Results

Through the analysis of introspective reports, we were able to identify seven elements that have influenced visitor experience as well as their state of immersion. The seven elements are the following and will be discussed below: enjoyment and frustration; space and time fluidification; holistic storytelling about the artist; the power of music; voices, words, images for comprehension and self-reflection. Questionable role of physical space and misalignment of expectations also emerged.

Enjoyment and frustration

Out of the ten participants, six enjoyed the exhibition—two of them lived a fully immersive experience (Informant 7 and 10); the others (Informant 3, 4, 6 and 8) alternated moments of immersion—three declared that the experience could have been better (Informant 1, 2 and 9), and one (Informant 5) found it to be boring.

Some extremely positive comments came from people who enjoyed the exhibition and were able to live a full immersion: “The emotions transferred by this exhibition are unique” (Informant 7), while frustration emerged in absence of enjoyment and immersion: “I did not find the exhibition particularly exciting nor immersive; the soundtrack was monotonous and I found the exhibition a boring one” (Informant 5).

It is important to highlight that some reports appeared to be poor in content, not due to the lack of commitment and enthusiasm of participants, but the difficulty in expressing emotions for this specific exhibition. A possible explanation may be the exhibition’s limited ability to involve and surprise visitors. Nevertheless, some relevant elements, both positive and negative, regarding the impact on the immersion, emerged.

Space and time fluidification

The accounts of informants, who enjoyed the exhibition the most, recognize that digital technologies facilitate the immersion by speeding up and smoothening it: “In a few seconds we were able to go from modern and fast Milan to the 20th century of Modigliani” (Informant 8)

Holistic storytelling about the artist

Some elements were particularly relevant for the immersion: the historical context, the artistic production, the artist’s life and influences. All these elements emerged as critical for learning and for the experience, in contrast with other types of artistic exhibitions where these references are not easy to grasp and understand. Participants appreciated the opportunity of being able to look at the broader picture and not only at the single masterpiece or artist: “The opportunity to understand the artist in a specific historical context” (Informant 7) and “Getting to know what happened in the world during Modigliani’s works helped in reading its artistic production” (Informant 4)

These elements were facilitated and coherent with technology- and experience-driven tools, such as the use of words, music, images, and the construction of physical spaces.

The power of music

The participants identified music as an important facilitator of the experience: “The music facilitated the listening and learning” (Informant 10) and “The projections of the images followed the rhythm of the music” (Informant 3). Music also served to generate emotions, mainly positive, during the experiences: “The music was relaxing and helped me follow the story” (Informant 6).

In a few cases—and, in particular, before entering in the main room— the impact of music was negative: “I could hear the music from outside and I became annoyed” (Informant 1).

Voices, words, images for comprehension and self-reflection

Voices, words, and images were also identified as facilitators of the experience that allowed visitors to discover details about the artist and the artistic production, enabling an instant comparison with other forms of art that have influenced the artistic productions and their emotional impact: “The voice of the speaker that makes me more seduced by the voice than by the setting” (Informant 8) and “Images of masterpieces that are connected with the evolution of the life of Modigliani” (Informant 7).

The ability of digital technology to enhance critical thinking, self-awareness, and historical and/or artistic connections emerged from the introspective accounts. In some cases, visitors declared that the exhibition allowed them to look into their lives and personal development. In two cases, visitors highlighted the opportunity to compare the innovative impact of Modigliani (as well as other artists) with that of digital technologies today, drawing a connection between innovation capacity and creativity: “Thanks to the exhibition, I was able to reflect on my life and my personal growth" (Informant 4) and “It made me think how many times I had to make choices” (Informant 8).

In some cases, however, this self-reflection had an overriding effect on the integration with the exhibition. Some participants found the speed with which the various elements of the story followed one another annoying, and in fact alternated moments of attention with moments of abandonment of the thread of the exhibition, taking refuge in their own thoughts, often connected to individual stimuli—particularly music or moments in the artist’s life—evoking experiences lived: “When La Traviata starts playing, the music dominates over images and words, and it drives my emotions” (Informant 1) and “In the end the projections started over, but I stayed there anyway, immersed in my thoughts” (Informant 7).

In these cases, irritation toward the abundant images and words accentuated the tendency to abstract from the exhibition and follow other thoughts: the setting simply became the background from which to abstract, an occasion to escape into themselves.