Bettoja Hotels in Rome has launched “Art Out of the Museum” (“Arte Fuori del Museo”) to celebrate Italian heritage through art. The hotel group now collaborates with cultural institutions to restore and display hidden Italian masterpieces. This partnership brings previously unseen artwork to public spaces and reimagines the connection between hospitality and cultural heritage.
Bringing Art into Everyday Spaces
On October 15, Bettoja’s Hotel Mediterraneo unveiled the first piece for this initiative. Guests and the public can view a newly restored second-century marble statue of Roma or Virtus in the hotel’s lobby for one year. The statue, previously kept in storage, now takes center stage in this historic hotel. Following its display at Hotel Mediterraneo, the statue will return to the National Roman Museum, and a new work will replace it.
A New Model for Preserving Cultural Heritage
With “Art Out of the Museum,” Bettoja Hotels aims to support Italy’s cultural goals by showcasing art in accessible spaces. Currently, 90% of Italy’s art treasures remain in storage, awaiting restoration and display. Bettoja has signed agreements with LoveItaly, the Italian Ministry of Culture, and Federalberghi Lazio, supporting these treasures. The program lets hotels restore and exhibit art, providing travelers with an authentic cultural experience.
Art and Tourism: A Powerful Combination
Dr. Giuseppe Roscioli, President of Federalberghi Roma, emphasized the impact of this collaboration.
Arte Fuori dal Museo is an example of public-private cooperation. The valorization of ‘forgotten’ treasures aligns with the hotels that host them. Art and tourism together represent the Rome brand globally.
Bettoja’s dedication to heritage shows throughout Hotel Mediterraneo, which features a design inspired by mythology and Roman architecture. Maurizio Bettoja, President of Bettoja Hotels, stated:
The statue of the goddess Roma perfectly complements Hotel Mediterraneo’s marble and mosaic-rich interiors.
Expanding Cultural Access
Following its success at Hotel Mediterraneo, the “Art Out of the Museum” initiative will expand to other hotels in Lazio, then across Italy. Federalberghi, Italy’s largest tourism organization, supports this project, with plans to include 10 museums and 10 hotels across the region.
This program by Bettoja Hotels allows guests and locals to experience Italy’s art in unexpected ways. For more details, visit Bettoja Hotels.
