Social Context
The pandemic forced museums to pivot quickly to digital platforms to stay connected with audiences as physical visits became limited or impossible. Virtual tours, online exhibitions, and digital programming became essential tools to engage visitors during this time. However, while digital engagement helped sustain interest, it became clear that digital-only experiences could not replicate the richness and depth of physical interactions with artifacts. This is where the concept of “phygital” arises as the key to enhancing museum engagement.
What is Phygital?
The term “phygital” merges the physical and digital realms, transforming how museums engage with visitors. By integrating technology into tangible displays, museums create immersive, engaging experiences for diverse audiences. The “Phygital Museum Scale” offers a framework for blending digital and physical elements effectively [1], while emphasizing storytelling as a “sensitive activation” of cultural heritage [7]. This approach helps museums stay relevant as audience expectations and technology evolve.
Exploring Phygital Innovations
Phygital strategies are reshaping museums worldwide. For example, the Markiezenhof Museum in the Netherlands uses augmented reality to animate historical artifacts, enhancing visitor understanding [5]. The “Phygital Museum Scale” identifies five scenarios ranging from fully physical to fully digital experiences, helping museums tailor their strategies based on audience and goals [1]. Projects like ExhiBIT foster inclusivity through community-driven curation and digital tools [2]. Phygital spaces integrate technology seamlessly, turning visitors’ gestures into part of the storytelling process, which demonstrates the potential of merging physical artifacts with digital technologies [4], [7].
Why Phygital Matters
Phygital strategies cater to various learning styles, broadening accessibility [3]. Digital enhancements such as virtual tours and contextual overlays offer deeper insights beyond what physical artifacts alone can provide [6]. Purpose-driven design ensures that digital tools complement material culture, while sensory and immersive experiences amplify the emotional significance of objects [1], [7]. Analytics from digital tools allow museums to tailor exhibitions, enhancing visitor engagement [4].
A Vision for the Future
Phygital technologies, including virtual reality, interactive holograms, and AI-driven personalization, promise to transform museum experiences [4], [6]. These innovations shift spaces from contemplative to performative, allowing visitors to co-create their experiences through interaction and narrative involvement [7]. The “Phygital Museum Scale” guides museums toward a balanced integration of physical and digital elements, as seen in projects like Ravespace, which bridge the gap between the two realms [4].
Conclusion
Phygital approaches revolutionize museum experiences, offering a bridge between tradition and technology. By combining physical artifacts with digital tools, museums create interactive and memorable experiences that foster deeper connections with cultural heritage [3], [1]. As the boundaries between physical and digital continue to blur, phygital museums will lead to audience engagement and cultural preservation [5].
References
[1] S. Debono, “The Phygital Museum Scale: Measuring and Designing Phygital Museum Experiences,” CHAIN 2022 Proceedings, University of Catania, 2022, pp. 25-34.
[2] “About ExhiBIT,” ExhiBIT Project, [Online]. Available: https://exhibit-project.com/about/
[3] “8 Ways to Be Phygital,” Making the Museum Newsletter, [Online]. Available: https://www.makingthemuseum.com/newsletter/8-ways-to-be-phygital
[4] “Explore the Future of Art: How Phygital Exhibitions Will Transform the Way We Experience Art,” Ravespace Blog, [Online]. Available: https://ravespace.io/blog/explore-the-future-of-art-how-phygital-exhibitions-will-transform-the-way-we-experience-art
[5] “2 Examples of Phygital Museums You Should Check Out,” Invisible Studio, [Online]. Available: https://www.invisiblestudio.net/post/2-examples-of-phygital-museums-you-should-check-out
[6] “What Is Phygital?” Giosg Blog, [Online]. Available: https://www.giosg.com/blog/what-is-phygital
[7] A. Miano, “Phygital Museum Experiences: The Situated and Invisible Dimension of Technology as Sensitive Activation of Cultural Heritage,” Conference Paper, University of Campania “Luigi Vanvitelli,” 2023.
