Opera is one of the most important expressions of Italian cultural identity and heritage. The potential of digital technology to support the experience of Opera and help create more engaged relationships with both existing and new audiences represents a major opportunity for Opera Houses. However, Italian Opera is an eminently complex performative experience involving a repertoire of multimodal resources, thus posing severe challenges and requirements for its enhancement through latest technologies and devices. The project aims at advancing the state of the art of application of Augmented Reality (AR) technology to enhance and innovate the Opera service experience. Its purpose is to develop a wearable AR application for Digital Opera as a tool to facilitate and enhance the audience’s experience of this universal form of art.
The role of IRISS in the project is to conduct research on the issues relating to the service experience innovation of Opera in order to provide useful inputs and guidelines for the development of the new wearable AR application for Digital Opera and its implementation through an effective service model. In more detail, the Institute carries out activities aimed at achieving the following Research Objectives (RO):
RO1) Identification of the drivers and user requirements to support the design of the AR application
RO2) Definition of a social gamification model to enhance the experience of Opera
RO3) Definition of a service strategy for the implementation of the Digital Opera application
The results achieved at the current intermediate stage of the project are as follows. With regard to RO1, a multidisciplinary research was carried out that considered cultural, semiotic, communication and social domains, in order to identify the structural components of Opera, its trans-medial transmission in the AR application and the drivers of the experiential consumption of arts. On this basis, a User Experience analysis including User-Centered Design methods was performed to identify users’ requirements relating to People, Actions and Contexts to support the design a visual AR interface for Opera. The research performed within RO4 focused on the enhancement of the social dimension of Opera and defined a model that describes functions and features of social gamification and storydoing activities for opera. Within RO8, an analysis was conducted to identify the market potential of Digital Opera application and define an effective service strategy for its implementation.