In a world where digital transformation touches every sector, art and education are no exceptions. We recently had the opportunity to speak with Marco Cappellini, co-founder and CEO of ArtCentrica, a pioneering platform at the intersection of art, technology, and learning. Marco shared insights into his journey, ArtCentrica’s mission, and how innovation can reimagine the way we experience culture and education today.
From Engineering to the World of Art
Marco’s journey into the art-tech space began in 1996 during his engineering thesis, where he worked on the VASARI Scanner, a multispectral research device designed to digitize paintings at the Uffizi Galleries. It was here that Marco met Paolo De Rocco, with whom he co-founded Centrica in 1999.
Over the years, Centrica focused on high-resolution digitization of masterpieces and developing innovative ways to access and explore them. Their early successes included digitizing over 1,000 artworks at the Uffizi and creating Uffizi Touch, a touchscreen installation showcased at Shanghai EXPO 2010. Building on this expertise, Marco and his team realized the need for a platform that would bring high-quality, cloud-based digital art experiences to a wider audience, leading to the creation of ArtCentrica in 2019, officially becoming a startup in 2022.
Reimagining Art Education with ArtCentrica
ArtCentrica EDU is a creative, intuitive platform offering access to over 8,000 artworks from 21 prestigious museum collections, including the Uffizi Galleries, The MET, and the Rijksmuseum. By providing ultra high-resolution images (up to 10 Gigapixels) and powerful interactive tools, ArtCentrica EDU transforms traditional art study into an immersive, multidisciplinary experience.
Marco emphasizes that today’s education system must adapt to a world increasingly shaped by AI and technology. ArtCentrica not only teaches art history but connects artworks to broader themes like chemistry, emotion, fashion, and sustainability. ”Human beings are at the center as opposed to an increasingly scientific and mathematical/computing world.”, he says, advocating for an education that balances technological advancement with cultural literacy and emotional intelligence.
The platform also fosters essential soft skills in students – creativity, critical thinking, collaboration, empathy, empowering them to face future challenges.
Powerful Impact Through Storytelling
One of ArtCentrica EDU’s most exciting features is Stories, where students create interactive, multimedia narratives linked to artworks, they can add their voices, or use AI with text to speech, create sounds, songs.
Marco shares two inspiring examples:
- Story by Kito: A 17-year-old’s personal interpretation of a famous painting from the Brera Museum.
- “Renaissance and the Silk Road”: An imaginative dialogue between a Florentine nobleman and an Eastern merchant.
Quoting two famous Italian educators, Munari and Rodari, Marco reminds us that boys and girls learn by doing and that learning is most effective when it is joyful and creative—principles that lie at the heart of ArtCentrica’s approach.
Building Bridges with Museums and Institutions
ArtCentrica’s partnerships with museums stem from Marco’s long-standing relationships through Centrica as well as new collaborations initiated through direct outreach and an international Ambassador network.
These partnerships are critical: by showcasing diverse artworks globally, ArtCentrica enriches education while offering museums a fresh channel to connect with new audiences and generate additional revenue through shared subscription models.
The Evolving Landscape of Art + Technology
Today, the fusion of art and technology manifests in many exciting ways—from VR-based exhibitions and NFT marketplaces to AI-assisted diagnostics in conservation.
Marco points to events like the CultTech Summit, Ars Electronica, and initiatives by dot.ART and the ArtTech Foundation as pivotal hubs for anyone interested in this growing field. Notably, ArtCentrica was the winner of the 2024 Digital Innovation in Art Award by dot.ART/Allstars—an exciting recognition of their groundbreaking work.
Public Institutions at the Forefront of Change
Marco believes that schools and museums are key players in driving digital transformation. Schools must address the reality that today’s learners are digital natives, while museums face growing pressures from tourism and community engagement to adopt immersive technologies.
However, adoption is often slowed by fragmented systems, bureaucratic hurdles, and the need for better teacher training. Still, Marco sees immense opportunities: technology, when used thoughtfully, can enhance education, preserve culture, and foster deeper human connections.
What’s Next for ArtCentrica?
Since participating in an accelerator program, ArtCentrica has expanded significantly—growing its content, enhancing its tools (such as AI ArtCentrica Stories), and entering new markets like Italy, the UK, and Germany. The company has secured grants and investments from organizations like CDP Ventures and Fondazione Social Venture.
Exciting new projects are also underway, including collaborations focused on children’s wellbeing with The Cornelius Art Foundation, and recognition from the GESA Awards for innovation in self-regulation and wellness.
Currently, ArtCentrica is raising a seed round to further develop its AI storytelling features and to expand across Latin America, the US, and Europe.
Lessons Learned
Reflecting on the journey so far, Marco shares a key piece of wisdom for entrepreneurs: team dynamics are crucial. In a startup, passion, resilience, and the ability to work together through tough times make all the difference.
ArtCentrica’s story is a compelling reminder that the fusion of technology and culture, when done with heart and vision, can create powerful new ways of learning, connecting, and inspiring future generations.
