Reaching Out to a New Audience With NFC

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2 Reaching Out to a New Audience With NFC Mauricio Estrada-Muñoz Project Manager, Youth Program and Education Department / Centre Pompidou

3 I passionately want Paris to have a cultural centre [ ] that is at once a museum and a centre of creation where plastic arts develop side by side with music, cinema, books, audiovisual research, and so on. President Georges Pompidou

4 Centre Pompidou: over 30 years of experience. What s next? The Centre Pompidou was barely alone providing access to modern and contemporary art The Centre Pompidou pioneered with its offer targeted to kids and families today, contemporary art is everywhere and we need efficient programs aimed at different audiences in order to increase accessibility today, to keep being a forward-looking institution we broaden our spaces to a new audience: teens

5 STUDIO 13/16: a new venue for teenagers A venue specifically dedicated to teenagers - Encouraging teenagers to explore and discover modern and contemporary creation with an appealing program - Connecting content with the rest of the Centre Pompidou s program - Interacting with a wider audience in a participative drive A critical success factor - Relying on teenager s digital practices and their demand for novelty

6 STUDIO 13/16 Designed by French designer Mathieu Lehanneur Inspired by teenagers codes Conceived to host different sort of cultural events

7 Getting to know teenagers Teenagers want to be actors of their own experience rather than spectators. When asked, teenagers say they would come back to Centre Pompidou: to take part into creative activities (47%) to meet artists (55%) 73% of teenagers (12-17 years old) own a cell phone. Among years old, 45% have a cell phone and this rate jumps to 84% at age Tns sofres. Fabienne Simon & Sarah Duhautois (2009). Les adolescents, leur téléphone portable et l Internet mobile.

8 NFC spreading out In 2009, the French Ministry of the Economy, Industry and Employment decided to invest 3.5 M to develop and deploy new services and applications based on NFC technology In May, Nice (France) launched its NFC service package, a first step for a national rollout Nevertheless, there is a need to find a sustainable financial model for the audience, the institution and service provider

9 SMART MUSE CONSORTIUM Centre Pompidou is aware of the potential of this technology and teamed up with Connecthings, INSIDE Contactless and SAGEM Wireless. This consortium was awarded a grant to develop new forms of tour guide. CENTRE POMPIDOU defines the functionalities adapted to the audience and provides multimedia cultural content CONNECTHINGS brings knowledge from its AdTag server-side contextualized content management, as well as its experience with NFC tag and mobile application life cycle management and other technologies INSIDE CONTACTLESS provides its NFC technology know-how, NFC hardware and software for the handset, NFC tags and other patented technology SAGEM Wireless provides the NFC-enabled mobile phones

10 SMART MUSE Explore the potential of NFC technology within a cultural context Facilitate access, in real time, to rich multimedia content and connect with Centre Pompidou s program Create a privileged relationship with the teen audience based on their digital practices

11 ENGAGING WITH THE AUDIENCE When it comes to art, being actor is better than spectator We need to engage the audience with art in a participative way. Not all teenagers are keen on art The information provided is contingent upon interest, prior knowledge or motivation. The whole is greater than the sum of its parts Making choices, whether good or bad, raises understanding, curiosity and creativity.

12 COMMUNICATION To communicate with teenagers, it s crucial to rely on their specific channels and their digital practices With SMART MUSE all multimedia content can be commented, rated and shared on their favorite social network: Sharing the enthusiasm at its paroxysm. Dragging their friends to take part into unique events. Giving voice to our audience provides a less institutionalized communication.

13 INTERACTING WITH ARTWORKS NFC offers new forms of creativity Interacting directly with artworks provides a completely new experience, i.e. Parking nomade by F. Lamouroux. based on proximity. Teenagers are invited to collect sound-bites in order to create their own urban tour. Every urban tour is unique and participate to the understanding of the artwork.

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