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One-of-a-Kind Digital Venue Will Go Live Oct. 6, 12:01 AM

Tue, 09/21/2010 - 9:54am
SAN JOSE, Calif. -- (BUSINESS WIRE) -- Adobe Systems Incorporated announced the official opening, on Oct. 6, 2010, of the Adobe Museum of Digital Media (AMDM). A one-of-a-kind online museum, the AMDM is an interactive venue to present and preserve groundbreaking digital media works, inspire creative ideas and experimentation, and provide a forum for expert commentary on how digital media influences culture and society. It is located at http://cts.businesswire.com/ct/CT?id=smartlink&url=http%3A%2F%2Fwww.adobemuseum.com&esheet=6436199&lan=en-US&anchor=www.adobemuseum.com&index=1&md5=50f576e62b94db49a9b2e915f78780af.

As social and cultural discourse moves increasingly to the Internet, artists, designers and other cultural producers are turning to digital media to explore and express their ideas. Founded in this spirit, the AMDM will feature programs and works in fields as diverse as visual art, film, performance, design, architecture and social media, and will engage a wide range of curators and cultural luminaries to develop content and programs.

It will reflect the mission of traditional museums in upholding the highest standards in creative processes and curatorial practices, yet it will present these in a digital venue leveraging the interactivity, lack of physical boundaries and 24/7 availability of the online world.

“Adobe works with a wide range of creative professionals every day. We see extraordinary digital projects that take advantage of current technology and point to where creative minds will take digital media in the future,” said Ann Lewnes, senior vice president of global marketing, Adobe. “The museum was inspired by them and is a tribute to their talent and innovation. We believe digital media plays an important role in shaping our society as well as our creative culture and should be celebrated in a space where the medium is literally the message.”

The museum is the result of a collaboration among Piero Frescobaldi, co-founder of unit9, a U.K. based digital production company; Filippo Innocenti, founder of the U.K. based firm Spin+ and professor of Architecture Technology at Politecnico di Milano University; San Francisco based advertising agency Goodby, Silverstein and Partners; and Adobe.

The AMDM is designed to echo the sensory experience of a traditional, physical museum, yet is contained entirely online. Museum visitors will have a three-stage encounter with the virtual structure: museum exterior, museum interior and a viewing pod from which to experience the exhibitions.

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