GIFT is a three-year research project that started in January 2017. The project is funded by the European Union’s Horizon 2020 research and innovation programme under grant agreement no. 727040.
A main challenge with the development of virtual museums is establishing meaningful user experiences which allow for personal, complex and emotional encounters with art and cultural heritage. The GIFT project approaches this challenge through two suggestions for meaningful personalization through digital gifting and emotional appropriation: Technologies that accommodate the complex ways in which users may confront art and heritage content, and which engage users to participate and share experiences that are emotional and profound.
The GIFT project will achieve this through a practice-based research collaboration between prominent artists, museums and researchers, to develop, test and validate two ground-breaking prototypes that allow visitors to create and share highly personal encounters with digital cultural heritage. Drawing on learning from this process we will also develop a framework with theory, tools, design guidelines and best practice recommendations for creating meaningful personalization of hybrid virtual museum experiences.
The GIFT consortium includes leading artists and researchers with a long history of successful collaborations, who will be working with a panel of lead users from prominent European museums, to develop theoretical and practical advances with great impact for the cultural heritage sector and European society.
By enabling more engaging hybrid virtual/physical museum experiences, we will contribute to increasing citizens' curiosity and engagement. The hybrid format will also help making both virtual museum experiences as well as physical visits more engaging and attractive, thus contributing to economic growth through ticket sales as well as digital sales. By providing frameworks that help non-technical experts in the heritage sector to build and experiment with meaningful personalization of digital cultural heritage, the project gives the sector tools to build and innovate further.