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Tuesday, December 3 • 2:00pm - 2:15pm
Leaving Marks - How Does a Participatory Museum Feel?

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In response to general trends in society and media, museums are currently undertaking digital initiatives to adapt to these new developments and so retain their relevance for users of the future within their context of education, mediation and entertainment.

From the perspective of the Frankfurt Museum of Applied Arts and its Orange Hive Agency, the challenges that are arising within the framework of a museum’s expansion to a “content brand“ have manifested themselves in the following areas:

  • Digitalization should not be understood as an end in itself, but primarily as a channel for “individualizable” contents which a user otherwise could not identify for themself within the vast availability of information.
  • Digital resources must moreover be furnished with an independent, sensorial quality in order to create a long-term emotional relationship between the user and the museum.
    A museum that strives beyond the artifact and becomes a reinforcer of individual, personal themes has the potential to touch people directly as an enabler and companion in people’s lives.
  • The artificial boundary which presently exists between the physical and digital visitor of a museum needs to be dissolved as people themselves do not make such distinctions anymore.

In the future, the question as to how a museum feels to its visitors should therefore be no longer dependent on which form of access to its contents they choose. Digital access channels are rapidly increasing what is already true of the physical museum visit, namely that every visitor is different, as is every one of their visits.

Within a framework of holistically viewing the area of conflict between “How does the museum communicate?” and “How does the individual visitor perceive it?” all potential points of connection should find an opportunity to create and multiply cultural values: Content plus Context generates Contact.

A “communicative relationship” can thus be formed where the roles of sender and recipient are constantly alternating and both sides consequently become interwoven: the institution creates the thematic framework and through participation the visitor brings the museum alive.

avatar for Martin Hegel

Martin Hegel

After studying business management and communication science Martin started his working career in advertising back in the 1990’s at the Frankfurt office of the global agency network Saatchi & Saatchi. He gained indepth experience of FMCG and retail and worked for brands such as... Read More →

Tuesday December 3, 2013 2:00pm - 2:15pm PST
Hilton Stockholm Slussen Hotel, Apollon Guldgränd 8 Box 15270, Stockholm, 10465, Sweden

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