Phase I: Establishing the foundation
From individual institutions to a shared research community
A network united by change
The Future Museum project was launched in 2019. Phase I focused on building the conceptual and methodological foundations of the programme.
Key outputs included the development of a Physical Visitor Journey Model, mapping the end-to-end on-site museum experience and identifying concrete optimisation potentials.
This phase defined the overall research logic and prepared the ground for a structured multi-year research programme.
26
Partner Institutions
1
11
Countries
Continent
Key topics explored
Three core themes guided our collaborative learning and research throughout first phase of the research
O1
Visitor experience
Understanding how audiences engage with museums across the entire visitor journey, including communication, audience development, visitor flows, storytelling, emotional engagement, and the relationship between tourists and local communities.
O2
Digitalization & management
Exploring how museums operate and are governed in a data-driven environment, including visitor data, KPIs, new revenue models, digital strategies, organisational structures, and management tools.
O3
Design & Technology
Investigating how spatial design, exhibition formats, and emerging technologies (AR/VR, displays, projections, ticketing systems, apps) shape visitor interaction and institutional interfaces.
Highlights
A visual journey through key moments and learnings from Phase I
Future Museum kick-off meeting
Berlin, December 2019
Meeting at Swiss National Museum
Zurich, June 2021
Meeting at Kunshistorisches Museum Vienna
Vienna, September 2021
Meeting at Guggenheim Bilbao
Bilbao, November 2021
“Future Museum facilitates exchanges with other experts, museum workers, and research colleagues ”
Ines Groß-Weikhart
ALBERTINA Museum
Phase I
(2019 - 2021)
Visitor experience, digitalization & management, design & technology
Phase III
(2024 - 2026)
Vision & relevance of museums, cross sector development, digitalization & management
Phase II
(2021 - 2024)
Audience development, cross media development, digitalization & management
Phase IV
(2026-2028)
Sustainability, well-being, revenue and technology