Human Company and the MUS.E Foundation launch a partnership

A collaboration established to promote and enhance the cultural heritage of Florence and Tuscany.

Human Company, with the hu openair brand that encompasses an ecosystem of open-air properties, has announced the start of a partnership with the MUS.E Foundation: an organisation that has protected and enhanced the heritage of the Florentine Civic Museums, Palazzo Medici Riccardi, and other important cultural institutions in Tuscany – such as the New Towns Museum and Casa Masaccio in San Giovanni Valdarno – for over twenty years.

The objective of the collaboration is to promote a conscientious and culturally conscious tourism model, capable of generating value for the surrounding area and offering guests an authentic and enriching experience, combining hospitality and opportunities to discover the splendid artistic and cultural heritage of the Florentine and Tuscan territories.

Specifically, this partnership entails promoting MUS.E’s initiatives and bringing them to the Group's Tuscan sites. The endeavours include, for example, the "Museums in a Suitcase" educational project, created to bring art and culture beyond the walls of museums. Additionally, Human Company will contribute to the "Firenze dei Bambini" Festival, now in its thirteenth edition. This event offers a rich programme of activities for families, spanning the entire city of Florence in May. To complete the initiative, site guests can benefit from a special discount to attend the living history series curated by MUS.E and dedicated to protagonists of Florentine history, from Eleonor of Toledo to Cosimo I de' Medici, through to Giorgio Vasari. This opportunity will allow the public to experience history in dialogue with current events, staged within various museums.

All these proposals fit perfectly into the wide range of edutainment offered at the hu openair sites: a concept that combines entertainment, fun and education through unique and engaging experiences designed to suit guests of all ages, created with the support of local players.

Valentina Fioravanti, Chief Marketing Officer of Human Company.

"We are proud to continue collaborating with the MUS.E Foundation, a key landmark in the region’s cultural landscape, in 2026, guided by our conviction that tourism and culture must authentically intertwine to enrich the experience of guests and residents, young and old. In fact, our goal is to offer local proposals, inside and outside our sites, capable of generating value for the whole family, extending beyond their stay. At the same time, through dialogue and collaboration with the main local stakeholders, we want to further strengthen our bonds with the communities in the places where we operate."