How to create a diversified virtual experience
8.06.2021 #digitalization#digitalsummit#museumnext
We continue our series of reports from Digital Summit 2021.
Our focus today is creating the right virtual experience for your visitor.
In the pandemic, museums were forced to close their doors and rethink interaction with their audiences. This has led to digital projects for the widest sections of society.
What most museums have done? They tried to copy the physical experience into a virtual format. This is a logical move, because many people still look at the museum as a physical building with a physical collection. But for some audiences, this approach has proved frustrating.
It is indeed difficult to give a single definition of a museum, and opinions differ. But one thing is certain: a museum is, first of all, about interaction. The functions of a museum are currently being redefined. A museum ceases to be just a majestic temple, where you have to be quiet and preferably inconspicuous while admiring the works of art. The position of the visitor in this interaction is gradually transformed into an active. Museums are becoming a public space not only for encounters with art, but also with educational programmes and lectures, a place to spend leisure time with family and friends.
It’s the same with digital – it’s no longer enough for the online visitor to simply show the exhibits. Surprise him, make him fall in love with the collection! In a virtual format, the task of attracting and retaining attention comes to the fore. This is where an unconventional approach comes into play. Try to focus the user’s experience on aspects that are not available to them in the museum itself.
A great solution from The National Gallery – a video presentation of Lake Keitele in the form of a five-minute relaxation session. A sensory experience that some have compared to poetry and yoga in its effect on the senses. You can watch the video here.
This is an example of going beyond the ordinary and being creative, making the user feel and experience the artwork, even if they can’t see it in person. There are many tools to convey emotions and you can use them in your practice of building virtual communications.