On November 14, 2024, the first AHEAD Lab at the Italian Hub unfolded at the Parco Archeologico di Ostia Antica. This initial session marked the beginning of a nine-laboratory journey aimed at innovation and engagement in cultural heritage management tailored to the Park’s audience’s needs. Here’s a summary of the day’s milestones and key takeaways.
The session brought together a multidisciplinary team, including representatives from both the partners, Parco Archeologico di Ostia Antica (PAOA) and Melting Pro (MeP):
- PAOA: Maria Chiara Alati, Marina Lo Blundo, Paola Francesca Rossi, and Dario Daffara.
- MeP: Giulia Fiaccarini, Antonia Silvaggi, Carmen Granito, and Clio Biasco.
Agenda Highlights
Introduction and Methodology
The day began with an overview of the nine labs planned within the AHEAD framework and a discussion of the ACED methodology, previously trialled in Bilbao.
- ACED in Context: Participants reflected on how Bilbao’s interim meeting experience could inform activities at Ostia. Notable insights included the importance of empathy mapping, user personas, and collaborative work with local artists to bridge the gap between tourists and the local community.
- Takeaways: The group noted the potential for leveraging lessons from Bilbao’s artist collaborations and focusing on storytelling to highlight creative processes, aligning these with Ostia’s unique context.
Mapping the Labs and Challenges
The team introduced a visual Canva Framework outlining the nine labs, with each phase designed to explore, prototype, and ideate solutions for engaging local communities and diverse audiences.
- Lab Focus: Labs 1–3 will concentrate on exploratory research, such as empathy mapping and user personas, setting the foundation for ideation in Labs 4–6. By Lab 7, the team will select two key ideas for prototyping.
- Key Challenges: Understanding audience needs, particularly underserved groups like retirees, and identifying generational bridges through cultural engagement.
Empathy Mapping
Participants worked on four personas representing their key audience segments:
- Lucia and Antonio (retirees): Exploring the needs of retired people and their extended networks.
- Andrea and Ilenia (adolescents): Focusing on younger audiences and their engagement with the archaeological site.
Using empathy maps, the teams identified challenges, motivations, and potential interventions to create tailored experiences for these groups.
Public Data Collection
A strategic approach to audience analysis was discussed, leveraging both qualitative and quantitative tools.
- Collaborators and Tools: Engagement with local stakeholders, such as CoopCulture, and the use of tools like SurveyMonkey were proposed. The group also explored partnerships with schools and senior centers to gather insights.
- Next Steps: Creating targeted questionnaires to capture “cold” (quantitative) and “warm” (qualitative) data, integrating findings into the broader lab structure.
Call for Artists and Interviews
The team coordinated plans for artist interviews, scheduled between November 25–30, 2024. Using empathy-driven discussions, selected artists will contribute creative insights to shape upcoming labs.
Key Outcomes
- Shared Vision: A clear roadmap for the labs was established, with actionable steps and milestones.
- Empathy Maps: Four personas developed to guide audience engagement strategies.
- Public Data Collection Framework: Initial tools and partnerships identified for capturing valuable insights.
- Artist Collaboration: A timeline and structure for integrating artistic perspectives into the lab’s exploratory phase.
Looking Ahead
The second lab, scheduled for November 26, 2024, will build on these initial findings, focusing on gathering deeper insights through empathy interviews and focus groups. The team aims to solidify strategies to engage retirees and adolescents while preparing for ideation in subsequent sessions.
As the AHEAD project progresses, the Italian Hub at Ostia Antica stands as a vibrant example of innovation in cultural heritage, blending methodology, creativity, and community involvement to reimagine how we connect with our audiences. Parallelly, the Spanish and Greek Hubs will also commence their labs, fostering a transnational exchange of methodologies, insights, and innovative practices within the AHEAD project framework.
For updates follow the AHEAD journey on the project website and sign the Manifesto. Together, let’s shape the future of cultural engagement!
