FerroHub
Context
During the COVID-19 pandemic, physical museum spaces were closed and MAP’s building was still under development. MAP needed a way to introduce its collections and programmes, connect with art enthusiasts and build participation without relying on in-person visits.
The challenge
Create a digital museum experience ahead of the physical opening, establish a recognisable online festival brand and connect content, registrations, memberships and institutional outreach within one programme.
Our approach
Digital museum strategy and development
Architected the website around digital exhibitions and content streams including Museum Without Borders, Art Unpacked and MAP Academy. Integrated WordPress, supporting plugins, Blackbaud CRM and video and asset workflows to support membership onboarding and event registration.
Festival IP and execution
Conceptualised, named and branded “Art is Life” as an accessible online art festival. Executed the inaugural multi-day festival in 2020, spanning Popular Culture, Folk & Tribal, Pre-Modern, Textiles, Modern & Contemporary, and Photography. The digital format brought together artists, performers and international museum partnerships, including the V&A, MFA Boston and Vitra Design Museum.
Memberships and institutional engagement
Developed free and premium digital membership tiers with access to exhibitions, live masterclasses and curated collection downloads. Built corporate membership and partnership frameworks, with outreach covering organisations including Meta, Google, HDFC, Citi, Infosys Foundation, Wipro Foundation, Mphasis and Sasken.
Communications and continuity
Managed digital marketing, SEO and technical updates during lockdown. Continued to evolve institutional subscription strategy and supported the museum’s digital presence alongside its physical opening. ATD also represented MAP at Culture Geek 2021, held by MuseumNext.
Outcomes and achievements
MAP established a digital museum presence before opening its physical building, giving audiences access to its programmes during lockdown. “Art is Life” became a recurring festival IP, supported by digital membership and institutional engagement strategies. Across launch phases, the programme recorded more than 800,000 page views and 50,000 registered digital users. The website provided an ongoing foundation for exhibitions, registrations and memberships.
At a glance.
Reported results, delivered work and project milestones.
800,000+page views
Recorded across digital launch phases
Reported audience result
50,000+registered users
Digital registrations across launch phases
Reported audience result
“Art is Life”
Named and launched a recurring festival IP
Brand and delivery achievementKavita is full of ideas and very dynamic in their implementation. It is an absolute pleasure to engage in doing business with her as she understands the context quickly and gets into the situation very fast.
Would highly recommend Kavita for her diverse knowledge, result oriented style, and positive approach always.
Mayank ManishMAP