Culture speaks many languages and, thanks to technology, can become increasingly accessible and inclusive. This vision led to the creation of CultureXR , the new digital platform designed by Lenus Media, a Campania-based creative company founded by Emanuele Pisapia and Annalisa Milione. For over ten years, the company has been working in digital innovation, software development, communication strategies, and cultural heritage promotion , with projects ranging from tourism promotion to the management of institutional and information portals.
The project, supported by the Campania Region as part of the call for proposals for cultural and creative enterprises, envisages an investment of 160 euros, partially co-financed by the regional body, confirming the commitment to innovation as a driver of growth for the cultural sector.
A platform for museums and visitors
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CultureXR is designed to make cultural experiences easier and more engaging. Through a single tool, institutions and museums can manage tickets and reservations, propose customized itineraries, and offer immersive virtual reality experiences.
The technological heart of the project is AVARA (Adaptive Virtual Assistant for Real-time Adaptation) , a virtual assistant that, thanks to artificial intelligence, adapts language and narration in real time to the needs of each visitor. This transforms the visit into a personalized, inclusive, and modern experience.
A network of partners for the territory
The project is supported by a dense network of cultural, institutional, and technological partners.
Il Municipality of Cava de 'Tirreni has made available symbolic places such as theBenedictine Abbey of the Holy Trinity, Castle of Sant'Adiutore, the Municipal Library andHermitage of San Martino, together with the Municipalities of Nocera Inferiore e Vietri sul Mare.
Even important entities such as the Fondazione Teatro Trianon Viviani of Naples , the Center for Digital Craftsmanship – MEDAARCH , the Diocesan Caritas Amalfi-Cava de' Tirreni , the Italian Innovation Factory and the Federico II University of Naples contribute with skills, content and scientific support to enrich the platform.
The Lenus Media experience
CultureXR is the fruit of over ten years of research and planning by Lenus Media Srl, a technical partner of Zètema Progetto Cultura for the management of the culture.roma.it and informagiovaniroma.it portals, and a leader in territorial development projects in Sardinia and Basilicata.
"CultureXR was born from our experience in local areas and the desire to bridge memory and innovation," explains Annalisa Milione , CEO & Chief Marketing Officer and tourism communications expert at Lenus Media. "Our goal is to offer every location, even the most hidden, modern tools to welcome all audiences."
Next steps
The beta version is scheduled for launch by the end of 2025. In the initial phase, the platform will be available free of charge to participating cultural institutions, while a subscription system is planned for external entities. Completing the offering will be an immersive content marketplace, to encourage the production and sharing of extended reality experiences.
With CultureXR , Lenus Media confirms its commitment to putting technology at the service of culture, transforming heritage sites into spaces closer to people and new generations.
