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How is Technology Affecting Today’s Art Museums Around the World?

Written by Natalie Jarrin

How is Technology Affecting Today’s Art Museums Around the World? Are Prints and Paintings a Thing of the Past? How Will AI Change the Perspective of Art Enthusiasts?


Imagine walking into a museum, excited to see the brushstrokes and designs from a well-known artist. You hope this visit will inspire you to draw again or finally use that canvas hidden in your closet. But suddenly, you notice the walls around you start to move and change, telling a story where art is not just seen but felt, heard, and interacted with. You experience something different, something you’ve never felt before in a museum. By the end of your visit, you are left wanting more. This is the promise of immersive and interactive museums.


As technology advances with artificial intelligence (AI), computer-generated imagery (CGI), virtual reality (VR), and augmented reality (AR), people must choose whether to embrace these innovations or stick to familiar traditions. Museums are one of the industries embracing this technological shift. Whether it’s a historical or an art museum, the introduction of immersive experiences is transforming how exhibits are presented using AI, CGI, VR, and AR technologies.

This blog explores how technology is revolutionizing European museums, enhancing visitor engagement, comparing these innovations with traditional art forms, and discussing the broader benefits of this trend.


Technology Overview:

Many interactive European museums use different forms of technology such as AI, CGI, VR, and AR. These technologies create controlled environments that make the visitor experience more complete with the help of audiovisual and sound devices, video walls, and touchscreen kiosks. Each piece of technology and equipment is essential for creating these unique settings for tourists.


Artificial intelligence (AI) is increasingly being integrated into museum exhibits to engage visitors. It can also serve practical purposes, such as personalizing tours, analyzing visitor engagement, or providing virtual assistants. Computer-generated imagery (CGI) and virtual reality (VR) are often used to create historical environments, immersive storytelling, or digital artwork, evoking emotions that traditional museums may not. Augmented reality (AR) enhances exhibits by superimposing digital content over actual artifacts, providing interactive and educational experiences. AR allows visitors to view additional material, animations, and reconstructions, making learning more dynamic and accessible while improving storytelling and contextual understanding of exhibitions.


 European Immersive and Interactive Museums:


Amazed, Immersive Audiovisual Experience Museum in Amsterdam, Netherlands

Amazed is a 1-hour futuristic immersive audiovisual experience near the center of Amsterdam. It consists of 8 different room set-ups, from art representations to music creation. As visitors move through these rooms, they embark on a journey of discovering sounds and visuals through their senses and consciousness. This experience was developed by ID&T, a company known for using audiovisual equipment to enhance imagery and sound, creating special effects using lasers, light, smoke, new media art, 11-D sound, and interactive show elements for music festivals. The museum hired lead creatives from ID&T, who have been in the Dutch industry for over 30 years, to create an unforgettable experience. Visitors have the opportunity to trigger their emotions differently and transcend into a world where art creates a story from the future.


The Fabrique of Lumières in Amsterdam, Netherlands

Located near the center of Amsterdam, this museum portrays famous paintings on its walls. What makes this place unique is that the paintings can be seen as they were developed or as moving art. The museum is housed in a historic building that once produced clothing, paying tribute to well-known artists such as Vincent Van Gogh, Claude Monet, Gustav Klimt, and Salvador Dali, as well as new contemporary artists. The technology used to bring this art to life includes over 100 projectors, 33 media servers, and spatial audio, creating an interactive space for visitors.


Modern Contemporary Museum (MOCO) in Amsterdam, Netherlands

MOCO is a modern contemporary art museum in Amsterdam's museum district. This vibrant and independent museum showcases iconic works by contemporary and street artists, inspired by modern society and technology. Designed by Eduard Cuypers in 1904, the museum opened in 2016 with a mission to make art accessible to everyone. It uses digital immersive technology, from CGI to VR. Some exhibitions require visitors to use their devices and the museum's application to make the art move. Other exhibits display artistic CGI videos, creating a relaxing environment for visitors. Even if one can’t experience these exhibits in Amsterdam, one can visit the Barcelona location and see the NFT exhibition. This museum not only provides innovation but also advocates for new visions and interpretations of our world.

Mythos Mozart in Vienna, Austria

Mythos Mozart is an interactive multimedia museum located in downtown Vienna, Austria. The museum uses AI technology to present the music of Wolfgang Amadeus Mozart in a completely different way. Walter Werzowa, with the help of students from the University of Music and Performing Arts, composed and rearranged the soundscape of Mozart’s music. The museum is situated in the heart of Vienna, where Mozart spent his last year composing masterpieces like “The Magic Flute” and “Clarinet Concerto.” It features 5 unique rooms, each representing an aspect of Mozart’s life through different art displays. The art is projected onto walls or exhibited on surfaces using laser projectors and ULS mirrors, in collaboration with PKE Electronics GmbH. This museum connects the traditional aspects of history with modern art and music, offering an experience that should be on many bucket lists and will leave visitors hearing Mozart differently.


Impact on Individuals:

The rise of immersive and interactive museums can significantly impact visitors' perceptions. By making exhibitions interactive, these museums allow individuals to feel more engaged and connected with the art. This level of engagement can provide a memorable experience for families, couples, and solo visitors alike. Interactive exhibits can make learning about artists or historical events more exciting and memorable, as they cater to a wider range of learning styles and preferences. This dynamic approach to presenting art and culture ensures that visitors leave with a deeper understanding and appreciation, potentially increasing their retention of the information presented.


Comparison to Traditional Museums:

Let’s consider some of the traditional art museums that are on the bucket lists of most travelers. The Louvre Museum in Paris, the Vatican Museum in Rome, the British Museum in London, the Metropolitan Museum of Art in New York City, and the Uffizi Gallery in Florence are among the most visited museums worldwide. These museums typically feature physical art forms such as paintings, sculptures, and antique artifacts. Many people aspire to visit these museums to experience firsthand the talent of historical artists. While new technologies might seem like a threat to traditional art, they actually complement it. Technology makes art more accessible to diverse audiences and attracts people interested in both traditional and modern experiences.


Benefits:

While integrating technology into museums may seem daunting to some, it offers numerous benefits. It promotes inclusivity by making art accessible to individuals with impairments or disabilities, who might find it challenging to navigate traditional museums. Additionally, technology can inspire creativity, allowing curators and artists to push their boundaries with tools like AI, CGI, VR, and AR. Digital formats also help preserve fragile artworks and artifacts, ensuring they remain accessible to the public even if the originals are too delicate to display.


This new era of technology in museums should not discourage individuals from visiting traditional museums, which remain vital to society and culture. This blog has explored the technological advancements that make museums more interactive and immersive, the benefits these innovations bring to society, and how they compare to the traditional museums we know and love. I hope this has shifted your perspective on museums and inspired you to visit an interactive museum on your next trip to Europe.

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