1. Did You Hear that? An Interactive Art Experience Helps Draw New Fans
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  • Did You Hear that? An Interactive Art Experience Helps Draw New Fans

    By Sue Casement/3M Storyteller and Monica Hanson/3M Videographer
    Minneapolis Institute of Art in Minneapolis, Minnesota

    Overheard at the Museum

     

    Overheard at the Museum

    Overheard at the Museum

     

    • Art Museums are getting creative to buck the trend of declining turnouts. According to a recent study by the National Endowment for the Arts, attendance at plays, ballets and art museums in the U.S. has continued to decline over the past two decades. The Minneapolis Institute of Art – or Mia – has been an outlier to this trend, experiencing growth over the past four years.

    • In order to draw in new crowds and to engage existing visitors, Mia embraces new and inventive approaches. In 2015, they set up a contest to find a creative partner to bring fresh ideas to their exhibits. The winner of the contest came up with a unique way for audiences to experience the museum and its collection.

     
    rH-52-Hero

     

    “The winner, Luxloop, understood the museum experience through the eyes of the visitor,” says Douglas Hegley, director of media and technology at Mia. “They wanted to create an audio-only experience so people could be in the museum with eyes up on the art while listening to something totally unique.”

     

    “The winner, Luxloop, understood the museum experience through the eyes of the visitor,” says Douglas Hegley, director of media and technology at Mia. “They wanted to create an audio-only experience so people could be in the museum with eyes up on the art while listening to something totally unique.”

     

    “The winner, Luxloop, understood the museum experience through the eyes of the visitor,” says Douglas Hegley, director of media and technology at Mia. “They wanted to create an audio-only experience so people could be in the museum with eyes up on the art while listening to something totally unique.”

    Photo: Douglas Hegley, Director of Media and Technology, Minneapolis Institute of Art

    rH-52-Hero

     

    It’s not a typical narrative about the art. You will hear conversations between five different character sets as they move through the exhibits. “There’s a couple on a first date, there’s a family,” says Mandy Mandelstein of Luxloop. “There’s some old friends that come to catch up. So each story is really different and has a different feeling to it, a different pacing – and each group has their own reason for being here in this space.”

     

    It’s not a typical narrative about the art. You will hear conversations between five different character sets as they move through the exhibits. “There’s a couple on a first date, there’s a family,” says Mandy Mandelstein of Luxloop. “There’s some old friends that come to catch up. So each story is really different and has a different feeling to it, a different pacing – and each group has their own reason for being here in this space.”

     

    It’s not a typical narrative about the art. You will hear conversations between five different character sets as they move through the exhibits. “There’s a couple on a first date, there’s a family,” says Mandy Mandelstein of Luxloop. “There’s some old friends that come to catch up. So each story is really different and has a different feeling to it, a different pacing – and each group has their own reason for being here in this space.”

    Photo: Mandy Mandelstein and Ivaylo Getov, Luxloop

    Mandy Mandelstein and Ivaylo Getov, Luxloop, use the Overheard app to enjoy art exhibits.
    “Mandy and I both come from working in the film industry, so this is slightly uncharted territory, but exciting. We feel like we can build on the base of our experience in film as storytellers and find a new way to get that story to people."
    IVAYLO GETOV
    LUXLOOP
    Still image from video showing how the Overheard app works at the Minneapolis Institute of Art in Minneapolis, Minnesota
    View Video

    Anyone can be an art critic


    Luxloop’s goal? To make art approachable, even if you’re not an expert. Listen in.

    Anyone can be an art critic


    Luxloop’s goal? To make art approachable, even if you’re not an expert. Listen in.

    Anyone can be an art critic

    Luxloop’s goal? To make art approachable, even if you’re not an expert. Listen in.


    3M Senior Brand Design Manager, Collin Hummel, follows a conversation in Overheard.

     

    The contest was sponsored by 3M as part of an ongoing partnership. 3M Design, a function within the company that thrives on creativity and inventiveness, got directly involved. Collin Hummel, 3M brand design manager, served as a judge on the panel. “Design is about creating an engaging experience,” says Collin. “That’s what was so great about Luxloop’s entry – they blended technology, design and experiential thinking, and they didn’t get in the way of Mia’s exhibits. They enhance them.”

     

    The contest was sponsored by 3M as part of an ongoing partnership. 3M Design, a function within the company that thrives on creativity and inventiveness, got directly involved. Collin Hummel, 3M brand design manager, served as a judge on the panel. “Design is about creating an engaging experience,” says Collin. “That’s what was so great about Luxloop’s entry – they blended technology, design and experiential thinking, and they didn’t get in the way of Mia’s exhibits. They enhance them.”

     

    The contest was sponsored by 3M as part of an ongoing partnership. 3M Design, a function within the company that thrives on creativity and inventiveness, got directly involved. Collin Hummel, 3M brand design manager, served as a judge on the panel. “Design is about creating an engaging experience,” says Collin. “That’s what was so great about Luxloop’s entry – they blended technology, design and experiential thinking, and they didn’t get in the way of Mia’s exhibits. They enhance them.”

    Photo: 3M Senior Brand Design Manager Collin Hummel follows a conversation in the Overheard app.

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