Hypertech is proudly participating as project coordinator and member of the consortium of the 2gether project. It’s a partnership of the Metropolitan Organisation of Museums of Visual Arts of Thessaloniki - MOMus, the Information Technologies Institute (ITI) of the Centre of Research and Technology Hellas (CERTH). The project was launched in February 2020 and is co‐financed by the European Regional Development Fund of the European Union and Greek national funds through the Operational Program Competitiveness, Entrepreneurship and Innovation, under the call “Special Actions Aquaculture - Industrial Materials - Open Innovation In Culture” (project code: T6YBP-00510) with a three-year horizon of delivery.
The new digital reality for culture
Based on the need of the recent years of European organisations to abandon the traditional passive ways of presenting cultural heritage, 2Gether turns to new alternative and more attractive digital methods to promote culture and mostly invite and allow the active participation of the visitors. The vision of the project is to develop a cutting-edge and state-of-the-art technological-conceptual framework and communication strategies that will attract and give access to the general public to Greek art.
Through the eyes and work of modern artists and people of all backgrounds, ages, and ethnicities, 2Gether, re-establishes what it means to communicate with an art audience and promoting cultural heritage in the digital era. The project is based on strategic planning and methodology that spreads to the 3 years duration of 2Gether and applies to both its products and communication activities. Therefore, it delivers a Crowdsourcing platform and a 3D walkthrough of the MOMus.
What to expect from 2gether
The project circles around the user’s needs analyses their barriers and offers them a real-time crowdsourcing platform. The platform has a storytelling narrative and user-generated content that allows the visitors to get inspired and invites them to express themselves with their work and share it with the rest of the world. This approach reactivates people’s ability to be active members of the art community and allows us to reinvent the art world in the 21st century with the actual help of artists, art enthusiasts, and curious people with no geographical barriers. Simultaneously, with its design of a 3D walkthrough of the MOMus -and not only- exhibition in an environment of Virtual Reality, 2Gether gives a new meaning to the way art is perceived. Technology serves the users’ needs and allows them to interact with and learn from famous works of art.
The creation of the two products combines the digital experience of the crowdsourcing platform with an on-spot visit to the actual MOMus 3D exhibition. Connecting these two worlds means uniting their communication efforts, providing targeted information on both sides, and spreading this powerful message to all users through on and offline activities from the actual platforms to social media, events, seminars, workshops, etc. Through thorough pre-testing, evaluation checkpoints, and on-time readjustments, and organised internal communication, both the products and all promotional efforts are ensured to promote young artists and their work while at the same time collecting the audience’s reaction and preferences.
The main objectives of 2gether are:
- Suggesting and applying new cutting-edge technological solutions for the further promotion of the Greek cultural heritage;
- Transforming the museum or gallery experience and allow the visitors to take an active part in it;
- Encouraging new artists to share their work and identify the immediate feedback from audiences;
- Finding new means, ways, and channels to communicate with the right audience and inviting them to interact and expose their thoughts and preferences towards a piece of art;
- In the bottom line, creating an experiential workshop for the understanding and the virtual tour in the history and the evolution of contemporary art, focusing on the Greek art scene.
The project is already in progress but the best is yet to come.
Stay tuned and mostly 2gether!
Co‐financed by the European Regional Development Fund of the European Union and Greek national funds through the Operational Program Competitiveness, Entrepreneurship and Innovation, under the call “Special Actions Aquaculture - Industrial Materials - Open Innovation In Culture” (24485-28/2/2020) with a project name "2gether: Participatory and Experiential Labs for the Production and Promotion of Contemporary Art" (project code: T6YBP-00510)