Location: Montelupo Fiorentino, Italy
Year: 2017 | Ongoing
Type: Museum
Client: Bitossi Ceramiche

The Bitossi historical archive will be enhanced by a dedicated Museum, build within the company’s industrial area, to celebrate the brand heritage as well as the creativity of key contemporary designers.

The Bitossi Museum, which will be built in the core of the Tuscan production district of Montelupo Fiorentino, will represent the group’s identity and its productive tradition retracing the history, innovation and artisanal research, which define the brand from the early 1900s.

The exhibit project enhances the topics peculiar to the company and shows to visitors both the abundance of the historical archive, a selection of over 7000 pieces collected over the years, and the creative and productive attitudes that made Bitossi Ceramiche an example of Italian excellence in the world.
The Museum will be located within the company’s industrial architecture in Montelupo Fiorentino: as an opportunity to tell the ceramics inside the same place in which they have been created for years.

The contemporaneity of the project coexists with the nostalgia which typify the space: next to the vases and the creativity of key figures for the company like Aldo Londi or Ettore Sottsass, Bitossi ceramics will be told through its productive soul, the raw material and the working tools that allow it to be transformed. The exhibit project meets the curatorial idea of making Bitossi historical archive, a magical place of objects and fantasies, a creative testimony of the company, an instrument of knowledge and an infinite inspiration of ideas, central to the visitor’s experience: the archive is a source and will be exhibited as it deserves.

Together with the archive, the method and working tools, the productive and human values, the territory, history and contemporaneity will be the focal points of narration.
The technology will transform the space into a moving place: video, audio and interactive interfaces will be the support for documents, interviews and suggestions; an opportunity to deepen the contents and make the visitors interact with them.

The entire museum experience will be enriched by workshops on ceramics processing: the use of the lathe, the ovens, the spraying, painting and decoration, each step of the process will be described by those who practice it.
The museum will be focused on the interaction between human work and the creative process that leads to ceramics.