Croc MarTech Lab digitized the exhibition of the Garage Museum Atelier E.B "Passerby"

2020: Digitization of the exhibition

On April 16, 2020, the company CROC announced that its CROC MarTech Lab marketing technology division had digitized Atelier E.B's "Passerby" exhibition for. Museum of Modern Art "Garage"

CROC MarTech Lab has created a 360 ° virtual panorama of the Atelier E.B exhibition "Passerby." The digitized version of the project contains works of art, explanatory texts and video materials presented at the real exhibition.

The solution collects information when visitors interact with virtual panorama objects, as well as impersonal user data. Such analytics make it possible to understand how many unique visitors have got acquainted with the exhibition and with specific objects, which communication channels are most relevant for the audience, which categories of visitors interact most with the panorama. Museum staff will be able to analyze these indicators in real time.

Data analysis is used in the corporate market for a wide range of tasks in marketing and sales. But analytics, which has become a familiar tool in e-commerce, penetrates into other areas. For example, in culture and art, where museums, galleries, theaters become our customers, whose management understands the importance of modern communication channels with other generations of consumers. A great example is shown by the British Museum, which relies on data analytics in all decisions about change, whether it is increasing opening hours or improving audio guides. Our project for the Museum of Modern Art "Garage" has become unique for Russian organizations and projects in the field of culture, Head of CROC MarTech Lab, Director of Strategic Marketing of CROC IT company Elena Volkovskaya

Atelier E.B exhibition "Passerby"^[1] is a project of the border genre, where museum and store storefronts, archival materials on the history of fashion, ethnographic museums and world exhibitions, as well as a pop-up store of the Atelier E.B brand (this is how designer Beca Lipscomb and artist Lucy Mackenzie sign their joint projects).

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