Innovative ideas for cultural and creative sectors in Europe

Culture 3.0

Augmented Reality

"Culture 3.0" aims to promote the cultural characteristics of regional district. The general framework provides for the creation of a portal that puts in interconnection sites of great cultural importance located in the reference area, using a combination of ICT which is able to allow an immediate and mobile fruition.


The portal “Culture 3.0” includes: virtual navigation interface with dialogical interface of all the classified sites; the creation of a dedicated App for devices allowing a mobile and immediate fruition; the realization of a QR code encoding referring to a descriptive multimedia narration for every single site / cultural work. This innovative process includes also the implementation of the "Augmented Reality", an instrument through which the users can directly interchange their considerations / requests in comparison of any single site / work, in addition to the activity and the strong support on the most popular social networks. Narrative form will be the privileged way to persuade the audience. The visitor experience can be stopped, resumed, changed and re-lived according to the Play / Pause / Next / Rewind metaphor. In this way, the regional area can be transformed into a technological and cultural experimental laboratory able to attract diversified streams of tourists. “Culture 3.0” can become the hub for the integration of all the European regional cultural systems and for the networking of the latter. This represents the superior end of the project . It will lead to a certain increase of the comparison and the awareness of the European cultural diversity, increasing closeness between citizens of different states and the sense of belonging to the Union.


The technological base of the platform "Culture 3.0" is a peer-to-peer infrastructure. XML language is used for a logical structure’s description. "Fuzzy" algorithms, based on classification attributes, are used to create links that are at the basis of the web-surfing. The design of Virtual Reality is based on Multigen-paradigm (Communicational structures with a Client - Server architecture). Furthemore, it will use Really Simple Syndication for the publishing and the exportation of web content. It will use QR codes encoding for each site / work whose decoding refers to an over dramatized narrative / description of the cultural offers, with its geolocalization through mashups techonologies. A specific app for all the functional character of the portal will be launched on mobile devices, smartphones and tablets. In particular, some information about the regional system will be explicitly mentioned with a focus on tourist routes, accommodations’ structures, roadmaps, etc. Every user could add content and / or descriptive notes, but he or she could also modify existing content introduced by other users, using WikiCulture. A promotional supporting campaign in favour of “Culture 3.0” cannot ignore the copious presence on all the most popular social networks. “Augmented Reality” guarantees a dipped experience with the human sensory perception enrichment, using some information not normally visible with the five senses.

Target Group

The project is mainly, but not exclusively, addressed to the "instantaneous time" generation, i.e. women and men who fall in the age group between 16 and 35 years. They are the ones that are moving away from the use of culture, than any other age group. But at the same time, they have a natural aptitude to the knowledge and the use of ICT. They are women and men living a life with different hobbies, characterized by a hectic lifestyle . There is a need for culture to approach them in a different, more direct way . "Culture 3.0" will be able to meet their requirements because the immediacy and easiness of its use, combined with the technological capacities, making alive the technological curiosity typical of the “instantaneous time" generation. This technological curiosity will combine itself turning into cultural curiosity, using appropriate implementations included in the project, making greater the regional cultural heritage dissemination and fruition . Overcoming the closed sites’ stifness through the sharing of information creates the stimulus of participation and the increase of curiosity. Encouraging this idea, you can catch new behaviours that, from the medium to long term , will lead to a significant increase in the knowledge, the enjoyment and the dissemination of culture associated with the regional territory and the European one. Culture cannot and should not be elitist.


The project activities will be told in detail in a specific action plan: 1) Formalization of the consortium, individualization by the partner of the team management and coordination of the project; 2) Planning a course of pre-(in)formation, divided in different subjects, facing the organization of the project team work’s activities; 3) Acknowledgment, identification and mapping of all the archaeological, museum, artistic sites, libraries, art galleries, with particular care of intangible properties (UNESCO property); 4) "Standard itineraries"’ preparation , supporting materials implementation and multimedial descriptions in two languages; 5) Coding via QR code of each cultural point with overdramatized description; 6) Design and starting up of the web portal, allowing the cultural regional system’s virtual surfing. It creates an unique community in which you can enter and retrieve information about the regional cultural assets, doing innovative research, sharing information among users. 7) Launching the App on smartphones and tablets, allowing you to enjoy "Culture 3.0" anywhere and at any time. 8) Planning the receptive and perceptive elements for a long-winded use of “Augmented Reality”; 9) Parallel creation of an advertisement campaign and a lasting activity on the most famous social media; 10) Dissemination of actions, goals and targets. Partnership: Molise Regional District, Municipality of Jelsi (CB), University of Molise.


Promoting cultural heritage cannot and must not mean making directly and immediately money, but surely, it may mean an increase in the available economic resources, thanks to an optimum communicational process. The project can support social entrepreneurship, creating new conditions for the growth and the development of productive activities related to the improvement of cultural heritage. Referring to the economic and productive sectors that characterize regional district, it will start some actions in order to strengthen the current production system on the one hand, but on the other hand, it will focus on some guidelines in order to attract new investments inside and outside the regional territory. The use of appropriate promotional and marketing technological supported models persuades the visitor to remain in the territory covered by the service (induced circulation and territorial networking). This will considerably increase the tourist numbers of the regional system. So, there will be an increase in the economic flows, mainly in the commercial sector / accomodation. Smart banner: it could provide for an "i-banner" in order to provide financial support to the portal in a long time. It is a smart non-invasive banner and it cannot cause any inconveniences. Spaces can be inserted within the pages of the portal, thanks to a screenface that prefers images to simple text. It promotes the reference link without taking the users’ minds off.