The Ministry of Culture awards Art Rights and Lieu.City

    Ministry of Culture awards best technologies for art.

    Art Rights and Lieu.City winners of the creative marathon ARTathlon

    The Ministry of Culture (MiC), through the General Directorate of Museums, together with EY and in partnership with Invitalia – National Development Agency has called a Creative Marathon for the application of the best emerging technologies such as Blockchain, Artificial Intelligence, Internet of Things, Augmented and Virtual Reality for cultural heritage to support the challenges for the future and a look at the younger generations.

    The purpose?

    Bringing the museum experience closer to young people, but not only, through technological innovation.

    “Creating new narratives and innovative paths of valorization through the involvement of different skills and professionalism to expand the ways of use, digital as well as physical, of cultural heritage, a need that is becoming stronger in times of emergency” says Talitha Vassalli di Dachenhausen, Director of Service II – National Museum System of MiC. “Broaden the target audience in favor of the new generations in view of an inclusive and participatory cultural policy, increasing their presence on social communication channels and creating a community, thanks to stimulating tools such as gamification and interactivity”.

    More than 100 participants took part in the marathon of meetings and co-creation on March 23 and 24, 2021, with 12 startups selected from all over Italy.

    Two winning projects, among them MUSEO ZETA, born from the collaboration and work of the art startups Art Rights, a platform for the management and certification of works of art with Blockchain technology and Lieu.City, the first VR social network for online art events, joined together to bring innovation, experimentation and creativity at the service of Art and Italian Museums. 

    The teams of the two startups have created Zeta Museum, the first digital platform that combines physical and virtual reality, giving all fans the opportunity to create their own personal ZMuseo by selecting their favorite works from various Italian museums and archaeological parks, in their physical and virtual versions. 

    Museo Zeta was awarded by the jury for its ability to stimulate people by putting technology at the service of everyone’s creativity.

    The selection was made by a jury of experts composed by Dr. Laura Moro director of the Central Institute for the Digitalization of Cultural Heritage – Digital Library of MiC, Dr. Daniela Patuzzi head of the Service Unit Self Employment of Invitalia and Dario Bergamo Partner EY Leader MED for Government & Public Sectors. 

    The evaluation of the competing solutions was done based on strong connotations of innovation, feasibility, scalability and adherence to the challenges posed by the Ministry of Culture.

    The path of the winning teams will continue with the support of MiC, Invitalia and EY in the experimentation at the sites of Gallerie Nazionali d’Arte Antica, Palazzo Barberini and Galleria Corsini, Parco Archeologico dell’Appia Antica and with the Direzione Regionale Musei della Toscana.

    Art and Technology have never been closer than they are today! 


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