The most concrete figure of time that modernity has left us in the field of architecture and art is undoubtedly that of the museum. A museum in which modernity has obsessively guarded the memory, depowering the propositional impulse that it contains. Or rather, in protecting it, it has been devalued, because it has been transformed only into a monument. In the contemporary world, attention to memory changes direction, transforming itself from culture to industry, with the consequence that the museum, losing its uniqueness, multiplies itself endlessly, dislocates and dematerialized, and assumes a new identity much closer to the logic of the spectacle than to that of the institution. Therefore, a "museo oltre il museo" is no longer only a space of preservation, where memory is manifested by exclusive monads but is also a space considered an institution of the present and of becoming. On this basis, we hypothesize the identification of a theoretical and design itinerary: architecture and art are conceived as indispensable in the redefinition of urban and environmental space through the interpretation of memory. The project ''Museo Oltre il Museo'' (MOM) involves the Department of Architecture of the University of Florence (DIDA) and the Academy of Fine Arts of Florence (ABAFI). DIDA and ABAFI are city institutions of reference in research in architecture and art that collaborate in structuring the debate on what is the "museo oltre il museo". The theme is developed on a theoretical level and is experienced concretely through the transformation of a space in the city of Florence, finding a moment of confrontation and sharing between institutions, specialists and visitors, citizens, families. With this proposal of project intentions, the Manifattura Tabacchi (MT) area could host a space for cultural debate, but also artistic action. By keeping memory as an interlocutor, this dialogue develops central themes such as the relationship between exhibition space and new systems of visualization and for experiencing digital content (AR, VR,..); between physical space and virtual artwork and vice versa; the relationship between art and its digital copy; about art in its immaterial forms (NFT, CPI, phygital, digital art,..). MOM has a duration of two years, in which are structured activities conducted by DIDA, ABAFI to pursue the specific objectives in which the complex problem has been divided. The activities are organized by themes and areas of expertise. In the activities proposed by MOM the production of art and its exhibition become one: experimental laboratories and workshops are organized for the study of new art proposals, which will find space not only within the environments of MT, but also in different places of urban space chosen by MOM through a fundamental tool that is the architectural project.