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| Titel |
The renaissance of the Royal Ontario Museum : architecture meets experiential marketing |
| Auteur |
A. Turi, J. Brunet |
| Tijdschrifttitel |
In: International journal of arts management. 11(2009)3(Spring.74-82) |
| Annotatie |
Met lit. opg.
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| Trefwoorden |
musea, vernieuwing, museumgebouwen, publiekswerving, beleving, Canada, onderzoeksrapporten (vorm), tijdschriftartikelen (vorm) |
Samenvatting
The Royal Ontario Museum provides an eloquent case study of the role that architecture can play in the reinvention of an experiential product. Architecture has enhanced the museumgoing experience at the ROM through renovation of the institution's physical aspects and their adaptation to the needs of contemporary visitors. It has enabled the museum to reassert its positioning and differentiation strategy by offering a plurality of experiences and promoting innovation. It also serves as a tangible sign whose distinct symbolism and thematics guide consumers through the process of consumption thanks to the creation of a unique atmosphere, the presentation of content and environmental variables. The daring architectural design and aesthetics have also helped to renew and promote the ROM's brand identity. Architecture has emerged as a change agent, by virtue of its revitalization of the museum product and ancillary services; harmonious integration of old and new, interior and exterior; involvement of visitors in the design and construction processes; and creation of a 21st-century architectural icon. |
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