A large group of students from the Brera Academy lives at In-Domus university residences, giving others Campus resident a taste of its world, made of art and culture.
This group is surely aware that Milan houses precious cultural gems, and for sure one of these is the Pinacoteca di Brera.
What better way to take a break from school stress and study if not discovering Milan’s treasures, in a way that is accessible for university students?
Indeed, the famous Museum of Milan is offering to all citizens the possibility to take out a subscription that allows you to visit the Pinacoteca for free, every time you want, upon reservation. With this subscription you will have access to digital contents, special programs, concerts and streaming live events.
To seize this opportunity, you just have to make a subscription on brerabooking.org portal, this way you will join the Brera Plus+ initiative, in force till 31st December 2020.
This project has been developed to handle the Covid emergency, during which the Pinacoteca, along with every other museum, remained closed. The museum reacted to the pandemic since the very beginning of the lockdown, putting the entire museum experience online.
All this has been possible thanks to the ground-breaking and forward-looking vision of James Bradburne, director of the Pinacoteca di Brera, which in a press conference declared: “since 2015 the museum mission has been focused on fruition and not tourism […]. We bet everything on collecting and enhancing the museum collections, not on mass tourism: I did not consider it a reliable and durable object. We have seen how the museums that bet on mass tourism, like the New York Guggenheim, have crumbled after 11th September or other problems; and now with Covid-19 we are all witnessing the downfall of mass tourism. We cannot dream of putting all back like it was, now we have to work”.
Since the Pinacoteca reopening, after the lockdown, tickets have been sold out all summertime, with mostly young visitors from Milan (people under 40 represented 60% of visitors).
Other than representing a great example of evolving culture, Brera Plus+ is a great occasion to enrich your cultural background. Do not waste this opportunity! Book a visit with your friends from the In-Domus Campus and do not waste this opportunity!
The membership will be offered in this experimental form until 31st December 2020. For more information you can visit the Pinacoteca di Brera web site.