Attendees from 27 different countries gathered virtually on Tuesday for the ICOM ICEE 2021 Annual Conference: Reimagining Exhibition Exchange. Although we had all hoped to be seeing each other in person in Geneva, faces were bright and hopeful.
The topic at hand? Change.
The procedures and processes that have shown success for hundreds of years no longer provide the same result, and in some cases are not even possible anymore. Like many other industries, museums have been thrown in the deep end. How can we emerge even stronger than before?
As Keynote Speaker Melissa Mohr explained, we take a moment to recalibrate, take a breath, absorb the chaos, and then hit the ground running.
In this blog post we will be taking a look at some of the most valuable takeaways from ICOM ICEE 2021:
The museum as we know it today will be radically different in 10 years.
We are in the age of experience, and we need to embrace it.
Global audiences need global content.
Place value in your community, they are your greatest asset.
The technological transformation is unavoidable.
The Museum As We Know it Will Be Radically Different in 10 Years
Change has always been inevitable, but with the acceleration of technological advancement, change has become much more difficult to chase. The museum industry is juggling ideas such as robotic virtual visits, immersive environments, and new display technologies. Certainly, there is no shortage of new exhibition concepts, but it is very difficult to determine which movements are worth investing in.
These new times are also bringing in new audiences, and it can be laborious to find out what they would like to see.
Marc-Olivier Wahler, Director of the Musée d’art et d’histoire (Geneva), was spot on in saying that the most challenging audience is the professor in their 40s who already knows it all, and it doesn’t seem like that is changing anytime soon.
No matter how difficult it is to impress the audience, there is one sure way to know what people are looking to see in today's museums; simply ask them. Involve audiences in the decision making process. Of course, a museum can only function within reasonable limits, but they do their best to provide exhibits that will fascinate their community.
We Are in the Age of Experience, And We Need to Embrace It
Audiences young and old are craving connection. After what we’ve all been through, there is a high value placed on interaction and experience. To adapt to these standards, museums will need to show more than what meets the eye.
Do not meet them in the middle, meet them at their core. Involve them in your exhibitions and show them that their presence can change the atmosphere surrounding them.
On Day 2, Javier Iturralde de Bracamonte spoke on the concept of a new generation of museum-goers; one that rarely stops to smell the flowers. He mentioned how the average attention span of humanity has plummeted down to a mere 8 seconds…
If that’s true, there’s a small chance you’ve gotten to this point in the blog…. So if you’re still following my words in deep thought, congratulations! You’re above average!
In all seriousness, how can a museum make the most of those precious 8 seconds? This is where connectivity comes in. You can capture that fleeting moment for much longer if you create a bond between the exhibit and the visitor.
Evoke feelings.
Have them touch, smell, and hear.
Captivate them.
Speak their language. I mean that both metaphorically and literally. This new age of impatience beckons the museum industry to be quick on their feet, so by providing the content in a fast and fun way, you are speaking the language of this generation.
Global Audiences Need Global Content
Speak their language, literally. With the boom in online content, your museum will have visitors from anywhere and everywhere. Despite the tragic and detrimental effect of the pandemic, it has at least shown us that accessibility is achievable and necessary. The whole world is able to see your exhibit, and when they do, you have to be ready for them,
Because a visitor will always feel more connected when spoken to in their native tongue.
Isabel Salgado, Director of Exhibitions at “La Caixa” Foundation, elaborated on the shift towards the value of a museum visit in the eyes of the audience. She urged attendees to consider what they might do to add value to their exhibit.
Guided tours were a great example that came out in this conversation. They can add a human aspect to a static environment, and they can be easily adapted for all audiences using a translation service.
So this is why, as a translation service specialized in the art and culture industry, we ensure that your exhibition or virtual content can reach full potential.
Place Value in Your Community, They Are Your Greatest Asset
Collaboration fuels modern success. It’s a rough world out there, and many organizations are struggling after months of hardships.
Every single conference speaker emphasized how valuable their community has been in times of uncertainty and change. Some involved local residents to display their art, some partnered with technology companies for robot virtual tours, and other museums united together to fund accessible events.
Networking can be powerful for individuals, but when an entire organization makes a connection, the effect is much greater. Smaller museums should be leaning on the backs of giants. Giant organizations should be looking at smaller ones for their creativity and determination.
Every museum has the opportunity to manifest an adventure at the doorstep of their community. Rather than preserving silently, they have the choice to share.
The Technological Transformation is Unavoidable
Physical exhibitions without digital aspects will always hold their magic, but without adapting to the times, it might be difficult to gain traction and notability.
There is one thing we must remember when embracing technology: nothing can replace real life, but when you combine the right technology, at the right frequency, you can come close. For those who cannot visit physically, museums can do their best to provide an online experience that pulls the same heartstrings. For those who come in-person, they can invite them into an extension of the museum; a digital world powered by their own curiosity.
Instead of attempting to replace your physical exhibitions, try instead to compliment them.
Some museums worry about the cost of these technologies, but Sarah Kenderine, Lead at Laboratory for Experimental Museology, reassured the attendees that as technology is becoming more powerful, the requirements for quality production are becoming more achievable. Some features might only require the camera on your smartphone.
When the technology is too advanced, there are still ways to acquire tools and create spectacular additions to your exhibit. In order to harness opportunities with advanced tech, you must collaborate. This is yet another reason to nurture your community and to stay involved within your network.
As a museum, you have more to offer than you think. Tech companies are always searching for creative and productive ways to showcase their newest concepts, so in allowing them to deep dive into your exhibit, you are offering just as much value as they can offer to you.