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Austrian Cultural Forum x Strelka Mag

Digital Museum

РУС

ENG

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.

Moscow

VIENNA

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.

Vienna

Belvedere Museum

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.

Moscow

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.

Vienna

Albertina Museum

We do not set the digital and the real against each other as an either/or situation. Both are important.

Moscow

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.

Vienna

Leopold Museum

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.

Moscow

Moscow Museum
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.

Vienna

Kunsthistorisches Museum (KHM)

Digital projects could never replace traditional visits to museums. Nevertheless, they will remain an important supplement to exhibitions, and the weight of online programs in terms of monetization will only increase.

Digital museum

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