Strategie di comunicazione di un museo senza sede espositiva

Communication strategies of a museum without an exhibition venue. The Natural History Museum of the University of Pavia was founded in 1771 by the will of Lazzaro Spallanzani, since it has then changed its location several times. In 1961, the collections were stored, and more or less abandoned, in a restricted area. In 2000, after five years of maintenance and restoration, part of the zoological collections were transferred in a former industrial building on the outskirts of the city. In the original intent this building should have been a storage location accessible only to researchers and not to the general public. In reality this location soon has begun to host special openings and with the passing of years, the calendar of events has increased, with guided tours and educational exhibitions. The current situation, with openings available on regular basis, led the curators of the museum to review the criteria for exposure of the exhibits in this “false museum” giving new arrangement of the specimens and their labels and adopting new and effective promotional campaigns.