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21

2022

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06

Barco Dialogue Museum International Big Coffee

Author:


With the rapid development of science and technology and the continuous innovation in the field of visualization, how to seize the opportunity to achieve self-renewal is also a problem that the museum community has been considering.

Barco invited four museum industry leaders to discuss the future of the museum community and the role of science and technology in the museum community from three aspects: improving the innovative content of museums, enriching the personal experience of tourists and achieving a better future with science and technology.

The invited interviews are Arnold, partner of the creative consulting agency who was in charge of the "Meet Van Gogh" tour, Dave, director of new media at the London Science Museum with more than 30 years of work experience, Dorothy, founder of the Molten Museum of Art, and Hilary, vice president of marketing of the Elmenati Hotel, leader in the field of immersive projection design.

The following are the specific contents of this thematic discussion.

1. Under the epidemic, many museums have opened cloud exhibitions, can this form be sustained?

  Dave:

People don't look at the museum's architectural facade in a 3D map. Similarly, restoring the physical structure of a museum online cannot be called an online exhibition. Cloud exhibition is more like a personalized visit online under the guidance of the curator.

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  Dorothy:

As a supplement to the on-the-spot experience, the online exhibition should not be limited to the real collections in the offline museum. You can also try the "behind-the-scenes" exhibition method to present users with something that cannot be seen offline.

2

  Arnold:

Although many museums have begun to change their online content, some museums still adhere to the view that "as long as they can restore galleries online, they are equivalent to watching exhibitions online". Other small museums are looking for creative ways to expand the richness of online exhibitions and try to interpret exhibits in a new way.

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02 What do you think of museums opening online exhibitions? Is it necessary to compete with professional online content?

  Dave:

In the past, we only focused on quantity and published a lot of online content. But now we are starting to take quality as the premise, settle down and think calmly to ensure that the content we want to show is accurately presented online. I don't think it is necessary to compete with online content. People are more willing to touch the real thing than to face the electronic screen for a long time. Most people come to the museum to have a good day, but this cannot be restored by online means.

4

  Dorothy:

Don't compete with professional online content. For tourists, browsing photos of exhibits on a computer and entering a museum to see real dinosaur bones are two completely different experiences. Online content cannot bring visitors to touch the real exhibits and interact with them.

5

What does the museum need to rely on to attract visitors to visit repeatedly? How to improve the museum's revisit rate?

  Dave:

The revisit rate depends on the type of museum and where it is located. Taking the large national museum as an example, the fixed exhibits cannot attract tourists to visit twice. Museums use digital exhibitions to ensure that the classic exhibits remain unchanged at the same time, constantly changing the way of display. It can not only meet people's nostalgic needs, but also bring a sense of freshness. At the same time, commercial activities can be organized in the museum as part of the museum culture.

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  Hilary:

Other events can be organized in the museum. When people participate in activities, they will notice some magical collections, and then they will bring their relatives and friends to revisit their hometown to share these magical "things" with everyone ".

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  Arnold:

The Van Gogh Museum, which used to generate income only from inbound tourism, has now diversified its sources of income. They took into account the different needs of their customers: they exhibited in the museum for a period of time, then exhibited online for a period of time, and then transported the exhibits to other countries for international touring exhibitions.

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04 Do other industries have an impact on museums? Can we find creative solutions based on the cases of various industries?

  Arnold:

Different types of museums have different attitudes towards accepting new ideas. Science and technology and natural history museums are more likely to accept new ideas, while art museums are more conservative. However, when the core concepts do not conflict, museums can choose to cooperate with other industries, break the boundaries of the museum industry, and try to use the experience of other industries to hold touring exhibitions to improve their creativity.

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  Hilary:

You can learn from the experience of creative exhibitions in different industries and invite people from other industries to hold seminars together. Don't limit your thoughts to the existing content of the museum.

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05 How do you view the function of museums from education to entertainment? Is this trend intensifying?

  Dorothy:

Education and entertainment can not be completely separated, the museum is not simply the pursuit of entertainment value, entertainment exists in the process of education.

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  Dave:

Education and entertainment are inseparable. As a non-scientific film, Dunkirk, which has been shown in museums, also has a lot of interesting scientific and technological content. Before the screening, we also invited special effects personnel and held expert lectures, which aroused the strong interest of young audiences.

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  Hilary:

This can be understood as the relationship between education and participation. Listening to the explanation of cultural relics and interacting with cultural relics are two completely different feelings. Now, the production method of interactive content is simple, and the application of these scientific and technological means to the museum industry will greatly enhance the attractiveness of museums.

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06: How do you view the stereotype of the audience? What does the museum need to improve to attract more people?

  Arnold:

Perhaps we should think more about whether we should passively wait for tourists to come to the museum. The museum has always used its solemn image to attract a fixed type of audience. We want to move content to non-traditional spaces, try touring or pop-up museums, and present the real museum experience in a new form in a new location. Take the "Meet Vincent Van Gogh" tour as an example. While displaying works of art, it interprets the artist's story in a new way and attracts new audiences.

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  Dave:

Museums need to take the initiative to bring the experience to tourists, and more experiences will take place outside the museum in the future. For example, displaying collections on the busy streets, or creating a simple exhibition space outside a museum. The cost of this display is very low, but it can show the local style very well and is very popular.

15

In addition to cloud exhibitions and digital content tools, what interesting technologies have been introduced to the museum community?

  Dorothy:

In the future, museums will make full use of various sensory means to attract the audience. Audio is an important tool for creating atmosphere, but it can also lead to distraction and distraction, so museums need to balance the stakes.

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  Dave:

As an important step in the immersive experience, audio can create the desired atmosphere to bring visitors into different scenes. At the same time, VR technology enables museums to produce relevant content for exhibits, so that visitors can face real objects and create a real experience. VR technology has also changed the way people look at their collections, helping them to better settle into the backstory.

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  Hilary:

In terms of visualization technology, image processing technology combined with projection or LED can create a large-scale immersive environment. In addition, mixed reality technology and multiplayer interaction technology have very broad prospects for development.

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What are the precautions for the use of science and technology? How to make science and technology better serve the museum?

  Dorothy:

Science and technology should serve the narrative content and choose reliable scientific and technological means to improve the experience of visitors.

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  Hilary:

As an auxiliary tool for content narration, technology must not be overwhelming. Reliability and effectiveness are the most important. The use of technology needs to be deliberate to ensure that it can achieve the effect of enhancing narrative, increasing attractiveness and improving the overall experience.

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  Dave:

As a means behind the scenes, technology cannot dominate the visitor's experience. As a new technical means with rapid development, the museum needs to constantly explore the way to combine it perfectly.

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  Arnold:

Nothing can happen overnight. We must be fully prepared for the arrival of digital.

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09 How do you see the future of museums? Can technology continue to play a role?

  Arnold:

In the future, technology will play an important role in bringing more new audiences to the museum. At present, immersive and digital landscapes are not yet universal, and there is still a lot of room for hybrid technology solutions.

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  Dorothy:

In the future, museum exhibition spaces will focus on creative narratives, and technology will play an important role in creating immersive experiences.

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  Hilary:

As a cultural institution with great influence, museums should give full play to this influence and bring new hope to the society.

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The future of museums depends on technological innovation. Therefore, we should actively face changes, draw inspiration from the creativity of others, and explore more possibilities.

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