The Immersive Museum of the Brown in Matera, located in a city already declared a UNESCO World Heritage Site since 1993 and European Capital of Culture in 2019, is dedicated to enhancing the cultural roots of this ancient community of farmers and shepherds.
One of the peculiarities of this people is the rite of the "strazzo del carro", which represents their commitment to cultivate beauty through the processing of papier-mâché, using calloused and tired hands to shape paper, glue and gold leaf into artifacts that , exhibited throughout the city, remind us of the importance of not becoming too attached to material things, but of using them as a means of transmitting universal values.
The Bruna Immersive Museum will lead visitors on an immersive multimedia journey through the origins of the festival and the exciting and engaging history of Matera.
Furthermore, the site will also host a shopping area where products made with papier-mâché and other forms of creative and artistic recycling will be available.
Papier-mâché, in addition to being an ancient and poor art, represents a modern way of making sustainable consumption, rediscovering the values of recovery and recycling, as did our peasant ancestors.