Museums and other cultural institutions are facing, in these days, an important moment. The important moment of the challenge represented by the digital transformation. What are the advantages that a cultural institution can get from this kind of transformation? First of all, with and thanks mainly to the digital transformation we are able to enable visitors to enhance their experiences in our cultural institutions. Consider how it can be different, the visit of a museum with a particular device, increased reality. Consider how the possibility to be geo-localized inside the museum can represent an automatic way of having the explanation of the work we have in front of us. There is a second advantage that we can benefit from due to this transformation which is represented by the extreme amount of works of art that institutions and museums and also performing art organizations can collect, so the digitalization of the collections of the institutions. Then there is a third element that we need to consider that is represented the possibility of engaging your audience through digital transformation, to the capability of the audience to enter encounter into contact with the museum and the performing arts institution, not only during the performance of the visit but also before and also later, we are able to manage and exploit their relationship with, not only the actual customer, visitor, or audience but also the prospective one. Then there is another example that we can take into consideration of the MET where they decided to put the audio guide files online, so it was possible to download them and have them on your own mobile, enter the museum, and have your own already downloaded descriptions of the works of art. This of course is getting more and more important to wait the availability of platform or of downloading application and content to that smartphones and iPhones are representing nowadays. Another example of how digital transformation can really change the way museums and performing art activities refer to the audience and visitors is the British Museum, what happened there? The British Museum is probably the best example of "virtual reality" that a museum can create in order to convey the experience of living in a moment that actually is not possible to live in nowadays. They bring visitors to the Bronze Age. This was an activity done in the British Museum that was possible because of the importance of the digital devices and tools that we have nowadays. The very importance of how digital and the transformation into digital from physical is representing nowadays, was very much considered also by the Tate gallery that developed a very important also study on the approaches and activity that the museum were undertaking in the past. Now, Tate Gallery is present and decided that it's spontaneous to be present in all the kinds of social networks and it was one of the first museums to use this kind of approach. With the idea that the more present you are on social networks, the bigger the number of consumers and prospective visitors you are engaging is, and the bigger the reputation that you are building is, thanks to word-of-mouth and the role played by the visitors and consumers. Another example that I think is quite important is the activity done in the Getty Museum in Los Angeles, where the importance of the digital collection of information is represented in the open source collection of works of art that were digitalized among the collection. So from the possibility to see the works of art physically, there is also the possibility to access the images and the information regarding the entire collection just by logging into the website and entering the website of the museum. Connected with this, there is what happened in, something that happened in Vienne for example. Where in the said museum, there was the possibility to completely open the entire collection of the museum online. So based on the fact that the physical museum typically are able to show and to expose between 5 and 10% of the entire collection that they possess, all the collection was digitalized and was made available for everybody forever in the website. So which are the elements that we can also take into consideration, considering the transformation into digital but also transformation in the habits of the consumer. The role of the millennial. Museum needs to enlarge the basis of their customer and visitor and performing art organization need to increase the number of the audience. And the importance of the connection with millennial and young generation is absolutely essential nowadays. 70% of millennial exposed to a work of art express the opinion to come back and see again and be again in contact with the exposition of the art. So basing on this, and basing on the fact that millennial typically access to information regarding the works of art online and even before the very moment of experience are causes that should bring the organization into a proper approach, and a proper study of how to engage and how to increase the number of social devices and digital occasion of meeting the audience. All in all, now we have the general framework of how digital transformation can be considered important and essential for engaging new customers, digitalilzing the works of art and also engaging and providing a new experience. Five strategy that allow cultural institution to it unleashing this kind of power. The power of the collection of the huge amount of data that the digital transformation allow to collect. First, the idea of creating proper accessories and devices connected with the museum. Engaging people in trying new devices in order to engage and be in contact with the different works of art. Then, the possibility of considering that sharing information, sharing data is cheaper rather than holding data only in one institution. So, using and exchanging information coming from different institution is a creation of economy in a way in terms of less money spent into collecting and giving back and exploiting the data. Third, considering that the social media is a great vehicle for creating reputation of the museum and for the conveying of the information regarding the institution. Fourth, the collection of data in the digital transformation allow the museum to sell online. Consider how important nowadays for cultural institution are the online shop. The possibility of buying something, not necessarily during the experience of the visitor just immediate but also in offline relation, without being there. And finally, something that is quite important when we consider heritage and mainly also archeology. The fact that digitalized, the work of art that belong to a museum is also a proof of ownership. Giving the detail, a precise description of each work of art collected in the museum in the entire collection with the information, the date regarding when it was discovered, who was the curator, how many time the painting was exposed and where, is a proof of the ownership of the work of art itself. Finally, we know that using and exploiting the digital transformation will allow the institution to measure and to understand which are defective. And the result of digital strategy that, nowadays, all the museum needs to adopt.