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Virtual Museums (VMs) and their audiences have always been studied as separated worlds. Recently the importance of cross-methodological studies has been accepted by the academic sector for their usefulness in the process of assessing the impact of such VMs. Hedonic aspects, such as emotions, senses, perception, and environmental atmosphere rather than technicalities, like usability and affordance, have indeed played a precise and crucial role in the meaning-making of the world around us. This contribution will highlight the need for a collaborative sharing of ideas among designers and developers, creators and technicians, in order to reach sensory immersion and emotional involvement in VMs that will translate into enhanced participation and the predisposition to assimilate and memorize cultural contents. It has been stated that “a virtual museum is a digital entity.” As such, it is inevitably based on technology, on its user interface (UI), on the visualization solutions it employs, and on its usability and ability to interact with the end user in order to transfer a certain message. VMs are designed to complement, enhance, or augment the ordinary museum experience through contextualization, narration, personalization, interactivity and richness of content. This contribution originates not only from the lessons learned in twenty years of research by CNR ITABC, but it also moves one step further in the direction of exchanged experiences and good practices between the humanistic and the technological sectors, therefore contributing to the promotion of lifelong learning in Virtual Museums.

The basic idea of a hologram is an apparition of something that does not exist but appears as if it was just in front of our eyes. These illusion techniques were invented a long time ago. The philosopher and alchemist Giovanni Battista della Porta invented an effect that was later developed and brought to fame by Prof. J. H. Pepper (1821–1900) and applied in theatrical performances. The innovation nowadays consists in the adopted technology to produce them. Taking advantage of the available digital technologies, the challenge we are going to discuss is using holograms in the museum context, inside showcases, to realize a new form of scenography and dramaturgy around the exhibited objects. Case studies will be presented, with a detailed analysis of the EU project CEMEC (Connecting Early Medieval European Collections), where holographic showcases have been designed, built and experimented in EU museums. In this case, the coexistence in the same space of the real artifact and the virtual contents, and interior setup of the showcase, its dynamic lighting system, the script and the sound, converge to create an expressive unity. The reconstruction of sensory and symbolic dimensions that are ‘beyond’ any museum object can take the visitor in the middle of a lively and powerful experience with such technology, and represents an advancement in the museological sector. User experience results and a list of best practices will be presented in the second part of the paper, out of the tests and research activities conducted in these three years of the project.

The design of a virtual reality (VR) cultural application is aimed at supporting the steps of the learning process-like concrete experimentation, reflection and abstraction—which are generally difficult to induce when looking at ruins and artifacts that bring back to the past. With the use of virtual technologies (e.g., holographic surfaces, head-mounted displays, motion—cation sensors) those steps are surely supported thanks to the immersiveness and natural interaction granted by such devices. VR can indeed help to symbolically recreate the context of life of cultural objects, presenting them in their original place of belonging, while they were used for example, increasing awareness and understanding of history. The ArkaeVision VR application takes advantages of storytelling and user experience design to tell the story of artifacts and sites of an important cultural heritage site of Italy, Paestum, creating a dramaturgy around them and relying upon historical and artistic content revised by experts. Visitors will virtually travel into the temple dedicated to Hera II of Paestum, in the first half of the fifth century BC, wearing an immersive viewer–HTC Vive; here, they will interact with the priestess Ariadne, a digital actor, who will guide them on a virtual tour presenting the beliefs, the values and habits of an ancient population of the Magna Graecia city. In the immersive VR application, the memory is indeed influenced by the visitors’ ability to proceed with the exploratory activity. Two evaluation sessions were planned and conducted to understand the effectiveness of the immersive experience, usability of the virtual device and the learnability of the digital storytelling. Results revealed that certainly the realism of the virtual reconstructions, the atmosphere and the “sense of the past” that pervades the whole VR cultural experience, characterize the positive feedback of visitors, their emotional engagement and their interest to proceed with the exploration.

In this paper we present an overview of two audience studies aimed at identifying museum visitors' attitudes, behaviours and expectations. In the framework of V-MUST.NET an interactive exhibition, named "Keys To Rome", has been organized within the Imperial Fora Museum, Rome. Permanent collection has been integrated with a digital itinerary using computer graphics movies, natural interaction installations, multimedia supports and mobile applications. The evaluation of the audience feedback allowed us to study and justify some interaction choices and communication paradigms made so to enhance the user experience and enabling a fruitful discussion around virtual museums dissemination into cultural heritage environments. What came out is the need for technology to remain invisible and grant a cross-referencing visit path in a continuous parallelism between real objects and their digital copies.

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