Orizzonti Rosso: technology and visitor management for an international exhibition at PM23

The context

In the heart of Rome, inside the historic Palazzo Mignanelli – headquarters of the Maison Valentino – PM23 hosted Orizzonti Rosso, an immersive exhibition that brings haute couture and contemporary art into dialogue.

A prestigious exhibition project that, from May to October 2025, brought together more than 80 Valentino Garavani creations alongside 30 artworks by artists such as Warhol, Picasso, Rothko and Basquiat, creating a visual journey in which red becomes a symbol of identity, passion and beauty.

An exhibition capable of attracting both Italian and international audiences, requiring extremely precise visitor management in order to preserve the quality of the experience.

The event presented several specific operational characteristics:

✔️ visits organized through scheduled time slots
✔️ additional activities and experiences such as guided tours and workshops for children
✔️ management of sponsors and special guests
✔️ the need for a simple and fast tool for the box office

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What we built

For an exhibition of this level, it was essential to create a system capable of supporting the entire visitor experience, from booking to the actual visit.

We therefore worked closely with the PM23 team to design a visitor management structure that allowed us to:

✔️ precisely organize visit time slots
✔️ sell guided tours and children’s workshops online
✔️ implement dedicated rules such as 1 free adult companion for each participating child
✔️ allow visitors to change their visit date independently online
✔️ activate a waiting list for sold-out days
✔️ simplify box office operations thanks to the integration with SumUp

We also developed a dedicated solution for sponsor management.

Through a sponsor card delivered to the event partners, the box office staff could issue tickets with VAT prepaid directly at the moment of the visit, without needing to know in advance the day or the number of attendees.

The goal was to ensure a flexible and intuitive system capable of supporting the staff’s work while making the experience simple and seamless for visitors.

The results

The implemented solution enabled smooth management of the entire booking and access system for the exhibition.

In particular, it made it possible to:

✔️ maintain an organized flow of visitors throughout the entire duration of the exhibition
✔️ reduce manual operations for the staff
✔️ offer greater flexibility to visitors thanks to online date changes
✔️ easily manage sponsors and special guests
✔️ obtain clear and immediate data on sales and attendance

In a high-profile exhibition project, technology helped make the visitor experience smoother, more organized and fully aligned with the level of the event.

A replicable model

The Orizzonti Rosso project demonstrates how digital visitor management can perfectly adapt to complex cultural environments.

An approach applicable to:

✔️ art exhibitions and cultural foundations
✔️ museums and exhibition spaces
✔️ cultural events with scheduled access
✔️ experiences that combine visits with additional activities