Jay Xu, Director Emeritus of the Asian Art Museum of San Francisco, has stewarded exhibitions that resonate with visitors from Tokyo to Toronto. At the heart of his approach is a simple yet powerful tool: storytelling. "An exhibition is more than objects in a room," he says. "It's a narrative that invites people to connect, question, and reflect."
Data shows exhibits integrating clear narrative arcs see up to 40% higher engagement among millennials and Gen Z. Xu highlights how weaving thematic threads—whether centered on migration, innovation, or environmental stewardship—turns static displays into dynamic experiences.
Technology amplifies these stories. From augmented reality overlays that bring ancient artifacts to life, to interactive touchscreens offering personalized journeys, 58% of global museum visitors now expect digital elements. Xu advises blending tech with tangible artifacts to strike an emotional chord.
Localization is key. "When we tour exhibitions internationally, we adapt the story to local contexts," Xu explains. That means collaborating with regional artists, translators, and communities to ensure each show speaks directly to its audience.
Finally, continuous feedback drives refinement. By analyzing visitor pathways, dwell times, and survey responses, curators can iterate on layouts and content. Xu notes that data-driven tweaks have boosted repeat visitation by 25% in recent years.
For young global citizens, entrepreneurs, and digital nomads, Xu's insights underscore a universal truth: a well-told story transcends borders. As museums evolve into hubs of creativity and dialogue, the secret ingredient remains the human narrative at their core.
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Former museum director on what makes an exhibition truly engaging
cgtn.com
