TURIN CHOCOLATE MUSEUM
CONCEPT
KINETISM
PERIODE
2018
LOCATE
ITALY, TURIN
Turin Chocolate Museum
Brief
Turin is a city of rich history and disciplined character, defined by landmarks such as Piazza Castello and the Mole Antonelliana, now home to the National Cinema Museum. Within this context, a disused site near the renowned Shroud Museum is poised for renewal. Our proposal transforms it into MUTUC – the Turin Chocolate Museum, an architectural and cultural destination that celebrates one of Turin’s most beloved traditions.
The museum is envisioned as more than an exhibition space. Craft workshops, cafés, and community gathering areas will create a vibrant hub for residents and visitors alike, linking Turin’s progressive spirit with its centuries-old chocolate heritage.
Design Story – “AMAZE”
Our concept, Amaze, is designed to captivate from the very first glimpse. Playful, sculptural forms build anticipation even before visitors step inside, turning the building itself into a storyteller. Museums with bold architecture often become cultural icons, drawing global attention and strengthening the local economy—exactly the impact we envision for MUTUC.
Chocolate has fascinated people for centuries, and this museum becomes a living narrative, inviting guests to follow the journey of cocoa from myth to modern indulgence.
Visitor Journey
Foyer & Exhibition Hall 1 – Introduction
The experience begins with an immersive overview of chocolate’s universal appeal and its deep connection to Turin. Dynamic installations and multimedia displays set the stage for discovery.
Exhibition Hall 2 – Food for the Gods
This gallery traces the global history of cocoa, from its origins with the Mayans to its role as currency and “food for the gods.” Video projections and interactive exhibits reveal how this ancient drink evolved into the treat we know today.
Exhibition Hall 3 – The First Chocolatiers
Here visitors learn how Turin became a pivotal center for chocolate making. A mix of 3D visuals, historic props, and lifelike wax figures—including the beloved Gianduja—brings the city’s chocolatiers to life.
Exhibition Hall 4 – Bean to Bar
The journey concludes with a working chocolate factory. Guests watch live demonstrations as cocoa beans transform into rich bars and flow into a dramatic chocolate fountain, where tasting is part of the experience.
Café & Chocolate Boutique
The visit ends on a sweet note: a coffee and chocolate shop placed just beyond the live production area, encouraging guests to savor and take home Turin’s world-famous confections—an unforgettable finale to the museum’s story.