Explore GEN family of websites, social media experiences, blogs and more.

Unleashing ideas.
Strengthening startups.

Back to search results
    Date submitted
  • 26-Nov-2014



This is an innovative idea for Museum, Visitors and Friends

A solution to create an enriched visit of a museum and a way to make culture increasing user interaction and his/her engagement in learning from an image. It provides a smart fruition of museum information, because it joins together images and words with an innovative and smart technology accessible through users’ smartphone. A museum can valorize artworks using SMartART icons to communicate, explain, educate, disseminate knowledge and promote formal and informal learning.


Original Vimeo URL: Open

Introduction Video


Additional Questions

Who is your customer?

Potential customers are both cultural institutions and users: Museum of Art, Museums of Science, Archeological Museums, Fashion Museums etc. Didactics and Educational Museum laboratories, Galleries, Showrooms, Archaeological Site , Science Centers, Libraries and cultural institutìtions. Also Private Sponsors and Subjects: Museum Cooperatives for Museum, agencies working for Museums . General visitors, Tourists, local people, Young Generations (social informal-learning and personal storytelling sharing) Adults and Old people (mobile applications easy to use) School Teachers and Museum educators: Education and didactics with groups, families and schools (customized info /itinerates/storytelling).  

What problem does this idea/product solve or what market need does it serve?

Keeping and sharing of information in museums and cultural institutions is difficult. Visitors take pictures of Artworks, Labels e Info Panels, some institutions are using QR-Code to provide information in a smart way. But now just take a picture of an artwork icon and access all multimedia information about it. That’s SMartART. A System for museums, galleries, libraries, cultural events, didactics and teaching laboratory, that gives an augmented experience by means of artworks icons and this solution provides an innovative way to make culture by increasing user interaction and his/her engagement in learning alternative to the use of QR-Code. Institutions can use marked icons to diversify and customize the user-experience, linking the icon to any kind of info. They can manage the contents and keep track of the user interactions, share knowledge and make greater visibility of the collections and wider and new audience. Visitors can use a Smartphone Application for more interaction with the artworks, discovering and receiving additional information on the smartphone, S/he can enjoy and interact everywhere with images and contents, increasing engagement in informal learning, creating a personal storytelling to share the experience of museum visit within the Social Networks.

What attributes will make this idea/product successful? Why do you believe that those features will create success?

High adaptability of the System inside Museum, Galleries and cultural institutions. The system can be used in the museum where it is forbidden to take pictures of the artwork. This kind of icons can be placed not only nearby the artwork but also on the info panels located everywhere in museum and art gallery. Because they are not abstract but a direct copy of the original artwork, the icons allow the users an augmented information system more attractive knowing exactly to which artwork the information is linked. SMartART improves cultural, teaching and informal learning for many kind of users, also adults and old people, young people, families and children. It’ easy to use because based on a simple technology and with meaningful images.

Explain how you (your team) will execute to make this idea/product successful? What gives you (your team) an advantage over others already in the market or new to this market?

SMartART is an idea based on ICT, winner of “Make Culture” category @diversity European Competition, and it has been presented by MICC at the European Culture Forum 2013 in Brussels. An ensemble of 263 ideas were submitted to the Competition, a jury of international experts chose 12 winning ideas that could potentially shape the future of the cultural and creative sectors. The winners were announced on the 4th of November 2013 at the European Culture Forum in Brussels. We used the support of @diversity national and international experts for the coaching of our business idea and development of the product. Team is part of ICL Image & Communication Laboratory, part of the MICC - Media Integration and Communication Center. This center for national excellence of the University of Florence, specializing in new media, was set up by the Ministry of Education, University and Research in 2001. ICL researches and develops innovative ideas related to images. Our mission is to work with images in different ways and areas: security & forensics, multimedia & mobile applications, cultural & medical sectors and in other scenarios where people can communicate, improve and enjoy using images. TEAM Paolo Mazzanti – Co-Founder- Assistant Researcher at MICC University of Florence expert of multimedia applications and Cultural Heritage digitization, creative ideas for museum learning and users’ engagement. - Roberto Caldelli – Co-Founder expert of digital image processing, interactive television, image and video digital watermarking, and multimedia forensics - - Rudy Becarelli: developer expert in design and development of J2EE applications, OAI-PMH server development, digital library customization and profiling, MHP application. - Matteo Casini: expert in development of media security tools for mobile applications and for the distribution of multimedia in interactive environments (Java and Android programming) - Irene Amerini: expert in multimedia content security technologies, secure media, digital and multimedia. - Andrea Del Mastio: expert in Image Processing, with particular interest to the field of Cultural Heritage and Multimedia Forensic.