From March 28, the new Opera Laboratori concept point, Dear Guests, Visitor Center, will open in Siena at via di Città 48, within the premises that once housed the historic Lombardi Photography Studio.
The innovative project extends museums and cultural heritage sites beyond their physical boundaries, showcasing them to the millions of visitors who traverse Costarella each year, the connecting point between Piazza del Campo and the Duomo. Over 35 square meters of LED walls, equipped with 4K resolution and connected to a digital signage platform receiving real-time content from the cloud and website, will illuminate the approximately 100 square meters of this historic space, originally designed to narrate the beauty of Siena and its surroundings. Through a contemporary language, skillfully organized with daily and seasonal schedules, Opera Laboratori’s structure presents a cultural and territorial marketing strategy refined over the years for managing numerous museum sites for both public and private institutions.
Dear Guests, as the name of the Visitor Center, reflects the Group’s vision of treating visitors as guests rather than tourists. Locals and “temporary citizens,” starting from Siena, will be able to journey through all its lands (San Gimignano, Colle di Val d’Elsa, Montalcino, Pienza, Montepulciano, Gaiole in Chianti) and more broadly across Tuscany (Florence, Greve in Chianti, Livorno, Volterra, Arezzo, Cortona). Virtual showcases with high-resolution images displayed on large monitors will also provide previews of Italy’s cultural heritage excellences, such as the Pinacoteca di Brera, Venice, the Uffizi Galleries, the Accademia Gallery, Assisi, Spoleto, the National Etruscan Museum of Villa Giulia in Rome, the Royal Palace of Caserta, and the Archaeological Park of Pompeii.
At Dear Guests, visitors can purchase official admission tickets at face value through stations staffed by trained operators, ensuring immediate access to over 45 museum sites managed by the Group. The space is uniquely dedicated to culture and hospitality, promoting dynamic displays of events, guided tours, educational activities, concerts, wine & food tastings, cycling routes, and special openings. The event calendar and new activities, also visible on the website dearguests.com, will be continuously updated based on specific agreements with cultural institutions, both public and private, that wish to share its mission, similar to the partnership with RCS Sport for the upcoming Giro d’Italia, for which Opera Laboratori is the cultural art supplier.
Inside the Visitor Center, no paper materials will be distributed; instead, QR codes will be available to help organize the visit experience, involving guests in the process of sustainability and environmental protection, where culture serves as a medium for new habits.
In preparation for the “Jubilee 2025: Peregrinantes in spem”, in collaboration with the Archdiocese of Siena – Colle di Val d’Elsa – Montalcino and the Diocese of Montepulciano – Chiusi – Pienza, Dear Guests will also provide information on spiritual events and offerings in the area, and will offer a corner to download the pilgrim’s map.
In line with the local cultural tradition and the historical vocation of the space, a selection of valuable and recent publications related to the artistic and cultural heritage of Siena and the Terre dell’Anima will also be available. To highlight the spirit of Eroica, of which Opera Laboratori is the exclusive brand manager, new lines of merchandising for upcoming editions of the event will be present, as well as in Gaiole in Chianti, Montalcino, Florence, and Greve in Chianti. The space will also serve as a showcase for national and international events, dynamically updating its graphic design and digital content.
Dear Guests will be open daily until 7:00 PM, with content visible and accessible 24/7, allowing museum admission ticket purchases via QR codes active on the external displays.
With this project, realized in collaboration with Sillabe Publishing House and Canale 3 Toscana, Opera Laboratori reaffirms its commitment to working artfully for Art, preserving, disseminating, managing, and enhancing the cultural and museum heritage entrusted to it. A past of experiences and events projected into the future with vision and innovation, because sharing beauty through time is the true essence of our work.
DEAR GUESTS, VISITOR CENTER – Siena, via di Città 48
OPENING HOURS
Daily from 9:30 AM to 7:00 PM
INFO
Website
0577 286300 – booking@operalaboratori.com
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