The mix of free and paid offerings mimics the gallery’s public programme before the pandemic, Michaels says. Since June, it has met the growing public interest by staging more than 200 virtual events, including educational workshops, talks and courses. “Two things were happening: a remarkable year of exhibitions was heavily disrupted and there was an upsurge in digital adoption from our audiences.”įrom March 2020 to January this year, the gallery saw a 1,125% leap in traffic to its webpage for new digital content. The National Gallery’s online Artemisia tour was also driven by the “unique circumstances” of 2020, says Chris Michaels, the director of digital, communications and technology. Got To Keep On (2019), an installation by The Chemical Brothers and Smith & Lyall was on show at the Design Museum Photo: Feliz Speller for the Design Museum Making a documentary-style film was a way to engage audiences unable to travel to London, Marlow says, as well as a contingency against a second shutdown. Even before the show opened in July last year-with 30% capacity to allow social distancing-£18 tickets for weekend slots were booked until the autumn. “It was a punt in a way-we thought there might be demand,” says Tim Marlow, the director and chief executive of London’s Design Museum, about the virtual tour for Electronic: from Kraftwerk to The Chemical Brothers. And in Vienna, the Kunsthistorisches Museum is hosting live Zoom sessions, from a €3 lunchtime talk to customised private tours priced €150 to €200. Online lectures explore themes in the collections of the UK’s Birmingham Museums Trust for £12.50 each, while a monthly package costs £20. The Metropolitan Museum of Art in New York-which is also open for physical visits-runs a range of hour-long virtual tours by appointment, costing $300 for groups of up to 40 adults and $200 for students. The Artemisia show at London's National Gallery Photo: National GalleryĮlsewhere, the Fondation Louis Vuitton in Paris gave “micro-tours” of its closed Cindy Sherman retrospective for up to nine people at €4 each. The Design Museum rallied curators, musicians and designers to illuminate its show on the history of electronic music the video tour, running until 3 May, costs £7 (free to members, from £65 a year). The National Gallery’s half-hour film explored highlights of its survey of Artemisia Gentileschi, presented by the curator Letizia Treves-for the price of £8, or free for members (from £60 a year). Last November, two London museums announced virtual tours of popular exhibitions that had been postponed by the first UK lockdown and then abruptly curtailed by a second wave of restrictions. And amid the torrent of free 360-degree tours, webinars and social media challenges, a handful of institutions are testing out a new revenue-generating model: selling on-demand exhibition films, expert talks and art education classes online. While galleries of masterpieces have lain empty for months, museums have poured their energies into digital channels in a bid to stay connected with audiences confined at home. Virtual museums are usually, but not exclusively delivered electronically when they are denoted as online museums, hypermuseum, digital museum, cybermuseums or web museums.In a world where more than 200 million people pay for Netflix and 155 million are premium subscribers on Spotify, cash-strapped museums are slowly waking up to the monetary gains of online content. Often, discussed in conjunction with other cultural institutions, a museum by definition, is essentially separate from its sister institutions such as a library or an archive. Moreover, a virtual museum can refer to the on site, mobile or World Wide Web offerings of traditional museums (e.g., displaying digital representations of its collections or exhibits) or can be born digital content such as net art, virtual reality and digital art. As with a traditional museum, a virtual museum can be designed around specific objects (akin to an art museum, natural history museum), or can consist of new exhibitions created from scratch (akin to the exhibitions at science museums). In tandem with the ICOM mission of a physical museum, the virtual museum is also committed to public access to both the knowledge systems imbedded in the collections and the systematic, and coherent organization of their display, as well as to their long-term preservation. Virtual museums can perform as the digital footprint of a physical museum, or can act independently, while maintaining the authoritative status as bestowed by ICOM in its definition of a museum. A virtual museum is a digital entity that draws on the characteristics of a museum, in order to complement, enhance, or augment the museum experience through personalization, interactivity and richness of content.
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