Museums have traditionally been seen as staid and austere institutionsrepositories for cultural and historical artifacts, often misunderstood by the public. Over the years, this image of the museumhas slowly begun to evolve. It still remains quite prevalent in public perception.

One of the biggest barriers to change has been the brand витрина для предметов identity of museums, perceived by the public as cold or merely curious relics. However these labels are rapidly being dismantled by a change of scenery. By getting rid of traditional branding formulas, based on an old, a glass-walled or a traditional museum’s interior, and its museumy aesthetic. The whole institution can move forwardexpanding its influence and appeal to new and regularly visiting patrons both ways, whether focusing on community outreach and service.

By abandoning its formal norms museums become living culturesintriguing and immersive experiences than can appeal more robustly to global experiences, sharing cultural traditions and multiple perspectives. It is helping reposition the museum and strengthen its very identity, moving beyond tired and traditional representations. It challenges deeply rooted notions about museum spaces, pushing the boundaries of what a museum should be. By being far more ambiguous it makes museums more approachable, appealing to a wider range of people. Reducing separation, bringing people together and reorganizing our understanding the social nature of what they are! That means changing the way we observe the museum, as it reimagines its role in society. This provides an eye-catching canvas for creating unexpected shared interests.

Once visitors get through the entrance, they're free to exploreenabling visitors to explore the museum on their own terms. Museum spaces don't have to look like you expect them todiversity and creativity are key characteristics of museums. On a creative or fun note

One critical change for many museum campaigns right now, with these identity shifts includes cutting through negative public impressionsaddressing criticisms head-on. We know that new museum visitor research not only appeals in huge ways to younger generations, but is also effective in reaching adults but suggests a 45-year-old, and beyond that we are really talking "Modern Storytelling.' This new narrative helps the museum as a physical common area, a shared space for connection and collaboration for making friends and having experiences side by side, whether educational or recreational, or simply enjoyable.