Juventus Museum

Juventus Museum


The Juventus Museum was born in 2012 from the Club’s desire to celebrate its history and triumphs through the display of its most significant trophies and memorabilia. It does so within a setting where the multimedia component finds space to flourish, transforming the museum into an engaging exhibition space. In fact, this area includes a number of characteristics that make it – especially in Italy – unique in its kind. Compared to foreign museums dedicated to football or other sports, it provides a space that brings together traditional and experiential paths.


Conceived by Camerana&Partners studio in collaboration with Studio Dedalo unveiled the museum on May 16, 2012. The Juventus Museum appeals to fans who want to relish the joys that Juventus’ victories have offered to them in over one hundred years of history, but it also appeals to a different audience, one that seeks to relive some essential stages in the history of Italy through the Club’s own story. Since its inauguration, the President of the Museum is Paolo Garimberti, also a member of Juventus' board.

inaugurazione 2


Entirely bilingual (Italian – English), the Black and White museum is a new generation project, which through the combination of Juventus’ history and a strong emotional charge, provides visitors with a truly memorable experience. Designed with the use of innovative multimedia technologies that transform the visit into a direct experience, it is rich with constantly updated content that allows fans to keep up with the events of a team that builds its future on the grounds of a glorious past.



Since 2013, the Juventus Museum has further expanded: educational courses have been integrated into the experience, organised according to the activities of the participants. They were developed with the aim of bringing the younger generation closer to the world of football and sports in general, through the development of educational and creative activities. In the 2015/16 season the Juventus Museum expanded its horizons with two new permanent areas: firstly the J|Sport area, which collects the memorabilia of many athletes united by their passion for the Bianconeri (including those of Stefano Baldini, Tania Cagnotto, Dino Meneghin, Gregorio Paltrinieri, Federica Pellegrini, Giorgio Rocca, Tony Cairoli, Jean Alesi, Carolina Kostner). Since 15 December 2015, a new room was introduced called, “The Team”, which is dedicated to today’s champions, where fans can “meet” the Juventus players and embrace their stories. The latest addition, inaugurated in December 2017, is the VR – Virtual Room, through which you can experience first-hand the thrill of becoming a Juventus player.



The Juventus Museum also includes a display area dedicated to temporary exhibitions, which to date has hosted the following showcases: “On Mondays we used to talk about football – Agnelli-Juventus: 90 years of black and white passion” (15 May – 1 September 2013), “Pitch invasion” (18 Aprile – 27 July 2014), delivered in collaboration with the Gallery of Modern Art of Turin (GAM) and “Enrico Paolucci. A painter in goal” (19 November 2014 – 22 February 2015), “HJ, a century of Hurrà” (10 June – 30 September 2015), “The art of winning – thirty-four works for thirty-four Scudetti” (31 May – 2 October 2016), “Black&White Times – Veltroni showcases 120 years of Juventus” (10 November 2017 – 16 April 2018), “Gulp! Goal! Ciak! – Football and Comics” (9 February – 20 May 2019) and “Gaetano Scirea” (3 September – 10 October 2019).

mostra scirea

The Juventus Museum can be visited individually or in conjunction with the Allianz Stadium.

In 2017, the Museum obtained the prestigious recognition by ICOM - International Council of Museums.

8 years after the inauguration, it has exceeded 1,300,000 visitors, remaining stably among the top 50 most visited museums in Italy (source: Il Giornale dell'Arte).

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