by genovefa.zourkou -

1.10. Phygital: A New Era of Museum Engagement

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.

by genovefa.zourkou -

1.9. Defining “Interaction” in Museums

Interaction in museums is a dynamic concept that reflects the ways in which visitors engage with exhibits, staff, and each other. Historically, museums were viewed as spaces for passive observation, where visitors simply looked at objects or artifacts. Over time, however, there has been a shift towards more engaging and participatory experiences, allowing visitors to interact with exhibits and immerse themselves in the museum environment. This shift has broadened the definition of interaction in museums, highlighting the importance of visitor engagement in learning and enjoyment.

Digital Interaction

The use of technology in museums has significantly enhanced visitor interaction. Digital tools such as interactive touchscreens, augmented reality (AR), and virtual tours allow visitors to engage with exhibits in innovative ways. These technologies create immersive environments that not only provide information but also encourage exploration and curiosity. For example, AR allows visitors to see historical reconstructions or interact with 3D models of artifacts, fostering a deeper understanding of the content [2]. The role of technology has revolutionized how visitors can engage with exhibits, turning a passive experience into a more active, personalized learning journey [1].

Tangible Interaction

While digital interactions are important, non-digital experiences are equally essential in enhancing visitor engagement. Tactile exhibits, live demonstrations, and hands-on workshops allow visitors to engage physically and intellectually with museum content. These types of interactions create a more personal connection with the exhibits, offering opportunities for multisensory learning that digital tools may not always provide. Museums with such interactive elements help visitors build deeper connections to the artifacts, enhancing their emotional and intellectual experience [3].

Social Interaction

In addition to individual engagement, museums also encourage social interaction. Group activities, collaborative workshops, and guided tours provide spaces for visitors to interact with one another. This social dimension fosters learning through shared experiences, where visitors exchange ideas, challenge one another’s viewpoints, and build collective understandings of the museum’s content. Social interaction within a museum can lead to a richer, more nuanced interpretation of the exhibits and deepen the visitor’s connection to the material [5]. Museums are increasingly designed to promote these interactions, fostering a sense of community and collaboration among visitors [4].

Learning Outcomes

One of the primary goals of interactive experiences in museums is to enhance learning outcomes. Research has consistently shown that visitors who engage more actively with exhibits tend to retain information better and develop a deeper understanding of the subject matter. Whether through the use of technology, tactile experiences, or social interaction, active participation helps to strengthen cognitive and emotional connections with the material. This engagement leads to a more profound learning experience and encourages visitors to critically engage with content rather than merely absorb it passively [2].

Conclusion

Defining interaction in museums extends far beyond the traditional passive viewing of objects. Interaction today encompasses a variety of methods—digital and non-digital—that invite visitors to engage more deeply with the museum experience. As museums continue to evolve, their role as active, participatory spaces will likely expand, offering richer, more meaningful experiences for future generations.

References

[1] G. E. Hein, Learning in the Museum, Routledge, 1998.

[2] J. H. Falk and L. D. Dierking, Learning from Museums: Visitor Experiences and the Making of Meaning, 2nd ed., AltaMira Press, 2013.

[3] E. Hooper-Greenhill, Museums and the Interpretation of Visual Culture, Routledge, 2000.

[4] S. Macdonald, A Companion to Museum Studies, Wiley-Blackwell, 2011.

[5] L. H. Silverman, The Social Work of Museums, Routledge, 2010.