Hands filling a transparent mould with melted chocolate using a piping bag.
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La Cité du Chocolat de Pérouse

An immersion into the indulgent world of the “food of the gods”

In Perugia, chocolate has become… a city! Opened in October 2025, Città del Cioccolato (City of Chocolate) is the largest experiential museum in Europe dedicated to this irresistible treat.

A total of 2,800 square meters of chocolate delights are housed in the heart of the city, in Piazza Matteotti, within the historic Mercato Coperto. This landmark building, the first in Italy built using reinforced concrete, was commissioned in 1932 by Podestà Giovanni Buitoni, a key figure in the history of chocolate in the Umbrian capital.

The long history of chocolate

A veritable forest of cacao plants awaits visitors. The carefully designed setting effectively recreates a journey through the colours and sounds of a tropical rainforest. Following this path, guests are guided on a journey through the history of chocolate, from its use in pre-Columbian societies – where it was valued as an effective remedy against fatigue and cacao beans even served as a form of currency – to its introduction to European courts by the conquistador Hernán Cortés, and onward to the expansion of its consumption and the evolution of chocolate through the work of master chocolatiers. This journey also highlights the emergence in Italy of renowned historic chocolate centres such as Turin, Florence, and Modica.

Finally, a dedicated area is reserved for the Perugina factory, founded in 1907 following the visionary insight of Luisa Sargentini Spagnoli (Perugia, 1877 – Paris, 1935), an entrepreneur who played a pivotal role in the history of the city of Perugia. The upper-floor gallery also houses the Gustav Kramsky Collection, belonging to the world’s leading collector of chocolate bar wrappers.

The narrative does not focus solely on the historical dimension. On the lower level, accessible either via a convenient walkway or a more playful slide, the museum delves into the very heart of the chocolate production chain, from the harvesting of cacao beans to the finished product, while also examining the geographical and social context of producing countries. Along the connecting walkway is the Choco Expo, a space specifically dedicated to temporary exhibitions and international projects.

Sacs en tissu remplis de fèves de cacao séchées, disposés sur un plan dans un environnement de production.

Fabrique bean-to-bar

Deux verres de vin posés sur une table à côté de chocolats.

Expérience vin et chocolat

Installation muséale en forme de la Fontana Maggiore, réalisée en chocolat avec des coulures et des décorations.

Fontana Maggiore en chocolat

Installation muséale avec des statues récoltant des cabosses de cacao sur un arbre, dans un décor tropical.

Cacaoyer

Ancienne machine avec engrenages et rouleaux, utilisée pour la transformation du chocolat, exposée sur un banc de laboratoire.

Ancienne machine pour la fabrication du chocolat

Reconstitution d’une ancienne confiserie, avec comptoir en bois, mobilier d’époque et machines historiques pour le chocolat.

Reconstitution d’une ancienne confiserie

Plaque commémorative en pierre sur un mur en briques évoquant la naissance de Perugina au début du XXe siècle.

Plaque commémorative sur la naissance de Perugina

More Than a Museum

At Città del Cioccolato, visitors can enjoy a wide range of experiences: educational, playful, sensory… and fun!
For example, would you like to make your own chocolate? At Città del Cioccolato, you can! In the Bean to Bar Factory, visitors have the opportunity to create their own chocolate bar by carrying out each stage of the production process themselves, under the expert guidance of a master chocolatier. Città del Cioccolato also hosts the laboratory of the Cacao of Excellence Programme, a true research centre dedicated to cacao and chocolate analysis, as well as a fun Snap Room, where photo sensors detect visitors’ movements and recreate the sound of a chocolate bar snapping in two. Additional spaces are dedicated to children’s workshops (Piantalab and Coloralab), along with a collection focused on Fashion and Design. A dedicated area is reserved for the Caraceni Collection, comprising more than three thousand items that tell the story of chocolate through vintage advertising, historic processing machinery, and other curious objects. Finally, to take home a sweet souvenir, visitors can browse the shelves of the Choco Shop on the ground floor, which offers an exceptionally wide selection of chocolate-based products, making it one of the best-stocked chocolate shops in Europe. The shop features products from 150 companies based in more than 30 European and non-European countries. This space, which is freely accessible from outside the museum, also allows visitors to admire an important remnant of the Renaissance city: the large supporting arch of the upper structures, dating back to the period of the lordship of Braccio Fortebracci da Montone, between 1416 and 1424.

Before or after the visit, guests can take a break and enjoy a snack at the Chocolate Bar, located on the beautiful terrace, which offers breathtaking views of the acropolis, the Umbrian Valley, and the town of Assisi.

Near Città del Cioccolato are the historic spaces of the first Perugina workshop (1907–1915), now restored and open to the public. This is a true journey back in time, offering visitors insight into the history of chocolate in Perugia through a route dedicated to Luisa Spagnoli and Giovanni Buitoni, who succeeded in fulfilling their dream of seeing Perugian chocolate reach beyond the city limits and, eventually, beyond national borders.

The LAB – Luisa Annibale Base – located in the warehouses and service areas adjoining the former workshop, hosts a space dedicated to workshops, tastings, cooking shows, and the evocative cacao ceremony.

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