As the AGO welcomes a younger and more diverse audience than ever before, the challenge of breaking through to audiences who don't consider themselves "art people" is even more … read moreimportant. Gallery of Us, the AGO’s new brand platform developed with Zulu Alpha Kilo, shows how art isn’t separate from us, but is reflective of who we are as humans and how divergent perspectives can come together to create conversation through art. To demonstrate how every visitor experiences art differently, the AGO has launched a unique experience called the Art Rate Monitor that tracks visitors' heartbeat to discover what artworks move them the most. To experience the Art Rate Monitor, visitors wear a custom heart rate monitor that tracks their time in the gallery using beacon technology. At the end of the visit, they receive a personalized visualization of how they uniquely experienced the gallery and what the data says about them. This includes their own art persona based on the artworks with which they resonated the most, colour palette preference and specific exhibition recommendations. The idea is to provide an experience that shows visitors that their gallery viewing, can speak volumes. All artworks included in the experience were categorized into personas based on human values, drivers and interests. Using a lighthearted horoscope-inspired approach, based on their unique responses to artworks in the collection, participants are matched to one of eight art personas. Each persona is characterized by a distinctive heartbeat image, inspired by iconic design cues from art in the gallery. As an example, a visitor with “The Powerhouse” persona receives a visual that evokes hand carved stone and sculptural elements.
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