Susana Patricio Pereira

Design and Cultural Heritage Communication in Palaces / Museum


António Nunes PereiraUniversidade Europeia, IADE. UNIDCOM/IADE
Maria Helena Souto, Universidade Europeia, IADE. UNIDCOM/IADE
Fernando Oliveira, Universidade Europeia, IADE. UNIDCOM/IADE


Museums are strong pillars of modern knowledge, although their appeal is not the same for everyone. In this new digital age, called Industry 4.0. Everyone is a user, be it an application or service, and in all these situations the user expects a personalized experience and feel special. The objective of this work is to analyze the possibilities that the new visual technologies can offer to the museums. We intend to use the Pena Palace as a case study. We hope, with this study, to find out the appropriate solutions to this particular case, taking into account the availability and interests of users, as well as encourages them to return many times. We intend to look for methodologies of approach to the public supported in a fusion of the practice with the scientific. To determine the results that we hope museums to become centers of knowledge that they should be as well as the visitors became closer to the Museums.

Keywords: Service Design, Museum, Case study


It was based on this definition and from our research question: "Will it be possible to generate a model that improves the communication of the palaces / museum with the visitors?" And the following sub-questions: a) Can the effectiveness of these processes be measured? b) Can Service Design play a leading role in these processes? and c) How can this model be applied to the case of Pena Palace? that we did the literature review, referred to in (previous paper) and we came to the hypothesis: "The Palaces / Museum provide a better experience for visitors when Service Design is integrated."


Thus, in the context of the development of this research, we considered as relevant the Qualitative or Mixed (Qualitative and Quantitative) methodology. Because it is a Design and Multidisciplinary research, we propose to follow the Theoretical-Practical methodology of the Researcher Inês Secca Ruivo (2014), once allowing us to continue anchored to the methodologies of Design research (Muratovski, 2016) and in the Design Methodologies for Innovation (Kumar, 2013).

Literature Review

For Kiefer (2000) in a broad sense, museums are as old as the history of mankind itself. Dominique Poulot (2009) has mapped museology without losing focus on its historical perspective and its constant transformations and encourages the deepening of questions specific to the museological field. In 1946, the International Council of Museums (ICOM) was set up, and the members of the museum community were instrumental in preserving, preserving and sharing cultural heritage. It has 172 committees - 35,000 members - 20,000 museums. With the dawn of the century. XXI that the first signs appeared that the Museums should accompany the New Digital Age. If they did not they ran the risk of getting stagnant. (Russo and Watkins, 2006). To discuss these realities, expert meetings began to emerge, and international conferences have gained (and gained) form all over the world. Examples are the MuseumNext, the International Museums "What for?" Conference with the Transform program (organized by the British Council) that started in 2012 or The Museum Reader whose first edition was held four years ago in Portugal.
With a different format and quite innovative came in 2013 the group We Are Museums.

The realization of the NEMO, confirms the idea already defended by the authors Raymond and Greyser in the 70's (Raymond and Greyser, 1978) that museums as cultural institutions are increasingly competing with other alternatives of leisure, tourism and social offerings. We can say that it is in the interest of these institutions to provide an experience that allows visitors to feel that they have been in a pleasant, well-oriented space where they feel comfortable (Goulding 1999, Rowley 1999).

In addition to the desirable learning experience (Goulding 2000a), we also seek a leisure, sociability and comfort experience (McLean 1995). The researcher Angelina Russo (2011) also proposes to the Museums the use of social networks to approach the public, the author has defined 3 premises. (Russo, 2011). With the recent appearance of the Concept Experience Design - XD is considered to be here that our investigation can anchor. (Newberry 2014).


This research is still ongoing, it seems premature that these are closed options, so we intend, as the investigation proceeds, to evaluate in more detail other approaches and to conduct the study covering more pertinent methods to solve the question that we propose. We intend with this research, to find a model that allows other Museums improve they communication Sistem. We hope to be able to detect the less favorable aspects and the positive points in the Communication of the Pena Palace, with which this data proposes improvements in the communication system of the Palace to the visitor.

  1. Kiefer, F. (2000). Arquitetura de museus. Rio Grande do Sul: UFRGS-ArqTexto.
  2. Goulding, C. (1999). Heritage, nostalgia, and the “grey” consumer. Journal of marketing practice: Applied marketing science, 5(6/7/8), 177-199.
  3. McLean, F. (1995). A marketing revolution in museums?. Journal of Marketing Management, 11(6), 601-616.
  4. Muratovski, G. (2016). Research methods for designers.
  5. Poulot, D. (2009). Museum and Museology. Paris, La Découverte, coll. «Repères», series «culture, communication .
  6. Raymond, T. J., & Greyser, S. A. (1978). BUSINESS OF MANAGING ARTS. Harvard Business Review, 56(4), 123-132.
  7. Russo, A., and J. Watkins. (2006). Digital cultural communication: Enabling new media and co- creation in Asia. International Journal of Education and Development Using Information and Communication Technology (IJEDICT) 1 (4).
  8. Russo, A. (2011). Transformations in cultural communication: Social media, cultural exchange, and creative connections. Curator: the museum journal, 54(3), 327-346. doi:10.1111/j.2151-6952.2011.00095.x
  9. Secca Ruivo, I. (2014). Investigação em Design: interatividade entre metodologias profissionais e científicas.
  10. Kapplan, R. (2017). Experience Design: Bridging Brand Intention and Brand Interpretation
  11. Kumar, V. (2013). 101 design methods: A structured approach for driving innovation in your organization. John Wiley & Sons.