Abstract
The Thyssen-Bornemisza Museum (Madrid, Spain) has been a pioneer in the introduction of new technologies to understand, disseminate and enjoy its artistic collection. In 2017 they started an avant-garde project, "Entrar en el cuadro", sponsored by Endesa. Large companies such as HP and the IED collaborated. The development of the 6Dof immersive VR experience was done by TheMo. The milestones reached technologically and at the level of communication and marketing, the scope and the results applied to the visitors and the public will be shown in this lecture.
The museum will also present other advances in digital and new forms of communication, since they are the first Spanish museum to bring out a limited collection of NFT's from an iconic Van Gogh painting that can also be visited in the metaverse.
TheMo will show us the challenges in the development of "Entrar en el cuadro" and other digital applications applied to museums and art centers (scan, photogrammetry, AR, holographic experiences, immersive 360, among others).
Technologies play a vital role in modernizing museums, improving visitor experiences, and expanding outreach. By leveraging technology effectively, museums can attract and engage new audiences, ensuring their continued relevance and impact in a rapidly evolving world.
Bio of Carolina Fàbregas
With a degree in Art History and Ph.D. in Digital Marketing Strategies, Carolina has a blended trajectory with more than 25 years executive experience in Digital Marketing and transformation in world class tech corporations. She is currently CMO of the Museo Nacional Thyssen-Bornemisza (Madrid, Spain), having previously held the position of B2C Global Digital Marketing Manager in Telefonica, South Europe Digital Marketing Director at Nokia, and Iberia Digital Marketing Director at Microsoft.
At the same time, she is a certified executive coach by ICF (the most important non-profit coach certification organization worldwide), and a seasoned team leader and people manager. She teaches in specialized executive programs for different business schools, where she also mentors individuals and teams with innovative projects.
Carolina joins the museum in December 2019 to strengthen the position of the Museo Nacional Thyssen-Bornemisza as an international cultural and artistic reference, as well as to disseminate and broaden knowledge of the Collection.
Bio of Ana Revilla
CEO of TheMo and Executive Producer of XReality Studios. She holds a degree in Art History and a Masters in Cultural Management. She starts her career in the world of management of private artistic foundations and has an extensive training in business management. She currently develops her professional career in the field of executive production and in the management of cultural projects within the audiovisual and artistic, developing her work in the USA and Spain.
She is in charge of the executive production of the VFX of successful television series and feature films, which has accumulated more than 70 international awards, including premieres in the Official section of the Venice International Film Festival. Her work as executive producer in XReality Studios includes major audiovisual productions, such as Awareness (Amazon Studios) or Dancing Glass (Netflix).
As an artistic curator and consultant in the field of education, her proposals and her projects to introduce technology are relevant, from digitization processes to immersive virtual reality experiences in museums and cultural institutions.
One of the most interesting is “Entrar en el cuadro. La luz de la Pintura”, an immersive VR experience for Thyssen-Bornemisza Museum, “Mas Allá de la Pintura” for Ibercaja Foundation or the design of audiovisual and the immersive content for Ryad Museums.
She has been part of prestigious European projects, such as the Horizon 2020 “VR-Together”, a project that has been awarded and recognized at international festivals and fairs in the sector.
