History, creativity, passion, and vision: many Italian companies have chosen to share their journey and the love for their products through a dedicated museum. Across the country, there’s an impressive number of corporate museums: here are some of the most fascinating ones (including an exhibition at the Ara Pacis Museum and the Lamborghini Museum).
1. EVOLUTIO – Ara Pacis Museum, Rome (and beyond)
Conceived and organized by the Webuild Group, “Evolutio – Building the Future for the Last 120 Years” is the exhibition hosted at Rome’s Ara Pacis Augustae Museum until November 9. It tells the story of how major infrastructure projects have shaped Italy’s socioeconomic development as a nation — and the world’s.
Around 200 historical and contemporary images, along with dozens of videos and multimedia installations, offer visitors not only a technical narrative but also an emotional journey through eras and collective stories: 120 years of history brought to life through roads, railways, bridges, dams, subways, and buildings.
Evolutio is also a born-digital museum that traces the evolution of infrastructure construction projects through virtual tours, presenting them as feats of ingenuity, technology, and culture.
More than 12,000 photographs and a rich selection of documentaries and vintage films, drawn from Webuild’s previously unseen multimedia archive, guide visitors through an interactive museum, a unique experience of discovery. Ten thematic collections, historical records, technical data, and cultural insights enrich this journey through a century of progress and innovation.
2. Lamborghini Museum – MUDETEC, Sant’Agata Bolognese
The Lamborghini Museum tells the evolution of the famous Emilian brand founded by Ferruccio Lamborghini. This is done through its iconic models, from the legendary Miura to the futuristic Aventador.
It’s a journey through both Lamborghini history and the design and innovation behind Italy’s super sports cars, enhanced by a driving simulator that lets visitors experience the thrill of being behind the wheel of a Lamborghini.
3. Ducati Museum, Bologna (Borgo Panigale)
The Ducati Museum offers an immersive journey into the history and passion of Italian motorcycling, featuring seven multimedia halls and more than 40 racing bikes.
It’s a celebration of the brand’s technical and sporting excellence, made even more special by the opportunity to take a Ducati factory tour in Borgo Panigale, the birthplace of the iconic red machines that embody speed and innovation.
4. Branca Museum, Milan
In the heart of Milan, the Branca Museum reveals the story and secrets behind the world-famous Italian herbal liqueur that has traveled across generations and continents. Housed within the historic factory still in operation, visitors can uncover the legacy and craftsmanship behind Fernet-Branca and the tradition that has long defined it.
Tours, available by reservation, also offer access to the atmospheric cellars, home to massive Slavonian oak barrels, including the monumental Botte Madre, which holds more than 80,000 liters.
5. Spazio Strega, Benevento
In Benevento, Spazio Strega traces over 150 years of history of the iconic herbal liqueur, a symbol of the Alberti family and the region itself. Among medicinal herbs and secret spices, the museum invites visitors to discover the ingredients and still-operational copper stills, leading down to the cellars where the liqueur ages in oak barrels.
There’s also a section dedicated to the prestigious Premio Strega literary award and to the creative advertising campaigns designed by celebrated artists such as Dudovich and Depero.
