10 Rules for Creating the Perfect Virtual Gallery

Virtual galleries have become a major trend in 2020, yet they remain poorly defined. A decalogue offers provocative guidelines for these tools. The virtual gallery should provide an original experience, with interactive spaces that can change in real time. Sustainability requires minimal concessions to the real world and a strong emotional component. A 'real avatar'—a guide with a camera inside a physical museum—could serve as a remote visitor's alter ego. AI can track user behavior to adapt exhibitions. The aesthetic of virtual galleries need not replicate physical spaces; it can draw from video game architecture since the 1990s. Users could personalize spaces according to their mood, choosing colors, proportions, and music within curator-defined ranges. Ease of use is essential, avoiding technological barriers. The concept of 'atmosphere,' developed since the 19th century Biedermeier and revived in 1960s advertising, can mitigate the coldness of the screen. Scent samples can be sent to visitors to enhance the experience. Virtualization has degrees: from realistic to hybrid to fictional spaces. In virtual galleries, artworks cannot be touched but can be traversed, held, and resized in real time.