MACRO - Museo d'Arte Contemporanea Roma

What MACRO - Museo d'Arte Contemporanea Roma does

MACRO - Museo d'Arte Contemporanea Roma is the public contemporary art museum of the Comune di Roma, operated by Azienda Speciale Palaexpo, a special administrative entity of the municipal government that also runs Palazzo Esposizioni, Mattatoio, and RIF Museo delle Periferie. The single-site museum is located at via Nizza 138 in Rome (00198) and operates Tuesday-Friday 12:00-19:00 and Saturday-Sunday 10:00-19:00, closed Mondays, with last entry 30 minutes before closing. Its core product is the contemporary-art exhibition program, currently featuring Miriam Cahn, Hito Steyerl, SHE DEVIL 14, Premio Strega 80th-anniversary retrospective, Premio Paul Thorel 3rd edition, and Amelia Rosselli shows running through autumn 2026.

The museum generates revenue across five streams: ticket admissions sold primarily through the CoopCulture online platform, on-site restaurant services (Materia Terrazza MACRO), on-site bookshop sales of art publications and children's titles (Libreria MACRO), private corporate event venue rentals, and the Art Bonus tax-deductible sponsorship program. Pricing is not publicly disclosed, and a 2x1 promotional offer is referenced on the site. No proprietary technology systems are described; the museum's digital surface consists of a website (museomacro.it), social channels (Facebook, Instagram, X/Twitter, YouTube), a newsletter opt-in, and a press office, with ticketing delegated to CoopCulture.

Customer segments span schools and educational institutions (primary segment), families, adult art enthusiasts, corporate private-event clients, and visitors with disabilities served through the Punti di Vista accessibility initiative. The Laboratorio d'Arte runs programming for schools, families, and adults across guided tours, workshops, and curriculum-aligned activities. As a municipal institution, MACRO is governed under the Comune di Roma rather than operating as an independent or venture-backed entity, and no headcount or financial figures are publicly disclosed.

Name

MACRO - Museo d'Arte Contemporanea Roma

Legal name

MACRO - Museo d'Arte Contemporanea di Roma

Website

https://museomacro.org

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

MACRO is Rome's municipal museum of contemporary art, operated by Azienda Speciale Palaexpo under the Comune di Roma. It presents rotating exhibitions by international and Italian artists and offers ticketed admission, an on-site bookshop and restaurant, study rooms, educational programming, and private-event services to the public.

Ownership category

akta.pro rank

Product category

Contemporary Art Museum

NAICS

Museums (712110), Museums, Historical Sites, and Similar Institutions (7121)

akta.pro primary industry

Art Museums (THAJADAA)

akta.pro secondary industry

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

Keywords

• Contemporary art museum
• Art exhibitions
• Cultural education programs
• Museum visitor services
• Public art gallery

Headquarters

HQ city

Rome

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Ticket Sales: Admission fees collected from visitors to exhibitions and the museum. Tickets are sold through CoopCulture's online ticketing platform. The museum offers reduced hours and special promotions including a 2x1 promotion.
2. Restaurant Services: Materia Terrazza MACRO restaurant operating within the museum premises, offering food service to visitors.
3. Bookshop/Library Sales: The museum library sells art publications, exhibition catalogs, children's publishing, and decorative items.
4. Private Events: Corporate event rental services for private functions held at museum facilities.
5. Art Bonus Sponsorship: Tax-deductible sponsorship program for supporting the museum's cultural activities.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels7 records

Core offering

MACRO is a public contemporary art museum hosting rotating exhibitions of Italian and international artists, complemented by educational programs (Laboratorio d'Arte), an on-site bookshop, a restaurant, public study rooms, and private event venue rentals. The museum also administers the Art Bonus sponsorship program for cultural supporters.

Product overview

MACRO - Museo d'Arte Contemporanea di Roma is a contemporary art museum managed by Azienda Speciale Palaexpo. The museum operates as a single cultural institution offering multiple interconnected services: core exhibition programming featuring rotating contemporary art shows; a library/bookshop selling art publications and children's books; a restaurant called 'Materia Terrazza MACRO'; public study rooms for reading and research; an educational art laboratory with programs for schools, families, and adults; and private event hosting. The museum also manages a ticketing system through Coop Culture and provides accessibility programs through its Punti di Vista initiative.

Differentiator

Problem solved

Functional benefit

Brands

• Materia Terrazza MACRO: Restaurant located within the museum, offering authentic flavors, creative cocktails, and a welcoming atmosphere with both indoor dining and an outdoor terrace.
• Libreria MACRO
• Aule Studio MACRO
• Laboratorio d'Arte MACRO

Products and services

• Mostre (Contemporary Art Exhibitions) Rotating contemporary art exhibitions featuring Italian and international artists, including current and upcoming shows such as Miriam Cahn "Ciò che mi guarda", Hito Steyerl "Mechanical Kurds", Premio Strega 80th anniversary, Premio Paul Thorel 3rd Edition, SHE DEVIL 14, and Amelia Rosselli exhibitions. Designed for general visitors, art enthusiasts, researchers, and tourists.
• Laboratorio d'Arte (Art Laboratory Educational Programs) Structured educational programs and workshops for schools, families, adults, and accessibility projects (Punti di Vista). Activities cover guided tours, curriculum-aligned sessions, family workshops, and adult training. Designed for students, teachers, families, lifelong learners, and visitors with disabilities.
• Eventi Privati (Private Event Venue Rental) Private event hosting services for corporate functions, celebrations, and exclusive experiences at the museum. Designed for corporate clients and organizations seeking a distinctive cultural venue.
• Aule Studio MACRO (Public Study Rooms) Two public spaces for study and reading: one within the museum's café and another in the Centro Ricerca e Documentazione Arti Visive of the Sovrintendenza Capitolina ai Beni Culturali. Designed for researchers, students, and visitors seeking reading and study resources.
• Museo MACRO - Museum Visits (Admission) General museum admission including access to all current exhibitions, on-site wardrobe service, and visitor amenities. Tickets sold through CoopCulture's online platform. Last entry 30 minutes before closing. Hours: Tue-Fri 12:00-19:00, Sat-Sun 10:00-19:00, closed Mondays.
• Materia Terrazza MACRO (Restaurant) On-site restaurant and bar with indoor dining and outdoor terrace offering authentic flavors, creative cocktails, and a welcoming atmosphere. Designed for museum visitors and walk-in guests.
• Libreria MACRO (Museum Bookshop) On-site bookshop selling art publications, exhibition catalogs, magazines, independent publishing, children's books on art, and decorative items. Designed for museum visitors, art enthusiasts, and gift buyers.

Named customers3 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

Four partnerships are on record, tiered core and minor.

• Azienda Speciale PalaexpocoreStrategic or Co-development PartnerAzienda Speciale Palaexpo is the municipal entity that manages MACRO as Rome's contemporary art museum. This is the parent organizational relationship rather than a commercial partnership. Palaexpo also manages Palazzo Esposizioni Roma, Mattatoio, and RIF Museo delle Periferie, forming an integrated cultural institutions network under Rome's municipal administration.
• CoopCulturecoreChannel Partner/ Reseller/ DistributorCoopCulture provides the online ticketing platform (ticketing.coopculture.it) for MACRO admissions. Visitors are directed to this third-party marketplace for ticket purchases, enabling online advance booking for exhibitions and museum visits.
• Sovraintendenza Capitolina ai Beni CulturaliminorStrategic or Co-development PartnerThe museum collaborates with Rome's Municipal Cultural Heritage Authority. One of the public study rooms (Aule studio) is located within the Centro Ricerca e Documentazione Arti Visive of the Sovraintendenza Capitolina ai Beni Culturali, indicating a shared-facility partnership.
• Comune di RomacoreStrategic or Co-development PartnerAs a municipal museum under Rome's city government, MACRO operates within the Comune di Roma's cultural framework. The municipality provides institutional support and oversight through Palaexpo, positioning the city as the foundational partner enabling museum operations.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Tate Modern: London's leading contemporary art museum with blockbuster exhibitions, on-site restaurants, shops, and extensive educational programming. Comparable as a contemporary art institution with diversified visitor revenue streams, but operates at substantially larger scale and global draw.
• Centre Pompidou: Major French national contemporary art museum and cultural center with extensive rotating exhibitions, library, cinema, and educational programs. Comparable contemporary art institution model with diversified on-site amenities, though operating at national-museum scale.
• Museo Nacional Centro de Arte Reina Sofía: Spain's national museum of 20th-century and contemporary art in Madrid with permanent collection and temporary exhibitions. Comparable as a publicly funded contemporary art museum with educational programming and similar audience-development mandate.

Emerging players

• Fondazione Prada: Private foundation operating contemporary art spaces in Milan and Shanghai with internationally curated exhibitions and cultural programming. Comparable in its focus on contemporary art exhibitions and cultural programming, though operating under a private foundation model rather than municipal.

Direct peers

• MAXXI - National Museum of 21st Century Art: Rome's other national contemporary art museum, focused on 21st-century architecture and art with rotating exhibitions, educational programs, and a national museum mandate. Most directly comparable to MACRO as the city's primary contemporary art institution with overlapping programming, audiences, and funding ecosystem.
• Galleria Nazionale d'Arte Moderna e Contemporanea: Rome's national gallery of modern and contemporary art with a permanent collection plus temporary exhibitions and educational programming. Comparable as a Rome-based museum serving overlapping audiences for modern/contemporary art visits and school groups.
• Palazzo delle Esposizioni Roma: Sister institution to MACRO under Azienda Speciale Palaexpo in Rome, offering rotating contemporary art exhibitions, retrospectives, and cultural programming. Directly comparable as a municipally managed exhibition venue with similar visitor profile and operational model.

Regional players

• Hamburger Bahnhof - Museum für Gegenwart: Berlin's national gallery for contemporary art housed in a former railway station, offering major contemporary exhibitions. Comparable as a contemporary art museum repurposing historic architecture, though serving a different geography.
• MACBA - Museu d'Art Contemporani de Barcelona: Barcelona's primary contemporary art museum with rotating exhibitions, public programs, and a strong educational mission. Comparable as a municipally supported contemporary art museum focused on post-1945 art, though operating in a different national market.
• Museo Madre - Donna Regina Contemporary Art Museum: Naples' contemporary art museum offering rotating exhibitions and public programs in a comparable southern-Italian urban context. Comparable as a municipally supported contemporary art institution with educational and community programming, though serving a different geography.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks4 records

Key highlights6 records

Customer concentration

• Xx.com/MACROMuseo
• YouTubeyoutube.com/channel/UCgrq3xmDx7xW0UDaMlZDvdA/featured
• Facebookfacebook.com/MACROmuseoroma
• Instagraminstagram.com/MACROmuseoroma
• LinkedInlinkedin.com/company/macro---museo-d'arte-contemporanea-roma

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 MACRO - Museo d'Arte Contemporanea Roma