Egypt of the Pharaohs, Imperial Rome and Ancient Greece: three types of itinerant exhibitions suitable for commercial galleries and temporary spaces, three proposals which bring culture and history closer to a wider audience. Scenic design, multimedia, scientific and educational approach merge together and give birth to a new and engaging way of telling history. The testimonies and the interventions of experts, archaeologists, Egyptologists and popular personalities of the cultural scene enrich the set-ups with moments of encounter and follow-up meetings.
In 2014 Cultour Mall arrived in shopping centers: majestic reproductions of Egyptian temples, sphinxes, colossi, paintings and architectural elements from the movie sets of American blockbusters (such as Cleopatra) narrate ancient history to the great audience, also through guided tours, playful educational activities, workshops for schools and creative competitions. The project is included in the concept of “retailtainment “, a combination of commercial aspects and forms of entertainment which enrich the purchase experience or fruition through additional cultural products that make a difference from the competitors, such as events, exhibitions, shows, installations and educational programs, but in a captivating manner, addressed to consumers. A new and engaging way of making culture.