Problem Statement
The Musiktheater im Revier (MiR) aimed to reach a younger audience under the age of 40 who rarely or never attend theatre performances. Surveys and expert interviews revealed several barriers: lack of time, competing leisure interests (especially digital media and gaming), and the perception of theatre as old-fashioned or inaccessible. In addition, the COVID-19 pandemic eliminated traditional on-site experiences and limited direct interaction with visitors. The theatre needed a digital, low-threshold solution that could spark curiosity, reduce prejudices, and create a new point of contact—without requiring physical presence or high financial investment. The challenge was therefore to design an engaging digital experience that would present the theatre in a modern, interactive way while highlighting its architecture, backstage work, and professional diversity.
