Oltre la cornice fisica: La Sintesi tra Fisico e Virtuale nella Creazione di Spazi Espositivi

When approaching a discussion about new media and emerging technologies that convey intangible content and convey messages, the figure of Marshall McLuhan comes up as an ever-valid starting point. One almost finds oneself in the same position as Woody Allen in his film Annie Hall (1977), invoking McLuhan to resolve intricate dialogues between characters. However, the intention here is not so much to assess the soundness of McLuhan's theories nor to question them. Rather, it is intended to compare how some of his anecdotes fit flawlessly with the inherent characteristics of new technologies in the service of experience creation. The main aim of this paper is to understand how these new tools have not only influenced our lives, but also how they contaminate the discipline of exhibition design. Can the combined technology of extended reality turn out to be to all intents and purposes a new way of creating artistic content, a valid vector for structuring storytelling and a way of making exhibitions, posing itself as a new onlife form?