three-dimensional storytelling: creating engaging exhibition experiences
TRANSCRIPT
BRIANNA { Bree } CUTTS THE SIBBETT GROUP
Copyright 2017 Brianna Cutts All rights reserved
c
SUSAN SPERO JOHN F. KENNEDY UNIVERSITY
TODAYThis day will include a lively and interactive workshop
focussed on creating museum exhibitions.
Designed for museum professionals, this workshop provides
techniques and tools for developing and synthesizing
content into engaging three-dimensional stories.
Participants will learn about a thoughtful
process model that merges theory with practice,
and develop interpretive content for a
full-scale exhibit prototype.
TODAYPART 1: Process + Project 9:15-10:00 - Intro and Process 10:00 - 12:00 - Teams, Projects, Work PART 2: Lunch + Inspiration 12:00 - 2:00: Lunch, “Field Trips,” Museum Tours PART 3: Produce + Prep + Pitch 2:15-3:15: Project Work 3:15-3:45: Prep Pitch 3:45-4:15 - Team Pitches (±5min per team) 4:15-4:30 - Wrap-up + Reflection + Q&A 4:30 - Thank you!
OBJECTIVES• Provide museum professionals with more guidance for creating exhibitions, from D.I.Y. approaches to professionally designed experiences • Focus on the specific categories of Story (interpretive content), Audience (museum visitors), and Technique (exhibit design) to develop and design exhibitions • Offer an approach for understanding how theory can shape practice
• Inspire creative risk taking with tangible tools and a flexible process model for creating engaging museum experiences • Create a deeper understanding of cognitive, behavioral and social / emotional exhibit outcomes that will assist in fundraising and marketing efforts
OUTCOMES• Lead workshop attendees through a process to create interpretive content, from topic brainstorming to the Big Idea • Facilitate a group activity to develop interpretive content and build a three-dimensional prototype exhibit • Reveal techniques within the process model for developing efficient Teams, effective Management, and distinctive Creativity
• Encourage agility and adaptability for creative collaboration that leads to consensus building and achieving unified goals • Inspire workshop attendees to use the tools and techniques offered in the workshop to create a process that fits their unique institution
RELATIONSHIP TO THEMEThe exhibition development and design process requires that
museum professionals work together efficiently and effectively in
order to create powerful museum experiences.
In order to create these experiences, we need creative teams
that can explore out-of-the-box ideas and navigate uncertainties.
The Story Orbit process model provides a roadmap for museum
professionals to build confidence about crafting their interpretive
content in order to tell their unique stories, stories about our world
and what unites us.
LEARN THE RULES SO THAT YOU KNOW HOW TO BEND THEM
• PARKS CANADA DESIGN GUIDELINES
• AMERICANS WITH DISABILITIES ACT (ADA)
• ARCHITECTURAL BARRIERS ACT (ABA)
• ACCESSIBILITY FOR ONTARIANS WITH DISABILITIES
• FUTURE: CENTRE OF EXPERTISE ON ACCESSIBILITY
AND BARRIER REMOVAL
• SMITHSONIAN GUIDELINES FOR
ACCESSIBLE EXHIBITION DESIGN
SELF
ACTUALIZATION
ESTEEM
BELONGING
SAFETY
PHYSIOLOGICAL
MASLOW’S HIERARCHY OF NEEDS APPLIED TO THE MUSEUM EXPERIENCE
SELF
ACTUALIZATION
ESTEEM
BELONGING
SAFETY
PHYSIOLOGICAL
MASLOW’S HIERARCHY OF NEEDS APPLIED TO THE MUSEUM EXPERIENCE
“Where’s the
restroom?”
SELF
ACTUALIZATION
ESTEEM
BELONGING
SAFETY
PHYSIOLOGICAL
MASLOW’S HIERARCHY OF NEEDS APPLIED TO THE MUSEUM EXPERIENCE
“Where’s the
restroom?”
“Wow,
this is fun!”
SELF
ACTUALIZATION
ESTEEM
BELONGING
SAFETY
PHYSIOLOGICAL
MASLOW’S HIERARCHY OF NEEDS APPLIED TO THE MUSEUM EXPERIENCE
“Where’s the
restroom?”
“Wow,
this is fun!”
“I’m inspired ... to be an
artist, scientist, inventor ...”
TEAM ROLES
- Management: Project Manager
- Content: Content and Image Researcher, Subject Matter
Experts, Interpretive Developer, Interpretive Writer
- Design: Exhibit Designer, Interactions Designer,
Graphic Designer, Multimedia Designer, Lighting Designer
EXHIBITION DEVELOPMENT
TEAM ROLES
- Management: Project Manager
- Fabrication: Cabinetry, Sculpture, Mount Making,
Model Making, Interactives, Technology
- Installation: Construction, Finishes, Lighting, etc.
EXHIBITION FABRICATION
TEAM SUPPORT
- Ensure team members have effective tools
- If tools are not available, design work-arounds
SCHEDULES
- Planning for three design phases
- Estimating work products and flow
- Building in “buffers” for deadline flux
LINEAR
1 2 3
COLLABORATION
- Structuring a collaborative process
- Selecting and maintaining on-line tools
- Setting realistic milestones
LEADERSHIP
- Understanding your leadership style
- Identifying your team’s strengths, and weaknesses
- Modeling adaptability and agility
SPACE
- Place to capture and process content
- Place to display project inspiration
- Place to work independently and collaboratively
PASSION
INSTITUTION’S MISSION
EXHIBITION GOAL & OBJECTIVES
TOPIC BRAINSTORMING
SUB-TOPICS & MESSAGES
THE BIG IDEA
CONTENT RESEARCH
YOUR “PITCH”
*
*
*
THE BIG IDEA
THE EXHIBITION
POTENTIAL CONTENT
VISITOR QUESTIONS
FILTERS:
GOAL & OBJECTIVES
EXPERIENCE:
STORY AND ENGAGEMENT
YOUR “PITCH”THE WHY - Why it matters - Why the exhibition is needed - Why we’re meeting the need
THE WHO - Primary audience
THE HOW - Unique offerings - Unique qualities
THE WHAT - INFORM (Cognitive) - - What visitors will learn
MOTIVATE (Behavioral) - - What visitors will do
INSPIRE (Social / Emotional) - - What visitors will feel
AUDIENCE
PROTOTYPING
FEEDBACK
VISITOR EXPERIENCE
JOURNEY
LEARNING FRAMEWORK
HOW ...
WHAT ...
WHO ... *
*
*
SELF
ACTUALIZATION
ESTEEM
BELONGING
SAFETY
PHYSIOLOGICAL
MASLOW’S HIERARCHY OF NEEDS APPLIED TO THE MUSEUM EXPERIENCE
“Where’s the
restroom?”
“Wow,
this is fun!”
“I’m inspired ... to be an
artist, scientist, inventor.”
VISITOR EXPERIENCE JOURNEYHOW DO PEOPLE
FIND OUT ABOUT
THE EXHIBITION?
WHAT DO PEOPLE
DO AT
THE EXHIBITION?
WHAT DO PEOPLE
SAY ABOUT
THE EXHIBITION?
TECHNIQUE
DESIGN ELEMENTS
DESIGN AND FAB COSTS
TECHNOLOGY
INTERACTION
INTERPRETIVE ELEMENTS
DESIGN DELIVERABLES CONTENT CREATION*
**
FABRICATION COSTS
$187,500 - 375,000
LOW
TECH
1,500 SF 1,500 SF 1,500 SF
MEDIUM
TECH
$412,500 - 825,000
HIGH
TECH
$862,500 - 1,500,000
DESIGN COSTS
$187,500 - 375,000
LOW
TECH
1,500 SF 1,500 SF 1,500 SF
MEDIUM
TECH
$412,500 - 825,000
HIGH
TECH
$862,500 - 1,500,000
+ 25-35% of fabrication budget
1. REVIEW & PLANLEARNING FRAMEWORK
1REVIEW & PLAN
LEARNING FRAMEWORK
Choose One Genre for Exhibit Prototype
For this exhibit workshop, we’ll use book genres as a whimsical approach to designing an exhibit within a learning framework. Please keep in mind that while museums are informal learning environments, funding pressures typically require achieving measurable learning outcomes. For future reference, learning frameworks typically consist of the following, as applied to the concept of book genres:
1. INSTITUTION’S RAISON D’ETRE - Devoted to modern art - Connecting children to nature - Celebrating the rich world of pizza 2. TOPICS: - Arts - Sciences - Humanities 3. PEDAGOGY: - Constructivism - - building on prior knowledge - Multiple Intelligences 4. EXPERIENCE APPROACH: - Participatory experience - Curated narrative - Authentic content 5. DIFFERENTIATOR (Why this institution matters; typically captured in tagline) - Nurtures creativity - Cultivates empathy
1. BOOK’S ULTIMATE PURPOSE - Provide inspiration - Entertain readers - Sell books 2. TOPICS: - Romance - Mystery - Memoir 3. PEDAGOGY: Narrative structure - Hero’s Journey - Five Acts - Beginning, Middle, End 4. EXPERIENCE APPROACH: - Pacing Approach - Narrator Type - Fiction, non-fiction 5. DIFFERENTIATOR (Why this book matters; typically captured in title and sub-title) - Addresses fundamental human issues - Addresses issues in memorable way
GENRE: ROMANCEGENRE: MYSTERY
GENRE: MEMOIR
For Reference
DRAMA THAT SPARKS EMOTION 1. A meets Z. 2. Z has a secret. 3. Z keeps secret from A as they fall in love. 4. A finds out and they part in anger. 5. Z loses all. 6. A returns, repentant, to declare what they both knew all along: A loves Z. 7. Z is now strong enough to turn A down or take A back (as an equal partner).
THE HERO’S JOURNEY 1. Call to Adventure 2. Acceptance of Call 3. Rising to Action: The Ordeal 4. Facing Defeat: Striving for Treasure 5. Mission of Danger: Completing Adventure 6. Journey Home: One More Sacrifice 7. Transformation: The Journey Continues
CREATE AN ARC TO INSPIRE PERSONAL GROWTH 1. The Desire Line I wanted ______________ (the desire line). 2. Actions and Obstacles To get it, I then ______________(action).
3. Emotional Moments To get it, I ______________ (action).
4. Initiating Incident But ______________ (obstacle) got in my way.
5. Ending Incident So, I ______________(action).
1. REVIEW & PLANDESIGN GUIDELINES
1REVIEW & PLAN
EXHIBIT ELEMENTSACCESSIBILITY & DESIGN
Use these tools and guidelines to develop and design your exhibit.
Cabinetry — A free-standing cabinet displays interpretive content.Artifact Case — A cabinet-mounted case displays artifacts.Photo Mural — A wall-mounted mural.Primary Interpretive Graphic — A large-sized free-standing or wall-mounted interpretive graphic panel. The interpretive graphic panel includes text and photography.Secondary Interpretive Graphic — A medium-sized free-standing or wall-mounted interpretive graphic panel. The interpretive graphic panel includes text and photography.Label — A small-sized free-standing or wall-mounted interpretive graphic panel. The interpretive graphic panel includes text.Tactile Element — A tactile object that highlights the _____ story. Scale Model — A scale model of a/the ____________ .Artifacts — A collection of ____________ artifacts.Audiovisual Program — An audiovisual program about ____________.Audiovisual Equipment — Within the Cabinetry is concealed audiovisual equipment that plays audiovisual programs.Interactive Media — An approximately ____________ minute touch screen multimedia program.Seating — Seating will be offered to visitors as places to rest or linger. Seating will include stools and benches.Lighting — Lighting fixtures in the existing system are aimed to illuminate the exhibit area.
SPACE PLANNING GRAPHIC DESIGNOBJECT DISPLAY
SOURCE: Smithsonian Guidelines for Accessible Exhibition Design
OVERVIEW: This list includes typical elements used in museum exhibits.
TYPICAL EXHIBIT DESIGN ELEMENTS
1. REVIEW & PLAN
BRAINSTORM EXHIBIT STORY
HOW MIGHT YOU ENGAGE YOUR
AUDIENCE ABOUT YOUR
EXHIBIT TOPIC?
HOW MIGHT YOU TELL
YOUR EXHIBIT STORY IN AN
UNEXPECTED WAY?
1REVIEW & PLAN
HOW MIGHT YOU INSPIRE
CURIOSITY ABOUT YOUR
EXHIBIT TOPIC?
2. DEVELOP & DESIGNVISITOR EXPERIENCE JOURNEY
ONCE VISITORS ARRIVE, THEY
NOTICE ...
AT THE EXHIBIT, VISITORS ARE
ENCOURAGED TO ...
AFTER THE EXHIBIT EXPERIENCE,
VISITORS SAY ...
AT THE EXHIBIT VISITORS CAN ...
VISITORS FIND OUT ABOUT THE EXHIBIT FROM ...
2DEVELOP & DESIGN
Copyright c 2017, Brianna Cutts, The Sibbett Group
2. DEVELOP & DESIGN
TITLE MESSAGE OUTCOMES ELEMENTSLEARN (COGNITIVE) Understand ... Discover ... Connect ... DO (BEHAVIORAL) Touch ... Hear ... Smell ...
FEEL (SOCIAL / EMOTIONAL) Appreciate ... Value ...
TITLE (1-3 WORDS):
SUB-TITLE (4-8 WORDS):
THE BIG IDEA (A simple sentence that may become your title and / or sub-title)
FURNISHINGS:
GRAPHICS:
INTERACTIVES:
OTHER / TWIST:
“Aha, I had no idea!”
“Hmm, that makes sense.”
“Wow, really?”
TOPIC: DINING ROOM TABLE
INTERPRETIVE EXHIBIT OUTLINE2
DEVELOP & DESIGN
Copyright c 2017, Brianna Cutts, The Sibbett Group
3. PREP & PITCH
PITCH EXHIBIT STORY
THE WHY THE HOW THE WHAT
The Pitch articulates your vision in a written description that is punchy, playful and personal.
RELEVANCE Why this exhibit matters:
MARKETING How visitors find out about the exhibit:
DIFFERENTIATOR An unexpected twist in the exhibit:
INFORM What visitors will LEARN:
MOTIVATE What visitors will DO:
INSPIRE What visitors will FEEL:
3PREP
& PITCH
Copyright c 2017, Brianna Cutts, The Sibbett Group
NARRATIVE & PLOTCreate a Drama to Spark Emotion and Inspire Dreams 1. A meets Z. 2. Z has a secret. 3. Z keeps secret from A as they fall in love. 4. A finds out and they part in anger. 5. Z loses all. 6. A returns, repentant, to declare what they both knew all along. A loves Z. 7. Z is now strong enough to turn A down or take A back (as an equal partner).
ROMANCE NOVEL
NARRATIVE & PLOTThe Hero’s Journey 1. Call to Adventure 2. Acceptance of Call 3. Rising to Action: The Ordeal 4. Facing Defeat: Striving for Treasure 5. Mission of Danger: Completing Adventure 6. Journey Home: One More Sacrifice 7. Transformation: The Journey Continues
MYSTERY NOVEL
NARRATIVE & PLOTCreate an Arc to Inspire Personal Growth 1. The Desire Line
2. Actions and Obstacles
3. Emotional Moments
4. Initiating Incident
5. Ending Incident
MEMOIR
I wanted ______________ (the desire line). To get it, I ______________ (action). To get it, I then ______________(action). But ______________(obstacle) got in my way. So, I ______________(action).
OUR EXHIBIT TOPIC
Dining Room Tables
TODAY:
I wanted ______________ (the desire line). To get it, I ______________ (action). To get it, I then ______________(action). But ______________(obstacle) got in my way. So, I ______________(action).
PRESSURES
EXHIBIT TEAM
$
FUNDRAISING SOURCES
PROJECT SCHEDULE
MEASURABLE OUTCOMES
GREAT IDEAS
SCHOOL STANDARDS
TEAM DYNAMICS
LIKE A “WICKED PROBLEM”A wicked problem is a problem that is difficult or impossible to solve because of incomplete, contradictory, and changing requirements that are often difficult to recognize. The use
of the term “wicked” here has come to denote resistance to resolution, rather than evil. Moreover, because of complex
interdependencies, the effort to solve one aspect of a wicked problem may reveal or create other problems.
CREATING EXHIBITS:
“FRICTION”
“Passionate, provocative dissention and disagreements are not only tolerated but cultivated, to spur the best ideas and, as
importantly, to eliminate bad ones quickly. While a consensus seeking approach may lead to a few incremental innovations, he says, a bit of tension, even friction during creative ideation,
is likely to lead to innovation breakthrough.”
The Secret That Inspires Cirque du Soleil’s Culture Of Innovation: Creative Friction, Forbes
CREATIVE PROCESS
OUR TEAMSTODAY:
ART MUSEUM
SCIENCE MUSEUM
CHILDREN’S MUSEUM
HISTORY MUSEUM
NATURAL HISTORY MUSEUM
TEAM SHAKE
TEAM WHIRL
TEAM
QUACK
TEAM FUZZ
TEAM “EEK”
1) Pick team out of bag
2) Gather in team area
3) Begin!
PART 2: Lunch + Inspiration
12:00 - 2:00: Lunch, “Field Trips,” Museum Tours
- Tour 1: Rory McDougall
Loyal Edmonton Regimental Military Museum
- Tour 2: Hannah Chipman
Telephone Historical Centre
GROUP ACTIVITY
PART 3: Produce + Prep + Pitch
2:15-3:15: Project Work
3:15-3:45: Prep Pitch
3:45-4:15 - Team Pitches (±5min per team)
4:15-4:30 - Wrap-up + Reflection + Q&A
4:30 - Thank you!
GROUP ACTIVITY