The concept of shut-in economy is assuming a central role in our daily life by referring to everything that is ordered, asked for and enjoyed online. We order food at home, ask for advice online, and enjoy cultural content on-demand. This process is already largely on the rise and has accelerated as a result of the lockdown in recent weeks.
In this context, museums are redefining how to access and narrate cultural works. In particular, museum displays, which CWS has been working on for years, need to evolve to integrate online modes of enjoyment and adapt to future social distancing needs.
What technologies and strategies will be the protagonists of museum display projects in the coming years? What will be the challenges for exhibition organizers and curators, architects, designers and multimedia fitters? In order to answer these questions CWS has decided to build a path of confrontation with the operators of the cultural sector, whose first step will be a webinar dedicated to the future of museums on 20 April at 6 pm.
In this path the concept of exhibit desing onlife will be proposed as a guideline for the design of cultural spaces in the shut-in economy.
The spaces of culture must be redefined to adapt to the social and economic context that is likely to characterize the coming years. The social distancing, the tracking of marriages, rules aimed at ensuring greater safety of people, must be balanced with the needs of sociality and access to cultural production, especially where, until yesterday, the physical nature of the experience itself represented the characterizing element, as in the case of museums or major events.
The answer to this need can be a new design practice: onlife exhibit design.
As consumers we now live onlife, i.e. without a clear distinction between the digital online and the physical offline experience (Floridi, 2009). Designing spaces, displays, museums and cultural events in an onlife perspective means designing the experience thinking about the physical and digital environment in an integrated way.
The physical environment can, for example, be conceived using technologies to acquire information from the environment (IoT) and return personalised visit paths (AI / Machine Learning) in order to both enrich the experience and guarantee social distancing. The digital environment will lend itself to making the content accessible in the richest and closest way to the physical experience thanks to the development of engagement strategies and immersive technologies.
On-life museums will stimulate visitors to a satisfying and educational fruition enriched by entertainment, edutainment and training actions, exploiting immersive technologies (augmented and virtual reality), the design of an effective digital communication (in terms of format), inclusive (declined in personalized paths based on the target audience), participatory (if enriched by social dynamics). The digital integration of the museum, moreover, multiplies the possibilities of "return" by eliminating the limit of the repeatability of the experience. In museums designed with an onlife perspective, a perfect circularity is created between the different contexts of interaction: from whatever point the experience begins, it can continue at other points without fractures. This not only generates richer experiences for the public, but also helps companies and organisations to measure their behaviour.
CWS Digital Solutions accompanies companies and institutions on life through four digital transformation paths, one of which is dedicated to Customer Engagement. The Customer Engagement path includes the design and implementation of multimedia displays and strategies for the involvement of visitors and exhibitors. Thanks to the smart digital signage product Livion, it is possible to integrate audience qualification tools into the multimedia display, which, thanks to Machine Learning, are able to recognize the flow of people and determine their age and gender in order to build personalized paths able to guarantee both an engaging storytelling and social distancing.
CWS Digital Solutions is looking for a confrontation with operators in the museum and culture sector and architects for the development of new Exhibit design onlife solutions that can be used both to enhance cultural heritage during lockdown periods and to design new spaces able to guarantee the enjoyment and quality of the experience in a context that will probably be characterized by new social distancing rules and practices.
On Monday 20 April at 6.00 pm Enza Reina, Head of Digital Communications at CWS, and Gianluca Tufarolo, Head of Multimedia at CWS, will discuss with Gianluigi Mangiapane, Museologist and Anthropologist, and Giulia Mondino, Architect, the evolution of museum spaces from an onlife perspective.
Participation is free upon registration here: Webinar Musei onlife.