Emily visits Atelier des Lumières in Paris (Emily in Paris Season 1, Episode 5 "Faux Amis")
© MTV Studios, Jax Media, Darren Star Productions
It’s a new generation
According to MuseumNext, a leading online magazine for the sector, “technology can act as a useful conversation starter and marketing tool (…) [encouraging] people to experience the depths of what a museum has to offer.” This is applicable to the concept of recurring visitors, but also when talking about new younger audiences like millennials and Gen Z. Last year, these two generations made up over 60% of Earth’s population. That’s a lot of potential museum visitors… if you know how to reach them!
Museums that thrive in the 21st century understand the needs of these younger generations, speak their language and sync with their interests. The power of social media is certainly worth mentioning as a vital element in the museums’ journeys to stay relevant to the audiences of tomorrow. (If you want, you can find more details on this in our e-book.) But since millennials and their younger counterparts are more tech-savvy than any other generation, leveraging visualization technologies to exhibit art can be an extremely useful way to engage with these digital natives and to make museum visits more appealing. And who knows, the digital art experience might even be a trigger to go and see the original works.
2021 trends: artainment
If I really want to see the mysterious smile of the Mona Lisa right now, I could just Google it or take a virtual tour in the Louvre... When everything is readily available online to be watched at any time, museums should think about what their added value is. Art is not only the object; it's the experience. People often come to museums because they just want a fun day out, hence, the museum visit should be a unique entertaining experience.
And so one of the biggest global trends for visitor attractions in the coming years is artainment: the combination of art and entertainment. It’s technology-enabled immersive experiences that allow you to do more than just watch the paintings; you can walk through the landscapes, breath the atmosphere and really interact with the works. The technology can help tell stories behind the creations, give us a glimpse into the lives of the creators and stimulate our emotions.
The trend is closely connected with the fast-growing experience economy driven by the younger generations. In a Euromonitor survey, 78% of the Millennials and Gen Zs said they’d choose to spend money on a desirable experience or event over buying something desirable. And according to Bruce Peterson, Founder and CEO of Grande Experiences, an Australian company that creates multi-sensory art installations and immersive experiential gallery concepts like the Barco-powered Lume, “this next-generation digital art gallery (…) is perfectly positioned to serve the world’s growing appetite for authentic and meaningful shared experiences”.
To conclude, using technology to digitize and showcase iconic works also makes them more globally accessible. (And even more so, if you combine it with the trend of travelling exhibitions.) By using technology to visualize art, visitors get the opportunity to explore the masterpieces, while the original works can stay in their home base. A larger number of people get to experience the art, simultaneously in multiple places.