From Narrative to Phygital. An Experimental Semantic Survey

The concept of narrative has radically changed how the content of events devoted to enhancing cultural heritage is offered. This evolution not only concerns the curatorial but also and above all the design aspects, with a revision of the very realization of exhibition environments.Within the design discipline of exhibition design, the narrative corresponds, therefore, to a conceptual principle of coordinated and relational habitability between space, content, and user, which is structured synchronously as scenario, tool, and process, and finds resonance in the implementation of digitized experiential modes. Where the narrative and the digital are integrated, the innovative concept of phygital exhibition design develops, based on their mutual interaction. Here, then, we elaborate on some key concepts and tools (paradigm shifts and semantic statements) whose interaction has generated and consolidated this new scenario, such as: - the narrative script; - the storytelling principle; - the action of transduction; - the added value of specification and articulation.