The purpose of this use case was to showcase how existing 3D cultural heritage content, sourced from platforms like Europeana, can be repurposed to promote cultural tourism for smaller Destination Management Organizations (DMOs) or/and museums and other tourist providers at smaller destinations. Given the budget and resource constraints faced by smaller DMOs, reusing existing content is a necessity for a cost-effective and efficient approach.
Within this use case, the pilot location was Idrija, a UNESCO-listed former mercury mining town in Slovenia. In 2020 and 2021, the Idrija Tourism Board, Idrija Municipal Museum, and Idrija Mercury Heritage Management Centre were involved in a national initiative called Digital Innovation of Cultural Heritage. This initiative aimed to 3D digitize emblematic cultural heritage monuments across Slovenia and develop novel tourist products and experiences using technologies such as Virtual Reality, Augmented Reality, holograms, and video mapping.
In Idrija, 3D models were created of the Idrija Kamšt, a large water-powered pumping device, and a reconstruction of a colossal rotary kiln for smelting cinnabar ore. Arctur, a high-tech company from Slovenia and also a partner in the 5DCulture project, digitally captured these two UNESCO World Heritage sites using photogrammetry, laser scanning, and 3D modeling. They subsequently developed an Augmented Reality app for the Idrija Kamšt and a Virtual Reality experience for the rotary kiln. Several years prior, a 3D model of the Idrija Klavže water barriers had been created in a collaboration between the Idrija Mercury Heritage Management Centre and Arctur, one of the first of its kind in Slovenia.
The use case required easy-to-implement, low-cost hardware, hybrid storytelling solution that would re-use the existing 3D models, texts and photos, primarily directed toward cultural tourism visitors.
The solution
The proposed solution involves a micro-storytelling campaign that combines physical and digital elements:
Physical postcards, featuring 3D visualizations and QR codes, serve as tangible promotional materials.
Digital landing pages, created using the WeaveX tool, provide an immersive online experience.
A physical holographic pyramid enables the user to turn the mobile phone into a hologram projection device.
Figure 1. Explanatory graphics for QR scanning and holographic pyramid
Figure 2. A set of photos of the process of opening holographic postcards package.
Read more about the 3D heritage asset manager and storage capabilities here
Lessons learned
Based on the interviews with Damjana Bončina from Idrija Municipal Museum and Davor Vodopija from Idrija Mercury Heritage Management Centre, holographic postcards have shown potential as a tool to enhance visitor experiences and promote cultural heritage. However, their effectiveness depends on various factors, including design, presentation, and user experience.
Strengths
Unique and Engaging: Holographic postcards offer a unique and engaging way to present information, capturing the attention of visitors, particularly younger generations.
Educational Potential: They can convey complex information in a simplified and engaging manner, making it easier for visitors to understand and appreciate cultural heritage.
Affordability: The production of holographic postcards is relatively affordable, making them a cost-effective tool for visitor engagement.
Weaknesses
Technical Limitations: Some users may encounter technical difficulties, such as issues with device compatibility or internet connectivity.
Packaging and Presentation: The packaging and presentation of the postcards can significantly impact their perceived value and attractiveness to potential buyers.
Limited Impact on Visitor Behavior: While they can enhance the visitor experience, their impact on visitor behavior, such as increasing visits or purchases, may be limited.
Interested to try this out yourself?
Take the self paced training course on Europeana Academy or send us an email with your address to receive a package in the post (subject to availability). Or you can discover now the digital stories on WeaveX:
Largest Wooden Water Wheel: The “Kamšt” is a large water-powered pumping device, which was used to pump the pit water from the Idrija Mercury Mine.
Read more
Technical Marvel: Back in the twilight of the last century, the Idrija Mercury Mine unveiled a true marvel – three colossal rotary kilns for smelting cinnabar ore.
Read more
Klavže - “Slovenian Pyramids”! Klavže, also known as water barriers, are situated amidst the Idrija forests within the Zgornja Idrijca Landscape Park and hold significant historical value.
Read more
You can also check out our presentation “From Postcard to Hologram” at the 17th International Conference for Cultural Tourism Europe
Figure 3. Digital stories within the WeaveX platform.
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