The museum
Just a few steps from the Duomo in Florence, Pinocchio comes to life in an unprecedented immersive experience. A 1,000 square meter space where The Adventures of Pinocchio transforms into an immersive journey filled with lights, images, and interactive installations.
The museum is divided into two areas:
the immersive experience, where The Adventures of Pinocchio come to life through projections, interactive set designs, and digital effects, and the exhibition route dedicated to exploration and play, featuring installations, interactive maps, and creative spaces.
The Historic Location - Palazzo Gerini
The Pinocchio Museum Experience is based in Palazzo Gerini, a historic building in Florence. Originally owned by the da Gagliano family, it was purchased by the Salviati in 1579, renovated, and later sold to the Gerini in 1650, from whom it takes its name today.
The creative studio TRAMA has reinterpreted the diffusion and iconography of Pinocchio, valorizing its multiple editions, the extraordinary richness of its visual interpretations and the history of its author.
The result is a multimedia journey that, by combining tradition and innovation, makes accessible – in an engaging and contemporary way – the cultural legacy of a classic that continues to enchant generations. The immersive experience, thanks to its intimate complicity with technology, does not distance the spectator but, on the contrary, brings him closer to what he observes: this union has the power to suspend time and reality, making the impossible possible. Entering these rooms, you will not be simple spectators, but protagonists of a story that will animate you too (not just our wooden puppet).
Collodi’s masterpiece is, in itself, a work that, through the magic of the word, and the power of Tony Wolf’s illustrations, transports the reader beyond the pages. Here, that same magic becomes concrete: lights, images and spaces come together to amplify a spell that has lived for more than a hundred years in each of us or that, for our little spectators, will come to life for the first time.
In this museum, Pinocchio is not just a story: it is a world to be lived. Creativity has the power to create life. In Florence, the city of know-how, inspired by Geppetto, we have given life to digital craftsmanship. Technology and the arts – from cinema to illustration, from literature to music – have joined forces to create a collective experience: immersive and innovative, interior and intimate.
As in the most beautiful dreams of our childhood, Pinocchio Museum Experience, overcoming the boundaries between reality and fantasy, opens the rooms of our imagination.
As in the most beautiful dreams of our maturity, Pinocchio Museum Experience reminds us to become real children again.
The Immersive Experience
The journey unfolds through immersive and interactive environments, where the illustrations of Tony Wolf – the famous illustrator of the novel – and his son Teo Lupatelli are brought to life and projected into immersive spaces and spectacular installations, creating a magical experience.
Each room represents a chapter that comes to life before the visitor’s eyes: set designs, video mapping, and trompe-l’œil effects transform the spaces into an immersive journey, where the narrative becomes a visual and sensory experience.
Each room is a world to discover, and each environment pulls the visitor into the story, turning The Adventures of Pinocchio into an immersive experience to live firsthand.
The Exhibition Route
The museum also features an area dedicated to education and learning in collaboration with Giunti Editore.
The room Pinocchio, a world to uncover, introduces visitors to Carlo Lorenzini, known as Collodi, and the novel’s genesis. An interactive map in Pinocchio in the World reveals the places in Florence and around the world where Pinocchio has left his cultural and linguistic mark. The room The World of Pinocchio showcases illustrations by some of the greatest artists who have given shape to the story.
The journey concludes with an area dedicated to play and creativity. In The Room of Wooden Toys Crafted by Geppetto, children and adults can rediscover the timeless charm of old-fashioned toys. In Pinocchio is me!, illustrated cutouts allow visitors to immerse themselves in the story, transforming into its characters for an even more engaging experience.
Located in the heart of Florence, at Via Ricasoli 44, the Pinocchio Museum Experience uniquely interprets Collodi’s famous novel, blending digital art with classical narrative. The museum allows visitors of all ages to dive into the world of Pinocchio through a sequence of engaging environments.
