PARTICIPATION IS KEY
The relationship between users and producers has changed. Where we used to be just on the receiving end, we now expect brands and organizations to offer us an engaging experience. These interactive encounters are deemed special and are what make products and services memorable and worthwhile. From AR-posters to collaborative mourning rituals and from toys that stimulate physical exercise to fully immersive museums, this new synergy is here to stay.
Speaking of museums, if you’ve been following us for a while you’ve probably noticed this industry is switching it up big time on the Sensory Fetishism department. You can now dive beneath the surface of your favourite paintings, experience a digital yet physical art collection and stuff yourself with gummy bears while you’re at it. In short, the era of passively staring at a piece of art is over, especially for the younger generations.
Museo Del Prado is what we would usually consider to be a conventional (and dare we say slightly boring) museum, where passively receiving has the upper hand over audience participation. However, the museum has started a contest, inviting visitors to rename and write a short essay on 5 of its paintings. The aim was to engage their visitors, allowing them to write down their own personal interpretation of one of the art pieces. The winner will have her/ his story printed next to the original description, so game on!
After the contest closes, all the entries will be posted on the website and socials of the museum, granting participants eternal fame. As a bonus, the entries will also be displayed at the museum in a special exhibition named after the ‘Cartela Abierta’ contest, which translates to open letter. The museum has been attracting new kinds of visitors by interacting with them and rewarding those who pick up the pen.
If you feel creative and happen to find yourself in Spain, there’s still time to travel to Madrid and enter the contest. Closing date is the 15th of March, so be quick!