New European Bauhaus Prizes 2023

Project category

Identify the award category for which this project is being submitted
Regaining a sense of belonging

Email user
info@clubsilencio.it

Basic information
Project title
Una Notte al Museo 2022

Full Project Title
Una Notte al Museo - events that transform museums into beautiful, sustainable and inclusive spaces

Please provide a short, catchy description of your project to be used in communication towards the public.
Una notte al Museo 2022 is a series of events characterized by the opening in the evening of museums where, alongside the traditional visit, social-reactive and educational moments are created to unite the community and shape a sense of belongingness to the territory. The project transforms cultural institutions into beautiful, sustainable, and inclusive spaces, attracting citizens to back museums and revealing space from a new perspective, where everyone can find a cultural offer for themselves

What was the geographical scope of your project?
National

Where was your project implemented?
Member State(s) and Western Balkans
Italy

If relevant, insert names of region(s)/municipality(ies) involved
1. Regione Piemonte
2. Сomune di Torino
3. Comune di Moncalieri
4. Comune di Racconigi
5. Provincia di Cuneo
6. Provincia di Torino

Does your project address mainly urban or rural issues?
Mainly urban

Does your project refer to a physical transformation of the built environment or other types of transformations (hard or soft investments)?
It refers to other types of transformations (soft investment)

Has your project benefited from EU programmes and/or funds?
No

Has your project won an EU prize with a monetary value awarded?
No

Is your project fully completed
Yes

Please indicate a date (mm/yy)
2022-12-31

On whose behalf are you submitting the application?
As a representative of an organisation
Please provide the contact details for the project promoter (the individual or representative of the organisation authorised to represent the project)
- Name of the organisation(s): Club Silencio
  Type of organisation: Non-profit organisation
  First name of representative: Alberto
  Last name of representative: Ferrari
  Gender: Male
  Nationality: Italy
  Function: President
  Address (country of permanent residence for individuals or address of the organisation)<br/>Street and number: Corso Massimo D'Azeglio 60
  Town: Turin
  Postal code: 10126
  Country: Italy
  Direct Tel: +39 3494016083
  E-mail: alberto@clubsilencio.it
  Website: https://clubsilencio.it/
Social Media accounts (Facebook, Twitter, LinkedIn, Instagram, etc.)
- URL: https://www.instagram.com/clubsilencioofficial/
  Social media handle and associated hashtag(s): #clubsilencio #vivalabellezzadellatuacittà
- URL: https://www.linkedin.com/company/33207319/admin/
  Social media handle and associated hashtag(s): #clubsilencio #vivalabellezzadellatuacittà
- URL: https://www.facebook.com/clubsilencioofficial/
  Social media handle and associated hashtag(s): #clubsilencio #vivalabellezzadellatuacittà
In case my project is selected as a finalist of the NEB Prizes 2023, I agree to share the name (individual and/or organisation’s), email address, website and social media accounts indicated above with other NEB Prizes finalists. I also agree to publish the name (individual and/or organisation’s), website and social media accounts indicated above next to the public description of my project in the channels of the European Commission.
Yes

How did you hear about the New European Bauhaus Prizes?
Social Media

Description of the project
Please provide a summary of your project.
Una notte al Museo 2022 is a series of events characterized by the opening in the evening (19 - 24) of museums where, alongside the visit, the public can enjoy refreshment beverages with background music and audience engagement activities. In addition to this union of culture and entertainment, the characteristic features of the events are:
1. Thematic tours that are created specifically for the project's target audience;
2. Gamification and audience engagement activities that place the public directly at the center of cultural fruition, thus helping to disseminate the institutional offer:
- Quizzes and interactive games accessible from smartphones regarding the historical-artistic heritage of the museum;
- Surveys to investigate the habits regarding the fruition of culture, the degree of knowledge and appreciation of the cultural offer (whose data are transmitted to the museum so that they can study the results and make corrective actions to their work directions);
- VR Corner, in which, through virtual reality devices, the public can immerse themselves in a 360° video about the museum and its history.
3. Artistic performances that complement the cultural experience of the host institution and present its content from a new perspective;
4. Sustainable food and beverage offer, thanks to the collaboration with local suppliers.

The project has the following objectives:
- create and retain a new database of visitors for CI, identified mainly by young people;
- renew CI image and communication strategy, using tools and languages closer to a young audience;
- adapt institutional accessibility to modern social interaction methods;
- propose attractive activities for this new audience that would be sustainable;
- raise the awareness of the young population about the cultural heritage;
- adapt the local cultural offer and its accessibility to modern social interaction modalities;
- activate the participation of young people in cultural life.

Please indicate the main themes of your project with 5 key words.
BEAUTY

Please indicate the main themes of your project with key words
DISCOVERY

Please indicate the main themes of your project with key words
ACCESSIBILITY

Please indicate the main themes of your project with key words
SUSTAINABILITY

Please indicate the main themes of your project with key words
TERRITORY

Please give information about the key objectives of your project in terms of sustainability and how these have been met. Please highlight how the project can be exemplary in this context.
Una Notte al Museo, among its objectives, places raising awareness and activating young people under 35 on the themes of Agenda 2030. Sustainability is also a guiding star for any actions in the project's framework. For this reason, it was essential that all activities created, promoted, and hosted are designed using a sustainable management system from an environmental, social, and economic point of view, in accordance with the ISO 20121: 2012 standard certificate that the association received as a testimony of its sustainable actions.
The project committed to:
Promote the culture of sustainability (environmental, economic, and social) among all the parties involved, encouraging them to adopt sustainable practices in their work and personal activities;
Extend and integrate the principle of sustainable development in all decisions;
Implement special activities to encourage the transition of young people from awareness of sustainable development goals to active participation;
Preserve host cultural institutions by taking the least invasive and most environmentally sustainable measures for the objects, respecting the natural habitat in which they are embedded;
Increase the use of recycled and reusable materials in installations, signage, and catering, reducing the amount of waste;
Use an entirely digital communication strategy that does not involve the production and dissemination of paper materials;
Contain energy consumption by using lighting systems consisting of battery-powered LED lights and bars, without the need for an electrical connection to reduce energy consumption and carbon emissions associated with events;
Selection of sustainable partners who share our ethical values on consumption, production, and eating habits, giving preference to local producers;
Ensure the accessibility of the events to everyone, including people with motor, sensory and cognitive disabilities;
Ensure healthy and safe working conditions for all those who work with us.

Please give information about the key objectives of your project in terms of aesthetics and quality of experience for people (through design, positive emotions and cultural benefits) and how these have been met. Please highlight how the project can be exemplary in this context.
The presence of artistic performances and custom audience engagement activities distinguishes the Una Notte al Museo project. This is a unique experience that we have been offering our visitors to discover the beauty of cultural institutions and heritage sites.
Firstly, we have been offering engagement activities within the framework of the events that are complemented by the beauty of the historical sites where the project events occur. These hours become for visitors a unique experience of encountering local cultural offers.
Artistic performances were a very important element of the events in 2022. They have always been used in the project as an audience engagement tool, thanks to the collaboration with the artistic actors of the territory, who are also working on the hybridization of various artistic and digital languages, ranging from new technologies such as VR, Metaverse, NFT to algorithmic and electronic music. Thanks to this, a unique synergy is created between the space of cultural institutions and other artistic disciplines, providing an unforgettable experience for the event participants.
The events also adapt the language of communication of cultural institutions and make it closer to the audience, allowing people to appreciate the cultural offer more. Thanks to such essential elements as a cocktail bar, and edutainment activities, events also become a place for dialogue between participants, which creates a socio-recreational moment and raise positive emotions.
In terms of qualitative experience, all event elements and communication strategies are created following all the latest trends in representation and design, making a high-quality picture of cultural institutions for visitors and giving a sense of pride in the local cultural offer.
To constantly assess visitors' emotions, a system for monitoring was created through surveys that helped identify the impact of each event element on the perception of cultural institutions by the visitors.

Please give information about the key objectives of your project in terms of inclusion (ranging from accessibility and affordability for all to inclusive governing systems, design for all principles or new societal models) and how these have been met. Please highlight how the project can be exemplary in this context.
The project brings the various audiences closer to the cultural and performative world, involving a broader audience target, which to such a world is interested only occasionally. This shows that cultural offers could attract not only cultural lovers, as is commonly believed, but can be more accessible for the rest of the community, especially young people. People of different ages and interests can find something for themselves in the synergy of cultural and historical buildings and audio-visual art. This is proven by the presence of a high percentage of female visitors, the representation of an international audience, and the representation of visitors with different interests and backgrounds, who often don't have contact with the cultural industry in their normal life. Furthermore, our project sets up a dialogue between different generations and reduces the level of the problem of the different ages. Thanks to the project, people can begin a dialogue, understand each other better, and share values. The project aims to give a voice to everyone! Also, one of the most important characteristics is the accessibility of events for everyone. Have been chosen an evening time slot to hold events specifically to attract as many different people as possible to the institutions and be more accessible to everyone. Furthermore, the chosen institutions are located in very different places around the city and the region (from the most central and famous ones to the most peripheral with social issues) to help various institutions to show themselves to the community, promote them and attract not only the residents of the districts in which they are located but also the external audience. Events are not only accessible to everyone, including people with motor, sensory and cognitive disabilities but are also characterized as affordable because of the pricing policy, where along with the event participation, visitors also receive a free or discounted opportunity to visit exhibitions.

Please explain the way citizens benefiting from or affected by the project and civil society have been involved in the project and what has been the impact of this involvement on the project
This project is centered on youth and modern society. It promotes their culture, vision of the culture, and their vision of cultural consumption and creates a special innovative cultural offer for them. The project acts as a mediator between this audience and cultural institutions, which allows them to constantly hear each other and adapt their actions based on this. Through the project, the institutions attract young people, which has a direct positive effect on the dissemination of cultural knowledge and raises an educated generation ready to bring positive changes to the democratic future. In turn, museums reach an audience that is usually unattainable with their strategy, which positively affects the achievement of their work goals, as well as the economic condition of institutions, since a funnel of visits is formed, where events are usually the first contact.
Furthermore, the project provides a stage for young emerging artists. It gives them an opportunity to show themselves to the audience, especially to institutions that are often hard for them to reach. Through this, a dialogue is created between emerging young artists and institutions that, in the future, can lead to possible joint projects and opportunity emergence for young cultural professionals.
Youth is the core of project activities, not only at the participation level but also at the operational level. The project promotes working opportunities in the cultural industry. In terms of employment, 180 young workers were involved in total between the museum, artistic, educational, cultural, and productive areas, thanks to the project's existence. A community of young people was formed around the project that is not directly involved in the internal organization but is constantly active, performing different roles (focus groups, volunteers, artists, etc.). This helps them gain the necessary experience in the cultural industry and determine their future professional path related to culture.

Please explain how different stakeholders at various levels (local, regional, national, European) were engaged in the design and implementation of the project. Please highlight what the added value of their engagement was.
The project helps bring together different stakeholders in the cultural scene to set up a dialogue for future development and the possible emergence of partnership projects to derive value in cultural and artistic work, production, and visibility. Furthermore, Una Notte al Museo aims to create a network between the different figures of the artistic-musical world from the same supply chain, but rarely get in touch with each other, to stimulate dialogue, exchange, and collaboration.
The project acquired its own large and active community that constantly contributes to its development. The participatory principle of the project between different stakeholders is reflected in the following:
creation of a dialogue between a cultural institution-artists and artists-artists to establish a dialogue for subsequent partnership projects and collaboration;
building a dialogue between cultural institutions, artists, and audiences so that they hear each other and effectively adjust the supply and demand curve;
development of a gamification program based on the audience's participation to engage and enrich visitors' cultural and historical knowledge.
The project also involves various stakeholders at all levels: local, regional, national, and European. Cultural institutions from different parts of the region were included in the project in 2022, and the city, regional and national administrations showed interest in the project through support at the moral and financial levels (att. “Una notte al Museo” Description of the project, “Partner”).
Also, in 2022, the project reached the European level, where interest in the project was shown through participation in events such as New European Bauhaus Festival and the cultural conference Culturopolis, where the project was chosen among 30 European projects on the Presentation day. Furthermore, in 2022, the association's application was approved to join the international network of cultural operators Culture Action Europe.

Please explain which disciplines and/ or knowledge fields were reflected in the design and implementation of your project. Please explain how representatives of these different fields interacted with each other, and what the added value of this process was.
Una notte al Museo is an audience engagement project to make the local cultural and artistic heritage accessible to young people under 35. Four elements allow the project to work in different directions and implement the area of knowledge in each of these areas to create the synergy that fully represents the project:
- gamification activities: Those activities stimulate the active participation of young people in cultural fruition, promoting it as a moment of well-being, growth, and civic action. A team with a cultural and artistic background was working on developing these activities.
- communication: The communication team took the strategy used in E-commerce and adapted it to cultural needs. Thanks to this, trendy and attention-grabbing content was created, which gave the virality of cultural offer dissemination and promotion of events. High-quality content was created during this process, which can also later be used by institutions for their purposes and needs.
- artistic performances: Artistic performances were always used in the project as an audience engagement tool. They worked on the hybridization of different artistic and digital languages ranging from new technologies, algorithmic and electronic music to interactive visual arts, completing each other and giving life to works of art in which different disciplinary techniques coexist and interact. The team working with the artists carefully selects the content for the atmosphere of each institution so as not to disturb but to enrich the existing context.
- analyzes and evaluation: When developing any activities and adding any elements to the project, the team carefully measured everything from the perspective of the impact and in what ways it is possible to get feedback from stakeholders about each element. A monitoring system was developed, which was implemented in 2022 at each event and made it possible to prepare a report for cultural institutions and assess an impact after each event.

Please give information on the results, outcomes and impacts achieved by your project in relation to the category you apply for. This includes also benefits from the project for direct and indirect beneficiaries
Una Notte al Museo provides the following quantitative results:
- The total number of participants reached in 2022 is 73.000;
- Held 40 events in more than 25 different cultural institutions;
- Viral and targeted visibility on social networks of about 3.500,000 people, mostly aged between 20 and 35, and about 150,000 profiled contacts belonging to the database of the Club Silencio association contribute to promoting cultural life and cultural institutions for the younger generations;
- A total of 180 employees were employed in the cultural industry.

In terms of impact assessable at a qualitative level, the project demonstrated the following:
- Contribution to the renewal of the image of cultural institutions, attracting a young audience, and contributing to the repositioning of the cultural institution;
- Start a process of active participation of young audiences in cultural activities that go beyond the project;
- Creation of new synergies between the actors involved (museums, associations, professionals, artists) that lead to the development of new future joint projects;
- Contribution to the local economy.

Please provide documents showing the results, outcomes and impacts of your project
PDF
PDF
- pdf-1-11252.pdf
Please highlight the innovative character of the project, when compared to mainstream actions in the field of the project
The project presents numerous factors of innovation:
- The communication strategy that disseminates "educational" content is created for the institutional, cultural offer to encourage active participation of an audience that institutions do not usually reach. The tools and instruments were taken from the e-commerce industry's communication strategy and were adapted to cultural needs;
- Events are built to make the fruition of culture an immersive experience. This is achieved through edutainment activities, which makes the moment of cultural enjoyment a social occasion. Furthermore, the artistic-musical performances are designed based on the offer of the host institution, enhancing and facilitating it, creating unique synergies;
- Custom gamification and audience engagement activities, created for each host institution, make cultural dissemination particularly innovative because of transforming the public into a protagonist in cultural fruition and making the cultural offer easily understandable and memorable, requiring direct intervention from the publi;
- Accessibility through the extraordinary evening opening of the museums that guarantee access to everyone. Accessibility is also reached through the creation of guided and thematic tours developed especially in the language that is closer to young people and modern society;
- The production of audio/video materials that makes the cultural offer attractive and that the host institutions can re-use after the events for their own needs;
- The creation of a community, which is constantly expanding, guarantees the project excellent word of mouth. At the moment, the active database of event participants is 150,000 people.

Please describe the methodology or approach used in your project.
The following methodologies were applied:
system approach (consideration of all stakeholders as a part of the common system);
comparison method (comparison of two or more objects, results, contexts);
measurement method (determination of the numerical parameters for data analysis);
methods of interview, conversation, and survey to constantly hear the stakeholders and adjust the project;
content analysis method;
theory of change method (development of all the actions from the standpoint of the desired impact).
All methods are used to build a complex approach to study the context, content, and audience and develop a project that will meet institutional and audience needs. Qualitative and quantitative analyses of aspects of the system were used to build a complete and comprehensive picture of the cultural context of the territory. The project team strives to find out more about what people want to see in cultural institutions and propose activities during the event that will be represented in a way that it's interesting for the people to encounter.
The team constantly strives to hear the stakeholders and evaluates the impact of the events on the cultural representation of the territory through:
- general survey about the event and gained cultural experience to qualitatively and quantitatively evaluate our contribution to stimulating the audience and popularizing the cultural life;
- gamification survey to analyze the audience's perception of the activities to improve their modalities constantly;
- interviews with participants, directorates of museums, and employees involved in the organization process to hear the needs of all parties.
After each event, gained results were shared with the host institutions to inform them about the visitors' opinions and allow them to rethink the direction of their work based on this feedback, to qualitatively and quantitatively assess the overall obtained result, analyze the impact on the socio-cultural life of the territory

Please describe which elements of your project could be replicated or transferred to other places, groups of beneficiaries and context. This may involve for example aspects of the methodology, technology, processes, products, learnings etc.
Una notte al Museo is an event format, and accordingly, it has a specific set of scripts and elements that build the project, and that can be brought to other contexts. To achieve this, a quantitative and qualitative analysis of the needs of territories, audiences, and cultural institutions is used, the results of which are applied in adapting these elements to the context.
Club Silencio association, the project organizer, has strong experience in audience development, gamification, and edutainment activities, which include a set of technologies and the knowledge use of which can help achieve the necessary goals in different contexts. The project Una Notte al Museo has already gone beyond the region. Some of the events have been organized in Milan and Genova and showed promising results, demonstrating the reliability of the format and its reproducibility in other contexts. It was possible to measure and verify the following:
- development of the internal skills of the staff of the institutions in working with young people;
- introduction of specific tools and methodologies for analyzing and involving the public, in particular, the young audience;
- expansion and strengthening of communication activities of the institutions with young people;
- increase in the number of contacts young people coming to the institutions (2.000+ contacts);
- improvement of the institutions' reputation among young people in the region.

Please explain what kind of global challenges the project addresses by providing local solutions
How can sustainable development be achieved for all while addressing GCH?
Regarding sustainability, the project strived to show that such events can occur without harm and negatively impact the institution's environment (that different activities can occur in the museum space without harming the exhibits). Club Silencio worked to reduce the environmental impact of its events and obtained ISO 20121 Sustainable Event Management certification. The actions are the following: Digital ticket; Digital communication strategy; Sustainable beverage refreshment; Sustainable waste management; Battery-powered lighting: the use of battery-powered lights that don't require an electrical connection; Recycled paper; Choice of sustainable partners/suppliers.

How can education make humanity more intelligent, knowledgeable, and wise enough to address its global challenges?
Audience engagement activities such as quizzes, interactive surveys, and virtual reality place the public directly at the center of cultural enjoyment, thus helping to disseminate the host institution's offer. Games are created not only about the cultural context but also about sensitive social topics such as democracy, sustainability, etc. Sustainability was the subject of a separate event on 20 October in Musei Reali of Turin, where, thanks to special immersive activities, the public couldn't only discover something new about the sustainable development goals and Agenda 2030 but also test their habits, enter into a dialogue on these topics and express their opinion. An important aspect that was given considerable attention during the development of the project in 2022 was the activation of the community in various directions, to be not just silent observers within the events, but for each visitor to take active participation in all the activities of the events, which would help to gain important knowledge and tools that they could transfer to their ordinary lives in the direction of various issue
Please attach at least 6 high resolution images (or other types of visual representations, if images are not possible) to your application.
If you would like to upload additional documentation, please upload or write below
- Una notte al museo - Project Description.pdf
By submitting your application you confirm that you are the copyright owner of the images provided and that they can be used by the European Commission for the purposes of promoting the New European Bauhaus on all platforms (websites, print, social media and other).
Yes

By ticking this box, you declare that you are not in in one or more of the exclusion situations foreseen under Article 136 of the Financial Regulation.
Yes

By submitting this application, I declare that I am not related to the entities subject to EU restricted measures under Article 29 of the Treaty on the European Union (TEU) and subject to Article 215 of the Treaty on the Functioning of the EU (TFEU)1, and entities covered by Commission Guidelines No 2013/C 205/05), which are not eligible to participate in any capacity.
Yes

By ticking this box, you declare that all the information provided in this form is factually correct, that you assume sole liability in the event of a claim relating to the activities carried out in the framework of the contest, that the proposed project has not been proposed for the New European Bauhaus Prizes in any other category or strand and that it has not been subject to any type of investigation, which could lead to a financial correction because of irregularities or fraud.
Yes

By submitting your application, you guarantee that you are the author or have the rights to proceed with the application and to authorise the use of the project and that you have obtained any necessary consents, licenses or assignments from third parties and included copyright notices when necessary.
Yes

By submitting your application, you understand that all the applications that meet the eligibility requirements will be shared for the purposes of the selection processes, and notably published on the secured platform prizes.new-european-bauhaus.eu and for the purposes of the promotion of these on the New European Bauhaus website and/or other European Commission communication channels. In this sense, the applications would be widely available. Applicants should ensure that they present their projects, in such a way that they could be shared without giving rise to intellectual property related concerns. If your submission is selected as one of the finalists, it will additionally be shared for the purpose of the public vote that will take place. The European Union is granted a licence to use and share your application with the general public and the official external experts for the purposes of the selection process, including the voting. The European Union has the right to use the images and visual materials and the description provided in the application for communication purposes related to the contest and beyond. Rights granted comprise the right to store, reproduce, display, publish and communicate or distribute copies in electronic or digital format, including, but not only, through the internet. Unless you have disclosed your name, the European Commission has no obligation to share your name when using or disseminating your contribution to the public. The European Union cannot be held responsible in case any submitted project, is found to infringe third party’s rights. The European Union shall be neither responsible for the use that third parties may do of the applications or related content.
Yes

By submitting your application, you acknowledge that you read and understand that the ‘Guide to Applicants’ of the NEB Prizes 2023, available online in the website of the NEB Prizes 2023, is an integral part of this application form and that it must therefore be observed when completing and submitting your application.
Yes