Photoreportage and interview with Rosina Pencheva, Gabrovo News, 18.06.2018
Rosina Pencheva presenting during the Marketing Seminar at the Estonian Open-Air Museum / photo by Prof. S. Dimitrova
What were the highlights of the seminar in Tallinn?
– The two main topics of the seminar were “Creating a corporate identity for better development of museums” and “Using technology and social media in presenting open-air museums.” The presentation, titled “Creating the new visual identity of EMO ‘Etar’ as a way to solve problems,” outlined the entire process of developing the museum’s visual and graphic identity.
Маркетинг семинар в Естонския музей на открито / фотография: Росина Пенчева
Маркетинг семинар в Естонския музей на открито / фотография: Росина Пенчева
Маркетинг семинар в Естонския музей на открито / фотография: Росина Пенчева
Маркетинг семинар в Естонския музей на открито / фотография: Росина Пенчева
Representatives of museums from which countries participated in the seminar?
– Other participants included representatives of open-air museums from Estonia, Latvia, Lithuania, Finland, the Czech Republic, Romania, and Hungary. All presentations were useful to us—the representatives of EMO “Etar”—and much of the information can be applied on site.
Kart Vilman, a representative of a marketing communications agency, spoke about corporate identity for a museum, sharing ten years of experience in creating the brand for the Estonian Open-Air Museum. The presentation “Building a museum brand: from collection to business. The design of the Hungarian Open-Air Museum” was delivered by Anita Horvat and Zolt Sari. Temu Aola from the Vapriikki Museum Centre in Finland presented “Windows to the Past with VR (Virtual Reality).” Other presentations included “Share more experiences, less information: open-air museums and their visitors in the era of experimental marketing” by Assoc. Prof. Dr. Nadya Charapan from the European Humanities University, and “Using social media in marketing” by Ton Kuli, Social Media and Content Marketing Manager. There was also a presentation by a representative of the Estonian Agricultural Museum. A software company proposed ways to use smart technologies in museums. The presentation “Solutions for Virtual Reality / Visual Communication in Museums” was delivered by a representative of a company specializing in visual communication for museums.
Estonian Open-Air Museum, photo by Rosina Pencheva
Was the informal part of the visit useful for the seminar participants?
– Exchanging information and learning from international experience is always valuable. We visited the Estonian National Open-Air Museum, the new building of the National Museum of Estonia in Tartu, a Historical Museum with a park of Soviet monuments, where we saw the new exhibition, as well as the Film and Maritime Museums. I found the visit to the Rotermann Quarter particularly useful, where old industrial buildings have been repurposed with contemporary architecture, blending very well.
квартал Ротерман, фотография: Росина Пенчева
квартал Ротерман, фотография: Росина Пенчева
National Museum of Estonia in Tartu, photo by Rosina Pencheva
Аудио инсталация, която представя естонските диалекти, фотография: Росина Пенчева
Tartu is the cultural capital of Estonia. The exhibition we visited there is completely new, but the work on the overall layout took 10 years. Many new approaches were used, and the exhibitions are interactive. Visiting the museum is not just about looking at objects behind glass; it’s an experience. There are many installations you can enter and engage with. They display beds from different historical periods, inviting visitors to lie down. When you get up, projections on the bed show what you have done. This is very entertaining for visitors.
Another installation presents Estonian dialects with authentic recordings. The exhibition on national minorities features animation, sound, and visualizations. During the visit, we paid attention to orientation materials, which we are now developing for our museum, and this experience is very useful.
National Museum of Estonia in Tartu, photo by Rosina Pencheva
