Juventus Museum

In December 2009 I was asked by Juventus to participate in a competition to plan and construct their new museum. I asked
some architects, graphic designers, engineers and consultants for their collaboration and subsequently we presented our proposal.
It involved incorporating new technology to fit with the legend that is Juve: linking the past with the future. Our concept won and
has become Juventus Museum.
But what exactly is Juventus Museum? All of the world’s great clubs have brilliant museums even if you could say that they are a little
predictable. You have the classic hall of fame where you can follow the club’s legends and their memorabilia in chronological order.
You have the more up to date model of the interactive museum where the fans can meet their idols and even simulate preparing
for a match or playing with their heroes. Then you have innovative museums like Turin’s Museo del Cinema and the new Museo
dell’Automobile. These contain extremely engaging exhibits, displays and information as do the great multimedia experiences of the
International Expos aiming to appeal to the public’s varied tastes. However, Juventus Museum goes further than all of those. It is an
extravaganza that brings to the fore the legend, passion and emotion of football while at the same time recounting the illustrious
story of Juventus as if it were a classic novel. It’s utilisation of innovative exhibits, multi media technology and its clever use of space
mean that your journey through the museum becomes an emotional experience via memory and modernity.
The museum experience alternates between different spaces that appeal to the fan’s emotional attachment to their club and
those which delve deeper into the specifics of the club’s history. Allow me to make two examples. Firstly the space dedicated
to Juve’s trophies is a circular Pantheon in which, through the use of light, reflection, film reels and graphics, the spectacular and
emotional scenes of Juventus’ most famous victories are brought to life. Secondly the area of “The Two Enterprises” begins in Turin
in the 1920s when Edoardo Agnelli brought his organisational skills from the factory in Lingotto into the football sphere resulting
in Juventus becoming a “Scudetto factory” by winning the golden five in a row. The multi media facilities bring us right up to the
present day outlining the relationship that Fiat and the Agnelli family still enjoy. The design is engrossing aided in no small way
by the optically appealing and ever present black and white colours which accentuate the universal appeal of Juventus. And so it
continues until the epilogue “Until the end”.

credit

Consultants: Luisella Italia, Massimo Venegoni (Studio Dedalo architecture and image), Sandro Volpi (layout and graphics);
Giovanni De Luna (historical consultancy for museum design); Nüssli Italia (visual, sound and multimedia communication systems project); 7.20 (multimedia projects); Lego Video (film makers); Prodim srl, Matteo Bo, Giorgio Bo, Aldo Parisi (mechanical, electrical and plumbing systems project); IEC Industrial Engineering Consultans, Marco Vigone (safety coordinator in the design phase, Legislative Decree 81/08, practical project C.P.I.)
Contributors: Vincent Jeanson, Aline Nunes, Sabrina Saldo, Giulia Bonomi, André Temporelli, Paolo Dall’Ara
Photographs: Sebastiano Pellion di Persano
Dimensional area: 2150 square meters
Building cost: € 4,200,000