ABSTRACT
This chapter extends the concept of interpretation to reflect the more comprehensive view of experience creation. It stresses that while interpretation is an important part of the presentation of cultural assets, it is only one component. Instead, the goal is to co-create something special and to facilitate an experience that can encourage self-reflection after the visit. The chapter begins with a discussion of the six principles of interpretation before discussing a range of tactics that are available to create peak experiences. These tactics range from mythologizing the asset, through showing a direct link from the past to the present, making it triumphant or a spectacle, to, ultimately, creating a unique experience. From here the various media that can be used to convey messages are discussed, including signage, audiovisual options, interactive and participatory activities, content for smart devices and the use of virtual or augmented reality.
