In the eyes of the art beholder: the case of Villa Necchi Campiglio

Villa Necchi Campiglio is the most famous house-museum in Milan, strategically located in the historical center of the city. The property was designed in the early 1930s and actually is one of the most relevant properties of FAI (Italian National Trust). Villa Necchi Campiglio represents one of the spearheads of FAI, for this reason its cultural offer should maintain a high artistic profile. Although Villa Necchi Campiglio visitors and revenues are satisfying, the property should increase the turnover as a pivotal resource to redis-tribute to other FAI properties that could be closed to public for economic constraints. This tradeoff repre-sents the dilemma that Villa Necchi Campiglio is currently facing: maintaining a sophisticated cultural offer (sacrificing the revenues, but reinforcing the image) or adopting a strategic market orientation to increase profits through a more consumeristic approach?