{"id":10348,"date":"2020-02-09T19:24:57","date_gmt":"2020-02-10T00:24:57","guid":{"rendered":"https:\/\/digital.hbs.edu\/platform-digit\/submission\/the-louvre-winning-at-digital-engagement\/"},"modified":"2020-02-09T19:32:31","modified_gmt":"2020-02-10T00:32:31","slug":"the-louvre-winning-at-digital-engagement","status":"publish","type":"hck-submission","link":"https:\/\/d3.harvard.edu\/platform-digit\/submission\/the-louvre-winning-at-digital-engagement\/","title":{"rendered":"The Louvre: Winning at Digital Engagement"},"content":{"rendered":"

Background<\/strong><\/span><\/p>\n

Established in 1793, the Mus\u00e9e du Louvre is one of the world\u2019s largest and most visited museums. Despite its age and size, the Louvre has become one of the most forward thinking and digitally innovative museums, resulting in increasing numbers of visitors every year. In particular, the Louvre has been able to create and capture value because of its partnership approach and consumer-centric focus. It engages in digital innovation with specific aims of enriching visitor experience and enhancing exposure of its art collections. Here, I will explore three digital implementations that have helped the Louvre attract a wider audience.<\/p>\n

Partnership with Nintendo<\/span><\/strong><\/p>\n

In 2012, an internal study at the museum revealed that only 4% of museum visitors were renting an audio-guide. These guides had been created with the goal of helping visitors deepen their understanding of artwork and exhibits; however, they were increasingly seen as outdated by the average visitor. In an effort to help make museum visits more interactive and fun, particularly for the digitally native younger generations, the Louvre partnered with Japanese consumer electronics and video game company Nintendo.<\/p>\n

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Through this partnership, the Nintendo 3DS device \u2013 one of the newest and most popular consoles at the time \u2013 was used to display over 700 commentaries on works of art, interactive maps, and 3D renditions of sculptures and paintings. The visual elements of the 3DS allowed visitors to more closely interact with artwork and served as a platform to pioneer early augmented reality aspects in the museum. The partnership was particularly successful in broadening the younger-than-30 and foreign visitor segments to the museum. This implementation was successful because it was user-centric; visitors became more engaged and could tailor their museum experience to individual preferences.<\/p>\n