Partner Spotlight: Digital at The Dali

The Dali Embraces Digital - See How It's Going

January 27, 2021

We interviewed Pam Whitaker, Director of Visitor Experience at the Dali Museum, about working with Guru and how it has shaped the museum's digital strategy, its digital implementation, and its operations during COVID-19. Her answers, in her own words, are below.

Hand holding a phone in front of a large Dali painting while the screen overlays a glowing gold geometric grid on the artwork.

On digital strategy

"I love the idea that you understand digital strategies in a museum setting. Some of the suggestions you've made to us have helped us expand that strategy in areas we hadn't thought of. We look at things now, that in the past, we wouldn't have put on the table right away, but needed to. [Our augmented reality exhibit] brought in people who needed an interactive experience to really engage. It brought in people and developed positive attitudes toward art in general and our artist. It has been a win-win all around."

"Your turn around time is out of this world. We look at things now, that in the past, we wouldn't have put on the table right away, but needed to."

Young boy in headphones holds a phone on a museum's glass and steel walkway, palm trees visible outside, following the audio guide on his own.

On partnership after launch

We believe a visitor app shouldn't go stale after launch, so this part of the conversation meant a lot to us.

"[Guru is] so open to new ideas and you understand that we are always trying to enhance the visitor experience. If you can't do something, you put it on a list to figure it out and your timelines are amazing. Especially with COVID and not being able to hand out physical devices. Having [visitors] use their own devices has really accelerated the understanding of information that makes us who we are and supports our mission."

"It has expanded our offering to 24/7 around the globe."

Group of visitors seen from behind, several in headphones, standing before a large mosaic-like Dali painting during a gallery audio tour.

On how digital expands the visitor experience

"[The app] is like a memento of their visit. Visitors can return to the content at home and it helps motivate them to return faster than they would have without it. It has expanded our offering to 24/7 around the globe and inspires visits."