Strelka Mag platform suspended its operations on Feburary 28, 2022.
The coronavirus pandemic turned the museum world upside down. During the strict lockdowns, galleries and museums closed for months, and the only way to stay connected to their audiences was to launch online projects. Although museums have returned to their usual routine, albeit with limitations, digital products are not going anywhere. In fact, they are gaining momentum with each passing day.
Strelka Mag and the Austrian Cultural Forum in Moscow spoke with the directors and representatives of eight museums—four in Moscow and four in Vienna—to learn how they are handling these challenges and why people should still go to museums, even in the digital age.
Pushkin State Museum
of Fine Arts
At first, the number of online products multiplied in response to the emerging demand. However, the demand began falling as the market became oversaturated and the audience became more selective. The battle for quality online content came to the fore.
One of the biggest challenges of the past year was the dramatically reduced time available for developing new formats due to the pandemic. In March 2020, everyone suddenly had to speed up.
State Tretyakov Gallery
We were well aware of the importance and the necessity of an online presence. Yet we tended to think that we needed some amazing visionary to lead our digital efforts. Unfortunately, such a person was nowhere to be found.
We do not set the digital and the real against each other as an either/or situation. Both are important.
Multimedia Art Museum, Moscow
We spent a year analyzing the experiences of our colleagues in Russia and abroad, and we came to a disappointing conclusion: No one does 3D exhibitions well.
New virtual exhibitions have appeared on our website. This made the permanent exhibition of the Leopold Museum available to everyone who has not been able to visit us recently due to the pandemic, including tourists.
of Modern Art
Virtual reality is likely to become an integral part of the existence of cultural institutions. Currently, however, this is out of the question and nobody can say when it will happen. It requires substantial human and material resources.