Experiencing Shakespeare: multimodal communication and multisensory engagement in Stratford-upon-Avon

Abstract

The article examines how Shakespearean heritage institutions in Stratford-upon-Avon are redefining contemporary museum exhibition practices through immersive, multimodal and multisensorial storytelling. Framed within the context of participatory museum discourse, the study explores how sites such as Shakespeare's Birthplace, New Place, and the Schoolroom & Guildhall use a synergy of text and image, along with sound, scent, touch, and taste, to foster rich, layered experiences that support narrative meaning-making. Moving beyond passive observation, these venues implement interactive strategies, including digital installations, live performances, gamification, and sensory interpretation, to create engaging, emotionally resonant encounters with William Shakespeare's life and works. This research highlights how multimodal and multisensorial design transforms museum spaces into dynamic platforms for inclusive, personalised learning, where visitors construct knowledge through interaction across multiple sensory and semiotic channels. The integration of technologies such as touchscreen panels, projection systems, and augmented reality further supports experiential engagement and interpretive depth, helping museums better connect with contemporary audiences. By analysing these practices through the lens of multimodal discourse, the article demonstrates how heritage institutions can communicate complex cultural narratives in ways that are accessible, memorable, and relevant to diverse contemporary audiences.The study positions the Shakespearean exhibitions in Stratford-upon-Avon as compelling examples of how participatory museums can harness multimodal storytelling and text-image synergy to preserve historical authenticity while promoting meaningful, immersive visitor engagement. Such practices exemplify a broader museological shift towards experiential, discourse-driven heritage interpretation that values interaction over passive reception.