National Gallery of Denmark is Denmark's largest art museum. The museum's collections constitute almost 9,000 paintings and sculptures, approximately 240,000 works of art on paper as well as more than 2,600 plaster casts of figures from different times. It’s just like a treasure cave.

28.63 seconds is the average time visitors spend on looking at one artwork. People don’t spend that much time looking at art. 

So how might we build an experience to establish a personal and playful link between people and artworks at SMK and help them explore this treasure cave?

In the first two days, we researched the museum & visitors through a field trip, user interview and desktop research. 

1. Users used their phone a lot during the whole tour, and the time spending on phone has already passed the time they focused on the artwork. 
2. Users won’t remember most of the artworks. Sometimes, they don’t remember the most famous.
3. Users might miss artwork because of the structure of the gallery.

1. Won’t disturb users’ tour. So NO digital device.
2. Helps create a connection between users and unique artwork.
3. Can be prototyped and user-tested fast (in half to one day)

We came up with uncountable thoughts based on what we learnt from users. We gathered all the proposals together and finalize the concept we would like to develop further - A creative and social concept in the front lobby that encourages people to visit specific artworks/areas of the collection. Morphological charts on the right side helped us organize a bunch of ideas related to our main concept. In the end, we decided to design a postcard which is also a guide for visitors.

1. “Direction guide on the right site was really vague, and it was really hard for people to find the exact painting”.
2. After the visitors finally find the painting, the experience doesn’t bring any extra information to the visitor. 
3. The location of our info desk was not stable.