Digitalization and the Evolution of Exhibitions as Entertainment Platforms: The Case of The Prince of Goldsmiths Exhibition by Buccellati

This thesis examines the transformation of museums in the digital age, focusing on their evolution from traditional art spaces to cultural centres aimed at visitor engagement. With the increasing influence of digitalization, museums are adopting innovative practices such as interactive exhibitions, virtual and augmented reality, etc. to attract and retain a wider audience. The study assesses how these changes are redefining the relationship between exhibitions and their visitors, shifting the focus from traditional culture to active visitor participation and changing curatorial experiences. By analyzing a thematic exhibition (The Prince of Goldsmiths), the thesis examines the integration of technology into exhibition design, marketing efforts, and the viewing experience. It highlights the opportunities provided by digital tools to increase accessibility, diversify audiences, and create immersive cultural experiences. It also examines the challenges museums face in maintaining their role as guardians of cultural heritage while adapting to modern entertainment trends. The paper explores the question: Do immersive technological experiences deepen the intellectual and emotional impact of art, or do they reduce it to mere entertainment? The study analyzes the history of the introduction of technologies into exhibitions and, based on interviews with the creators and visitors, determines their impact on the exhibitions (the case of Buccellati).