MUS.NET.MUSeum NETwork, is a project about Audience Development devised for a network of European cultural institutions from four EU countries, Italy, Spain, Slovenia and Poland.

MUS.NET envisages a new role for museums, from traditional storerooms and places for exhibits, to open and busy public areas for studying, educating, performing, relaxing.

MUS.NET. deals with the issue of the decrease of visitors in the museums of its network. The partners plan to bring larger audiences to visit the museums by innovating their cultural offer and increasing their inclusiveness and accessibility.


Audience Development is MUS.NET. first priority. Partners have investigated good practices to attract the involvement of sectors of the community (women, youth, old people, and visually impaired) through a number of activities inspired by an innovative approach, whereby the cultural locations of each partner shall be equipped with a video station, the APP Museum in the Pocket, the Draw Alive children corner.

Capacity Building-Training is in direct relation to the AD. In order to improve the museum’s visibility and access by new audiences, the partners shall encourage their staff to acquire new skills, and shall train their museum operators to work with different social groups.

Following a survey of innovative best practices, that are aimed at developing the audience and enhance the visitors’ museum experience, the partners have conceived innovative ways to capture the attention of visitors and create a bond with them, to customize the museum tours, to use the social networks, the medias and the websites successfully, to stimulate feed-backs by visitors with a view to learn about their expectations.

Understanding how technology can transform the museum experience, how to get people to visit and to interact with the exhibits, to bring them to life using technologies inspired by augmented reality AR, are key issues of MUS.NET.

The MUS.NET partners have planned to keep researching and promoting good practices among each other and through their own cross-national networks in the long term.

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