Explora Terre del Primitivo is the new immersive and widespread museum that blends history, culture, and technological innovation in the heart of Puglia. Launched on July 13, the project is promoted by G.A.L. Terre del Primitivo and developed by our group – Capitale Cultura/ARtGlass – in partnership with SL&A.
This ecosystem integrates Augmented Reality, Immersive Web tools, and physical communication systems, aiming to enhance the cultural and food & wine excellence of the region.
A “phygital” ecomuseum in the Land of Primitivo
Where the red soil meets the blue of the sea and Primitivo vineyards paint a unique landscape, a project is born that puts digital technology at the service of cultural heritage. Explora Terre del Primitivo is a phygital ecomuseum designed to offer authentic and engaging access to the full tourist offer of the region.
As our CEO, Antonio Scuderi, explains:
“With Explora Terre del Primitivo, we have combined the digital and physical worlds to create an experience that goes beyond space and time. Innovation becomes a tool to preserve memory and identity, making culture accessible to all.”
The project began with a detailed mapping of local resources, carried out with SL&A and G.A.L. Terre del Primitivo, which enabled the transformation of local assets into an innovative and inclusive narrative.
Digital experiences: Virtual Museum and Explora Web-App
To make exploring the Terre del Primitivo simple, immersive, and accessible, two key tools were developed:
Explora Virtual Museum
An immersive environment accessible via link or QR code, featuring an interactive lobby and three themed rooms – Spirituality, Memory, and Traditions – with videos filmed on location.
The virtual museum also includes a multimedia board on local events and interactive maps, offering visitors a dynamic overview of the area.
Explora Web-App
Developed by ARtGlass, the web app invites users to interactively explore the 11 municipalities of the GAL. Each location is represented by a historical figure who guides visitors through emotional videos, info sheets, fun facts, and local legends.
Accessible without downloads, through interactive signage and smart maps distributed throughout the territory.
Content is available in Italian and English, with multilingual subtitles to ensure accessibility for the hearing impaired.
Usable on-site or remotely, offering a scalable, boundary-free experience.
A widespread museum to rediscover Puglia
The result is a true widespread museum, available both online and on-site, designed to inspire, connect, and guide visitors in (re)discovering the Terre del Primitivo.
An innovative approach that enhances local culture by making it more accessible and inclusive.
Explora Terre del Primitivo is not just a cultural project, but a model of innovative and sustainable tourism. Alongside digital experiences, interactive panels, food & wine itinerary maps, and informative brochures have been created – promoting tourism that blends innovation, accessibility, and awareness.
These are concrete tools that support visitors in discovering the territory and foster new synergies between culture, gastronomy, and local communities.
With Explora Terre del Primitivo, digital tourism in Puglia takes a leap forward: an immersive and accessible experience that fuses tradition with innovation, opening new pathways for the cultural and economic promotion of the region.
