What Museo di Castelvecchio does

Museo di Castelvecchio is a civic art museum located within a medieval Scaliger castle in Verona, Italy, operated by the Comune di Verona through its Direction of Museums since its inauguration in 1926. The museum preserves and exhibits collections spanning from the Early Middle Ages to the 18th century, including paintings, sculptures, drawings, coins, arms and armour (Sala delle armi), and a Longobard section featuring the Cangrande I della Scala bronze statue. The site is internationally recognised for its exhibition arrangement designed by architect Carlo Scarpa between 1957 and 1964, which is itself a destination for design and architecture professionals.

The museum's service portfolio centres on general admission (€9 full, €6 reduced, €2 for EU 18-25, free for several categories including under-18s, disabled visitors, VeronaCard and My IMUV Card holders) supported by an audioguide service (€4, including versions adapted for visually impaired visitors), guided tours, themed educational pathways, and an on-site bookshop. The digital infrastructure includes a dedicated web application with augmented-reality features for exploring the museum and Carlo Scarpa's installation, audio descriptions of 12 masterpieces, and full-area free WiFi (freewifi@verona via the Verona SmartApp) supporting accessibility applications with enlarged text, LIS sign-language videos, and automatic subtitles. Additional offerings include the Archivio Digitale Carlo Scarpa, the Biblioteca d'Arte, an art-therapy programme for people with Alzheimer's and other dementias, and the gamified xFORMAL educational app developed under EU Marie Skłodowska-Curie funding.

Revenue is generated through ticket sales, recurring membership schemes (VeronaCard for tourists and My IMUV Card for Verona residents), bookshop sales, paid educational activities, and donations via Italy's Art Bonus tax-credit programme. Distribution combines direct channels (on-site ticket office and the official online portals verona.midaticket.it and museiverona.com) with indirect channels through the I MUV network of nine civic museums, the VeronaCard multi-museum tourist pass, and the IAT tourist office. Primary customer segments are cultural tourists, Verona residents, and school groups, with secondary segments including visitors with disabilities and dementia patients and their families. The museum is currently marking its centenary (1926-2026) through special exhibitions, restoration projects, and digital product launches.

Name

Museo di Castelvecchio

Legal name

Comune di Verona - Museo di Castelvecchio

Website

https://museodicastelvecchio.comune.verona.it

Company type

Private

Founded year

1926

Operating status

Operating

Headcount range

1–10 employees

Short description

Museo di Castelvecchio is a Verona civic museum operated by the Comune di Verona since 1926, housing medieval-to-18th-century art in a Scaliger castle with Carlo Scarpa's installation and serving tourists, residents, and school groups through ticketing, memberships, and educational programs.

Ownership category

akta.pro rank

Product category

Public Museum Services

NAICS

Museums (712110), Historical Sites (712120)

akta.pro primary industry

Art Museums (THAJADAA)

akta.pro secondary industries

Cultural Heritage Institutions (Archives, Historic Houses, Monuments Foundations) (THAJADAI), Iconic Architecture & Signature Buildings (Cathedrals, Palaces, Castles) (THAJACAE)

Keywords

• Civic museum services
• Art gallery exhibitions
• Cultural heritage education
• Museum ticketing access
• Accessibility museum programs

Headquarters

HQ city

Verona

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Ticket sales (admission fees): The museum charges admission fees at standard and reduced rates. Full ticket €9.00; reduced €6.00 for groups of 15+, over-65s, and convention holders; reduced €2.00 for EU and reciprocal non-EU citizens aged 18-25; free for under-18s (minors under 14 accompanied), people with disabilities and their companion, VeronaCard holders, and My IMUV Card holders (Verona residents). Additional promotional pricing includes €1 entry on the first Sunday of each month from November to March.
2. Membership and pass schemes: VeronaCard provides multi-museum access for tourists at a flat rate. My IMUV Card offers 12 months of unlimited access to all civic museums for residents of the Comune di Verona. These recurring membership revenues support predictable income from local and tourist audiences.
3. Bookshop sales: On-site bookshop (bookshop, open until 17:30) selling publications, souvenirs, and educational materials related to the museum's collections and exhibitions.
4. Educational activities and guided visits: Paid educational programmes for school groups and the general public, including guided tours, themed laboratory workshops, and classroom-based activities. Prices and free admissions for schools are managed through the Segreteria Didattica.
5. Art Bonus / donations: The museum accepts support through Italy's Art Bonus tax-credit scheme, allowing individuals and entities to make deductible donations to cultural heritage.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels6 records

Core offering

Museo di Castelvecchio is a civic museum housed in a medieval Scaliger castle in Verona, presenting permanent collections spanning from the Early Middle Ages to the 18th century, including paintings, sculptures, arms, coins, and a celebrated Longobard section. The museum's signature feature is the architect Carlo Scarpa's 1964 exhibition installation. Core offerings include general admission, audioguide rental, guided tours, themed educational programs and workshops for schools, temporary exhibitions tied to the 2026 centenary, a WebApp with augmented reality exploration, free WiFi-supported accessibility services, and the Art Bonus donation programme.

Product overview

Museo di Castelvecchio is a medieval castle museum operated by the Comune di Verona, preserving artifacts from the Early Middle Ages to the 18th century. The museum's main product is general admission to view its permanent collections including the Scaligeri section, Lombard artifacts, a significant pinacoteca (paintings gallery), sculpture gallery, and arms collection. The museum is internationally renowned for Carlo Scarpa's 1964 architectural installation. The product portfolio includes visitor services (admission, audioguides at €4, guided tours), digital offerings (WebApp with augmented reality, audio descriptions of 12 masterpieces, free WiFi), educational programs (themed paths, workshops for schools), accessibility services (audio guides for non-visual impaired, text enlargment, video LIS), special initiatives (Alzheimer art therapy program), and cultural offerings (temporary exhibitions for centenary celebrations, digital archives, art library). Ticketing integrates with MidaTicket, VeronaCard, and My IMUV Card for residents. The museum also participates in xFORMAL educational gaming and is featured on Google Arts & Culture.

Differentiator

Problem solved

Functional benefit

Products and services

• Museo di Castelvecchio Museum Admission General admission to the museum housed in the medieval Castelvecchio castle, offering access to permanent collections spanning the Early Middle Ages to the 18th century, including the Scaligeri section, Longobard artifacts, pinacoteca, sculpture gallery, arms collection, and Carlo Scarpa's 1964 installation. Open Tuesday to Sunday, 10:00-18:00.
• Audioguide Rental Audio guide service available at €4 per unit for museum visitors, including special versions adapted for non-visually impaired visitors with audio descriptions of key masterpieces.
• WebApp for Museo di Castelvecchio Web application with augmented reality features for exploring the museum and Carlo Scarpa's installation, including audio descriptions of 12 masterpieces and multimedia content accessible from visitors' personal devices via smartphone and tablet.
• Educational Programs and Workshops Educational offerings including themed museum paths (Lo Splendore di una Dinastia, Magnifico Medioevo, Il Mondo dei Colori, La Pittura dal Trecento al Settecento) and hands-on laboratory workshops for school groups and visitors, coordinated through the Segreteria Didattica.
• Alzheimer e musei Art Therapy Programme Art therapy programme ('Alzheimer e musei: l'arte per superare la solitudine') for people with Alzheimer's disease and other dementias, offering specially designed activities and workshops that use art to support cognitive expression and communication, delivered in collaboration with the Associazione Familiari Malati di Alzheimer Verona.
• Guided Tours Professional guided tour services for individuals and groups, available by reservation through the Segreteria Didattica of the Civic Museums.
• Museum Bookshop On-site bookshop selling publications, catalogs, souvenirs, and educational materials related to the museum's collections and exhibitions, open until 17:30.
• Art Bonus Donation Programme Italy's Art Bonus tax-credit donation scheme, allowing individuals and entities to make deductible donations to support the Civic Museums of Verona, including Museo di Castelvecchio.
• Carlo Scarpa Digital Archive Digital archive containing drawings, photographs, and documents related to Carlo Scarpa's work at the museum, available for research and public consultation.
• Art Library (Biblioteca d'Arte) Specialised art library within the museum offering consultation services for researchers, scholars, and visitors.

Quantifiable outcome

• Free admission for Verona residents holding My IMUV Card and for visitors with disabilities plus their companion
• +2 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

AI capability8 records

Feature4 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Associazione Familiari Malati di Alzheimer VeronacoreStrategic or Co-development PartnerThe association collaborates with the Comune di Verona and the Musei Civici to deliver the 'Alzheimer e musei: l'arte per superare la solitudine' programme, using art as a therapeutic medium for people with Alzheimer's and other dementias. Sessions are held at the museum and at the Museo degli Affreschi G.B. Cavalcaselle. The association manages participant registration and evaluation.
• Fondazione Palazzo StrozziminorStrategic or Co-development PartnerThe Florence-based Fondazione Palazzo Strozzi originated the 'Alzheimer e musei' programme model (known as 'A più voci'), providing the conceptual framework and methodology that inspired the Verona initiative. The relationship is primarily one of programmatic influence rather than ongoing operational collaboration.
• xFORMAL (Marie Skłodowska-Curie Actions RISE)minorStrategic or Co-development PartnerThe xFORMAL project, funded under the EU Marie Skłodowska-Curie Actions RISE programme, developed a gamified mobile app to help users discover the history and languages of ancient Veneto through visits to museums and monuments, including Verona's civic museums.
• Comune di VeronacoreOthersThe museum is owned and operated by the Comune di Verona through its Direction of Museums (Direzione Musei) within the Area Cultura e Turismo. The municipal government provides funding, staffing, and administrative oversight.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Market position

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

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Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

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M&A

Investments

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Frequently asked questions about Museo di Castelvecchio