Milan, 6 June 2015
The new Trenitalia High Speed Frecciarossa 1000 train arrived at the MUBA, Museo dei Bambini [Children’s Museum] in Milan eight days prior to beginning commercial services on 14 June.
The event was attended by, among others, Gruppo FS Italiane CEO Michele Mario Elia, Expo 2015 Institutional Affairs Director Roberto Arditti, film director Pupi Avati and President of Fondazione MUBA, Museo dei Bambini in Milan Elena Dondina. The joint director of Prima Comunicazione Alessandra Ravetta conducted works.
Following a huge success at the Explora Museum in Rome, this new interactive exhibition showcasing the HS super-train, which can reach a speed of 400km an hour, can now be enjoyed by visitors to the Milan museum.
For the joy of all children, this exhibition includes an installation with a gauge of a colourful Frecciarossa 1000 filled with surprises, emotions, images, sounds and games to discover and experiment.
Children can browse through drawers containing landscapes, clues and souvenirs and guess the destinations for this new High Speed train, listen to passenger announcements made on journeys and discover the ecological and environmental benefits from travelling by train.
Children also learn about the materials used to build the Frecciarossa 1000 which, as well as being comfortable and safe, are almost 100% recyclable. Young and adult visitors can also sit on a real seat from the new Frecciarossa 1000 to pretend they’re travelling! Finally, a magnetic game teaches children all the special features of this brand new train.
The playful nature of this exhibition is further enriched by free laboratories on the topic of travelling, which will commence in September in the REMIDA MILANO area in the MUBA Children’s Museum (for reservations call 02/43980402).
CartaFRECCIA holders and passengers who travel on Trenitalia HS trains are entitled to a discount of 10 euros for an adult + child ticket for the MUBA: the former are required to show their card and the latter a ticket issued within five days prior to entrance.
The new Frecciarossa 1000 publicity spot made by DueaFilm and directed by Pupi Avati to be shown on the main national television stations until 27 June was previewed in Milan for this occasion.
Furthermore, all children visiting the MUBA were given a card with a word regarding the topic of travelling at the entrance and the boy featured in the spot drew a selection of words during the inauguration. The children who were lucky enough to have one of the words drawn received great prizes: entrance tickets to EXPO 2015, models of the new Frecciarossa 1000 and toy trains. Every child however received a gift “branded” Frecciarossa and when the event finished... snacks for all!
This travelling exhibition will end its journey at the “Città della Scienza” [City of Science] in Naples in October.
FS Italiane has therefore come up with an extensive programme using games to bring children closer to the world of railways and rail travel, which is more environment-friendly than road travel – a chance for children to have fun while involving parents and adults too.