A new era of visiting at the Pinacoteca Ambrosiana: the multimedia guide in the service of art

In June 2024, the Pinacoteca Ambrosiana in Milan began a promising collaboration with Sycomore to enrich its visitor experience through a dual digital solution: the POPGuide app and the M-Guide multimedia guide.

A prestigious site in the heart of Milan

Founded in 1618 by Cardinal Federico Borromeo, this historic institution is one of the oldest museums in Italy. It houses unmissable masterpieces by Leonardo da Vinci, Botticelli, Raphael, Caravaggio and Brueghel. Keen to offer cultural interpretation worthy of its collections, the Pinacoteca turned to modern, accessible digital tools.

A dual solution: POPGuide + M-Guide

Won over from the outset by the richness of the POPGuide app, the Pinacoteca had initially planned to offer it on visitors' personal smartphones. But aware that some people prefer not to use their own phone or download an app, it decided to add 30 M-Guides to its setup. These robust, ready-to-use devices, equipped with POPGuide, guarantee immediate access to all the content, whatever the visitor's profile.

A multilingual, immersive audio tour

Sycomore developed rich, multilingual content: the visitor tour features 57 points of interest, available in six languages — Chinese, German, English, French, Italian and Spanish. The audio commentary clearly addresses the details of the works, their artistic context and the human stories surrounding their creation, through storytelling that is at once immersive, dynamic and educational.

The M-Guide: technology in the service of accessibility

The M-Guide turns the visit into an interactive experience: in addition to audio tracks, it offers images, videos and animations. Particularly well suited to younger audiences thanks to its playful features, it also enhances accessibility for visitors with disabilities. Its elongated, ergonomic design ensures a comfortable grip, while its reinforced casing withstands intensive use, indoors and out. Equipped with a 5.5-inch HD screen and an 8-core processor, it displays content smoothly; its 3500 mAh battery provides up to 15 hours of use.

Streamlined technical management

Thanks to smart charging racks, several devices can be recharged simultaneously while remotely receiving the latest content updates. In parallel, the POPGuide integration makes it possible to collect valuable usage data and statistics: staff can better understand visiting behaviour, identify the most consulted works and adjust the tours to match audiences' real expectations.

A smooth, free-flowing experience

Each visitor can follow the predefined order or build their own itinerary according to their interests, thanks to a user-friendly interface, clear visuals and a quick search function. By implementing this combined solution, the Pinacoteca Ambrosiana embraces innovation in the service of cultural interpretation: in Milan, ancient art is now told with the tools of the present.