MARCO ON: Digital evolution in art education and communication

Dream: MARCO, the Museum of Contemporary Art of Vigo, aimed to blend communication and education seamlessly within the same department. This unique approach underscores the museum's dedication to leveraging digital tools to enhance its educational offerings and outreach.

Idea: The inception of MARCO ON predated the pandemic, stemming from a proactive reflection on the importance of digital tools in museum offerings. This innovative label was conceived as a hub for transforming traditional face-to-face activities into digital formats, thus expanding the museum's reach and accessibility.

Realization: The pandemic accelerated MARCO's digital transformation, compelling the museum to adapt its activities for an online audience. This shift was not just a response to immediate needs but also an investment in the future of accessible and inclusive art education. Activities under the MARCO ON label became a testament to the museum's agility and commitment to continuous engagement with its community.

Challenges and Solutions: Transitioning to digital posed a significant challenge, given the inherent value of physical presence and interaction in cultural experiences. MARCO navigated this by balancing the benefits of new technologies with the irreplaceable value of human contact, aiming to restore face-to-face interactions when possible while retaining the advantages of digital access.

Innovation: MARCO's innovative use of digital tools—such as YouTube, Vimeo, Zoom, Facebook, and the Vigo App—allowed for a diverse range of virtual activities. This approach not only made art more accessible but also catered to individuals with mobility issues or those living in isolated areas, ensuring that cultural engagement remained uninterrupted.

Effect: The effectiveness of MARCO ON lies in its adaptability and the positive feedback from users. The initiative has shown a clear demand for a mix of digital and physical experiences in the cultural sector, with virtual visits and online access to exhibition materials being particularly valued for their potential to offer continuous engagement.

Target Audience: MARCO ON catered to a broad audience, including the general public, registered participants of various activities, and families with children, demonstrating the museum's inclusive approach to art education.

Sustainability: The project's sustainability is rooted in its efficient use of existing resources without incurring unnecessary expenses. Directed by societal needs, MARCO ON exemplifies how cultural institutions can adapt and thrive by being responsive to their communities.

Digital Tools: Accessibility and practicality guided the selection of digital platforms, making effective use of resources like Vimeo and the museum's app. These choices reflect MARCO's strategic approach to digital engagement.

Funding: MARCO ON was realized with the museum's existing financial resources, apart from the Vigo App, which benefited from specific funding. The initiative's success demonstrates that impactful digital transformations do not necessarily require substantial budgets but rather a creative and resourceful mindset.

Future: MARCO ON's future is envisioned as a balanced blend of digital and in-person experiences, enriching the cultural landscape with a flexible, accessible, and community-oriented approach to contemporary art education and communication.

Responsible institution: MARCO Vigo
Good practice link:
Address: Vigo, Galicia (Spain)
Contact person on good practice: Marta Viana Tomé,
Head of Communication and Didactics at MARCO de Vigo: