Millions of French and foreign visitors flock to France each year to discover the castles of the Loire, drool over Monet’s water lilies or scrutinize Rodin’s sculptures. Far from being a simple hobby, culture has proven its essential nature during the pandemic.
To maintain a link with their public, some have offered free virtual tours of their permanent collections. As in many sectors, the pandemic has accelerated the sector’s digital transformation. But be careful not to believe that the relationship between technology and art is sudden or recent, the two mediums have already been rubbing shoulders for a long time.
New technologies are intervening a little more in the museum, supporting this tradition through three axes: “Work, Intermediation and Conservation Tourism” Margherita Balzerani explains, director Louvre Lens ValleyAn accelerator dedicated to cultural innovation.
Paving the way for new experiences
New experiences are evolving through the combination of technology and industry. Atelier des Lumières located in Paris, Allows visitors a large-scale immersion in specific works. At the same time, virtual reality is finding outlets in movies, video games, and art more generally. Arab World Institute Currently offers its visitors to explore “The Guts of the Pyramid of Chopes and its Most Secret Chambers and Passages from the Ground” Details of the structure on its website.
The visitor, who used to be passive, thus becomes a space-time traveler capable of transcending the boundaries of time and space. A solution that indirectly democratizes access to the industry, making it less mobile as well as more accessible to nursing home residents (housing institutions for dependent elderly people).
” These are Technologies make it possible to live experiences that would be impossible to live without. We get rid of weightlessness, You can explore Lascaux caves or ruins » , commented Margherita Balzerani enthusiastically. The manager of the Louvre Lens Valley sees the potential of these technologies “To give the audience an additional and powerful experience” Without losing the magic and beauty of their work. ” the formerThe next experience remains incredible » , she assures.
More than a test, these technologies meet the expectations of the younger generation. ” MrUsed must evolve with time and with new uses. Visitors are looking for an experience from the purchasing action » , noted CEO of Louvre Lens Valley. Who adds: ” The Millennials outnumber their grandparents’ generation. They are the ones who impose the new code. »
Virtual reality isn’t the only technology that can offer viewers new experiences. In one task, the app points to their smartphone camera music Gives visitors access to its information sheet (artist, creation date, history, etc.) and allows them to keep their favorite works in memory. This startup uses virtual reality to offer other services and allows the creation of routes (families, children, artistic movements) in museums.
Keeping tradition alive
At another level, some startups have chosen to combine experience and tradition. We can quote in a non-exhaustive way, Timescope And AndThe end. The first company claims to work with hundreds of institutions and regions to showcase their history. His solution: a static terminal that uses virtual reality to immerse the viewer in the past. In 2019, two terminals installed at the Musée d’Orsay immersed visitors A timelapse describes the building’s evolution over nearly 100 years – from its status as a station to its abandonment, to its restoration and conversion into a museum in 1986.rtup has also created an application for Magnicity that allows you to identify and discover the names of monuments around you, thanks to your smartphone and augmented reality.
Partner of Orange, Startup since 2018 Andendr also relies on historical reconstruction. ” 70 % of historical heritage in France not accessible to the public because destroyed, closed or damaged” , underlines the startup on its site. Some works are also preserved in museums due to lack of space or their fragility, confirms Margherita Balzerani. An image specialist, Render works with historians and archaeologists to create reconstructions of a particular period in history. The startup emphasizes its desire to provide an experience that is educational, fun and in tune with the realities of the times. Among its achievements, one can cite the center city of Honfleur or the castle of Alençon. The helmets offered by its customers are designed to minimize their impact on the environment.
At the same time, the company developed the Legendr application dedicated to tourism. It differs from the usual classic guides for the following three features: historical reconstruction with computer-generated images, 360° shots and visits to places closed to the public for treasure hunts and treasure hunts. Designed for the youngest
To capture younger audiences, some museums create short TikTok videos on social media pages, for example. Nothing surprising in reality. ” l’Art is something that is shared.” Margherita Balzerani reminds and technology makes it easy to do.
Beyond a purely touristic perspective, some companies have chosen technology as a tool to preserve the memory of this historic heritage. The past has shown us and proved that war and time can change certain works, be it a painting or a monument. The city of Palmyra is a perfect example.
In 2017, Iconem and the General Directorate of Archeology and Museums of Syria worked together on the digitization of sites classified as UNESCO’s General Heritage in Aleppo, then under numerous attacks. ” Using drones, our team scanned thousands of square meters. This data was used to reconstruct a 3D model of the old city, separate 3D models of the fort, souk and mosque, as well as an orthophoto map of the city centre, The company details on its website. These sources document the current state of damage. They are important tools in architectural evaluation and essential for renovation projects. » A way to preserve a trace of this tradition and to preserve artifacts of the past and a history in the collective memory and for future generations.
Museums’ interest in these technologies is reflected in the creation of incubators and accelerators such as the Louvre Lens Valley, which is seeking candidates for its new cohort. “From February 2022, we have decided to reorient the strategy of the Louvre Lens Valley by accelerating creative talent” , forced by Margherita Balzerani. Projects supported in this way benefit from access to the accelerator’s FabLab and privileged access to the museum to beta-test their solutions.
The Center des Monuments Nations has also opened its own incubator. A way to support innovative ideas and gradually open the doors of its museums to technology, even if ” TThe museum empire is not always the same”, Note Margherita Balzerani. Despite this difference in time, there is no doubt that technology is becoming a new mediator in the service of industry. The technology used Also to pEvidence of moderation, underlines the director of the Louvre Lens Valley.