Implementation

Chapter 3

Part 1: A Better Website

By the time of starting this internship collaboration, the gallery already had a WordPress website built by a freelancer. As the intern (Andrei) conducted a top-down analysis of the existing website, multiple flags were raised for inadequate practice. In addition, the WordPress server worked poorly, and the user experience was lacking.

Having the research questions in mind, the intern faced a new challenge. To find a better online platform to create and host websites. After the trial of several platforms, Andrei decided on the use of Squarespace; as their service proved to be the most complete and intuitive to use.

With the help of Agnes Palimaka (Gemini Gallery owner), Andrei put together the website wireframe and some possible designs. As the website started to be populated by content, a great number of iterations occurred to the newly developed website. At this point, both Andrei and Agnes were working tirelessly to create an outstanding website in the shortest time possible. At this stage, emphasis was placed on learning to use Squarespace customizations.

Part 2: 3D Models & AR

Even though the 3D Models were at the third step in the planning, it seemed counterintuitive to postpone their creation. Given the fact that neither Andrei nor the gallery owners had experience with this process, the period of trial and failure was extended for two weeks. During this time frame, 4 different tools were under probation; (1) PolyCam, (2) RealityScan, (3) MetaScan, and (4) Widar. As the ease of creating and sharing 3D Models was considered a preliminary factor, MetaScan proved to be the most effective tool for Gemini Gallery

As time passed by, Andrei gained experience in how to create and handle 3D Models. Slowly but steadily, over 110 models were created. The software used proved to be efficient at digitalizing objects, but lacking when it came to rooms and larger spaces. This came as a limitation to digitalizing the gallery itself. So the focus was placed on digitalizing art collections.

As discovered in the process, some of the 3D Models required additional editing. In those cases, the raw files had to be exported to a different program and reprocessed. In addition, embedding 3D Models into a website is not a straightforward process. But it certainly is worth the effort; especially in the visual art industry. For Gemini Gallery, the path to embed 3D Models into the website is to (1) Create 3D Models with MetaScan, (2) Edit 3D Models with Blender, (3) Upload files from Blender to SketchFab and (4) add the embedded code to the website.

Today, it is possible to view Gemini Gallery artworks from the comfort of our home; with the use of Augmented Reality and MetaScan app. This technology makes it possible for people to explore products without any physical cost. Allowing them to view 3D Models with the phone.

Part 3: Marketing Strategy

At this point, Gemini Gallery had a working website and also 3D Models for most of their artworks. With the foundation ready, it is much easier to grow the audience. Returning to the methodology designed by EMPERIA, Gemini Gallery needed (1) a place for storytelling, (2) outside-the-box thinking, (3) a complex online experience, (4) champion artists, and (5) Socials.

As all content pointed to the website it seems that the website was the right space for storytelling. Combining the first and the fourth steps, Andrei and Agnes have designed for every single artist a unique page with the mindset “we care for our artists. And because their artworks are also unique, we strive to capture and deliver a similar essence.” Regardless of how time-consuming this task may be, it strengthens the relationship between the artists and the gallery. Furthermore, it also invites the artists to engage with Gemini Gallery. An example here would be social sharing by the artist. When the artists share those pages with their network, Gemini Gallery benefits from cost-free marketing and organic growth.

The second and third steps are also taken care of given the usage of Augmented Reality and 3D Models. At the time of writing this report, Gemini Gallery is the only art exhibition in Eindhoven to promote and provide such features. On the same note, the digitalization of physical assets will prove time-saving in the future. Once technology advances sufficiently, Gemini Gallery could create an actual 1:1 digital twin for their physical space. For the digital gallery, guests would be able to use a VR headset and explore the exhibition; even from the comfort of their homes. This type of feature will allow Gemini Gallery to have visitors regardless of their physical location; making distance obsolete.

When it comes to Social Media, Gemini Gallery is now active on Facebook, Instagram, TikTok, and MetaScan. Together with the website content, Gemini Gallery has the ability to create and promote the exhibition in a ‘cross-platform manner’. One of the crucial factors here is represented by consistency. Gemini Gallery will post new content 2 times a week. In addition, Gemini Gallery is working to grow its email list. Email marketing can easily increase awareness about the new items in the collection and also educate clients about the use of AR & 3D Models.

Part 4: NFTs & Web3

Any file can become an NFT when stored on the Blockchain. Even though NFTs and Web3 were the buzzwords for the last 2 years, the majority of the population does not yet have sufficient knowledge about blockchain and digital wallets. As discussed between Andrei and the gallery owners, NFTs could be part of the future at Gemini Gallery, but they are not a priority.

When it comes to the creation of physical assets, multiple parties have to reach a consensus upfront. Most traditional artists are reluctant about NFTs and the market is also not ready. Worth noting is that transitions to Web3 have the power to make enterprises visible on an international level when they are well executed. Having a Global audience has its trade-offs as well, therefore it is worth investigating in depth before moving further with the implementation.