (young), Individuale, Famiglia (family), Sostenitore (supporter), and Corporate categories.

Differentiator

Problem solved

Functional benefit

Products and services

• Mart Rovereto (Main Venue) The main museum building in Rovereto, designed by Mario Botta, housing modern and contemporary art collections, temporary exhibitions, the Mart Shop, the Bistrot by Michelin-starred Chef Alfio Ghezzi, and administrative offices. Open Tue-Sun with extended hours Fri-Sat.
• Casa d'Arte Futurista Depero The Futurist Art House founded by Fortunato Depero in 1957, located in Rovereto's medieval historic center, featuring mosaics, painted furniture, and painted panels designed by Depero. Full ticket €7, reduced €4.
• Galleria Civica di Trento Third venue of the Mart museum system located in Trento (Via Belenzani, 44), dedicated to modern and contemporary art exhibitions. Access included with main Mart ticket.
• Palazzo delle Albere Renaissance building in Trento jointly managed with MUSE science museum, hosting combined art and science exhibitions on alternating floors. Open Tue-Fri 10:00-18:00; Sat, Sun, holidays 10:00-19:00.
• Mart Shop Specialized bookstore at the museum offering art, architecture, photography, dance, theater, and cinema publications, exhibition catalogs, children's books, design objects, and gift items. Open during museum hours at Mart Rovereto ground floor.
• Bistrot Mart by Alfio Ghezzi Museum café managed by Michelin-starred Chef Alfio Ghezzi, offering breakfasts, quick lunches during museum hours, and dinner with 4 or 7 course tasting menus by reservation.
• Archivio del '900 Historical archive containing over 80 library and documentary funds of artists, architects, critics, and galleries from the 20th century. Available for research and study, serving scholars, students, and the public.
• Mart Membership Program Annual membership subscriptions with six tiers: Young (€25/year, ages 15-26), Individual (€60/year, ages 27+), Family (€100/year, up to 6 members), Sustainer (€400/year), Corporate Association (€700/year, max 6 cards), and Corporate Company (€1,800/year, max 6 cards). Benefits include free unlimited entry to all three venues, discounts at Bistrot and Mart Shop, exclusive events, and special rates on educational activities.
• Educational and Cultural Mediation Programs Educational and cultural mediation programs including workshops, guided tours, LIS video guides, Braille materials, tactile tours, CAA resources, and inclusive activities for schools, families, and visitors with disabilities.
• Guided Tours Guided tours in Italian (€80), English or German (€100) for groups up to 30 persons. Weekly fixed guided tours for individuals at €2/person. Includes free radiocuffie (audio headset) system. Reservation required.

Quantifiable outcome

• Over 3,000 persons with disabilities participate annually in museum programs through accessibility initiatives
• +1 more outcomes

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Bistrot Alfio GhezzicoreOthersMichelin-starred chef Alfio Ghezzi manages the museum bistrot, offering breakfasts, lunches during museum hours, and dinner with tasting menus (4 or 7 courses) by reservation. This is a key visitor service partnership enhancing the overall museum experience.
• MUSE - Museo delle Scienze di TrentocoreStrategic or Co-development PartnerJoint programming partnership at Palazzo delle Albere where Mart curates first floor art exhibitions and MUSE curates second floor science exhibitions. Represents interdisciplinary collaboration between art and science institutions, including initiatives for Euregio Year of Museums 2025.
• Azienda per il Turismo Rovereto e VallagarinacoreGTM or Marketing PartnerRegional tourism board partnership for marketing Mart as destination, including distribution of itineraries, audioguides, and tourist information. Collaborates on the 'After Mart' program offering discounts at local businesses.
• Museum Pass ConsortiumcoreGTM or Marketing Partner€22 regional tourist card providing access to Mart, other museums, castles, and public transport in Trentino. Major distribution channel for international and domestic tourists visiting the region.
• BAUADVISORminorOthersDog sitting and dog walking service available during museum visits for €12/hour. Allows visitors with dogs to enjoy the museum while pets are cared for. Bookable 24 hours in advance.
• Cooperativa HandicreacoreStrategic or Co-development PartnerCollaboration on accessibility initiatives including production of LIS (Italian Sign Language) materials for hearing-impaired visitors. Essential partner in the museum's 30+ year accessibility program.
• Liceo Artistico Fortunato DeperominorStrategic or Co-development PartnerStudent collaboration on Deperiani itineraries infographic tourism map, providing educational engagement and authentic local content for visitor materials.
• Various Cultural Institutions NetworkminorChannel Partner/ Reseller/ DistributorPartnerships with dozens of cultural institutions including: Castello di Rivoli, Centro Pecci, Museion Bolzano, Fondazione March Padova, Fondazione Arnaldo Pomodoro, Fondazione Pirelli HangarBicocca, and international art museums. Provides reciprocal free or reduced admission benefits to members.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• GAM - Galleria Civica d'Arte Moderna e Contemporanea di Torino: Modern and contemporary art gallery in Turin. Comparable as an Italian civic modern art museum with similar public funding model, collections scope, and audience demographics.
• Peggy Guggenheim Collection: Modern art museum in Venice focused on European and American avant-garde movements. Comparable as an Italian modern art museum with international visitor base, membership programs, and adjacent art period coverage to Mart's collections.
• MADRE - Museo d'Arte Contemporanea Donnaregina: Contemporary art museum in Naples. Comparable as a publicly-funded Italian contemporary art museum with similar governance, exhibition programming, and visitor engagement mission.
• Pirelli HangarBicocca: Contemporary art space in Milan housed in a former industrial facility. Comparable as a major Italian contemporary art venue with large-scale installations, public funding, and reciprocal membership partnerships with Mart.
• Palazzo Grassi - Punta della Dogana: Contemporary art venues in Venice operated by the Pinault Collection. Comparable as a major Italian contemporary art institution with similar exhibition programming, premium visitor experience, and competition for international contemporary art audiences.
• Centro per l'arte contemporanea Luigi Pecci: Contemporary art center in Prato, Tuscany. Comparable as a publicly-funded contemporary art institution in Italy with similar mission, audience, and reciprocal membership arrangements with Mart.
• Castello di Rivoli Museo d'Arte Contemporanea: Contemporary art museum housed in a historic castle near Turin. Comparable as an Italian contemporary art museum with similar exhibition programming, public-private governance model, and reciprocal membership partnerships with Mart.
• MAXXI - Museo nazionale delle arti del XXI secolo: National museum of 21st century arts in Rome designed by Zaha Hadid. Comparable as Italy's premier contemporary art museum with modern architecture, similar programming focus, and competitive audience for international contemporary art visitors.
• MUSE - Museo delle Scienze di Trento: Trento-based science museum and direct partner of Mart through joint programming at Palazzo delle Albere. Comparable as a regional Italian museum system with public funding, multi-venue operations, and similar visitor demographics in the Trentino region.
• Museion - Museo d'arte moderna e contemporanea: Modern and contemporary art museum in Bolzano, South Tyrol. Closely comparable to Mart as a regional Italian museum dedicated to modern and contemporary art with public funding, similar visitor demographics, and reciprocal partnerships.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/mart_museum
• YouTubeyoutube.com/user/MartRovereto
• Facebookfacebook.com/martrovereto
• Instagraminstagram.com/martmuseum
• Pinterestpinterest.it/martmuseum
• LinkedInlinkedin.com/company/martrovereto

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 Mart - Museo di arte moderna e contemporanea di Trento e Rovereto