1. and museum experience: evidence from the ARtGlass case
ARTEQ SUMMIT
I musei incontrano il futuro
Augmented reality
and museum experience:
evidence from the ARtGlass case
Federica Codignola – Elisa Rancati
ARG - Università degli Studi di Milano-Bicocca
Antonio Scuderi-ceo ARtGlass/Capitale Cultura Group
Milano, 28 Aprile 2015

2. Experiential marketing in the museum
Museums not only provide visitors with educational, recreational and aesthetic values
The also create a memorable experience to meet the psychological needs of consumers

3. Experiential marketing in the museum
Experiential marketing theories (Schmitt, 1999) explore the perceived experiential value, satisfaction and loyalty of visitors through the museum personality associations
…how museums combine customer experience and marketing strategy, inviting visitors to sense, feel, act, relate, and think about the museum’s brand
General research aim:

4. Experience marketing and AR
Augmented reality is a live, direct or indirect, view of a physical, real-world environment whose elements are increased by computer-generated sensory input such as sound, video, graphics or GPS data
It is related to a more general concept called mediated reality, in which a view of reality is modified by a computer

5. Experience marketing and AR
As a result, technology functions by enhancing one’s current perception of reality
By convention, ‘augmentation’ is in real-time and in semantic context with environmental elements
With the help of advanced AR technology (e.g. adding computer vision and object recognition), information about the surrounding real world of the user becomes interactive and digitally manipulable

6. Experience marketing and AR
Museums all over the world today face the challenge of increasing and maintaining visitor numbers, especially with younger audiences
A fall in visitors is seen by most as a negative outcome, both financially and in terms of wider social and educational impact. It can happen due to a range of factors, but one of the most important is that museums can often find themselves competing with the products of the entertainment industry, which at its heart is in the business of telling a good story

7. Experience marketing and AR
New museology doctrine brought storytelling to the forefront of the museum experience through audio guides, video and by placing more emphasis on thematic organization and different perspectives

8. Experience marketing and AR
One of the most successful real world uses of interactive digital storytelling is the Augmented Reality (AR)
Technology may transform the museum experience for the visitors (telling them more about the exhibit, etc.)

9. AR and ArtGlass
Thanks to evolutionary technology, (light and wearable hardware devices), ARtGlass, have been introduced in museums. Such devices have a particular display and software platform which speeds up the diffusion of AR values
ArtGlass
- ensures diverse functions such as: visualization, image recognition, audio supply, connectivity, movement and geo-localization sensors
- allow data sharing in real time

10. Research questions Primary objective
The experience offered by the ARtGlass devices may be considered as a strategic tool in order to:
A – increase the value of cultural heritage
B – increase the value of the visitor/user/consumer interaction
Secondary objectives
1. Get data and feedback on ArtGlass utilization (how)
2. Get data and feedback on ArtGlass contents (what)
3. Measure the value of the ArtGlass experience

11. Sample 400 visitors of the Pinacoteca di San Gimignano (SIENA, ITALY)
80% international visitors (mainly from France and Germany); 20% Italian visitors
55% female; 45% male
17% aged between years old; 33% aged between years old; 45% over 40; 5% children under 14 years old

12. Findings (1/5)
ArtGlass utilization (how):

13. Findings (2/5)
ArtGlass utilization (how):

14. Findings (3/5)
ArtGlass contents (what):

15. Findings (4/5)
ArtGlass contents (what):

16. Findings (5/5)
ArtGlass experience :

17. Conclusion (1/2)
The Municipality of San Gimignano (Siena, Italy) has considered the ARtGlass solution as an unique experience and resource from which to obtain added-value and attractiveness
For this reason, ARtGlass devices today are available directly in the San Gimignano’s civic museum; they have become a valid and strategic asset as they have enhanced the organization and the promotion of the local cultural heritage

18. Conclusion (2/2) The potentialities of the device are various
The most exciting traits of the experience are:
the ability to offer storytelling elements which are simultaneously didactic, engaging and interactive
the ability to apply game mechanisms (gamification experiences) to the itineraries of the visit allowing the visitor to discover territories, facts and histories, as well as the whole touristic local offer in terms of services and cultural heritage

19. Thank you for your attention!
Questions ?