Studies
The invisible salesperson — how Museum of Illusions Madrid sold 90% of its tickets through a system visitors never notice
Opening mid-pandemic, the museum sold 36,000 tickets through a white-label booking system and raised daily capacity from 450 to 950 visitors.
July 20, 2026
The museum that lets data plan its tours — how the Polish Vodka Museum grew 100%+ a year with GetYourGuide
A Warsaw museum with almost no marketing budget read its OTA booking data, saw half its guests were international — and grew over 100% in 2024.
July 20, 2026
The Aircraft Carrier That Doubled Its Ticket Revenue — What Museums Can Learn from the USS Midway
USS Midway Museum sold 25,000+ tickets via Tiqets and doubled ticket revenue since 2019 — 70% of its European sales come through OTAs. A teardown for museums.
July 20, 2026
The Successful Exhibition Blueprint — 15 Steps from Idea to Metrics
The complete plan in six phases: defining success, story before objects, digitisation as an asset, the rhythm of experience, a cinematic launch and the Monday dashboard.
July 3, 2026
The Exhibition as a Product — Why Your Next Show Must Not Be a One-Off Cost
One narrative, many venues: how a digitally portable format turns an exhibition from a single-window cost into a repeatable revenue engine — and what the Lighthouse Immersive creditor-protection filing teaches.
July 2, 2026
Storage or Content Library? Digitisation as a Capital Investment, Not a Documentation Expense
The same digitisation can feed marketing, education, licensing and exhibitions — if you design it as an asset from day one, not a documentation expense. Rijksmuseum as the case study.
July 2, 2026
The Trailer Before the Exhibition — Cinematic Marketing Even a Small Museum Can Now Afford
A 30–90 second hero film made before opening is a sponsorship pitch, a pre-sale engine and a source of social cuts all at once. The five-step playbook — with anti-slop rules for credibility.
July 2, 2026
The museum AI playbook: 8 digital experience patterns that work
Eight of the best museum digital projects in the world, taken apart into patterns any museum or castle can reuse — from no-app WebAR to an experience the visitor takes home.
June 17, 2026
The Acropolis on your phone — how AR restores the colours and statues that are gone
How CHRONOS uses augmented reality to rebuild the Acropolis in its original form — and why its dependence on 5G is an opening for an offline solution at a castle.
June 13, 2026
A whole museum in the browser — how the Met opened its doors without a single app
How the Metropolitan Museum used WebAR to build a virtual gallery with no app download — and why 'no app' is the right path for a regional museum.
June 13, 2026
The forest that's never the same twice — how teamLab turns 69 drawings into a 170-metre landscape
How teamLab turns 69 historical drawings into a 170-metre generative landscape that is never the same twice — and what a regional museum takes from it.
June 13, 2026
When the painting becomes the room — how Atelier des Lumières turns a foundry into Klimt
How Atelier des Lumières uses ~140 projectors to immerse the visitor inside a painting — and why stone castle halls are the ideal space for the same effect.
June 13, 2026
When the artwork looks back — how Cleveland tracks where you look, and why
How the Cleveland Museum of Art turns looking into a dialogue through body and gaze tracking — and why on-device processing is the key for GDPR and the EAA.
June 13, 2026
The museum with no labels — and why 97% of visitors won't put down its device
How MONA in Tasmania built one of the world's most powerful digital museum experiences with The O — and what a regional museum can learn from it.
June 13, 2026
The museum you take home — how the Cooper Hewitt Pen turns viewers into collectors
How the Cooper Hewitt Pen gets almost every visitor to collect objects and rediscover them at home — and what a regional museum takes from it.
June 13, 2026
Netflix for heritage — how the Rijksmuseum connects 800,000 works into infinite exploration
How the Rijksmuseum uses linked data and AI to turn a vast collection into guided, connected exploration — and what a regional museum with its own archive takes from it.
June 13, 2026