The Santagata Foundation for the Economy of Culture is supporting MAUTO – Turin’s National Automobile Museum as a strategic consultant for the SWITCH – Strategies and Tools for Digital Transformation in Culture call, promoted by the Compagnia di San Paolo Foundation.
The MAUTO Digital Innovation Plan represents a key step towards a museum that uses data, archives, and technologies not as an end, but as tools to strengthen its cultural mission and dialogue with the public, questioning the present and imagining the future of society.
Context
The SWITCH call from Fondazione Compagnia di San Paolo is part of the Create Attractiveness mission, with the aim of supporting digital transformation in the cultural sector through multi-year strategic planning, skills development, and integration with the technology sector.
The second edition of the program (2025–2028) consolidates a model already successfully tested, which promotes data-driven approaches, strategic data management, and the hybridization between culture and technology as levers of sustainability and innovation.
Within this framework, Fondazione Santagata plays an accompanying and facilitating role for three major cultural institutions in Northern Italy, supported in the definition and implementation of their respective Digital Innovation Plans (DIPs) and 18-month executive projects.
Goals
Santagata Foundation accompanies MAUTO on a strategic consulting and organizational facilitation journey, supporting the Museum in translating its strategic vision into a concrete, progressive, and sustainable digital roadmap.
The accompanying work focuses on analyzing digital maturity and organizational needs, aligning the Strategic Plan with the Digital Innovation Plan, defining intervention priorities, and strengthening data governance. Specific attention is devoted to developing internal expertise and building an organizational culture oriented towards the conscious use of data in decision-making and project processes.
The areas of intervention of the Digital Innovation Plan concern:
- Processes and organization: strengthening internal workflows, standardizing procedures, defining shared governance, and developing staff digital skills to support structural and lasting transformation.
- Audience data and knowledge: integration of information sources, development of analysis tools and dashboards, and introduction of advanced methodologies for understanding audiences and their cultural behaviors.
- Heritage and enjoyment: consolidation of the digital infrastructure of heritage, integration between the museum collection and the Documentation Center, and initiation of narrative and participatory experiments, preparatory to the development of future digital services.
Expected results / Impact
MAUTO’s digital transformation journey aims to produce the following structural results, capable of accompanying the museum’s evolution over time:
- Consolidation of a data-driven culture, with digital skills spread across staff and systematic use of data to support cultural programming and impact assessment.
- Improved relations with the public, thanks to more accessible, personalized and consistent services along the entire tour and cultural participation route.
- Integrated valorization of museum and documentary heritage, laying the foundations for new forms of enjoyment, narration, and research.
- Strengthening the positioning of MAUTO as a cultural laboratory and MAB institute, capable of questioning the present and contributing to reflection on the future of mobility and society.
Partner
- Compagnia di San Paolo Foundation – Switch Call Promoter
- MAUTO – National Automobile Museum – Beneficiary