Prosumerism and webmarketing at the museum: Rijksstudio’s case history

Rijksmuseum in Amsterdam had shared on the net HD images of all its artwork, has created a social network and it has asked the users to produce their own virtual galleries. Moreover it invited the users to a contest for the creation of a gadget based on museum’s artworks. This is a nice case of […]

Co-production: the border between art and marketing management.

Let’s try to understand how the concept of co-production can be a valid zip to join together two worlds so apparently different but actually complementary. The era post 2000, especially with the advent of the digital consumerism, has developed, or rather enriched, a concept that previously was gloomy and confused: the co-production. Applying this concept […]

“Undress for the opera” new audiences and new image for ENO

Imagine you are the marketing manager of a company whose mission is to bring your product to as many people as possible. Imagine, however, that most of your audience is over 40, and that your product is perceived as stuffy, posh and expensive. What would you do? This was the situation in which the management […]

Esplorare i musei di notte attraverso i robot

Presto si potrà visitare di notte il Tate Britain dal computer di casa comandando un robot dotato di quattro telecamere e di un microfono: una frontiera della museologia o uno strumento di marketing? La tecnologia ormai ci permette di visitare i musei direttamente da casa ma oggi c’è uno strumento per poterlo fare in un […]

“The Spring” and “The birth of Venus” came back in the Medici’s villa of Castello.

Centrica has made two large touch-screens that virtually reproduce the “Spring” and the “Birth of Venus” in the Medici’s villa of Castello, their original environment, thanks to the application “Uffizi app.” On the occasion of the delivery of the World Heritage certificate by Unesco , from 9 to 11 May this year , […]

“Street Pianos Boston Festival”: the consumers’ involvement

What is the best way to celebrate a really important birthday? Here’s the idea of the Celebrity Series of Boston for its 75 years of activity. Imagine walking along the streets of Boston and, after going round a corner, suddenly a beautiful colored piano appears on the pavement . How would you react? Don’t worry, […]

Stairs: music and architecture

Recently we get more and more often the opportunity to attend musical events that take place in the most different locations,from a concert hall to the top of a mountain, organized perhaps with the aim to involve both the usual public and the occasional excursionist. The proposal we are going to analize today is a […]

Please, use your camera

Do you remember the school trips at the museum? When the guide before starting the visit turned towards you, little children anxious to use your camera, and warned you not to take photos, at best leaving you the permission to take them without flash. The result was just the same. Nowadays this behavior is like […]

#InvasioniDigitali: digital invasions for Italian small museums

It was the last April when a digital wave invaded small Italian museums. it was an idea of Fabrizio Todisco, an Italian blogger that was interested in diffusing Italian cultural heritage. The idea was to invade museums with smartphone and to share on social networks photos and videos that were done there, using the inevitable […]

Learning with touch: how to make a visit at the museum unforgettable

When looking a sculpture did you ever have a desire to touch it, follow its lines and tap its surface? Of course all these things are impossible, because of both security and masterpiece conservation…but here’s a solution: there are places where this desire can be fullfilled! Museo Omero (http://www.museoomero.it/) in Ancona is a […]