But even today, when it comes to digital displays in museums, curators and directors almost always have a concern: “Screens will distract from the exhibition. There will be a feeling of a shopping mall.”

This fear is understandable. A museum is about atmosphere, silence, context, and respect for space. Concentration on content is important here, not bright visual effects.

At the same time, the modern visitor is accustomed to digital interaction: navigation, additional information, multimedia formats. That is why well-designed Digital Signage solutions and a content management system can be appropriate even in a cultural environment.

The task of technology in a museum is to enhance the experience, not replace it. Screens should function as a tool for explanation, orientation, and support of the exhibition. Digital advertising on screens in a cultural space should be meaningful and delicate. If technology does not create noise but helps to better understand the exhibits, it becomes part of the interpretation rather than a distracting factor.

How digital signage in a museum differs from retail

In a commercial space, a screen primarily works for sales, stimulates impulse purchases, and reinforces marketing campaigns. In a museum, the logic is different. Here, digital solutions should not push toward a transaction — they should work for engagement, educational value, and visitor comfort, as well as for improving customer service through convenient information delivery.

In a cultural environment, technologies perform several key functions: deepening interaction with the exhibition, improving understanding of the exhibition theme, navigation within the space, and increasing dwell time. For this purpose, museum navigation kiosks can be used in large spaces to help visitors quickly find the required hall without creating visual overload.

This is a fundamentally different model of screen usage. If in retail digital communication is often emotional and dynamic, in a museum it is restrained, intellectual, and tactful. Even QR codes in advertising of educational programs or temporary exhibitions are presented as an additional informational tool rather than an aggressive marketing element.

That is why interactive solutions for cultural spaces are designed differently: reduced brightness, delicate animation, minimal sharp transitions, and the absence of an “advertising” tone. The visual language must correspond to the architecture of the hall and the character of the exhibition.

Where screens are truly appropriate in a museum

In the entrance area. This is where visitors have the most questions. Information panels can display the schedule of events, navigation through the halls, information about temporary exhibitions, and visiting rules. This helps structure the flow of people and reduces the workload on staff.

In transitional spaces. Corridors, foyers, and stair areas are suitable for short announcements, historical references, or video materials about the preparation of the exhibition. Here, the screen does not compete with artifacts but creates additional context and supports the overall atmosphere.

At interactive points of the exhibition. Separate zones with touch panels allow visitors to dive deeper into the topic: view archival materials, reconstructions of events, or digital copies of documents. In some cases, augmented reality in museum shops or souvenir spaces may be used, adding a modern layer to the cultural experience without violating the stylistic integrity.

Interactive infrastructure also makes it possible to carry out data collection and analysis of customer behavior through interactive kiosks within the framework of legislation. This helps the museum understand which exhibitions generate greater interest and create personalized content for customers according to different audiences — children, tourists, or researchers.

Thus, the difference between a museum and retail lies not in the technology itself but in the approach. In a cultural space, a screen is a tool of interpretation and convenience that enhances the visitor experience and supports the atmosphere without disrupting it.

5 engagement scenarios that do not interfere with the exhibition

1. “Hidden layer” of information

The exhibit remains the main object of attention. It does not compete with the screen and does not require aggressive visual support. The digital tool in this case performs the role of a second level — an additional layer for those who want to dive deeper.

The screen can offer an extension of context: a digital archive, rare documents, interviews with researchers, additional images, or reconstructions. The visitor chooses independently whether to move to this level of interaction.

In this format, restrained audio design using headphones or directional sound is appropriate. This makes it possible not to disturb the acoustics of the hall and to preserve the atmosphere of silence.

In this scenario, the screen is not a competitor to the exhibit but a tool of interpretation.

2. Quiet multimedia support

Multimedia accompaniment in a museum must be delicate. It often works without sound or with minimal, localized audio. This may include background historical chronicles, reconstruction animations, or visualizations of architecture and events.

The main principle is respect for the space and the absence of visual overload. The content should not flicker or change too abruptly.

In large cultural complexes, self-service kiosks may be used in information zones, allowing visitors to independently view additional materials without involving staff. They operate selectively and do not interfere with the main exhibition.

3. Interactive routes

One of the most effective scenarios is adaptive routes. A visitor can choose a viewing format: “short route,” “family,” “children’s,” or “in-depth historical.”

The digital system helps rebuild the logic of movement without physical changes to the space. This is especially relevant for large museums with a multi-level structure.

Thanks to remote content management, the administration can promptly change routes, update prompts, or add new scenarios without technical intervention in the equipment.

4. Event layer

In cultural centers, digital screens often function as an informational layer for announcements of lectures, festivals, film screenings, or temporary exhibitions. It is important that this content remains restrained and does not disrupt the overall stylistic concept of the space.

For museum cafés or lounge areas, digital menus may be used, which are updated centrally and do not require printed materials. This looks neat and modern, without creating a feeling of commercial pressure.

Synchronization of advertising content between different zones makes it possible to maintain a unified informational logic within the entire cultural complex.

5. Navigation without overload

Large museums and cultural clusters often face complex logistics. Visitors get lost, return backward, or create congestion in popular halls.

Screens help simplify orientation, display zone occupancy, redirect visitor flows, and inform about temporarily closed areas. All of this happens without interfering with the exhibition itself.

Digital signage reduces visitor stress levels, makes the space more understandable and comfortable, without changing its cultural essence.

How to choose screens for a museum space

The technical aspect in a museum is critically important. Unlike commercial facilities, the equipment here must not only operate reliably, but also be as sensitive as possible to the space and exhibits.

In a museum environment, the following are especially important:

– accurate color reproduction;

– the ability to precisely adjust brightness;

– 24/7 operation without overheating;

– resistance to long-term use;

– minimal equipment noise.

Screens must not distort shades, especially if they are located next to paintings or historical artifacts. Incorrect color temperature may visually conflict with the exhibition and disrupt the perception of the space.

It is important to consider not only the display itself but also the software for screens that ensures stable system operation. It allows control over the display schedule, brightness at different times of the day, and the technical condition of devices.

In professional projects, a content management system for screens is used, which makes it possible to centrally update information in different halls without physical intervention. Through a CMS application, an administrator can change the description of an exhibition or an event announcement within a few minutes.

A separate role is played by the Digital Signage player, which is responsible for correct playback of video and interactive scenarios. A reliable player guarantees uninterrupted operation even under intensive load.

Household televisions must not be installed in spaces with high foot traffic and round-the-clock operation. They are not designed for constant load, which leads to rapid wear and additional costs.

In zones of deeper interaction, it is advisable to use touch screens for museums that are adapted to long-term use and a large number of users. They have increased wear resistance and response accuracy.

According to AVIXA, more than 68% of cultural institutions in Europe that integrated professional Digital Signage systems reported a reduction in costs for printed materials by an average of 30–40% during the first two years. In addition, research by Futuresource shows that interactive screens increase the average dwell time of visitors in a hall by 18–25%, which directly affects the depth of exhibition perception. These indicators demonstrate the real advantages of digital advertising in a cultural environment — not in sales, but in the quality of experience.

Metrics: how to measure the effect in a cultural project

Unlike retail, where the key indicator is conversion and sales, in a museum KPIs have a different nature. Here, it is not the profit from the screen that is evaluated, but its impact on the visitor experience.

Among the indicators that can be tracked:

– time spent in a specific zone;

– depth of interaction with interactive elements;

– attendance of particular halls;

– response to events and lectures;

– redistribution of flows between spaces.

Analytics makes it possible to understand which exhibitions generate greater interest, where congestion occurs, and how to optimize the route without physical changes to the space.

Digital signage in a museum is not about direct sales, but about the quality of experience, comfort, and intellectual interaction with cultural content. It is precisely technical accuracy and well-designed infrastructure that determine how organically digital solutions integrate into the museum space.


Advision is a content management system for remote control, media planning of video and audio content broadcasting, and a supply-side platform for monetising advertising time. We also implement a Wi-Fi tracking system to measure quantitative indicators of the advertising audience. We help Digital Signage owners and DOOH advertising operators earn money from advertising, automate work processes, and build a reliable media infrastructure using AdTech and MarTech software solutions.

Contact us if you want to increase your profits and implement the latest technologies to solve your problems!