Fundación Telefónica is a leading telco’s cultural fund in Spain. It owns an extensive art collection and exhibition spaces.They approached Accenture and Fjord to create a pioneer project that enriches the traditional paradigm of the relation between object and subject in art.Intangibles is an exhibition without physical artworks. It rediscovers them through 9 uniques digital experiences. It's also held simultaneously in more than 5 countries throughout Europe and Latin America.Through technology like photogrammetry, generative art, 3D printing, Kinect, video-mapping, and virtual reality, the visitors, interact, dive and even re-create artworks belonging to artist such as Joaquín Torres-García, Pablo Picasso, Roberto Matta, Juan Gris, René Magritte, Paul Delvaux, Eduardo Chillida, María Blanchard y Antoni Tàpies.During the research phase, we approached stakeholders, art experts, and potential visitors to uncover different perspectives and their motivations when creating and attending art exhibitions. We conducted desk research on art and technology trends, as well as safaris to experiential art exhibitions to identify best practices and find inspiration.
We defined 5 Design Principles and Mindsets based on the research results and on museology theories around the interpretation of an exhibition, the exhibition space, and visitors’ learning style and a narrative.
Taking the research learnings as a starting point we co-created experiences around the 14 artworks. To validate the technical feasibility of the experiences we developed 15 proofs of concept (PoCs).
• Visitor journey experience
• Content creation guidelines for both analog and digital content
• Space architectural design system, modular and adaptable to space needs
• 14 posters that explain the experiences in detail
• Website that worked as a container of the process documentation and all the deliverables