How might we effectively preserve and communicate the cultural heritage related to a specific place? How to build engaging narrative environments that enhance the visiting and exploration experience of visitors and locals?
Traditional strategies and tools in the realm of territorial marketing, local promotion and touristic communication often miss the following points:
- genius loci and context: provide the local immaterial heritage with a space to be readable and recognizable, aside the physical and visible heritage;
- experience: let the communication flow by means of an (immersive) experience instead of by detached media or poorly related messages.
Aru® is a toolkit to develop and build a place-based narrative experience, that engages users in local cultural heritage while they’re immersed in the physical exploration of the place. This toolkit comprises both digital tools and physical facilities dispersed in the environment. It involves a mix of service design, spatial design and storytelling activities.
We focused first on the storytelling effort, and imagined the user immersion from this point of view, then we involved a tech partner to develop solutions for the localization aspect of the initiative. Parallelly we designed specific outdoor physical signage elements to technically support the experience and to provide on-site first access points.
This narrative experience is primarily addressed towards tourists and local visitors and allows them to get an onsite access to a narration (or other format of information) about local cultural treasures, very much location-specific.
Using user-centered design techniques, from the initial user scenarios and concept assumptions to the refined experience definition, we spent a good deal of time testing in real conditions with target users our media and storytelling strategies. We came up with a versatile yet effective format for the on-site content delivery.
Concept:Francesco Bagni, Ivan Pecorari, Marco Denti
Coordination: Francesco Bagni
Interaction design, UX: Francesco Bagni, Ivan Pecorari
Architecture, physical elements design & coordination: Marco Denti
Software development: Purplenetwork Srl, Gianluca Macaluso
Outdoor furniture: Sarba Srl
Too Design Consultancy