🎲Mazarin and the Guardians of the Secret: playful mediation combined with communication, serving audiences diversification – BnF Richelieu
Jan 15, 2026 | 9:30 AM - 10:45 AM
Jan 15, 2026 | 9:30 AM - 10:45 AM
Description
BnF-Partenariats and Cultival invite you to discover behind the scenes of the creation and launch of the immersive game “Mazarin and the Guardians of the Secret”, designed to offer a new way of exploring the museum and the BnF Richelieu site. This initiative is part of a broader effort to renew mediation formats, at the intersection of gaming, storytelling, and communication, with a clear objective: to attract and diversify audiences, particularly families and young adults.
Through this case study, the teams will share the key stages of the project, from conception to rollout with audiences: defining objectives, articulating mediation and communication strategies, selecting narrative and gameplay approaches, launch strategy, and initial learnings. The workshop will highlight how an immersive experience can become a structuring lever for audience development and the promotion of a heritage site.
Designed as a forum for professional exchange, this workshop will provide an opportunity to compare perspectives, share methodologies, and address common challenges related to the creation of immersive cultural experiences in heritage settings.
The workshop will be led by Roei Amit, Director of BnF-Partenariats; Charlotte Benoit, Director of Partnerships and New Projects at Cultival; and Marie-Hélène Avril, Director of Marketing and Communication, who will share their expertise and hands-on experience.
This workshop is for French-speaking visitors only.
It is open to all, but is primarily intended for professionals in cultural mediation, audience development, marketing, and communication.
Please note: the Mazarin Gallery will unfortunately not be accessible due to the relocation of artworks; however, a discovery of the experience may be offered to participants at a later date. Access to the library is nonetheless possible and free of charge.
