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Europeana Food and Drink News
Newsletter #4
In this quarterly released newsletter we would like to highlight the latest news from the project, inform you about activities which are running and coming soon, and give you an insight into the 'behind the scenes' work. We hope you enjoy reading it.

What has happened so far?

Project Management Board meeting in London
The project management board (PMB) met again on a cold December day at the Museum of London to discuss the progress of the project in the first year. The PMB discussed the current state of each work package and the development of each product within work package three. At this point the products were shaping up very promising and we expect lots of exciting outputs of the project soon. In order to enhance visual representations of the project and its outputs, new branding materials (posters, postcards and bookmarks) which can be used for project promotion, were introduced and discussed. Another important subject to reflect on was the identification of wider commercial opportunities of the project and how we can start to bring in or further engage commercial companies (in particular the representatives of food and drink industry).
If you know of any companies that would be interested in becoming part of the project or sponsoring events please do get in touch and let us know.

Open Innovation Challenge Award Event in Rome
The First Europeana Food and Drink Challenge Award Event took place on 30th January 2015 in Rome and brought together Europeana projects partners, Cultural Institutions, Creative Industry networks, Education Agencies, Marketing and further Business experts to debate on the re-use of content available through Europeana. The competition was directed to representatives of creative industries presenting ideas and solutions for innovative methods of content re-use of food and drink related digital heritage assets. In this context, the best competition projects were presented, discussed and finally two of them have been awarded:

CLIO MUSE (project leader: Daphne Tsevreni, Greece) won in the category of “professional winner” and PAFOS WITH BITE (project leader: Mahbir Thukral, Cyprus) was selected as the best creative team/freelance. Find out more about the competition and the CLIO MUSE winner project in the interview below.

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How to engage with Europeana and win a challenge competition?

Interview with the Europeana Food and Drink Open Innovation Challenge winner project CLIO MUSE

1. First of all, congratulations again on your achievements and thank you for agreeing to be interviewed. To start off, could you please tell us something about yourself?
Thank you for this opportunity! Our team was formed during a Startup Weekend event in the co-working space of Colab Athens, Greece. We were complete strangers but we shared a common vision: we wanted to bring people back inside museums. Thus, a business graduate, a conservator of antiquities and works of art and an electrical engineer combined forces. We believe that this diversity we have as a team and our different academic backgrounds helped us form a more complete and spherical opinion on how a culture application should be built. Thus, Clio Muse ( was born!

2. How did you learn about the Open Innovation Challenge and what inspired you to participate? Although we follow Europeana through its facebook page and its official sites for the multiple sides of history and art, we discovered this very Challenge thanks to the two-day session "eCult Winter Stage Athens" which took place in the Acropolis Museum in Athens. (

3. This competition was built around the re-use of digital content about food and drink. What do you think are the difficulties in finding the appropriate and enough content that would fit into your idea? Clio Muse creates cultural content for the exhibits based on valid international bibliography. So, for us, the Europeana search engine is a magical tool! It helps to find very quickly related exhibits or content for the stories we create!
Having used the Europeana search engine, we can’t help noticing two difficulties, though: The items’ licensing from some cultural institutions isn’t always very flexible, as well as the absence of more sources or informative texts for some of the items.
However, the first steps to solve the above have already been taken. Mrs. Jill Cousins, executive director of the Europeana Foundation, was present at the Sapienza University award ceremony and bravely enough she was asking for feedback from the creative industries. As we see it, this is the only right way to improve a platform: asking your users for feedback. Therefore, we are very confident that sooner or later, the above mentioned difficulties will be dealt with.
Read the full interview here

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Update on the development process of the commercial applications

The strategy
Europeana Food and Drink aims to develop innovative new ways for Creative & 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.

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 cluster includes at least one creative partner and one content provider partner.

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 one another and kick-start discussions. The Value Proposition Canvas and the Business Model Canvas were used to help the clusters make several decisions and firm up ideas.
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 is laid out and all milestones are 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.

Standard Product development cycle
1. Project definition
One of the key action is to identify the need for each product, together with a client who is willing to invest in its development (in our case contribute resources and time) and its target audience. 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. 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.

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.

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.

5. Design
In this phase the products start to take shape. Art direction and full design of each product are created during this phase.

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

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.

8. Evaluation
Six months have been allocated to the evaluation of each product to allow enough time for reliable measurements of success and impact. A full report will be produced as part of D3.21.

Where we are
All cluster products are currently at the end of the specification phase and final products are expected to launch at the end of August 2015.
For the classic projects the Semantic Demonstrator specification will be delivered at the end of March 2015. D3.19 and specifications for the Picture Library and Technical Demonstrator are expected to be produced around that time.

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Who we are?

Introducing Keepthinking - leader of the WP3: Commercial & Creative Applications

What is Keepthinking? What is your mission and how does it fit in the Europeana Food and Drink project?
Keepthinking uniquely combines a digital design agency with a software development company. Our mission is to help cultural organisations to manage and share their collections, stories, objects, knowledge and expertise in multiple and engaging ways. We care about world culture, the organisations supporting it and their communities and hope to enrich the lives of people through our work, along with creating long term value for our clients. The end results span from digital strategies to collections management software, as well as web sites and mobile apps.

What is your vision for the project and what are you currently working on?
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 & culture sectors are working in collaborative environments they can flourish and create exceptional value for their audiences.

What do you consider the biggest challenge and what is the biggest opportunity in this project?
Sustainability and repeatability of the projects and the methods used for their development are very important factors for the success of this project. 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.

What advice would you give to people interested in getting involved in the project?
For content providers, this is a great opportunity to showcase their content and make it available to be used and re-used on multiple applications, exposing it to new audiences through different lenses. For creative partners, it is an opportunity to work with unique content and create products that add commercial value to European Food and Drink heritage.

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Community engagement events in London’s local pubs

As part of Europeana Food and Drink, Historypin, the non-profit community archiving platform created by Shift, is working with a range of partners to help pubs in the UK gather, share and use their heritage to support their business and create stronger connections with local communities through collaborative activities.

Together with pub landlords in London, Historypin has hosted the first round of community engagement events in the Magpie and Stump and the Old Eagle pubs. We invited regulars, locals and pub historians to come along and share their memories and photographs of the pub. To start the conversation, Historypin is using a never-seen-before archive of architectural photographs held by the National Brewery Heritage Trust and digitised by Save Photo. Read more here…

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Interesting food and drink events

Lisbon Fish and Flavours, Lisbon, Portugal, 9-19 April 2015
Czech Beer Festival 2015, Prague, Czech Republic, 7-23 May 2015
South Tyrol Gourmet Festival, Bolzano, Italy, 29-31 May 2015
Taste of Helsinki, Helsinki, Finland, 11-14 June 2015

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