Management practices of Russian companie

51Mouseion, it meant “seat of the Muses”The Pushkin State Museum of Fine Arts was deserted. The COVID-19 pandemic had decimated the number of visitors to its ex-hibition halls. Only a few people were wan-dering around, one of them being Vladimir, the Museum’s Chief Digital Transformation Offi cer (CDTO). He was watching the digital tour of the museum’s “Italian paintings.” The visual quality and communications be-tween guide and visitors were great. The museum’s artefacts were presented in the best way they could be. As Vladimir came to the end of his physical tour of the museum his echoing steps made him ponder: “Will there ever be a need for people to walk around museums? Why would they want to do so, when they can access all that they want to view and learn online, for free? Is there a future for the Pushkin Fine Art Museum?” He was not smiling.STORY OF DIGITIZATION SUCCESSIn the museum community, there is a con-stant debate about the pressure from tech-nology and the need to join the digitization trend so as not to lose relevance with the next generation of visitors. The strive for digital success allowed Pushkin Museum to obtain the Heritage in Motion and AVICOM awards for the valuable multimedia projects directed to the promotion of Europe’s cul-tural heritage in 2018. The fi rst experiments on the use of computer and digitization technologies began at the Pushkin Museum in the later 1990s. Chief Digital Transforma-tion Offi cer was a new addition in 2013, but it was necessary as the museum manage-ment planned to completely reconstruct the museum territory. The fi rst digital prod-uct introduced in Pushkin Museum in 2011 was the virtual walk in Museum allowing to acknowledge masterpieces of Italian fi ne art of VIII–XVIII centuries from Museum’s collection.1 It was the fi rst 3D-scanning of the museum and an attempt to digitize it. Later, in 2016, the museum created an exhibition planning system which allows them to design the museum space both for online and...