Phase II: Deepening the research
Advancing insights on audience futures, digital strategy, and institutional resilience through expanded frameworks and cross-sector innovation
Expanding the framework
Building on the insights of Phase I, a central research component of Phase II was an omnibus studiy with both visitors and non-visitors in Germany and Dutch-speaking Belgium, focusing on the changing meaning of cultural participation and the rise of the hybrid visitor—people who move fluidly between physical and digital cultural experiences. One of the key outcomes of the project was the development of a holistic visitor journey model, mapping the museum experience across pre-visit, onsite, and post-visit touchpoints.
36
2
Partner Institutions
Continents
13
Countries
Key topics explored
The four themes guided our collaborative learning and research throughout Phase II
O1
Audience development
Exploring how museums can better understand their visitors—who they are, what motivates them, and how meaningful relationships can be built across onsite and digital touchpoints
O2
Crossmedia development
Exploring how storytelling, emotion design, and immersive technologies can transform exhibitions and spatial experiences across physical and digital environments.
O3
Digitalization & management
Exploring how data, digital strategies, and organisational innovation can support smarter decision-making, new business models, and more resilient museum operations.
O4
Value & relevance
Exploring how museums can remain meaningful in people’s lives—by responding to societal change, cultural participation patterns, and the evolving expectations of hybrid audiences across physical and digital contexts.
Highlights & Documentation
A visual journey through key moments and learnings from Phase II
Meeting at MUMOK
Vienna, May 2022
Meeting at KMSKA
Antwerp, December 2022
Meeting at Heureka
Vaanta, June 2023
Meeting at Centre Pompidou
Paris, November 2023
“The discussions at Future Museum meetings have underscored that evolution is not just invitable but neccesary in the museum world”
Jenifer Snyder
Detroit Institute of Arts
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