Craft Contemporary Museum, a renowned institution dedicated to celebrating the transformative power of craft, sought to bridge the gap between traditional tactile experiences and the evolving digital landscape. This case study outlines the development and implementation of a comprehensive digital experience strategy designed to enhance visitor engagement, expand reach, and tap new ways to connect with museum goers.
This manifesto is our declaration of a nuanced approach—not of replacement, but of augmentation. We reject the false dichotomy between the physical and the digital, instead seeing them as complementary languages of human innovation. Digital tools are not interlopers in the craft ecosystem, but potential amplifiers of artistic vision, accessibility, and understanding.
The Challenge. Craft Contemporary faced the challenge of balancing its commitment to preserving the tactile nature of craft with the need to embrace digital technologies to reach new audiences and provide richer, more accessible experiences.
The museum recognized the potential of digital tools to augment, not replace, the physical encounter with craft, but needed a clear strategy to guide its digital transformation. This included defining how digital could support museum operations, enhance the visitor experience (pre-, during, and post-visit), and maintain the integrity of the Craft Contemporary brand.
Strategic Framework; the digital experience strategy for Craft Contemporary was built on the following core principles:
> Augmentation, not Replacement: Prioritizing the physical experience of craft while strategically leveraging digital tools to enhance understanding and engagement.
> Accessibility and Inclusivity: Ensuring all digital initiatives adhere to WCAG guidelines (ADA compliance), localization, and cater to diverse audiences, regardless of technical proficiency or physical ability.
> Seamless Integration: Carefully integrating digital elements within the museum space to complement, not distract from, the physical objects on display.
> Data-Driven Decision Making: Utilizing data analytics to understand visitor behavior and inform programming decisions.
> Ethical Considerations: Addressing data privacy, security, responsible technology use, and empowering visitors to opt-out (*or in) of any activations to personalize their museum experience.
The strategy encompassed three key areas – museum operations, the visitor experience, and maintaining the integrity of the Craft Contemporary Experience.
Museum Operations
> Collections Management & Preservation: Implementing a digital cataloging and archiving system with high-resolution photography, 3D scanning, and detailed metadata. Establishing a database system for provenance, condition, and conservation records. Utilizing virtual storage and backup for disaster recovery.
> Museum Administration & Operations: Streamlining ticketing and membership management systems. Leveraging data analytics to understand visitor behavior. Improving internal communication and collaboration. Enhancing marketing and outreach through digital channels.
The Visitor Experience
> Pre-Visit Engagement: Develop scaled interactive tactics (i.e. enhanced & guided tours, online exhibitions, interactive moments, and artist showcases). Cultivating a vibrant social media presence. Provide downloadable educational resources and continue to build a rich catalog of exhibits and works to be available online.
> On-Site Engagement: Implementing Extended Reality (XR) experiences for deeper object exploration. Creating interactive solutions with multilingual content and accessibility features. Utilizing digital storytelling to connect objects to broader contexts.
> Post-Visit Engagement: Fostering online communities and forums. Maintaining digital archives of past exhibitions. Utilizing email newsletters and social media updates for ongoing communication.
Maintaining the Integrity of the Craft Contemporary Experience
> Emphasis on Tactility: Prioritizing the physical encounter with craft objects.
> Respect for Materials and Techniques: Ensuring digital representations accurately capture the nuances of materials and craftsmanship.
> Balance and Integration: Carefully consider the placement and design of digital elements within the museum space.
The Conclusion. Craft Contemporary’s digital experience strategy represents a forward-thinking approach to engage with audiences in a meaningful and memorable way.
By prioritizing the tactile nature of craft while strategically leveraging digital technologies, the museum is creating richer, more accessible experiences for visitors, ensuring its long-term sustainability and solidifying its position for the future of museum experiences. The ongoing evolution of the strategy, driven by data analysis and visitor feedback, and thought-provoking exhibits, will ensure Craft Contemporary remains at the forefront of the intersection of craft and digital culture.
