Craft Lab: Transforming Visitor Engagement through Digital Innovation at Crystal Bridges

Museums are increasingly embracing digital technologies to enhance visitor engagement and accessibility. At the Crystal Bridges Museum of American Art, Craft Lab offers a groundbreaking example of this trend. Combining physical and digital experiences, the exhibition features an interactive woodworking studio that allows visitors to virtually explore and create alongside traditional craft processes.

Through collaboration with digital agency Broken Egg, Crystal Bridges has extended this experience to online audiences, showcasing how technology can connect people with art in innovative ways. This article explores how Craft Lab came to life, the challenges faced, and how it reimagines the future of experiencing art in a digital age.

Blending Craft and Technology

Crystal Bridges, located in Bentonville, Arkansas, is renowned for its commitment to uniting art and nature. In collaboration with Broken Egg, a creative digital agency, the museum launched Craft Lab as part of an exhibition dedicated to the American art of craft. Historically, crafts such as woodworking, ceramics, and textiles have been marginalised, often considered manual labour rather than fine art. However, this exhibition challenges those perceptions, showcasing craft as a vital and creative art form.

Craft Lab introduces a unique interactive woodworking studio, where visitors can explore the processes behind contemporary wooden sculptures. Through touchscreens, they can virtually carve, shape, and experience the intricate craftsmanship involved in works by artists like Michael Peterson, Ursula von Rydingsvard, and Bob Stocksdale. This innovative approach not only highlights the skill and creativity of woodworkers but also makes these processes accessible to a wider audience.

A Dual Experience: Physical and Digital Spaces

While Craft Lab provides a hands-on experience for visitors within the gallery, its digital counterpart on the Spatial.io platform extends the engagement far beyond the museum walls. Online users can explore a virtual woodworking studio, search for tools, and replicate the same creative processes experienced onsite. This thoughtful design ensures that whether visitors are physically present or participating remotely, they can engage with the art and its creation in meaningful ways.

The museum’s physical version offers a streamlined experience, enabling visitors to explore the digital woodworking process within a short time frame of 2-4 minutes. Conversely, the online version provides a deeper and more exploratory journey, encouraging audiences to spend up to 15 minutes navigating the studio and crafting their own digital artworks.

Overcoming Challenges to Drive Innovation

Developing Craft Lab was not without its challenges. With a tight timeline of just six weeks for development and testing, Crystal Bridges and Broken Egg worked in close partnership to overcome technical hurdles. Resource limitations, early technical issues, and limited access to physical reference materials tested the team’s creativity and adaptability. However, the collaborative effort resulted in a seamless visitor experience, both in-gallery and online.

For the team, understanding the processes behind each artwork was critical. For instance, the sculpture Tray by Bob Stocksdale required meticulous research, including referencing old books and photographs, to accurately recreate the techniques used. Similarly, working closely with artist Michael Peterson provided invaluable insights into the role of materials like wood burls and the fascinating warping process that occurs as freshly cut wood dries.

Enhancing Accessibility and Engagement

The Craft Lab project reflects Crystal Bridges’ larger digital strategy to make art more accessible and engaging. By translating traditional craftsmanship into a digital format, the museum opens new opportunities for audiences to understand and appreciate the technical mastery behind these works. For many, access to woodworking tools like lathes and gouges is limited. This digital experience democratises access, fostering a deeper appreciation for craft as an art form.

The museum’s commitment to inclusivity is evident in the design of Craft Lab. While the onsite experience offers quick engagement, digital engagement allows users to delve into the process at their own pace. Additionally, interactive elements like drone shots of virtual forests and studio spaces enhance the immersive quality, creating a captivating experience for users.

Looking Ahead: The Future of Digital Engagement

As Crystal Bridges prepares for a major expansion in 2026, digital innovation remains a key priority. The success of Craft Lab demonstrates the transformative potential of integrating technology into traditional museum settings. By combining physical exhibitions with online experiences, the museum not only broadens its reach but also redefines how visitors connect with art.

For museum professionals, Craft Lab serves as an inspiring case study in leveraging digital tools to enhance visitor engagement. The collaboration between Crystal Bridges and Broken Egg highlights the value of creative partnerships in pushing the boundaries of what museums can achieve in the digital age.

To experience the digital woodworking studio firsthand, visit the Crystal Bridges’ Wood Studio on Spatial.io.

Whether onsite or online, Craft Lab offers an innovative and engaging way to celebrate the artistry, history, and future of American craft.

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Martijn van Schaik from Broken Egg and Kimberly Lý from Crystal Bridges Museum of American Art spoke about  Craft Lab at the Digital Exhibitions Summit 2024.