Orpheo Group: digital tools reshape museum access post-pandemic
Marzia Rainone of Orpheo Group discusses how the pandemic accelerated digital adoption in cultural institutions. Forced closures and restrictions shifted demand from traditional audioguides to apps and web apps, which visitors can use on their smartphones. Orpheo's existing digital products, previously untested at scale in Italy, are now in high demand. Traditional audioguides remain popular alongside new tech due to diverse visitor demographics. Orpheo's accessibility project 'Arte per tutti' includes audio descriptions for the blind and LIS videos for the deaf, developed with specialists. Collaborations include Accademia di San Luca and MAXXI. The company emphasizes storytelling and in-house tech development. In the US, app adoption was faster than in Japan, which remains more traditional. Orpheo also creates child-friendly audio tours with professional voice actors and interactive games.
Key facts
- Marzia Rainone is Business Developer & Communication manager for Orpheo Group.
- Pandemic forced closures and restrictions changed museum access approaches.
- Demand shifted from traditional audioguides to digital tools like apps and web apps.
- Orpheo had digital products ready that were previously untested at scale in Italy.
- Traditional audioguides remain used alongside digital due to diverse visitor ages and tech comfort.
- Orpheo's 'Arte per tutti' project provides accessibility features for blind and deaf visitors.
- Collaborations include Accademia di San Luca and MAXXI.
- US market was more receptive to apps than Japan, which is more traditional in cultural consumption.
Entities
Institutions
- Orpheo Group
- Accademia di San Luca
- MAXXI
Locations
- Italy
- United States
- Japan
- Europe