REEVALUATE PROJECT

OLYMPIC MUSEUM in REEVALUATE: FROM MUSEUMS TO SCREENS - Leveraging Digitized Cultural Heritage Artefacts for Creative and Sustainable Advertising

INTRODUCTION

The Horizon Europe project REEVALUATE aims to address the challenges faced by the Cultural Heritage (CH) sector in digitising and reusing cultural heritage, by developing a responsible, sustainable, collaborative and inclusive framework that empowers CH institutions, creative professionals and diverse communities. REEVALUATE is tailored to the specific needs and contexts of the cultural heritage sector in Europe and will validate the results in 3 different real-life use cases, demonstrating the framework's ability to manage the challenges associated with digitization of CH artefacts and their reuse within 1) the Fashion and Gaming industries, 2) the Advertising industry and 3) the Tourism industry.
For the Olympic Museum, the project aligns perfectly with its mission: Preserving and promoting Olympic heritage while engaging audiences of all ages through innovative and inclusive approaches. As a cultural institution devoted to Olympic history and values (respect, excellence, friendship), our involvement in REEVALUATE reflects a strong commitment to innovation, inclusivity, and sustainability. Through this initiative, we are exploring how digital technologies and public engagement can bring new relevance to our collections—enhancing access, fostering dialogue and enabling responsible reuse via an upcoming immersive exhibition. This exhibition will integrate digitised artefacts, community-generated narratives, and multimedia storytelling—demonstrating the power of cultural heritage to inspire, connect, and evolve the visitors.

PARTNER ROLE IN THE PROJECT

Olympic Museum, as part of the Pilot 2, is showcasing how digitised cultural heritage can be creatively and responsibly reused. Our main contribution lies in the curation, digitisation, and contextualisation of artefacts connected to the Olympic Games that can become powerful storytelling tools in promoting unity, diversity, and respect. In collaboration with the Ethnological Museum of Berlin we are contributing artefacts, curatorial expertise and public engagement strategies to create ways that Olympic culture can be experienced and shared. We are digitising a curated selection of Olympic-related artefacts, ranging from historical photographs, Olympic artefacts and music. To prioritize which artefacts are digitised, we engaged the public through gamified campaigns using the Public Sensing Prioritization Enabler, encouraging people to select the most recognizable and meaningful artefacts. Furthermore, we are deeply involved in the contextualisation process, where citizens from various backgrounds contribute around these artefacts. This process ensures that the final artefacts are not only digitised, but also culturally contextualised and socially validated. Ultimately, these enriched digital artefacts will be used by FFP in the creation of video, visually tying the Olympic values of unity, respect and diversity to tangible pieces of heritage.

ACHIEVEMENTS SO FAR

Olympic Museum of Thessaloniki has already achieved several key milestones within the REEVALUATE project. A major accomplishment has been the successful coordination and co-development of the pilot’s full action and timeline plan, in collaboration with the Ethnological Museum of Berlin. A series of focused meetings allowed the partners to identify curatorial synergies, align strategic objectives, and co-design the conceptual and narrative framework of the intended outcome. As part of this process, a reference video was created using selected artefacts, helping to establish the desired tone, visual language, and storytelling approach that will guide the final creative production.
Furthermore, the Olympic Museum has led to the identification and curation of relevant cultural items by compiling structured lists of artefacts connected to the pilot’s thematic focus. These lists—comprising both already digitised and soon-to-be-digitised objects—form the foundation of the digitisation process and will be integrated into the Public Sensing Prioritisation Enabler (PSPE) framework. The Museum also contributed to the definition of user needs and the development of usage scenarios by completing a comprehensive documentation process, specifying the artefact types and providing essential context aligned with the pilot’s goals. In addition to its curatorial and planning contributions, the Olympic Museum has actively supported dissemination and outreach activities. It has participated in several networking events to raise awareness, engage stakeholders, and promote the project through its official website and social media channels.

“Participating in REEVALUATE has provided a valuable opportunity to strategically prepare our Olympic heritage for digital transformation and future-oriented reuse, in ways that foster both public engagement and cultural relevance.”

– Curatorial Team, Olympic Museum of Thessaloniki

WHAT’S NEXT

As the REEVALUATE pilot progresses, Olympic Museum is preparing to launch the Public Sensing Prioritisation Enabler (PSPE)—a key step that will initiate public engagement through targeted, gamified campaigns. These campaigns will invite citizens to vote on which artefacts they find most recognizable and primary interesting, ultimately shaping the final selection of items to be digitised. This participatory approach ensures that the digitisation process reflects broader societal interest and fosters a sense of shared cultural ownership. Following the digitisation phase, the Contextualisation Enabler will be activated. A series of campaigns that invite diverse communities and citizens from diverse social groups to contribute personal insights, memories, and cultural perspectives. These contributions will be integrated with expert curatorial input to create inclusive and multi-layered narratives around the selected artefacts.
The final stage will involve the cooperation with the creative partner FFP, who will use the enriched artefacts to produce the video —promoting messages of diversity, unity, and respect through the lens of cultural heritage.

LEARN MORE / CALL TO ACTION

Explore more about the REEVALUATE project on the official REEVALUATE website.
Learn about Pilot 2: FROM MUSEUMS TO SCREENS - Leveraging Digitized Cultural Heritage Artefacts for Creative and Sustainable Advertising

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You can also Download the leaflet of the Project