Multimedia exhibitions as a strategic resource for Italy

Massimiliano Tonelli argues that multimedia exhibitions are a strategic sector for Italy, offering economic and cultural opportunities. He distinguishes between exhibitions where technology is the content (artists using VR) and those where it is a tool for engagement and interpretation. The focus is on the latter, emphasizing experientiality, interaction, and immersiveness to capture distracted audiences, especially younger digital natives. Tonelli notes that the pioneering phase is over, with improvements in taste and technology, and increased involvement of scholars and art historians. He calls for institutions and private foundations to invest in this sector, as Italy possesses the creativity, know-how, and skills to lead globally. Examples include the 'L'Ara com'era' project at the Ara Pacis in Rome and an archaeological area in Brescia. Tonelli envisions augmented reality enhancing Italy's archaeological heritage for tourism, making cultural assets more accessible and appealing, all using Italian technology and expertise.