Page 245 - AC/E's Digital Culture Annual Report 2015

AC/E Digital Culture Annual Report 2015245When users scanned the image or promotional poster made out of codes with their phones, they were redirected to a website featuring part of the exhibition (15 selected works) and an invitation to buy tickets. Also as part of the campaign, a Facebook page was set up with information on the geographical coordinates of several cities where fans could also experiment with other Picasso works through augmented reality.Also worthy of mention is the project by the young Olga Plets who, together with another two colleagues, has designed a mobile appli- cation called CloudGuide. It allows regular museum visitors to access a directory of all those museums’ content that has previously been incorporated. The app uses a content and user management platform. Museums can upload their own multimedia guides, making them available to visitors. When visitors arrive at an institution, all they need to do is downloadthe application through a QR code and start enjoying the visit: tours, access to all multimedia content, creating a gallery of favourite works, sharing them on social networks, accessing useful information and even purchasing tickets and objects from the shop.This global application is supported by a Google executive and Ecosystem Ventures, an invest- ment fund based in Silicon Valley.3.3. GeolocationAs we have seen in some examples, geolocation technology is embedded in other types of technology, as we pointed out before examiningeach of them. Services of this kind are already part of most people’s daily lives. Wi-Fi networks together with GPS, maps and tracking and locating methods are the basic elements used in geolocation.Apart from the ordinary everyday use for which geolocation applications are often developed, some institutions are using it in both exteriors and interiors, either to guide people along a historical route, for example, or to interact with digital screens inside the spaces, though contrary to what might be assumed from how often it is used in other sectors, it is not so common in museums.In general, many of the projects that apply this technology in museums and exhibitions are focused on the guides that accompany the whole visit.For example, the Art Institute of Chicago has created a mobile application with internal GPS70 that guides visitors along fifty different custom- ised tours of all the museum spaces and works. This is made possible by the museum’s open Wi-Fi network. The application allows visitors to discover unknown corners of the museum and gain deeper knowledge of the works on show. The aim is to boost accessibility and interaction between museum and visitors.The Spanish company TF Interactiva, which is specialised in developing apps, digital publishing and multimedia editing, has brought out the Official Guide to the Alhambra in Granada.71 This application, available for iPhones and Android smartphones, can be used during the visit or simply to obtain further information3. Technology associated with the actual visit