1. Mobile tagging & Interactive technologiesfor Museums and Cultural Institutions.Best Practices overview.Federico RubertiMilan, 11/11/2014. IES AbroadTheKidsRoadS.r.l.-AllRightsReserved

2. TheKidsRoadS.r.l.-AllRightsReservedINTRODUCTION Museums and cultural institutions around the world today face thechallenge of increasing and maintaining visitor numbers, especially withyounger 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 thatMuseums and cultural institutions can often find themselves competingwith the products of the entertainment industry, which at its heart is in thebusiness of telling a good story. 3. TheKidsRoadS.r.l.-AllRightsReservedINTRODUCTIONA possible solution can be found in theinteractive digital storytelling,which combines participation with story generation and narration tofocus in on making storytelling more personal and mobile. In other words,edutainmentsomething that both educates and entertains for a more engaging,adaptive and fundamentally enjoyable visitor experience. 4. interactive digital storytelling,TheKidsRoadS.r.l.-AllRightsReservedENGAGEMENT AND STORYTELLINGTell me an interesting and engaging storythat makes my conversation more fascinating. 5. interactive digital storytelling,usefultell me something that I can useTheKidsRoadS.r.l.-AllRightsReservedENGAGEMENT AND STORYTELLINGinteractivelet me talkTell me an interesting and engaging storythat makes my conversation more fascinating.sharabletrue and easy to tell 6. TheKidsRoadS.r.l.-AllRightsReservedENGAGEMENT AND STORYTELLINGThere are several technologies thatnowadays, can make the cultural proposalmore fascinating, and in so doing botheducate and entertain visitors.Lets have a look at some of them 7. TOPICMobile tagging / QR CodeTheKidsRoadS.r.l.-AllRightsReserved 8. TheKidsRoadS.r.l.-AllRightsReservedQR CODEQuick Response Code: two-dimensional barcode) first designed in 1994 by DensoWave in Japan to rapidly scan components in the automotive sector. 9. TheKidsRoadS.r.l.-AllRightsReservedQR CODEA QR Code is machine-readable optical label that contains information about the itemto which it is attached. 10. TheKidsRoadS.r.l.-AllRightsReservedQR CODESimply, QR Codes are barcodes that anyonecan print and use with a QR Code Readerthe only limit then is your imagination 11. TheKidsRoadS.r.l.-AllRightsReservedQR CODE 12. www.setqr.comTheKidsRoadS.r.l.-AllRightsReservedBRANDED QR CODETo promote their online edition and mobile site, TIME produced a series ofbranded QR Codes tied to their iconic "red frame" campaign.These codes were featured in major magazines, including TIME, and onbillboards in the US. The codes featured link to articles on the TIME website. 13. Most common usages of QR Codes inMuseums and Cultural Istitutions:TheKidsRoadS.r.l.-AllRightsReservedBRANDED QR CODETranslating exhibits into other languagesCommunicating exhibits digitally Interacting with exhibitsProviding more information and related mediaEvaluating more diverse sample of visitors 14. Qr codes may establish a connectionbetween the physic world and the electronicone, enhancing the cultural experience withmultimedia and interactive contents.TheKidsRoadS.r.l.-AllRightsReservedQR CODE USAGE 15. DAM Scout: the app. helps visitors to uncover hidden layers of multimedia content,share them with friends on Facebook, Twitter, or e-mail Use it to scan QR codeswherever you see them in the museum and tune into conversations with artists, seek outhidden information about the museum, and tap into related content.TheKidsRoadS.r.l.-AllRightsReservedAUGMENTED REALITYDENVER ART MUSEUM 16. TheKidsRoadS.r.l.-AllRightsReservedBRANDED QR CODEThe National Aquarium of New Zealand: branded QR code. Visitors hook into thefree Wi-Fi service on entry to the Napier-based aquarium, then scan a series of QRcodes that led to informational video and audio tours, showcasing featured animalsor exhibits, presented by staff members. 17. MANCHESTER ART GALLERY, REMEMBERING SLAVERY: REVEALING HISTORY 2009QR Code distributed along the exhibition itinerary allow curators to extend theinformativeness of textual and multimedia elements, pushing the limits of space andtime of a traditional exhibition. QR Codes placed alongside the works to enable real-timeaccess to movies, documents, discussions and contributions withoutresorting to invasive and often very expensive installations.TheKidsRoadS.r.l.-AllRightsReserved 18. TheKidsRoadS.r.l.-AllRightsReservedPERMANENT DISPLAY AT POWERHOUSE MUSEUMVisitors can access resources and multilingual information through QR codes placedon the extended label and consult any media extending in time and space, the potentialof the show itself. 19. The catalog and other publications, can be updated, augmented and enhancedthrough links to external resources accessed by the QR Code. The publication stopsbeing a closed universe in the linearity of the text, and becomes an element of thecomplex world of the hypertext.TheKidsRoadS.r.l.-AllRightsReserved 20. TheKidsRoadS.r.l.-AllRightsReservedUNIVERSITY OF BATH, LIBRARYQR Codes can facilitate the storage of information such as web addresses, references,publications, and so on. 21. FRIDAY NIGHT ACTIVITIES AT THE CONTEMPORARY ART MUSEUM IN MONTREALQR Codes can be entered in the promotional material to promote exhibitions, specialopenings, special events and so on.TheKidsRoadS.r.l.-AllRightsReserved 22. QR Codes can be entered in the promotional material to promote exhibitions, specialopenings, special events and so on. (Street & Guerrilla Marketing as well).TheKidsRoadS.r.l.-AllRightsReservedTHE JFK LIBRARY AND MUSEUM: 23. VENICE ARCHITECTURE BIENNALE, RUSSIAN PAVILLON, 2012Every surface inside the top floor of the Russian Pavilion at the Venice ArchitectureBiennale was covered in QR codes, which visitors decode to explore ideas for a newRussian city dedicated to science.TheKidsRoadS.r.l.-AllRightsReserved 24. TheKidsRoadS.r.l.-AllRightsReservedQR CODELets think about QR Code usagesall the way around any ideas? 25. TheKidsRoadS.r.l.-AllRightsReservedQR CODE USAGESNCR Mobile Cash WithdrawalConsumers pre-stage the transaction via the NCR App, and choose theamount of their transaction. Once at their banks ATM, the pre-staged cashtransaction will be authorised and funds dispensed just showing the QR Codeto the QR Code rader embedded in the ATM machine. 26. MANCHESTER ART GALLERY, REMEMBERING SLAVERY: REVEALING HISTORY 2009QR code on admissions ticket can be used to track visitors behaviour and get anincredible amount of information about their experience.TheKidsRoadS.r.l.-AllRightsReserved 27. Usage Where OutputTheKidsRoadS.r.l.-AllRightsReservedDisplay Wall TextQR CODEThe QR Code links to a web page that presentsinsights and eventually multimedia content (videos,texts, images, links ...).Display LabelsQR Code presents the content of the label in themultilingual version or integrate the content. The QRCode can refer you to a webpage that has mediarelated work.PublishCatalogues,Brochures Web: deepening with multimedia content and webAdvertisingAdvertising postersGuerrilla, street Mkt.For information on opening times and closing, ticketprices, special openings, special events, and so on. 28. TheKidsRoadS.r.l.-AllRightsReservedOPEN POINTSQR Codes require very little investment to implement: minimal cost tocreate, minimal cost to display, as it is usually already covered by thecost to print the main content. However Most visitors do not use QR codes because: Its difficult to scan them. A right software is needed. Above all, very often they bring to a useless site or set of information. QR codes tend to exclude visitors who lack access to technology. 29. If I am going to have to install or worse still, findon my phone, a QR code reading application thenthe reason I am going to all this trouble has to bereally really worthwhile.Seb Chan, Powerhouse Museum 2009TheKidsRoadS.r.l.-AllRightsReservedOPEN POINTS 30. The idea isnt to shove technology into placesit isnt needed. The idea is to make sure theright technology, in the right amount, isavailable, in the right context.Sree Sreenivasan,First Chief Digital Officer Metropolitan Museum of ArtTheKidsRoadS.r.l.-AllRightsReservedOPEN POINTS 31. TOPICAugmented realityTheKidsRoadS.r.l.-AllRightsReserved 32. TThheeKKiiddssRRooaaddSS.rr.ll.--AAllllRRiigghhttssRReesseerrvveeddAUGMENTED REALITY 33. Storytelling is key to the museum experience.Non-linear digital tales transform dusty museumin interesting places visitors are willing to investtime and energy into interactive tools.TheKidsRoadS.r.l.-AllRightsReservedAUGMENTED REALITY 34. Augmented reality (AR) is a live, direct orindirect, view of the real-world environmentwhose elements are augmented by computer-generatedsensory input such as sound, video,graphics or GPS data.TheKidsRoadS.r.l.-AllRightsReservedAUGMENTED REALITY 35. MANCHESTER ART GALLERY, REMEMBERING SLAVERY: REVEALING HISTORY 2009fiducialmarkers AR 3D viewers: allow to place life-size 3D models in the environment. AR browsers enrich the camera feed with contextual information. For example, youcan point your smartphone at a building to display its history.TheKidsRoadS.r.l.-AllRightsReservedobjectrecognition 36. TThheeKKiiddssRRooaaddSS.rr.ll.--AAllllRRiigghhttssRReesseerrvveeddOPEN POINTS 37. A Gift for Athena: children are asked to complete four challenges about the Parthenontemple to help get the gift back. On the way, they will uncover fascinating details aboutstatues, stories behind many of the people depicted on the friezes, and the epic historyof ancient Greece.TheKidsRoadS.r.l.-AllRightsReservedBRITISH MUSEUM - 38. The Chess project (Cultural Heritage Experiences through Socio-personal interactionsand Storytelling) takes digital storytelling much further combining interactive contentand augmented reality. The project relies on visitor profiling, matching visitors to pre-determinedpersonas" and the system constantly adapts to a visitor's preferences andTheKidsRoadS.r.l.-AllRightsReservedbehaviour.EU-FUNDED CHESS PROJECT 39. PHILADELPHIA MUSEUM OF ART :Pentagram: New Work, Attenborough Studio at The Natural History Museum. Use ofcutting edge technology to recreate the past and bring to life the story of evolution.Independent screens, web cams and handheld devices allow the audience to take partin a virtual journey back through their evolutionary past to where extinct creaturesappear to roam around them in the studio.TheKidsRoadS.r.l.-AllRightsReserved 40. PHILADELPHIA MUSEUM OF ART :TheKidsRoadS.r.l.-AllRightsReserved 41. TOPICLocation-based sTheKidsRoadS.r.l.-AllRightsReserved 42. Location-based services provide contentswhich are dynamically customised accordingto the user's location.TheKidsRoadS.r.l.-AllRightsReservedAUGMENTED REALITY 43. TheKidsRoadS.r.l.-AllRightsReservedLOCATION-BASED SERVICES Current common applications for location-based services include advertising,news, social networking, and similar services. In the consumer sector, manybusinesses are capitalizing on this by rewarding users who check-in to theirlocations. The next and most compelling development for location-based services is theprospect of indoor geolocation, which could provide visitors with very specificinformation tailored to their exact location within a building, allowing fine-tunedinformation or services to be accessed that are very specific to where they are, notonly relative to the planets surface, but in 3D space, so that even different floorsof a building can be identified. 44. TheKidsRoadS.r.l.-AllRightsReservedPREMESSAGeo-fencea virtual perimeter for a real-worldgeographic area. 45. TheKidsRoadS.r.l.-AllRightsReservedLOCATION-BASED SERVICES Under the concept of Geo-fencing, a museums website would know where a visitorwas and would localise information and push it to them. For example, a museumswebsite would push information to a mobile device about the visiting hours andadmission fee if a user was within the vicinity of the institutions entrance, or collectionsinformation if he or she was standing directly in front of an artifact. Museums can use these technologies to deliver content where the user is, especiallywithin the space of the museum. Because it can target a small area, we can designexperiences that are focused to specific objects. It's where the visitors is, when theywant it. However many location-based services projects are currently underway, this topic fallson the mid-term horizon mainly because of the costs related to retrofitting galleries withthe appropriate technologies and accuracy limitations of current indoor positioningsystems. 46. TheKidsRoadS.r.l.-AllRightsReservedPREMESSAa smartphone knows if its owner has been toseveral history museums and can use that data toprovide recommendations for further exploration.NMC Horizon Report: 2013 Museum Edition 47. FERNBANK MUSEUM OF NATURAL HISTORY IN ATLANTAFernbank Museum of Natural History in Atlanta partnered with Cisco and AT&T tobuild a next-generation Wi-Fi network and mobile app to enhance the museumsvisitor experience.TheKidsRoadS.r.l.-AllRightsReserved 48. TheKidsRoadS.r.l.-AllRightsReservedPREMESSAFernbank Museum of Natural Historys app tracks visitors locations once they enterthe museum to deliver a combination of audio, video, touchscreen interactiveanimation, sketchbook activities and question-and-answer challenges, while alsoencouraging sharing of the experience through social media platforms. 49. TheKidsRoadS.r.l.-AllRightsReservedART INSTITUTE OF CHICAGOThe Art Institute of Chicago uses an indoor GPS system powered by Meridian to takevisitors on customised tours organised by occasion, theme, collection, and time. Eachtour showcases six to ten works of art, with descriptions and associated digital assetsartworks with associated digital assets. 50. DECORDOVA SCULPTURE PARK AND MUSEUM -Through a location sensitive audio platform, museum visitors navigated through thepark and encounter sounds in the form of different musical instruments and melodieson their mobile devices. Additionally, visitors are encouraged to engage with theartwork by recording their observations.TheKidsRoadS.r.l.-AllRightsReserved 51. TheKidsRoadS.r.l.-AllRightsReservedPREMESSAThe Timken Museum of Art launched a prototype of a mobile app that servesinformation about artworks based on visitors location within the galleries. APlaceSticker device is assigned to each artwork, sending low-power radio signals tovisitors smartphones and tablets to determine their location and deliver content:go.nmc.org/timken. 52. TheKidsRoadS.r.l.-AllRightsReservedTHE ROYAL BC MUSEUM -The Royal BC Museum in Canada worked with the company WiFarer to create an appthat enables each visitor to personalise their museum exploration based on a map thatpinpoints visitors and guides them to preferred artworks and collections.The location based content adds more in-depth interaction to each exhibit: . 53. TheKidsRoadS.r.l.-AllRightsReservedTHE ROYAL BC MUSEUM -Just a few steps: Log onto the WiFi signal RBCMWifarer, Open your web browser, Go tothe Royal BC Museum website, Press ACCEPT after you review the Terms of Use,Download the app from Google Play or the App Store, Open the app and . finally enjoy! 54. TheKidsRoadS.r.l.-AllRightsReservedROYAL BOTANIC GARDEN, KEWKew uses GPS and WiFi technology to offer visitors new ways for way-finding andinterpretation. The app guides visitors over 300 acres of outdoor space and throughthree glass houses, along with offering interactive media about surrounding plants andtrees on the Digging Deeper section of their official iPhone app, which usesgreenhouse-based QR codes to access text, image and video content. 55. Thank you.The Kids Road srl, via Palermo, 1 20121 Milano |t. (+39) 02 36720250 |f. (+39) 02 36720256www.thekidsroad.com