The Dalí Museum isn’t the only one to use new technologies to draw in the crowds.
The Cleveland Museum studied how to best engage visitors in the age of Netflix. Here’s what they found
The Cleveland Museum of Art’s initiative, an interactive three-room experience (and app) called the ARTLENS Gallery, is one of the more comprehensive projects in the museum-tech sphere. It offers the opportunity for visitors to virtually explore artworks up close, create their own digital compositions, and learn about the museum’s collection by taking pictures with their phones.
To pre-empt any charges of gimmickry, perhaps, the museum conducted a two-year study on digital technology and visitor engagement.
Perhaps the most interesting figure had to do with millennials, an elusive demographic whose attention—and money—has long been coveted by institutions.
Millennials were 15 percent more likely to visit the digital galleries than older adults (44 percent compared to 29 percent, respectively) and 88 percent said that the digital component of their visits made them appreciate the value of an art museum.
“We’re not competing with other museums. We’re competing with Netflix,” says Jane Alexander, the museum’s chief digital officer. “You can be six years or 80 years old, you can have an art history degree or not—we want people to realize there’s something here for everyone.”