THE NATIONALGALLERY

Love Art application for the iPhone & iTouch / Pentimento Elena Lagoudi 1.10.2009

THE NATIONALGALLERY

The National Gallery, London, houses one of the greatest collections of Western European painting in the world, from the 13th to the 20th

century.

THE NATIONALGALLERY

Facilitate access to the collectionReach out to new audiencesEmbrace innovation and technologyExperiment with new platforms

innovation

new platforms

reach out

access

vision

LOVE ART app for iPhone and iTouch-Pentimento

content

the brand

creative collaboration and business model

Lessons learnt

Intro video

Shopping list

Image viewer

Galleries

Rolodex

LOVE ART app for iPhone and iTouch-Pentimento

IPR

re-cyclingre-purposingre-creating

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Ingredients

zoom

galleries

brand & games

transcriptions

artstart

new*

the grand tour

be inspired

content & fun

Be Inspired and Grand Tour podcasts and the monthly Podcast

CLICK TO ADD TITLE

LOVE ART app for iPhone and iTouch-Pentimento

Love Art and the NG brand

Tonal Values

ELEGANT EMINENT INSPIRING INCLUSIVE

THE NATIONAL GALLERY EXPERIENCE

BELIEF HONOUR FAITH REASON HISTORY DESIRE PAIN GENIUS RELIGION TRUTH TORMENT LOVE DESTRUCTION ABSOLUTION HEAVEN HELL DREAMS LUST SORROW JOY WAR ECSTASY FURY EVIL INNOCENCE MADNESS DESPAIR DEVOTION TRUST PURITY CRUELTY PRIDE DESPAIR BLOOD FAMILY POWER VANITY SPIRIT HEART FLESH GLORY BENEDICTION VISION NATURE SEX BETRAYAL VALEDICTION SOUL ETERNITY DAMNATION REDEMPTION LIFE DEATH PASSION BEAUTY

The National GalleryBrand identity review and communications to reinstate the gallery as a ‘must visit’ cultural attraction.

THE PERMANENT COLLECTION

DESIGN AND COMMUNCATIOS

FOR EXAMPLE:

Design, advertising and promotions

Gallery services

Publishing

Merchandise

Rolodex

Intro video

Image viewer

Zoom

Content planning

• Playfulness • Exploration• Creativity• Tactile- zoom feature• Voice that speaks the brand• Not a rigidly didactic experience• Authoritative voices v authoritarian• Gallery of the mind

Audience

• Time hungry digital natives• Choosey about their time and culture-span• Bite size information• High fun-value• Loyalty of supporters in iTunes• Word of mouth and user generated feedback: best marketing• No language barrier- international

Strategy-business model-team

• Good collaborations• Creative partnerships: the key to being relevant• Building on past projects & relationships• Family of products• Strategy-vision-brand• Shared editorial control• Inject “external eyes” viewpoints

Criticisms?

• Only 25 zoomable images• Big file size app (4MB)• No timer on audio• Painting titles (limitations of small screen)

Download stats

• Total Downloads to date (from May 09) - 221,517

not including free upgrades (free upgrade of the 3.0

compliant version are available to anyone who

downloaded the previous version of Love Art.)

• Pentimento was a paid app as of July 31 2009-

14,465

• Free upgrade version also offered -29,148

Thank you to the project team:

National GalleryCharlotte Sexton, Head of New Media, The National Gallery& Press, AV, Information, New Media & Education teamsAll the intervieweesAntenna AudioAlyson Webb, Creative DirectorClare Cooper Hammond, Regional Manager, UK & Ireland David Glenn, Georgina FrenchThe Partners design consultancy

Contacts

Elena.lagoudi@ng-london.org.uk+44 207 747 2555Charlotte.sexton@ng-london.org.uk+44 207 747 2850

Antenna AudioClare_Cooper-Hammond@discovery.comAlyson_Webb@discovery.com85 Great Eastern Street | London | EC2A 3HY +44 (0) 203 365 8600 www.antennaaudio.com

The Partners (Design Consultants) Andrew WebsterAlbion Courtyard  Greenhill Rents  Smithfield  London EC1M 6PQ +44 (0)20 7608 0051   www.thepartners.co.uk

THANK YOU