How Can Visitors Be Better Distributed in Terms Of
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HOW CAN MODERN VISITOR GUIDANCE BE INCORPORATED INTO MUSEUM PLANNING? secondary research question by MUSEUM BOOSTER This report is intended for internal use of the Future Museum participants and contains confidential and other restricted material. Please do not pass on to third parties and do not publish its content. © Future Museum, 2021 1 TABLE OF CONTENTS INTRO 01 02 03 04 Status Quo Architectural Layout Guidance Systems Outlook to the and Technology Future Page 3 Pages 4-10 Pages 11-46 Pages 47-95 Pages 96-100 + Challenges + Psychology & behavioural + Traditional signage + Metasystems aspect + Status quo of Future Museum + Internationalisation participants + Lessons from other sectors + Technology + Accessibility + Out of the box © Future Museum, 2021 2 INTRODUCTION The provision of a smooth and effective visitor guidance is a key How to overall improve wayfinding factor modelling the visitor experience in almost every industry (hospitals, museum, offices, airports, theme parks, etc.). In order to systems? make visitor guidance contribute in a positive way to the experience, several aspects need to be considered. How to improve guidance for accessibility? In the specific context of indoor spaces, the building structure is How to make the museum more inviting perhaps one of the factors that have the most influence on how visitors navigate the space. However, as building structures are not for passers-by? features that can be easily exchanged or modified, a deeper analysis needs to be made or extra options need to be considered. To tackle these and others concerns, we have looked into the relevance of understanding the relationship between the architectural In this context, this report aims to provide insights on the different space and the psychological aspect of visitors. We have also revised modern guidance tools that could be considered within the museum what lessons can be learned and considered from other sectors; sector. Special focus is given to the relationship between those collected some good practices of traditional wayfinding, considered guidance tools and the architecture and structure of buildings. As a one of the most helpful tools for visitor guidance; as well as some of starting point, we have asked Future Museum participants to provide the most relevant digital tools for signage and guidance. Finally, we their main concerns regarding this research questions. Some of the look to the technology moving around visitor guidance and the aspects the participants mentioned are the following: possibilities they offer. How can museum’s architecture be less of a constraint for a smooth visitor flow and guidance? © Future Museum, 2021 3 Status Quo + Challenges + Status quo of Future Museum participants 01 © Future Museum, 2021 4 WHAT TO EXPECT IN THIS CHAPTER For orientation and guidance purposes, people in a space tend to follow, if available, organised signs or tracks (maps, landmarks, clues or instructions, help from staff, or follow the wisdom of the crowd walking in its same direction). They also, use previous experiences for orientation (facilities such as museum shop or a café are commonly located somewhere on the ground floor). This means that not only available information, but also the spatial layout can be considered as the two main factors affecting the accessibility and circulation of visitors in a specific space. In this context, before deepen into the visitor signage tools, we will provide in this chapter a quick overview of the main architectural challenges the museum sector is affronting as a whole, but also within the participants of the Future Museum project. Thus, we have asked Future Museum participants to provide input on their status quo and main concerns related to navigation. Some of them are resumed in the present chapter. © Future Museum, 2021 5 + Challenges 01 © Future Museum, 2021 6 MUSEUM’S ARCHITECTURE Museum Building When talking about the challenge museums affront in terms of visitor signage, guidance and navigation, The relevance lies on knowing the significance the architecture of the museum has on the successful we can not omit the key role the museum architecture plays. Museums have evolved over time, and in operation and visitor experience to avoid having a team of architects working without taking into many cases, they have been accommodated in buildings whose initial function and service was completely consideration the museological and museographic concept and instead bring a single architectural concept different. arising from a common work. More recently, the prevail of contemporary trends in museum architecture resulted in the creation of numerous unconventional museums (abandoned buildings such as industrial facilities, warehouses, hospitals, jails, schools, etc.) that contrasted with the traditional idea of museums as sites of luxury. Furthermore, due to the increasing significance architecture has been given in recent years, outstanding buildings have been purposely built to host museums as a key part of the destination attractiveness. One of those examples, and perhaps the most known one, is the Guggenheim Bilbao Museum in Spain, which led to the emergence of the concept of “Bilbao effect”. In this context, there are voices for and against the use of extraordinary architecture or the conversion of historical buildings into museums (e.g., fear of making the visitor focus on the container rather than the objects that are held within it). However, it is important to also reflect on what is that attracts visitors; is it the desire for knowledge or is it the architectonic spectacle? Perhaps both aspects are equally important, and the key is to achieve a balance between them. What is true is that exciting buildings attract masses and that is perhaps one of the reasons why museum buildings are located within valuable historical sites, recycled industrial objects or buildings with outstanding architecture. This discussion might be beyond the purpose of this report and will be avoided for the moment. However, it is worth to have it in mind when thinking about the adoption of new or innovative types of wayfinding models. Specially when these need to live together with the architecture and spatial layout of the museum. © Future Museum, 2021 7 “buildings and urban spaces should be designed first and foremost around their occupants” - Sergio Altomonte, Architect and Associate Professor at the Nottingham University The architectural structure of museums has also a direct effect on art exhibition. The first museums (and many of present-day museums) had all main rooms interconnected. This influenced the viewing sequence of objects mainly in a linear continuity assuming the visitor would follow that specific order. On the other hand, unconventional museums offer visitors more ways of navigating their interior, some more freely than others. For example, industrial spaces converted to museums are likely to have multiple entrances to the different rooms enabling visitors to create their own routes throughout the building. This creates a challenge when museum are interested in leading the visitor through an specific path or room. Moreover, today’s museums services are not solely limited to exhibitions or storing art works. They have gain new functions (e.g., lectures, conferences, retail stores, restaurants, etc.) that are now considered to be part of museums and that makes it hard to imagine them without them. This shows how museums have evolve together with the requirements of the society and now are multipurpose, with art and exhibition objects being just one of a variety of activities. Moreover, other objects such as escalators, turnstiles, or similar, which were initially created for sectors such as shopping malls, bus/railway stations or airports, are now part of the museums’ design and play a relevant role in the navigation of visitors within the physical space. Another relevant aspect to highlight is that, although architects design the space for a museum and the museum staff gives shape to it, the visitors are at the end the ones transforming the place by how they use and travel through it. Thus, architecture is told to be not only experienced but also made by the user as much as by the architect. Overall, museums spaces are becoming more dynamic and experiential, rather than monumental or static. Therefore, the preservation of the primary or unchanged building structure can be a challenge if organisations want to respond to the new visitor needs. Not only in terms of circulation of visitors but also for aspects such as the transportation of art works within the museum or the accessibility for impaired persons. © Future Museum, 2021 8 + Status Quo 01 © Future Museum, 2021 9 FUTURE MUSEUM STATUS QUO Museum’s structures and visitor guidance status quo As part of the research for the present report we have asked Future Museum participants about their status quo and challenges they currently affront regarding museum architecture and visitor guidance and navigation. The answers received can be summarised in the following main points. Museum’s architecture is often a constraint for a smooth visitor flow and guidance . Wayfinding systems are continuously redone . The natural flow of visitors seems to be interrupted . Museum groups are likely to have different brand identities and guiding systems . Converted museums or those in historic buildings have bottlenecks in the visitor guidance in . Font of guidance systems differ in size and shape comparison with those modern museum buildings . In some cases, language translations are not consistent . In some cases, the floor guidance system is not clear . Text labels for visitor guidance can be improved, for example, through modern digital technologies . Some areas and rooms can appear unnoticed due to building architecture . Museums are using audio-tours as guidance systems . Some rooms are less visited like others . Orientation maps are given to visitors . There are no separated entrances for specific room or facilities (lecture or event rooms) . Museums use a lot of personnel to provide help in terms of orientation to visitors (answer questions) .