May 19, 2017

Blog: PAMM Launches Pilot Augmented Reality Program to Enhance Visitor Experiences

This year, Pérez Art Museum Miami (PAMM) will launch a new pilot program to develop an augmented reality app to enhance visitor experiences.

Two hands holding up a tablet with PAMM on the screen

The app, created with StartHub Miami and Magic Xperience, will be easily accessible to visitors through their smartphones, and will offer multimedia elements and shareable content to include videos, games and quizzes, and an interactive map to help visitors more deeply engage with the museum’s spaces.

“As a 21st century museum, PAMM seeks to reinforce the idea of the museum as a place for experimentation, a laboratory for ideas,” said Director Franklin Sirmans.

This augmented reality pilot program is one of multiple tech initiatives PAMM has rolled out this year, including the hiring of a fulltime digital journalist, a first of its kind position, and the recent launch of the PAMM app, which aims to enrich the visitor experience with multimedia content, video, and audio tours.

Monica Mesa, PAMM’s AR + Art project manager, will work closely with members of PAMM’s public engagement, curatorial, education, and IT teams, alongside contracted tech vendors to develop the app. Mesa contributed to the successful launch of PAMM’s Inside|Out program, which, also generously funded by the Knight Foundation, brings high-quality reproductions of works from PAMM’s permanent collection to communities throughout Miami-Dade County.

Sketch of augmented reality
The program is generously funded with a $150,000 grant from The John S. and James L. Knight Foundation, who is working with MAYA Design, a design consultancy and innovation lab, to assist with research and project framing. 

“People want their art experiences to be personalized, interactive and shareable, just as they expect of everything else in their daily lives. Museums need to continue to make this cultural shift, engaging visitors on-site and on-line with their collections in innovative ways." - Victoria Rogers, vice president for arts at Knight Foundation

Knight Foundation’s funding is part of a $1.8 million investment to help museums use technology to immerse audiences in art. Knight Foundation, which promotes more informed and engaged communities, has helped institutions – from newsrooms to libraries – adapt to and thrive in the digital age. This funding extends the foundation’s expertise to art museums with the goal to build stronger, more vibrant communities.