Catak, GüvenSchroeder, SüheylaDaniela SternBerlin International University of Applied Sciences2024-01-152025-11-282025-11-282023https://repository.berlin-international.de/handle/123456789/801AI-GENERATED ABSTRACT: Abstract: Museums, as vital reservoirs of history and culture, aim to engage and educate audiences. Yet, they face substantial challenges in a digital age overwhelmed with information and further strained by a global pandemic. Amidst these adversities, the potential of Extended Reality (XR), specifically Augmented Reality (AR), emerges as a promising frontier to revitalize museum experiences. This thesis delves into the intersection of AR technology with museum communication strategies, aiming to foster enhanced interaction and enriched learning encounters. By dissecting brand communication within the museum context and analyzing the prowess of AR, the study illuminates how AR applications can be woven into the museum's narrative, crafting captivating and educative experiences. An exploration of three museums incorporating AR sets a practical backdrop, leading to the conceptualization of ARchives, a mobile application envisioned to bridge the digital-physical divide, augmenting the museum experience. The focus sharpens on AR's ability to overlay digital insights on physical exhibits, proposing a nuanced blend of traditional and modern-day engagement, nurturing a more profound connection between museums and their audiences, and thereby rekindling a contemporary appreciation for our historical and cultural tapestry. Keywords: Museums, Augmented Reality, Extended Reality, Brand Communication, Audience Engagement, Digital Enhancement, Interactive Learning, ARchives Application, Technological Advancements, Cultural AppreciationMACHINE-GENERATED CONTENTS NOTE: Table of Contents introduction ............................................................. 6 1.1 | Scope ........................................................... 7 1.2 | Methodology ..................................................... 7 brand Communication ..................................................... 8 2.1 | Definition and Relevance ........................................ 8 2.2 | Key Elements .................................................... 10 2.2.1 | Branding .................................................. 11 2.2.2 | Message and Storytelling ................................. 11 2.2.3 | Customer Experience and Interactivity .................... 12 augmented Reality ....................................................... 12 3.1 | Background and Definition ....................................... 12 3.2 | Augmented Reality in Museums ................................... 15 case Studies ............................................................ 17 4.1 | Muséum National D'histoire Naturelle ........................... 17 4.2 | National Museum of Singapore ................................... 18 4.3 | Cleveland Museum of Art ........................................ 20 conclusion .............................................................. 21 design Project .......................................................... 22 references .............................................................. 27 list of Images .......................................................... 29 appendix ............................................................... 31 9.1 | Interview - Jessica Lehl ....................................... 31 9.2 | Interview - Jacques Venter ..................................... 32engArchives ApplicationAudience EngagementAugmented RealityBrand CommunicationCultural AppreciationDigital EnhancementExtended RealityInteractive LearningMuseumsThesis