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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 collection
�Reach out to new audiences
�Embrace innovation and technology
�Experiment 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
LOVE ART app for iPhone and iTouch-Pentimento
IPR
The credit-crunch approach
re-cyclingre-purposingre-creating
Insert image caption here
Insert image caption here
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
The gallery of the mind
• Links to graphic manifestation of the brand through the rolodex
function (playful, fun)
• The zoom makes the pictures yours, an intimate relationship.
Masterpieces at your fingertips. Leonardo in the pocket- as comments
said.
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
Formula
TRULY
ALIVE
SERIOUS
POOR
OLD
MASTERS
Thank you to:
National Gallery
Charlotte Sexton, Head of New Media, The National Gallery
& Press, AV, Information, New Media & Education teams
All the interviewees
Antenna Audio
Alyson Webb, Creative Director
Clare Cooper Hammond, Regional Manager, UK & Ireland
David Glenn, Georgina French
The Partners design consultancy
Contacts
+44 207 747 2555
+44 207 747 2850
Antenna Audio
85 Great Eastern Street | London | EC2A 3HY
+44 (0) 203 365 8600
www.antennaaudio.com
The Partners (Design Consultants) Andrew Webster
Albion Courtyard Greenhill Rents Smithfield London EC1M 6PQ
+44 (0)20 7608 0051
www.thepartners.co.uk
THANK YOU
