Magical Literary Worlds – MoLI and the Harry Potter Exhibition

Visitors engage with an interactive “river of literature” installation at MoLI in Dublin, where motion-triggered text and sound immerse them in Irish literary heritage. 

Museum of Literature (MoLI), Ireland 

Step into the Story: In Dublin’s Museum of Literature Ireland (MoLI), classic Irish writings aren’t just displayed – they swirl around you in an interactive cascade of words.

MoLI – a museum of literature for the world’s greatest storytellers, immersive exhibitions, and treasured collections, that explore the story of Ireland’s most celebrated writers, past and present.

Literature: In a literary sense, it celebrates Ireland’s rich literary heritage. Named after James Joyce’s heroine Molly Bloom, MoLI offers interactive exhibitions, literary performances, and archives that honor Ireland’s greatest writers and contemporary voices.

Tourism: MoLI is a key player in Ireland’s cultural tourism, attracting visitors interested in literary history, from James Joyce and W.B. Yeats to modern Irish authors.

Overall Experience: Visitors can go on a journey through our famous literary history, wander in beautiful historic architecture, and relax amid the birdsong in our tranquil gardens and café.

3 Floors of Immersive Displays: MoLI is laid out over three floors, each with a theme. The ground floor is themed place and contains immersive displays, the first voice and the second inspiration, which includes an area for visitors to produce their own work.

How it Works: Book one of their guided tours and let their expert guides bring you around their exhibitions and stunning buildings to life. There’s something for everyone at Moli, including family-friendly experiences and a book lover’s favourite gift shop.

Awards: The museum has received accolades for design and architecture, including a MUSE Design Award and a Good Design Award from The European Centre for Architecture, Art, Design and Urban Studies.

Visitor Engagement: In its first six months, the museum attracted nearly 40,000 visitors, indicating strong public interest.

Media Coverage: MoLI has been featured in prominent publications such as Condé Nast Traveler and The Irish Times, highlighting its role in redefining literary museums.

One exhibit, A Riverrun of Language, responds to visitors’ movements: approach a pedestal and a “river” of illuminated quotes flows across the walls and floor, accompanied by ambient sounds. The effect is enchanting – you’re literally walking through Irish literature. MoLI blends cutting-edge AR and digital storytelling with centuries of literary tradition, letting guests hear authors’ voices, see animated illustrations, and even interact with stories via tablets and projections. It’s a museum experience that feels a bit like magic, connecting people to Joyce, Yeats, and other writers in a multi-sensory way.

Sources squintopera.com and academy.cnn.com and https://moli.ie/ 

Harry Potter Exhibition, England 

Meanwhile, across the globe, Harry Potter: The Exhibition is a blockbuster touring experience that proves how technology can make fantasy worlds real.

Harry Potter™: The Exhibition is a touring experience that delights fans worldwide with authentic film props, exclusive behind-the-scenes looks, and fun interactive surprises. Feel the nostalgia and the magic while celebrating some of your favorite moments from the Harry Potter series. Visitors can explore iconic settings, interact with exhibits using RFID wristbands, and view authentic props and costumes.

Far beyond a static display of movie props, this traveling exhibit uses dramatic set design, interactive tech and even scent to transport fans into iconic scenes. A nighttime woodland trail filled with magical creatures and wizarding wonders from the Harry Potter™ and Fantastic Beasts™ films. Set in beautiful woodland, this experience has been brought to life by award-winning theatrical designers and experiential creators. Upon entry, each guest “enrolls at Hogwarts” by choosing a Hogwarts house and Patronus (spirit animal) and receiving an RFID wristband.

Technology: Utilizes interactive design and technology to create personalized experiences.

Interactive Cast spells, illuminate beloved Forbidden Forest scenes, and try your hand at casting a Patronus. With a tap of your bracelet at various stations, you get personalised magical moments: in the Sorting Hat room, the hat appears to sort you into a house; in the Marauder’s Map chamber, your name floats on the map, pinpointing your “location”.

You can cast digital spells, mix potions, and compete for house points. All your interactions are tracked so that at the end, you see your house’s score and get a personalized email recap of your adventure. This ingenious use of RFID makes each visitor feel like the hero of their own Hogwarts story, creating an emotional connection that a passive exhibit never could.

Discover iconic behind-the-scenes moments from some of your favorite Harry Potter™ movies for a celebration of the film-making magic. Get up close with authentic costumes, props, and an exclusive behind-the-scenes look for an unforgettable, multi-sensory fan experience. Discover the magic of Harry Potter™ as you earn points for your Hogwarts™ house, brew potions, cast spells, and practice your Quidditch™ skills! You’ll explore locations inspired by the cozy haven of Hagrid’s Hut and the lush Herbology greenhouse—but keep an eye out for nesting dragons, fantastic beasts, and hidden Boggarts™.

As Tom Zaller, CEO of Imagine Exhibitions (the exhibit’s creator) says, “We want you to feel like you’re in it… making a potion in the classroom”. The exhibition’s success lies in combining authentic film artifacts (costumes, wands, etc.) with interactive, multi-sensory environments – truly immersive storytelling. Source timeout.com and  https://harrypotterexhibition.com/ and https://hpforbiddenforestexperience.com/brisbane/

Tips from the UPLIFT Project for Small Businesses

You don’t need a blockbuster budget or real magic to create enchanting, literary-themed experiences for your visitors. Here are some practical ideas:

  • Make it Interactive: Look for affordable tech that invites participation. For example, use QR codes or low-cost RFID tags to trigger content on visitors’ smartphones (like character audio clips or AR visuals) when they reach certain spots. Even simple touchscreens with choose-your-own-story prompts can add interactivity akin to MoLI’s tablets or the Harry Potter wristbands. The goal is to turn visitors from passive observers into active participants in the story.
  • Personalize the Journey: The Harry Potter exhibition shows the power of personalisation – guests choose a persona (house, character, etc.) and get content tailored to them. A small museum could let visitors pick a “guide” (real or fictional) at the start of a tour and provide tidbits from that guide’s perspective throughout. For instance, a literary center might offer multiple audio tracks – one narrated by a poet, another by a historian – so visitors decide how they experience the exhibits. Personal touches make an experience memorable.
  • Multi-Sensory Touches: Engage more senses to create “magic” on a budget. Lighting and sound are relatively affordable ways to change atmosphere – think of dimming lights and playing forest sounds to make a corner of your space feel like a scene from a novel. If appropriate, add scent diffusers for environments (the Harry Potter exhibit used a woodsy scent in Hagrid’s hut. Costumes or simple props that visitors can handle or try on (wizard hats, vintage clothing, etc.) also turn a display into an experience. Be creative in immersing visitors in the world of your story!
  • Leverage Digital Storytelling: UPLIFT offers immersive tools and digital storytelling modules that can guide you in this process. These resources show how to craft a narrative arc for visitors and integrate technology smoothly. For example, UPLIFT’s training might suggest using AR apps to bring book illustrations to life or creating a simple game that runs on visitors’ phones. By tapping into UPLIFT’s modules, a small business owner or educator can learn to design experiences that resonate emotionally – just as MoLI and the Harry Potter exhibition do – without needing a huge team of developers.

One of UPLIFT’s objectives is to help existing and future film and literature tourism SMEs adopt these innovations. If you’re dreaming up a literary-themed attraction or fantasy tour, UPLIFT’s digital workshop documentary video trainings can help you implement immersive digital elements into your visitor journeys and choose the right tech for your scale.

The project’s Immersive Tourism Insights: Research & Best Practices provide inspiring European case studies (featuring examples like MoLI) show that even a modest space can be transformed with interactive storytelling.

Source: https://uplifttourism.eu/resources/immersive-tourism-insights-research-best-practices/

With UPLIFT’s support and attending our seminars, workshops or events, a small museum could create its own “magic” – such as an AR-enhanced treasure hunt through its exhibits or a virtual mentor that interacts with visitors. The possibilities are as endless as your imagination. By embracing these tools, you invite guests to not just learn a story, but to live it – and that is the kind of memorable experience that builds loyalty and buzz.

Written by

Laura Magan

Tourism and EU Project Specialist
Feltech, Ireland

https://feltech.ie/eu-projects/uplift/

 

 

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