'Re-wilding' the cultural landscape. BreraPlus, an Ethical and No Borders Museum Experiment.

Climate change represents a serious threat to humanity, with air travel and tourism significantly contributing to excess carbon dioxide emissions. In response, contemporary museums are adopting ecological concepts such as sustainability, diversity, and ‘re-wilding’ to restore cultural landscapes, foster new community relationships, and offer alternative experiences. Traditionally focused on education, museums have shifted over the past fifty years towards a ‘leisure industry’ model, prioritizing visitor numbers and revenue, which has led to new museum construction, blockbuster exhibitions, and international marketing. While economically advantageous, this model often clashes with the museums’ original missions and environmental stewardship needs. Although museums have implemented measures including LED lighting and recycling to reduce their carbon footprint, addressing emissions from visitor travel remains challenging. The pandemic altered museum practices by drastically reducing international travel and accelerating digital adaptation. Museums quickly expanded their online presence, making content accessible from home. This paper explores the design ethics at the Pinacoteca di Brera over the past eight years, culminating in BreraPlus, an online platform that provides 24/7 access to the museum. This initiative illustrates how museums can achieve greater inclusivity and sustainability, remaining relevant and accessible while promoting empathy and intercultural understanding.