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Pentimento

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A presentation for "Share it", a conference on digita media and museums organised by the Statens Museum for Kunst, Copenhagen, Denmark, 1.10.09
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Pentimento

  1. 1. THE NATIONAL GALLERY Love Art application for the iPhone & iTouch / Pentimento Elena Lagoudi 1.10.2009
  2. 2. THE NATIONAL GALLERY The National Gallery, London, houses one of the greatest collections of Western European painting in the world, from the 13 th to the 20 th century.
  3. 3. THE NATIONAL GALLERY <ul><li>Facilitate access to the collection </li></ul><ul><li>Reach out to new audiences </li></ul><ul><li>Embrace innovation and technology </li></ul><ul><li>Experiment with new platforms </li></ul>innovation new platforms reach out access vision
  4. 4. LOVE ART app for iPhone and iTouch-Pentimento
  5. 5. Lessons learnt content the brand creative collaboration and business model
  6. 6. Intro video
  7. 7. Shopping list
  8. 8. Image viewer
  9. 9. Galleries
  10. 10. Rolodex
  11. 11. LOVE ART app for iPhone and iTouch-Pentimento
  12. 12. LOVE ART app for iPhone and iTouch-Pentimento IPR
  13. 13. The credit-crunch approach
  14. 14. re-cycling re-purposing re-creating Insert image caption here
  15. 15. Insert image caption here Ingredients zoom galleries brand & games transcriptions artstart new* the grand tour be inspired content & fun
  16. 16. Be Inspired and Grand Tour podcasts and the monthly Podcast
  17. 19. CLICK TO ADD TITLE
  18. 20. LOVE ART app for iPhone and iTouch-Pentimento Love Art and the NG brand
  19. 21. Tonal Values <ul><ul><ul><ul><ul><li>ELEGANT EMINENT INSPIRING INCLUSIVE </li></ul></ul></ul></ul></ul>
  20. 22. THE NATIONAL GALLERY EXPERIENCE BELIEF HONOUR FAITH REASON HISTORY DESIRE PAIN GENIUS RELIGION TRUTH TORMENT LOVE DESTRUCTION ABSOLUTION HEAVEN HELL DREAMS LUST SORROW JOY WAR ECSTASY FURY EVIL INNOCENCE MADNESS DESPAIR DEVOTION TRUST PURITY CRUELTY PRIDE DESPAIR BLOOD FAMILY POWER VANITY SPIRIT HEART FLESH GLORY BENEDICTION VISION NATURE SEX BETRAYAL VALEDICTION SOUL ETERNITY DAMNATION REDEMPTION LIFE DEATH PASSION BEAUTY
  21. 24. The National Gallery Brand identity review and communications to reinstate the gallery as a ‘must visit’ cultural attraction.
  22. 25. THE PERMANENT COLLECTION
  23. 26. DESIGN AND COMMUNCATIOS FOR EXAMPLE: Design, advertising and promotions Gallery services Publishing Merchandise
  24. 27. Rolodex
  25. 28. Intro video
  26. 29. Image viewer
  27. 30. Zoom
  28. 31. Content planning <ul><li>Playfulness </li></ul><ul><li>Exploration </li></ul><ul><li>Creativity </li></ul><ul><li>Tactile- zoom feature </li></ul><ul><li>Voice that speaks the brand </li></ul><ul><li>Not a rigidly didactic experience </li></ul><ul><li>Authoritative voices v authoritarian </li></ul><ul><li>Gallery of the mind </li></ul>
  29. 32. The gallery of the mind <ul><li>Links to graphic manifestation of the brand through the rolodex function (playful, fun) </li></ul><ul><li>The zoom makes the pictures yours, an intimate relationship. Masterpieces at your fingertips. Leonardo in the pocket- as comments said. </li></ul>
  30. 34. Audience <ul><li>Time hungry digital natives </li></ul><ul><li>Choosey about their time and culture-span </li></ul><ul><li>Bite size information </li></ul><ul><li>High fun-value </li></ul><ul><li>Loyalty of supporters in iTunes </li></ul><ul><li>Word of mouth and user generated feedback: best marketing </li></ul><ul><li>No language barrier- international </li></ul>
  31. 35. Strategy-business model-team <ul><li>Good collaborations </li></ul><ul><li>Creative partnerships: the key to being relevant </li></ul><ul><li>Building on past projects & relationships </li></ul><ul><li>Family of products </li></ul><ul><li>Strategy-vision-brand </li></ul><ul><li>Shared editorial control </li></ul><ul><li>Inject “external eyes” viewpoints </li></ul>
  32. 36. Criticisms? <ul><li>Only 25 zoomable images </li></ul><ul><li>Big file size app (4MB) </li></ul><ul><li>No timer on audio </li></ul><ul><li>Painting titles (limitations of small screen) </li></ul>
  33. 37. Download stats <ul><li>Total Downloads to date (from May 09) - 221,517 not including free upgrades (free upgrade of the 3.0 compliant version are available to anyone who downloaded the previous version of Love Art.) </li></ul><ul><li>Pentimento was a paid app as of July 31 2009- 14,465 </li></ul><ul><li>Free upgrade version also offered - 29,148 </li></ul>
  34. 38. Thank you to the project team: <ul><li>National Gallery </li></ul><ul><li>Charlotte Sexton, Head of New Media, The National Gallery </li></ul><ul><li>& Press, AV, Information, New Media & Education teams </li></ul><ul><li>All the interviewees </li></ul><ul><li>Antenna Audio </li></ul><ul><li>Alyson Webb, Creative Director </li></ul><ul><li>Clare Cooper Hammond, Regional Manager, UK & Ireland </li></ul><ul><li>David Glenn, Georgina French </li></ul><ul><li>The Partners design consultancy </li></ul>
  35. 39. Contacts <ul><li>[email_address] </li></ul><ul><li>+44 207 747 2555 </li></ul><ul><li>[email_address] </li></ul><ul><li>+44 207 747 2850 </li></ul><ul><li>Antenna Audio </li></ul><ul><li>[email_address] </li></ul><ul><li>[email_address] </li></ul><ul><li>85 Great Eastern Street | London | EC2A 3HY </li></ul><ul><li>+44 (0) 203 365 8600 </li></ul><ul><li>www.antennaaudio.com </li></ul><ul><li>The Partners (Design Consultants) Andrew Webster </li></ul><ul><li>Albion Courtyard  Greenhill Rents  Smithfield  London EC1M 6PQ </li></ul><ul><li>+44 (0)20 7608 0051   </li></ul><ul><li>www.thepartners.co.uk </li></ul>
  36. 40. THANK YOU

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