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n Taipei’s Dadaocheng district, a historic landmark over 90 years old—Sin Hong Choon Tea House—is embracing contemporary audiences with a renewed identity. As the preservation principle of “repair as original” meets rapid changes in digital technology and visitor behavior, how can museums and historic spaces strike a balance between heritage and innovation?In this article, Director Chen Shih-Yu draws on audience research to share how the Tea House redefines its visitors, using AR, digital guides, and curated content to transform a traditional tea merchant into a more inclusive and interactive cultural space.
In an era of information overload, physical exhibitions are no longer just about transmitting data; they are about creating irreproducible sensory adventures. The curatorial key for 2026 lies in transforming interactive design into the "narrative engine" of the Hero's Journey. We no longer allow the audience to remain mere bystanders. Instead, we use technology to spark the "Call to Adventure," empowering them to become the protagonists of the story through the "Actions" of touch and dialogue. When interactive design evolves from technical showing-off to emotional connection, what the audience carries away is no longer just photographs, but profound brand memories.
Today, immersive exhibitions and interactive design have emerged as leading trends in cultural promotion. Stephanie Chen, General Manager and Curator, joined forces with Anthony Chien, Director of the Commerce Development Research Institute (CDRI), to share how the exhibition "EGGNINGA is Coming!" utilizes immersive digital interaction to transform a Taiwanese cultural IP from a book into a live experience for audiences of all ages.
When you step into an exhibition, what captures your attention first — the exhibits themselves, or the way you interact with them? Today’s audiences are no longer satisfied with passive viewing. They seek participation — a sense of immersion and personalized engagement that resonates on an emotional level. Rooted in curatorial thinking, the new era of AI exhibitions and AR experience design goes far beyond showcasing technology. It redefines how we design interactivity and craft experiential marketing that connects people and stories in unprecedented ways. Through AI-powered real-time responses to visitor behavior and AR visualizations that reveal hidden narratives, every exhibition becomes tailor-made for each individual. This isn’t just an advancement in technology — it’s a transformation in marketing logic, turning every visit into a memorable and meaningful experience. Curious about how this new wave of exhibition innovation works? Let’s dive in and explore how AI and AR are revolutionizing the future of interactive design.
In recent years, exhibitions and experiential marketing have entered a new era. Immersive XR technologies (Extended Reality) and digital asset management allow audiences to move beyond passive viewing, enabling them to actively participate, explore, and share. From AR to VR/MR, exhibitions are evolving from flat, informational displays into fully interactive, three-dimensional experiences.
From static displays to deeply immersive interactions, exhibitions are no longer just about showcasing products—they have become powerful stages for creating brand experiences. As the experiential economy rises, interactive experience marketing has emerged as a key strategy for capturing attention and leaving lasting impressions. By integrating technologies such as AR/VR, motion-sensing devices, and AI-guided tours, brands can turn passive viewing into playful engagement—helping visitors remember by interacting. Looking ahead to 2025, interactive experience marketing continues to evolve, bringing greater surprise and value to exhibitions worldwide.
During the lively summer vacation, various exciting exhibitions are in full swing. Weekends are especially crowded, with long lines forming at events, particularly those aimed at families. Parents eagerly bring their children to exhibitions that combine education with entertainment. For adults, immersive exhibitions emphasize artistic and visual impact. From art and culture exhibitions to science fairs, projection mapping is everywhere, creating immersive experiences and fulfilling people's desire for interaction with the exhibits.
Digital art, in contemporary art, is like a newborn, yet it possesses a captivating magic that draws people in. When digital exhibitions meet experiential marketing, and when technology itself becomes art, it embodies the idea that Steve Jobs dedicated his life to: "Technology should bring change to humanity." Augmented Reality (AR) extends reality naturally into the realm of imagination, making it even more appealing and enticing, encouraging diverse generations to step into museums. Let's explore how art exhibitions utilize new digital interactive media to spread their influence, becoming a spiritual feast for communities of all generations, both online and offline.
The most influential and enduring brands are those that resonate deeply with consumers. Recently, Apple's Vision Pro smart glasses have captured the attention of tech enthusiasts, with engineers even wearing them to their weddings in California. Apple's devoted fanbase adores every product, thanks to the brand's profound marketing that connects the iPhone seamlessly with users' lives. In the fashion world, UNIQLO stands out for its ability to turn customers into fans. From collaborations with Kaws to JW Anderson, and now with renowned fashion designer Clare Waight Keller, are you a fan or just a customer?
Jürgen Habermas, one of the most significant contemporary philosophers in Germany, defines "public space" as follows: "Citizens can freely enter their squares to practice their ordinary public life." As time evolves, the concept of public space has made its way into the 21st century, coexisting with people in diverse forms. Public space design has the potential to be both poetic and creative, just like the seaside public spaces, which remain artistically intriguing.
"Energy Taiwan" is the largest renewable energy industry exhibition in Taiwan, focusing on a number of energy industry supply chains. The exhibition scale increased by 40%, with a total of 1,000 booths on display, a record high! And in the exhibition marketing, how to achieve the best benefits? The combination of online and offline is undoubtedly the best solution. With OMO's marketing power, the participants' recognition and cooperation with the company can be enhanced.
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