Sugar Creative Chosen To Re-think The Museum Experience

Sugar Creative Chosen To Re-think The Museum Experience

Wednesday 5th Oct 2022

Sugar Creative, a Cardiff-based digital innovation studio, specialise in immersive storytelling technology and mobile development, and will use augmented reality to push the boundaries of how museums are experienced.


Their project, Arall, aims to to enable users and visitors to digitally and physically explore, and interpret the stories of Wales from wherever you may be. It will combine creative content with cutting edge immersive augmented reality to allow for visitors to see and engage with a range of personal interpretations and reactions to objects in the Amgueddfa Cymru collection.


Jason Veal, MD Sugar Creative, said: “We are extremely pleased to be working with the incredible team at Amgueddfa Cymru to explore the potential of creativity and technology to combine for museum experiences of the future, a future that embraces and exemplifies a culturally rooted approach to history.”


Sugar Creative will be provided access to the unparalleled cultural resources of Amgueddfa Cymru and the R&D expertise of Clwstwr and its partners to aid their process.


Adam Partridge, Producer and partnerships lead at Clwstwr, said: “We are really excited to support this collaboration between Amgueddfa Cymru and Sugar Creative. This is a great opportunity for Sugar Creative to test new technologies and ideas with the museum team. The potential to develop innovations which will further enrich the museum experience for future audiences is huge.”


Sugar Creative’s enrichment of Amgueddfa Cymru’s collection will draw on the range of lived experiences that make up a modern diverse Wales, embodying and embracing the shifting meanings that underpin historical and cultural objects to create empathy.


Nia Williams, Director of Learning and Public Programmes, Amgueddfa Cymru, said: 

“We are delighted that Sugar Creative has been awarded the Amgueddfa Cymru Challenge Fund. It is a pleasure to collaborate with the Clwstwr team on this initiative and we benefit from their extensive expertise and creative innovation. Sugar Creative’s project provides a huge opportunity to test new ways of using technologies and create exciting museum experiences of the future.”