ADI Design Museum, Milan



Video installations
About This Project

A huge digital clock that with the passing of time reveals over 110 museums and business archives that preserve, protect and tell the story of Italian know-how, innovation, creativity and design. #ONEMUSEUMEVERYMINUTE is the title of the permanent installation that visitors can admire at the entrance of the ADI Design Museum in Milan and follow-on social networks thanks to an initiative by Assolombarda and Museimpresa, the Italian Association of Archives and Museums of a company founded in 2001 by Assolombarda and Confindustria.


#ONEMUSEUMEVERYMINUTE, designed by NEO [Narrative Environments Operas], enhances museums and business archives in an immediate and visual way, places that store objects and documents to tell extraordinary stories, of women and men who, aware of the dignity of doing business, they invented, experimented, produced, built wellbeing, work, beauty and social inclusion.


Each museum is represented by an identity image that alternates, every minute, with those of other museums and archives on the face of a large clock, a metaphor for the stratification of corporate culture over time. The movement of the second hand creates a different dial each time. The pendulum, with its rhythmic scanning, is the symbolic representation of the past, present, future, and tells of the ability of companies to look at their own history, to operate in today and to look to the future in a process of continuous innovation.


This installation highlights the relevance of museums and business archives, institutions of reference, in time and space, for communities and territories, for the preservation of local knowledge and material culture, in urban centers as well as in territories. in which the many Italian manufactures take root.