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Cultural transformation through the pandemic era

Roberto Cruz
Roberto Cruz Marketing Manager

Read time: 6 min

Sep 13, 2021

For decades, museums and cultural institutions around the world have been running on conventional structures based around fundraisers, visitors, and exhibitions. However, the Covid 19 pandemic has exerted a major impact on the sector and transformed the way authorities around the world are approaching management. [MB1]

The Covid 19 pandemic has been specifically detrimental to the global museum and cultural sector. Due to the lockdowns and social restrictions imposed by the pandemic, institutions around the world have struggled to cope with the requirements of this new landscape. According to the UNESCO report, 90% percent of museums worldwide closed temporarily in recent months. This decline represents a significant challenge for leading institutions to adapt based on current conditions.

Technology and digital avenues have emerged to be a key factor in the evolution of the global museum industry. Art and culture institutions have been increasingly referring to technology to convey stories and interact with audiences throughout the lockdown.

This article will explore the steps museums are taking around the world to cope with the impacts of the pandemic and deal with subsequent challenges emerging from the current Covid landscape.

Transforming Museums and Galleries with Technology

Even though museums and other institutes had incorporated technology as a facet of their operations before the covid pandemic, the existing landscape was a key factor in changing the emphasis throughout the global museum industry.

Technology is being used as the cornerstone of preserving art and spreading its reach to viewers around the world. This transition is primarily driven by the disruption in conventional working structures and models. Technologies including virtual reality and augmented reality are helping museums tap into newer audiences and blur the boundaries between real and virtual experiences.

Here’s how some of the leading museum authorities from around the world are dealing with the challenges posed by the Covid 19 pandemic.

  • Institutions like the Egyptian Tourism Authority are collaborating with studios like VRTEEK to create virtual reality tours, including the Tour of Pharaoh Ramses.
  • The Museum of Fine Arts Ghent has launched 360-degree virtual tours to cater to digital audiences for the Van Eyck Exhibit in Belgium.
  • Companies like Google have launched the Google Museums initiatives to provide comprehensive museum tours, including the Van Gogh Museum and other leading cultural landmarks.

Expanding the Meaning of Art

A key concept behind the transformation of the art landscape has been centered around the redefinition of art. The value of expanding art exposure is being recognized as a much more important factor than the original pieces. Virtual reality and imaging technology are playing a central role in the evolution by expanding art access to millions of new people around the world. The transition has been based around the shift from uniqueness to knowledge as the center point of global museums.

Virtual Events and Discussions

Scheduled events and expert discussions are key aspects of leading museums. With the Covid landscape limiting the ability of people to attend physical meetings and events, digital solutions are rapidly becoming the focal point. Donor receptions, cultural events, and fundraisers are increasingly shifting online to cater to the changing visitor dynamics. According to recent research by the PCMA Education Institute, a wide majority of visitors expressed interest in the usage of technology to enhance interactivity with cultural elements in museums. Virtual events and discussions are rapidly becoming the focal point of digital learning and interactions.

What’s next

Before the Covid 19 pandemic, museums around the world had their events and structures planned out for years in advance. However, the ever-changing situation during the pandemic has forced museums to adapt to changing information and make critical decisions on the go. The shift to digital channels has been a key aspect of this transformation, with services like Google Museums making a huge leap in transforming arts and culture around the world. The implementation of physical restrictions and lockdowns has been another key factor in propagating the shift towards technologies like Augmented Reality and Virtual Museum Tours. The shift towards technology has been centered around the ability of museums to embrace digital solutions and explore digital platforms to engage with newer audiences.

Bravelab has been at the center of cultural preservation through the creation of innovative commercial solutions for cultural institutes around the world. The company is committed to supporting knowledge conversation and broader sharing through its innovative products and solutions. We are still in development process of few other applications that will help visitors in their experience.

To know more about Bravelab and how the company is changing the digital commerce landscape, explore our solutions


https://news.artnet.com/art-world/unesco-icom-museums-report-1866558

https://my.matterport.com/show/?m=NeiMEZa9d93&mls=1

https://virtualtour.vaneyck2020.be/en

[MB1]Introduction

Roberto Cruz
Roberto Cruz Roberto is Marketing Manager with studies in Design and Architecture in the University of San Francisco. During the last years has combined marketing and business development with data analytics, human behaviour and a strong immersion to design issues as an axis to create marketing techniques that works.

Read time: 6 min

Sep 13, 2021

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