Relax, stay a while
The media landscape has changed tremendously in the past decade. Videos are accessible anywhere, anytime – and anyone in the world can become a content creator. To celebrate ten years of YouTube – the biggest online-video platform and the second largest social-media platform in the world – Sound and Vision in Hilversum, the Netherlands, commissioned us to bring the internet giant to life in a three-dimensional environment. We shifted the notion of a museum exhibition from a place you feel you have to walk through to get information to a place in which it’s enjoyable to hang around and linger, much like a restaurant or bar.
Defying museum conventions
The goal was to create an experience that extends the time people spend in the museum, improves the quality of their stay, and forges a stronger engagement with the content. Since museums are often perceived as heavy and stiff, we took cues from restaurants and bars – whose visitor numbers far outweigh those of museums – to construct a relaxed, comfortable environment. Filled with seating, plants, ambient lighting and a bar, the exhibition space invites visitors to grab a cup of coffee – or even dinner – during their visit. The experience is casual – akin to playing games at home or in a bar with friends. Let’s YouTube takes the work out of visiting an exhibition. The audience still receives information and feels inspired, but is effortlessly absorbing the material.
From online to in person
Conceived as one big adventure based on gamification principles, the exhibition highlights YouTube’s influence on society. At a series of game stations, visitors test their knowledge about the history, impact and effects of the video-sharing website. Completing this YouTube IQ test unlocks one of three YouTube Rooms: high-tech studios that enable visitors to create and upload their own videos. While they wait, they can grab a drink at the YouTube bar or be inspired at the YouTube wall, which plays the best clips from across the globe.
Foto’s: Paul en Menno Ridderhof / Beeld en Geluid
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