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MuseumNext 2016: Is virtual reality for chickens the best way to ignite interest in science?
POSTED 22 Apr 2016 . BY Tom Anstey
Second Livestock envisaged virtual reality for battery chickens so they could feel like they were living a free-range life
In his last day as CEO of Science Gallery International, Michael John Gorman addressed delegates at MuseumNext in Dublin, demonstrating how to use the abstract – such as virtual reality for chickens – to start a debate within a museum setting.

Starting as a small part of Trinity College Dublin and now growing as a global network which will comprise eight galleries worldwide by 2020, Gorman has shaped the institution as its founding director and then CEO into an attraction that welcomes more than 400,000 people annually.

“The Trinity College decided to do a very bold experiment in 2007 – to create a space where unique ideas could be tested,” said Gorman. “It was a space that connected Trinity with the city.

“We talk about Science Gallery as a place where science and art collide. It was a real journey to get the scientists to get on board with this idea. Originally it was a space designed to teach the ‘ignorant public’ the truth of science. We had to go on a real journey with scientists to say that it was about opening up science and the future to conversation at the boundaries between science and art.”

Gorman then detailed several unique concepts that have been displayed at the Science Gallery, a project known as “Second Livestock” among the most unique.

“It’s virtual reality for chickens,” said Gorman explaining the project. “I think it’s a wonderful example of a project that provokes you and makes you think about what kind of future we want to live in. The idea is that battery chickens or battery hens could feel like free range chickens in VR. It’s great because it brings you into that space of conversation about what kind of world and what kind of industry do we want to have? It’s a conversation provocation.”

What Gorman said was at the heart of Science Gallery’s success, as exemplified by Second Livestock, is the institution’s three main principles when developing new concepts and exhibits.

Our core principals for everything we do at the Science Gallery are connection, participation and surprise,” he said.

“Every experience should offer a new opportunity for social connection. Participation is the idea that Science Gallery is the opportunity to get involved and to contribute, rather than just learn about what is going on in science and in art.

“Surprise – capturing people’s imagination – is the most difficult to sustain. Last week at the groundbreaking for Science Gallery London they decided ‘forget the pick axes and the shovels, let’s create a crystal made out of spit’. Everyone spat into a bucket and an artist will transform that into a crystal which will then become part of the foundation of the Science Gallery in London. That’s something rather unexpected I think you’ll agree and that’s what we mean by surprise.”

Gorman now moves on to a new role as professor at Ludwig Maximilian University in Munich and as founding director of the Bavarian Museum of Life Sciences and Natural History.

He remains involved with Science Gallery, becoming founding chair of the executive council of the Global Science Gallery Network, where he will work directly with the directors of each gallery in the emerging network.

RELATED STORIES
  MuseumNext 2016: Use museums as a tool for social change, says National Museums Liverpool director


David Fleming, director of National Museums Liverpool (NML), has said that modern museums need to act as “agents of social change”, evolving from their more traditional counterparts to make visitors think more about their experience.
  MuseumNext names Burning Man CEO Marian Goodell as keynote speaker


Marian Goodell, CEO of Burning Man, will deliver the keynote speech at MuseumNext in Dublin this April.
  All-star lineup revealed for MuseumNext in Dublin


MuseumNext has unveiled its lineup of speakers and events for its annual European conference, this year taking place across Dublin, Ireland.
  MuseumNext prepares to make North American debut in Indianapolis


Delegates are gearing up for the first MuseumNext international conference to take place in North America, when the highly successful event comes to the Indianapolis Museum of Art (IMA) this weekend, bringing with it exploratory talks on engaging visitors with new technology and industry trends.
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NEWS
MuseumNext 2016: Is virtual reality for chickens the best way to ignite interest in science?
POSTED 22 Apr 2016 . BY Tom Anstey
Second Livestock envisaged virtual reality for battery chickens so they could feel like they were living a free-range life
In his last day as CEO of Science Gallery International, Michael John Gorman addressed delegates at MuseumNext in Dublin, demonstrating how to use the abstract – such as virtual reality for chickens – to start a debate within a museum setting.

Starting as a small part of Trinity College Dublin and now growing as a global network which will comprise eight galleries worldwide by 2020, Gorman has shaped the institution as its founding director and then CEO into an attraction that welcomes more than 400,000 people annually.

“The Trinity College decided to do a very bold experiment in 2007 – to create a space where unique ideas could be tested,” said Gorman. “It was a space that connected Trinity with the city.

“We talk about Science Gallery as a place where science and art collide. It was a real journey to get the scientists to get on board with this idea. Originally it was a space designed to teach the ‘ignorant public’ the truth of science. We had to go on a real journey with scientists to say that it was about opening up science and the future to conversation at the boundaries between science and art.”

Gorman then detailed several unique concepts that have been displayed at the Science Gallery, a project known as “Second Livestock” among the most unique.

“It’s virtual reality for chickens,” said Gorman explaining the project. “I think it’s a wonderful example of a project that provokes you and makes you think about what kind of future we want to live in. The idea is that battery chickens or battery hens could feel like free range chickens in VR. It’s great because it brings you into that space of conversation about what kind of world and what kind of industry do we want to have? It’s a conversation provocation.”

What Gorman said was at the heart of Science Gallery’s success, as exemplified by Second Livestock, is the institution’s three main principles when developing new concepts and exhibits.

Our core principals for everything we do at the Science Gallery are connection, participation and surprise,” he said.

“Every experience should offer a new opportunity for social connection. Participation is the idea that Science Gallery is the opportunity to get involved and to contribute, rather than just learn about what is going on in science and in art.

“Surprise – capturing people’s imagination – is the most difficult to sustain. Last week at the groundbreaking for Science Gallery London they decided ‘forget the pick axes and the shovels, let’s create a crystal made out of spit’. Everyone spat into a bucket and an artist will transform that into a crystal which will then become part of the foundation of the Science Gallery in London. That’s something rather unexpected I think you’ll agree and that’s what we mean by surprise.”

Gorman now moves on to a new role as professor at Ludwig Maximilian University in Munich and as founding director of the Bavarian Museum of Life Sciences and Natural History.

He remains involved with Science Gallery, becoming founding chair of the executive council of the Global Science Gallery Network, where he will work directly with the directors of each gallery in the emerging network.

RELATED STORIES
MuseumNext 2016: Use museums as a tool for social change, says National Museums Liverpool director


David Fleming, director of National Museums Liverpool (NML), has said that modern museums need to act as “agents of social change”, evolving from their more traditional counterparts to make visitors think more about their experience.
MuseumNext names Burning Man CEO Marian Goodell as keynote speaker


Marian Goodell, CEO of Burning Man, will deliver the keynote speech at MuseumNext in Dublin this April.
All-star lineup revealed for MuseumNext in Dublin


MuseumNext has unveiled its lineup of speakers and events for its annual European conference, this year taking place across Dublin, Ireland.
MuseumNext prepares to make North American debut in Indianapolis


Delegates are gearing up for the first MuseumNext international conference to take place in North America, when the highly successful event comes to the Indianapolis Museum of Art (IMA) this weekend, bringing with it exploratory talks on engaging visitors with new technology and industry trends.
MORE NEWS
Rainer Maelzer joins Therme Group as chief entertainment officer
Rainer Maelzer, an experiential entertainment innovator, has been appointed chief entertainment officer by Therme Group.
Movie Park Germany reveals new Paramount attraction as part of its 30th anniversary celebrations
Movie Park Germany has opened a new Paramount Pictures-themed attraction as part of its 30th anniversary celebrations, using immersive storytelling and adaptive reuse to reinforce the park’s longstanding “Hollywood in Germany” positioning.
Therme Manchester reveals 90:90 strategy – 90 per cent of the UK population within a 90-minute drive of a Therme
Therme Manchester’s 28-acre development, which will include interconnected glass pavilions that measure 65,000sq m, will be the largest bathing and wellbeing attraction in the world once complete, according to prof David Russell, CEO of Therme UK. 
Efteling expands family offer with new Hooghmoed drop tower
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Simworx Ltd

The company was initially established in 1997. Terry Monkton and Andrew Roberts are the key stakeh [more...]
iPlayCO

iPlayCo was established in 1999. [more...]
RMA Ltd

RMA Ltd is a one-stop global company that can design, build and produce from a greenfield site upw [more...]
Alterface

Alterface’s Creative Division team is seasoned in concept and ride development, as well as storyte [more...]
+ More profiles  
FEATURED SUPPLIER

Iconic Liverpool attraction opens door to new operators
An opportunity to reimagine one of the UK’s most recognisable towers has been formally opened by Rivington Hark, as St Johns Beacon invites operators and partners to shape its next phase. [more...]
CATALOGUE GALLERY
+ More catalogues  
DIRECTORY
+ More directory  
DIARY

 

09-11 Jun 2026

World Sauna Forum 2026

Savutuvan Apaja, Haapaniemi, Finland
23-26 Aug 2026

Elevate Spa Riviera Maya Edition

The Riviera Maya Edition Kanai, Playa del Carmen, Mexico
+ More diary  
 


ADVERTISE . CONTACT US

Leisure Media
Tel: +44 (0)1462 431385

©Cybertrek 2026

ABOUT LEISURE MEDIA
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