Cristian Grossi

Cristian Grossi is a creative strategist and communication designer with over 15 years of experience in international campaigns for museums and nonprofit organisations. He specialises in building narrative, non-promotional communication strategies that connect culture, audiences and digital platforms, fostering cross-border relationships between museums across Europe and beyond.

As Head of Communication for Fondazione Magnani-Rocca—an art museum hidden in the countryside of Parma—he helped double the annual visitors in just one year, growing from 40,000 to over 75,000 through a bold, non-promotional content strategy.

Cristian has collaborated with the MAR – Museo d’Arte della città di Ravenna, Estorick Collection, Getty Museum, David Zwirner Gallery, as well as Amnesty International, Barilla, Vogue, Dolce & Gabbana, Camera della Moda, WWF and the European Union.

Cristian Grossi will be speaking at the Museums & Social Media Summit 2025 :

The Non-Promotional Museum

How do you double the audience of a hidden museum in rural Italy—without using hashtags or calls to action? This talk reveals how Fondazione Magnani-Rocca built a distinctive, literary tone of voice on social media that led to explosive growth: from 40,000 to over 75,000 visitors in one year. Discover how the museum turned storytelling into a curatorial practice and used free AI tools to streamline internal knowledge. A powerful case study for any museum looking to grow with substance, not slogans.