New Europeana Food and Drink Catalogue of products · 2017. 4. 25. · D3.3 Europeana Food and Drink: Catalogue of products cluster includes at least one creative partner and one

Grant Agreement 621023

Europeana Food and Drink

Catalogue of products

Deliverable number D3.3 Dissemination level PU Delivery date M15 2015 Status Final Author(s) Keepthinking (KEEP)

D3.3 Europeana Food and Drink: Catalogue of products

This project is funded by the European Commission under the ICT Policy Support Programme part of the

Competitiveness and Innovation Framework Programme.

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Revision History

Revision Date Author Organisation Description

v1.1 201503 Evgenia Spinaki

KEEP Starting of document

v1.2 201503 Laura Gibson CT First review

v1.3 201503 Katy Swainston KEEP Second review

Statement of originality: This deliverable contains original unpublished work except where clearly indicated otherwise. Acknowledgement of previously published material and of the work of others has been made through appropriate citation, quotation or both.

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Contents

1 Introduction

1.1 Scope and Aims

1.2 The approach

1.3 The process

2 Standard product development cycle

2.1 Project definition

2.2 Project initiation

2.3 Project specification

2.4 Content generation

2.5 Design

2.6 Build

2.7 Launch and marketing

2.8 Evaluation

3 Catalogue of products

3.1 Cluster products

3.1.1 Book and eBook

3.1.2 Mobile optimised web application

3.1.3 Exhibition and Virtual exhibition

3.1.4 Social Game

3.1.5 eLearning Resources

3.2.1 Picture Library

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3.2.3 Semantic Demonstrator

3.2.4 Technical Demonstrator

4 Conclusion

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1 Introduction 1.1 Scope and aims

Europeana Food and Drink aims to develop innovative new ways for Creative and Culture sector partners to collaborate. These ways of working together and the lessons learned from them will then be used to inspire new projects and collaborations.

This document includes the catalogue for the Europeana Food and Drink Products that form part of Work Package 3.

Keepthinking is the package lead for ‘Work package 3 Developing Commercial Applications’ and is project managing all commercial applications developed as part of Europeana Food and Drink. We will evaluate the commercial viability and cultural impact of the products during the last months of the project.

Our vision is to develop successful projects that will outlive the project duration and result in positive changes in the organisations involved. This will provide them with the methods and tools to repeat the process and expand their offerings, as well as demonstrate that when the creative and culture sectors are working in a collaborative environment, they can flourish and create exceptional value for their audiences.

Sustainability and replicability of the projects and the methods used for their development are very important factors for the success of this package. We would like to ensure that all the projects can be self sustained, possibly through commercial collaborations, while simultaneously providing a toolkit and key findings to help future partners to repeat the process and develop their own products.

1.2 The approach

Following the discovery phase of this project it became clear that there are different content needs for each of the products being developed. This was one of the main reasons for dividing them into cluster and classic products, with each group following a slightly different method for successful delivery. The classic products (Semantic Demonstrator, Picture Library and Technical Demonstrator) will draw content from all content providers while the cluster products (Book and eBook, Exhibition and Virtual Exhibition, Social Game and Mobile App) will use content tailored to the needs of each product.

Consultations with all the content providing partners in the project were held and their strengths were matched with a particular product. These newly matched clusters of partners could then work together to define, specify and deliver their product. Each

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cluster includes at least one creative partner and one content provider partner, with one of them taking the role of the cluster leader to ease decision making.

1.3 The process

To develop successful and commercially viable products in the context of a European funded project, it is important to go through a product development process that imitates a real world scenario.

Workshops were held with each cluster at the beginning of the project to introduce partners to each other and kickstart discussions. The Value Proposition Canvas and the Business Model Canvas were used to help the clusters make several decisions and firm up ideas.

Filling the Business Model Canvas during one of the workshops

Keepthinking provided a complete set of actions for every phase of the process, with a defined deliverable at the end of every phase. This ensured that the full scope of each project were laid out and all milestones were clear. Regular conference calls have been carried out and there is a constant communication flow between all partners involved. Basecamp acts as the centralised information and communication hub for each individual project.

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http://www.businessmodelgeneration.com/canvas/vpc

http://www.businessmodelgeneration.com/canvas/bmc

http://keepthinking.it/

https://basecamp.com/


2 Standard product development cycle 2.1 Project definition

One of the key actions is to identify the need for each product, together with a client who is willing to invest in its development and target audience. In our case, this investment is in the shape of resources and time. The specific objectives/needs of both the client and audience are what inspires a product idea and defines its replicability. Market research and competitive analysis help refine the idea and create the conditions to start engaging with potential commercial partners. The deliverable for this stage is a formal Project Initiation Document.

2.2 Project initiation

Once the idea is refined and agreed with all the stakeholders, it is time to identify all the people who need to be involved in the process, together with their responsibilities, key milestones and any challenges. A comprehensive project plan is produced.

2.3 Project specification

During this phase, technical and functional specifications are produced, costs are identified and success metrics are put together to aid the evaluation of the end product. The completed specification document includes all of these parts.

2.4 Content generation

All necessary content is gathered in the required format and any new content is commissioned, if necessary. Sample content is used during the development period until the full body of content is available.

2.5 Design

This is when the products start to take shape. Art direction and full design of each product are created during this phase.

2.6 Build

In this phase all of the different components come together. The product development takes place while the content is still being generated. Different testing

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sessions are scheduled to ensure the product is working well. At the end of this phase the product is ready to launch.

2.7 Launch and marketing

The marketing activities will promote the product to the target audience before the launch and then gradually accelerate. A marketing plan will be in place and results will be regularly evaluated and reviewed.

2.8 Evaluation

Six months have been allocated to the evaluation of each product to allow enough time for reliable measurements of success and impact. Some clusters, like the social game, might use this time to refine their products following real user feedback and also to reach out to potential commercial partners. A full report will be produced as part of D3.21.

3 Catalogue of products 3.1 Cluster products

3.1.1 Book and eBook

The partners

Shift is a product design for social change company; they are the cluster leader.

Fratelli Alinari is a picture library; they are the creative partner responsible for subcontracting publisher and author and might also contribute contextual images for the book.

Topfoto is a picture library; they are the content provider of contextual images for the book.

European Federation of Publishers is an umbrella organisation of European book publishers; they are a cluster member and help with the definition, specification and replicability of this product.

The client

The National Brewery Heritage Trust in BurtononTrent protects and preserves Britain’s brewing heritage and has its own museum. As part of its archival collections it holds the Charrington Archive which contains about 6000 architectural photographs of pubs in Greater London, a selection of which will form part of the book content. So

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far, their team has been involved in all major decisions about the book and is about to enter into a publishing agreement with the publisher. Product idea

The book is aimed at pub regulars, along with pub and beer enthusiasts. It will include a total of around 50 pubs with archival images, 10 of which will be featured and include additional material. The additional material will be augmented and enriched with stories and memories from landlords and pub regulars. Product design for social change company Shift organise storytelling events. These stories will be gathered and the relevant content uploaded to the related History Pin project. Contextual images from related events from picture library Topfoto will complement the gathered stories. Modern photos will also be commissioned to create a ‘now’ and ‘then’ comparison. An appointed author will summarise and edit the collected content to create the book.

The eBook will be a pdf version of the book and will include clickable links to Historypin pages for each pub. It may also include additional material that could not initially be part of the printed book due to space and budget restrictions.

Sample images from the Charrington Archive

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https://www.historypin.org/en/explore/a-history-of-pubs/


Current phase

The specification phase is now complete and forms the D3.13 Specification for Book and eBook deliverable due at the end of March. The next phase involves the content generation and design. A publisher, Halsgrove Publishing, which specialises in local history publications has already been engaged and a publishing contract is in the process of being finalised. Attracting a traditional publisher proves that there is commercial value to this product and gives us the advantage of being able to utilise their distribution and promotion channels.

Example page used in the publisher pitch document

Replicability model

The model could be replicated by following the same method: identify a client with digital materials around a specific theme, prepare a book proposal and pitch it to publishers. The whole process including action plans, pitch document, information about self publishing, licensing models and crowdsourcing platforms will be made

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http://www.halsgrove.com/


available to help repeat the project. It is encouraging that there is already interest in the creation of an ebook using this approach from other Europeana Food and Drink partners.

3.1.2 Mobile optimised web application

The partners

The Horniman Museum and Gardens is an inspiring, family friendly, free attraction in South London’s Forest Hill. The anthropology collections of Museum and Gardens are among the most significant ethnographic collections in the world. The objects considered for this project come under the categories of ‘food processing and storage’, ‘food service’, ‘hunting, fishing and trapping’ and ‘agriculture and forestry’. Horniman is both content provider and cluster leader.

Semantika is an award winning company dedicated to the museum sector. Since 2007 they have participated in a range of international projects, including Europeana Inside and Europeana Creative. They are the creative partner.

The client The Horniman Museum also acts as a client on this project and aims to increase visibility of certain collections, promote the cafe and establish new partnerships with commercial companies and other museums.

Product idea

The web app will be aimed at domestic and international tourists in London and will feature tea trails. Tea is particularly appropriate for the Horniman as the founder was a tea trader. Through market research we confirmed that tea is very popular among tourists in London and that visitors will often go out of their way to find it.

Initial discussions with potential partners were very positive; they think it is a strong idea and are happy to collaborate. Furthermore, they actually expressed a preference for a museum such as the Horniman Museum to act as the coordinator as it is a neutral organisation.

There will be eight venues per trail in the following themes:

History and heritage Afternoon tea and architecture The world in London

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A fourth theme will be specified

Each venue will have associated images, description, related collection works (if a museum), visiting information and a short historical anecdote. Visitors will be able to follow, share and favourite venues and trails.

Tea related collection items from the Horniman Museum

Current phase

The specification of the web app, including full wireframes and initial art direction, is near completion. Complete design and content generation are the immediate next steps.

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Map of identified potential venues for the trails

Replicability model

The same model could be developed in a way that can be expanded and rolled out to a variety of other cities to showcase a different product, for example beer in Brussels or chocolate in Zurich. Other Europeana Food and Drink partners have already expressed interest in participating and we will soon share the related templates with them so that they can start preparing their content.

3.1.3 Exhibition and Virtual exhibition

The partners

Centre for Agrarian History (CAG) is an expert centre for history/heritage of agriculture and food, with expertise and experience in developing exhibitions. They are the content provider and cluster lead.

Royal Museums of Art and History (KMKG) are interested in developing new relationships and new uses based on its collections. They are the content and creative partner assisting with the specification and processes.

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The client The Bakkerijmuseum Veurne (Bakery Museum) is already a member of CAG network and are very enthusiastic about the idea. They will be celebrating their 30th birthday in 2015 and are currently under renovation. They will be reopening their doors in autumn 2015 and our exhibition will be the first one to be displayed. This is a great opportunity for us as related promotional activities will be taking place around that time.

The Bakkerijmuseum Veurne

Product idea

The exhibition concept is around ‘cake’ and the key audiences are any home bakers, regular visitors to the host venues, tourists, schools and the general heritage sector visiting public. The main aim is to show the importance of cake in each season, its role in festive occasions and its wider social function. The fact that the appearance of cakes differs from region to region and from time to time will be key in understanding traditions, along with national and regional differences.

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This will be a touring panel exhibition with a modular design so that it can travel easily. The choice of a panEuropean theme will make it easy to engage with a variety of venues. Cake boxes with information about the exhibition will be printed and distributed to promote and start public engagement.

The Virtual Exhibition will initially be based on the framework created by CAG and KMKG in collaboration with the Bakery Museum in Veurne and expanded to include institutional content from Food and Drink project partners. It will be created on Google Cultural Institute’s platform.

As part of a second phase, the virtual exhibition will be expanded with usergenerated content. Similar to the Book and eBook, public events will be held to gather cake related photographs, recipes and stories, and all content will be uploaded to HistoryPin. A selection of this crowdsourced content will eventually become part of the GCI curated exhibition.

Example of how the Virtual Exhibition could look like

Current phase

The specification phase has been completed and the related deliverables, D.8 Exhibition brief and D.11 Specification for the Virtual Exhibition, were submitted to the commission at the end of February. Currently, the D3.9 Exhibition schedule is being finalised, while the content preparation has already started and a related design brief has been sent out.

Replicability model

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https://www.google.com/culturalinstitute/

https://www.google.com/culturalinstitute/


There are two ways to replicate this project.The first is by repeating the same theme in different venues/countries. In this case the templates for the designs will be shared with the new venues and they will only need to replace the text and images. The second way to replicate the project will be by sharing a ‘toolbox’ outlining the approach and actions needed to create a parallel project.

3.1.4 Social game

The partners

ICIMSS is the International Centre for Information Management Systems and Services and has been involved in the creation and specification of an interactive game before. They are the content provider and cluster lead.

Acrosslimits is a technology, research and consulting SME with experience in mobile apps. Its roots are firmly in innovation and ICT. They are the creative partner.

The client ICIMSS is selected as the client for this product. Their aim is to promote food culture, expand their number of services, increase their audience and strengthen their international relationships.

Product idea

The social game is a quiz in which players have to answer a number of food and drink related questions to complete challenges. The main target audiences include young people and food savvy individuals. There are three modes for the game:

Free mode. Players answer questions and gain related badges. Challenge mode. Players challenge their friends/other players and have to

correctly answer the questions in a given time. Upload your dish. Players are asked to upload their dish and tag it. These

dishes will be included in the questions given to other players.

The main social element of the game is based around multiplayers challenging each other, competing for better scores and gaining different badges. The players will also have the ability to share different parts of the game, including descriptions and recipes.

The crowdsourcing element of the game will help Europeana to collect further material for its always growing database.

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For longterm success, the social game can also be adapted for to give direct rewards to the player, which can include (but not be limited to) discounts in shops/museums/restaurants/hotels.

Example wireframe for the Social Game

Current phase

The design phase is near completion and content generation and development are about to start.

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Budges designed for the Social Game

Replicability model

Each partner can easily create different questions and have a relevant answer to it, as long as the answer is country based. This approach can be easily implemented for several countries across Europe.

3.1.5 eLearning resources

The partners

Sapienza University of Rome is one of the 100 most important universities in the world, the largest in Italy and one of the largest in Europe; they are the cluster lead and creative partner.

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The Cyprus Food and Nutrition Museum (CFM) is a nonprofit Cultural and Research Society which aims at conducting and undertaking initiatives and activities to promote knowledge and practice of traditional foods; they are the content provider.

The client

The Cypriot Ministry of Education and Culture (henceforth MOEC) is very interested in this project due to a lack of relevant material on Cypriot cuisine for educators for use in subjects such as home economics. MOEC is expected to start a pilot project that will bring the product to a certain number of high schools in order to test its use in the field. If successful, the product could form part of regular school curricula.

Product idea

CFM will provide three open educational resources using fundamental objects (images, texts, etc.) that will become part of Europeana Content Base. Public and private educational institutions, teachers and other educators are the main audience for this project.

The three eLearning Resources will be developed in the form of lesson plans and will be available in Greek. Three different subjects based on CFM’s data collection and then adjusted to the High School curriculum have been identified:

Traditional Cypriot breakfast vs modern breakfast: we choose a healthy way to start our day!

The nutritional properties of bread and its significance in traditional Cypriot cuisine.

The nutritional properties of wine, its products and significance in traditional Cypriot cuisine.

Sample images for the resources

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The above resources will be the base of a template that can be reused to create additional resources in other languages and subjects.

At the same time Uniroma1 will provide:

Guidelines for content providers on how to contribute fundamental objects (images, text, etc.) that can be easily and effectively used to build open educational resources.

Guidelines for teachers on how to create open educational resources based on fundamental objects (images, text, etc.) available in the Europeana content base.

One open educational resource using (or linking to) existing Europeana content.

Current phase

We are in the middle of the Specification and Content generation phase as these run in parallel. There will be no design or build phase for this product.

Replicability model

There are two strands for this product: the eLearning Resources and the guidelines for creating reusable fundamental objects.

For the eLearning Resources we will agree upon a common structure, while content and focus will be developed by the content provider. At the moment we have three main contributors but once the guidelines are finalised this could expand to the full consortium.

Focus on Cyprian culture by CFM Focus on Irish culture by LGMA Focus on Italian culture by Uniroma1

The methodology of working in collaboration with teachers and ministries to obtain certification and endorsement will be documented and shared.

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Requirements of OERs

3.2 Classic products

3.2.1 Picture library

The partners

Topfoto, one of Britain’s largest commercial image libraries, is the creative partner and lead. It will also contribute related content.

All content providers will contribute content. Poscriptum is responsible for the WP2 Content and will help with the process.

Product idea

The Europeana Food & Drink Picture Library is intended to evaluate demand for commercial reuse of food & drink images by Creative Industry companies (eg. advertisers, publishers, media outlets).

The Picture Library platform needs to support the following:

Hosting of highquality images and associated information Keywording for discovery A transactional platform to receive payments A distribution/Licence Agreement with content providers (including

revenueshare) 22


Promotional channels to reach industry customers

http://www.topfoto.co.uk/ imageflows search engine

Current phase

This project is currently between the definition phase and specification phase.

3.2.2 Semantic demonstrator

The partners

Ontotext is a widely recognised semantic technology provider and is the creative partner and lead.

All content providers will contribute content. Poscriptum is responsible for the WP2 Content Base and will help with the process.

Product idea

The classification of content provided by the EFD project partners will follow a semiautomatic enrichment of content assets and their associated metadata. This will enable the discovery and classification of the 3.9 million related objects that already exist in Europeana.

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http://www.topfoto.co.uk/


It will form the basis for a future Food and Drink Channel on Europeana, a goal that the EC has posited. It will also provide the core semantic information underpinning the Semantic Demonstrator application enabling semantic search and faceting.

Semantic technology provider Ontotext will develop a tool for this semiautomatic enrichment. The tool will facilitate the understanding of the huge number of FDrelated concepts (articles) and categories and enable crowdsourcing actions (e.g. confirm / blacklist cat branch). A set of guidelines to help the content providers to go through the process will also be made available.

After the classification process has been completed, a semantic demonstrator will be developed that will enable discovery of content in multiple ways. This will demonstrate the broader power of semantics.

Butter pot, example content from the providers

Current phase

The specification phase is now complete and forms the D3.19 Semantic demonstrator specification deliverable due end of March. The creation of the enrichment tool and content gathering will take place in the next phase.

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3.2.3 Technical demonstrator

The partners

EEA is a CzechSlovak integrator agency which creates custommade development, integration and support of information solutions. It is the creative partner and lead.

All content providers will contribute content. Poscriptum is responsible for the WP2 Content Base and will help with the process.

Product idea

EEA will develop an opensource platform/framework called ACCURATOR for collections metadata creation/cleaning/integration. It will provide a combination of gaming, crowdsourcing and semantic content. – The semantic content will be created through the metadata and linked data produced by users engaged in crowdsourcing. The content owners will be allowed to validate the user enrichments before these are pushed back to Europeana and/or the institutions.

Accurator, the big picture

To demonstrate the platform, an accompanying application will be developed. An initial suggestion includes a multiplayer game app connected to European digital

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content via OAIPMH protocol, collecting descriptions and links between art pieces based on the personal feelings of players. A narrator will describe one art piece from his cards and the listeners will be presented with six cards each. They then need to select the card the narrator is describing. As the technical demonstrator should address a gap and need that we have identified in the market during the project’s other activities, the final decision and specification on this will be made after the delivery of all the cluster projects.

Initial concept for example app – Tag.ART

Current phase

This project is currently between the definition phase and specification phase and is expected to launch in April 2016.

4 Conclusion All cluster products are at the end of the specification phase and final products are expected to launch at the end of August 2015. We are now moving towards the implementation phase for the classic projects and the Semantic Demonstrator specification will be delivered at the end of March 2015. D3.19 and specifications for the Picture Library and Technical Demonstrator will follow.

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Documents

New Europeana Food and Drink Catalogue of products · 2017. 4. 25. · D3.3 Europeana Food and Drink: Catalogue of products cluster includes at least one creative partner and one