The ethnographic museum in Zagreb is an institution dating back to 1919, when it was founded by the Zagreb industrialist Salmon Berger, textile trader. In its hundred years of work, the museum collected impressive materials and knowledge about the culture of a nation.
In this, 21st century, the museum is facing a problem how to make their materials closer and more interesting to new groups of visitors who are used to interactivity, creativity and multimedia brought by new technologies. In today’s turbulent times, it is necessary to significantly improve understanding and serving the end user of the museum service to achieve competitiveness.
The long-term strategic goal of the museum is constant innovation that is expressed through continuous listening and observation of visitors. Innovation does not necessarily mean new technology; it can be represented by a modified story about an object or a different manner of communication aimed at an audience to whom conventional museum offer is not sufficient. One of the first innovations of this kind is a series of events in the museum space linking creative industries with the business sector.