In 2016, Mart confirmed its commitment to research, innovation and digital communication (considered strategic assets of contemporary institutions), and together with Dimension it launched MartMuseumBot: an innovative visit itinerary freely available on Telegram. Since the end of 2017, MartMuseumBot has also become available on Messenger, the messaging service of the world's most popular social network, Facebook.

With images, information and curiosities, the interactive digital guide accompanies visitors outside and inside the Mart to discover the architecture, the Permanent Collections and the temporary exhibitions. Thanks to the informal communication style, typical of a live chat, the visitor establishes a direct relationship with the institution and, through progressive choices, can build a custom, always different itinerary to visit the Museum.

Through the chat service, available in Italian and English and continuously updated, the user can easily receive practical information and contacts, or turn off the automated replies and talk directly to Mart's staff. 

The initiative meets the need for the Museum to use languages and styles of communication aimed at a young audience and takes advantage of the popularity of instant messaging systems, using apps that are already well established without the need to download additional support tools. To use the bot from your smartphone, simply install the free Telegram or Messenger app and add Mart's account: @martmuseumbot on Telegram, @martrovereto on Messenger.

The project

The partnership between Mart and Dimension was established in the context of the Museum-FI Creative Ring Challenge event, which aims to financially support the five best projects to develop innovative ICT solutions in local cultural institutions. 

The project was promoted by the European Commission as part of the Creati-FI international accelerator. In Trentino the project was supported by Trentino Sviluppo, sponsored by the Autonomous Province of Trento, and implemented in collaboration with the Trentino HUBs.

MartMuseumBot was one of the finalists out of more than 200 international projects proposed in four European hubs. It was presented in Barcelona on 16 June 2016 and received €50,000 in funding. After a development phase of about three months and a series of usability tests conducted with visitors to the Museum, the guide was made available on Telegram and then on Facebook Messenger.