Juventus Museum

Juventus Museum

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TRADITION AND INNOVATION

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.

THE INAUGURATION

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.

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THE PROJECT

The Juventus Museum is a new-generation project that, through the combination of the great history of Juventus and a strong emotional charge, allows visitors to live a direct and memorable experience, thanks to the use of innovative multimedia technologies.

Entirely bilingual (Italian - English), the visit path has no sensory or architectural barriers, making it inclusive and accessible to all fans: panels that tell the key moments of Juventus' history both graphically and in Braille are accompanied by raised QR codes positioned along the museum walls that guide visitors throughout the visit with videos made in Italian Sign Language. A journey that starts from a glorious past, represented by unique memorabilia.

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A MUSEUM IN CONSTANT EVOLUTION

Since 2013, its offerings were further expanded: educational programs were introduced, tailored to the activities of participants, with the aim of bringing young people closer to the world of football and sports through the development of educational and creative activities.

During the 2015-2016 season, the Juventus Museum broadened its horizons: first with the J|Sport area, which showcases memorabilia from many athletes united by their passion for Juventus (such as Stefano Baldini, Tania Cagnotto, Dino Meneghin, Gregorio Paltrinieri, Federica Pellegrini, Giorgio Rocca, Tony Cairoli, Jean Alesi, Carolina Kostner, Roberto Bolle, and Maurizio Felugo).

On December 15, 2015, the Museum's multimedia offerings were enriched with the introduction of "The Team" area, featuring life-sized silhouettes of all Juventus players, along with an installation that allows visitors to "meet" holograms of some of them.

In October 2023, to celebrate the centennial of the Agnelli family's ownership, the new Trophy Temple was inaugurated. A more dynamic and interactive setting now celebrates the club's cups and successes, the true gem of the museum, which finds a new home and is enhanced with special effects, thanks to the help of technology.

Juventus Museum Trophies temple

TEMPORARY EXHIBITIONS

The Juventus Museum also includes an exhibition space dedicated to temporary exhibits, which to date has hosted the following exhibitions: "On Mondays, we talked about football - Agnelli-Juventus: 90 years of black and white passion" (May 15 - September 1, 2013), "Pitch Invasions" (April 18 - July 27, 2014), created in collaboration with the Modern Art Gallery of Turin (GAM) and "Enrico Paulucci. A painter in goal" (November 19, 2014 - February 22, 2015), "HJ, the century of Hurrà" (June 10 - September 30, 2015), "The art of winning - Thirty-four works for thirty-four scudetti" (May 31 - October 2, 2016), "Black&White Times - Veltroni exhibits 120 years of Juventus" (November 10, 2017 - April 16, 2018), "Gulp!Goal!Ciak! - Football and Comics" (February 9 - May 20, 2019) and "Gaetano Scirea" (September 3 - October 10, 2019), ATP 50: 1972-2022", created in collaboration with ATP and the City of Turin (November 2022) and "A journey through the history of the Italian Basketball Cup", created in collaboration with Lega Serie A Basket (February 2023).

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.

Since its opening, it has consistently ranked among the top 50 most visited museums in Italy, according to the monthly magazine Il Giornale dell'Arte.

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