Curating Experiences: The Role of Experiential Marketing in Modernizing the Natural History Museum, London.

The aim of this dissertation is to analyze the evolution of museums from traditional archival institutions to experiential visitor-centered sites, thanks to the application of experiential marketing, which allows these institutions to thrive within the modern experience economy. To be more precise, the first chapter explores the historical evolution of museums, examining their transformation from private collections into public institutions. Moreover, this chapter explains how architectural design, social dynamics and psychological engagement contribute to transform cultural institutions into experiential and visitor-centered spaces. The second chapter focuses on the transition from traditional to experiential marketing, specifically concentrating on Pine and Gilmore’s framework. It explores the four realms of experience (aesthetic, entertainment, escapist, and educational) and it examines the five key experience design principles required to organize memorable activities (theming, harmonizing impressions with positive cues, eliminating negative cues, mixing in memorabilia, and engaging all five senses). Finally, the third and last chapter provides a practical application of these theories, thanks to the case study of the Natural History Museum in London. This museum is evaluated through Pine and Gilmore’s models, analyzing how it curates experiences in order to improve visitor loyalty and participation. This dissertation concludes that the application of experiential marketing is crucial for modernizing museums, allowing them to balance their educational mission with experiential activities that allow a diverse public to create lasting memories.