In the last years, museums have begun to apply new technological solutions to manage their exhibits in a more open, inclusive, and creative way, to improve the visitors’ experience to respond to the need to expand the audience. The main goal is to face the increasing competition in an economy referred to as the “Experience Economy”. To this end, Augmented Reality technology seems to represent a good solution for museum guide systems, to improve visitors’ learning and enjoyment.

In this context, the present paper proposes a museum guide system based on Spatial Augmented Reality powered by dynamic projection. The paper describes the overall HW and SW system architecture and reports in detail the developed process adopted to design and implement a museum guide and entertainment application, in the context of the “Studiolo of Federico da Montefeltro” in the Ducal Palace of Urbino. A preliminary survey has been carried out, which involved a total of 79 subjects, aimed at investigating the quality of visitor’s experience, aroused by the proposed application, in terms of the “Four Experience Realms” defined by Pine & Gilmore (1998).

Results suggest that the proposed application can be used to stage experiences that satisfy the visitors and may help to enable museums into the Experience Economy.

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