In the context of cultural heritage, the growing development of digital technologies is increasingly enhancing museums, allowing them to reach a more diverse audience. Despite the many benefits that these technologies could have on the cultural heritage, the importance of the physical visit in a museum is recognized as fundamental for a sensory and emotional experience that a digital tour cannot completely replicate.

Moreover, a physical visit allows a diversified experience according to the interests, purposes and backgrounds of the visitor, especially in thematic museums such as the Design ones. The products shown in the Design Museum are examples of the development and structural, formal and technological connection of the fundamental themes of industrial production and design history, from home furnishings to everyday products.

For students attending Design degree courses, it is essential to be able to observe the products in person and not just study them on books or view them online or through virtual experiences, in order to fully understand the communicative and constructive details of the products.

In this scenario, the present research refers to the Design Museum LAB, placed in the Design Campus at Calenzano near Florence (Italy), resulting from the collaboration among the Anna Querci Design Foundation, the Degree Courses in Design of the University of Florence and the Municipality of Calenzano.

Even if the museum is open to the public, it is organized as a Laboratory of experimentation and research within the Design Campus, available to students, designers, and teachers, representing the only one established in the University environments in Italy, with free access.

The collection set-up allows students to have a direct view of the most famous Italian design products, stimulating their curiosity and interest, challenging the future designers and encouraging them to investigate innovative products in the various design sectors.

Moreover, the Design Museum offers thematic exhibitions, conferences, and international competitions, also in collaboration with relevant companies of the field and contemporary designers. In this scenario, the paper aims to describe the Design Museum LAB activities and their pedagogical value for students’ learning. The Museum promotes the “learning by doing” approach offering physical immersive educational experiences such as thematic workshops and design competitions.

In this regard, the paper describes several thematic activities organized by the Museum involving the design degree students. The contribution highlights the educational results enabled by a physical experiential learning environment, keeping a balance between digital and in person activities, using new technologies as complementary and augment tools.

Keywords: Design degree, public university, design museum, learning by doing, laboratory experience.