The National Archaeological Museum of Reggio Calabria changes skin. In fact, the Morrc has a new Rebranding project, a path born from the desire to tell a deeply rooted institution in the territory through a more current narrative. The goal is to give the archaeological museum a new image, but intimately connected to its history and its public mission: to keep and enhance the archaeological heritage of Calabria, while promoting a culture of accessibility, plurality, participation. The project is based on some guiding principles that have oriented every phase of work: modernity, understood as openness to contemporary languages and tools; identity, such as value consistency and institutional recognition; involvement of the territory, as a ability to build common, shared and lasting paths with communities.
“This project represents much more than a change – explains Fabrizio Sudano, director of the museum – is the expression of a cultural vision that looks to the future and that recognizes in the museum not only a place of conservation, but an active actor of the present, capable of evolving, telling himself with new tools and remaining faithful to his own public mission”.
