StoryFutures China: UK-China Transnational Strategic Partnership for Immersive Storytelling in Museums and Cultural Institutions

故事未来中国汇集了两家世界领先的文化机构-英国国家美术馆和中国上海科技馆-研究、制作和开发身临其境的讲故事体验，既增强了现场参观者的体验，也允许美术馆和博物馆将体验带给世界各地的观众。这一开创性的合作将创建两个面向观众的身临其境的原型，每个地点一个，这两个原型是专门为向当地观众演讲以及前往英国或中国的对应机构而设计的。通过这样做，StoryFutures中国将促进两国文化交流的新水平，促进游客体验的方法，既考虑到国际游客，也考虑到国内公民。这项合作的主题是“科学中的艺术”和“艺术中的科学”，通过使用身临其境的技术，通过揭示每个国家一些国宝背后的故事，为参观者增强和翻译艺术品和历史文物，提供额外的信息深度和情感参与。该项目通过研究如何利用沉浸式技术的颠覆性能力来产生新的受众体验、商业模式和文化价值，从而推动两国的经济增长，从而应对英国和中国创意和文化产业面临的主要挑战。它利用了由英国工业战略挑战基金资助的成功的StoryFutures项目的独特优势和地位，包括与国家美术馆建立的成熟的合作模式，以促进以开放创新的方法开发身临其境的讲故事原型，以响应明确识别的观众行为和需求。通过利用StoryFutures的开放式创新框架，该项目将为大型组织的供应链引入新颖性，开发新的商业模式，并创建可供数千名参观者体验和测试的身临其境的原型，以促进国家之间更好的理解和文化交流。此外，这些原型将作为英国和中国未来合作的“用例”，在两国内部，代表着文化和商业机构日益增长的游客体验经济的可扩展机会。通过这样做，该项目强调了文化机构在促进更广泛的创意经济中的增长和创新方面的作用。通过聚焦“科学中的艺术”和“艺术中的科学”这两个主题，未来故事中国开发了一个博物馆和美术馆都主要关注的领域，促成了一种合作而不是竞争的关系。通过将来自不同行业的文化机构聚集在一起，该项目将促进最佳实践和知识交流，内容包括如何最好地利用AR、MR和VR的颠覆性技术来获得游客体验，以及如何接触到远离每个机构实际位置的受众。该项目利用了布鲁内尔大学在设计方面的世界级研究，皇家霍洛威大学的讲故事和观众洞察力，以及上海先锋集团在沉浸式技术方面的长期专业知识。特别是，它建立在StoryFutures和国家美术馆开发的虚拟凡尔纳原型机的成功基础上：该项目的见解表明，尽管在使用AR时，现场参观者可以独特地将实物和数字融合在一起，但VR的潜力是将美术馆带到任何地方的观众面前。

StoryFutures China brings together two of the world's leading cultural institutions - The National Gallery in the UK and Shanghai Science and Technology Museum in China - to research, prototype and develop immersive storytelling experiences that both enhance visitor experiences on-site as well as allow for the Gallery and the Museum to take experiences to the audience, wherever they are in the world. This groundbreaking collaboration will create two audience-facing immersive prototypes, one at each location, that are specifically designed to speak to local audiences as well as travel to their counterpart institution in the UK or China. In so doing, StoryFutures China will facilitate a new level of cultural exchange between the two countries by promoting an approach to visitor experiences that has the international visitor in mind as much as the nation's citizenry. Themed around a concern with "art in science" and "science in art and", this collaboration will enhance and translate artworks and historical artefacts for visitors by using immersive technologies to provide additional layers of informational depth and emotional engagement by revealing the stories behind some of each countries' national treasures. This project addresses major challenges for both the UK's and China's creative and cultural industries by examining how the disruptive capabilities of immersive technologies can be harnessed to produce new audience experiences, business models and cultural value that can drive economic growth in both countries. It draws on the unique strength and position of the successful StoryFutures project, funded by the UK's Industrial Strategy Challenge Fund, including a well-established collaborative model with The National Gallery, to promote an open innovation approach to developing immersive storytelling prototypes that respond to clearly identified audience behaviours and needs. By utilising StoryFutures' open innovation framework, this project will introduce novelty into large organisations' supply chains, develop new business models and create immersive prototypes that can be experienced and tested by thousands of visitors to promote better understandings and cultural exchange between countries. Moreover, the prototypes will stand as "use cases" for future collaborations between the UK and China and, within each country, represent scalable opportunities for the growing visitor experience economy at cultural and commercial institutions. In so doing, the project underscores the role of cultural institutions in promoting growth and innovation in the wider creative economy. By focusing on the themes of "art in science" and "science in art", StoryFutures China develops an area of major concern in both museums and art galleries, brokering a relationship that is collaborative rather than competitive. By bringing together cultural institutions from across sectors, the project will promote best practice and knowledge exchange in how best to harness the disruptive technologies of AR, MR and VR for visitor experiences and how to reach audiences away from the physical location of each institution. The project draws on the world-class research in design at Brunel, storytelling and audience insight at Royal Holloway and the long-standing expertise in the immersive tech by Shanghai Foremost Group. In particular, it builds on the success of the Virtual Veronese prototype developed by StoryFutures and The National Gallery: the insights from this project revealed that whilst an experience could uniquely blend the physical and the digital for visitors on site in the use of AR, the potential for VR was to take the Gallery to the audience wherever they may be.