The Science Museum in London has unveiled a special mobile app for its evening Lates nights for adults.

Science Museum Lates take place on the last Wednesday of the month, with a different theme each month, spanning issues as far apart as sex and climate change. Lates regularly attracts more than 5,000 visitors.

The Science Museum developed the I'm@SMLATES app with theatre insights firm Purple Seven. Image credit: London Science Museum
The Science Museum developed the I'[email protected] app with theatre insights firm Purple Seven. Image credit: London Science Museum

Launched in partnership with theatre insights firm Purple Seven, the I’[email protected] app aims to provide visitors with an enhanced experience and will give the museum fresh insights into the audience for its monthly free night for adults. Normal day entry to the museum is free too.

Thanks to beacon technology, the app will deliver content that’s relevant to a visitor’s precise location within the museum, helping people to discover more about the objects on show.

The app will enable the Science Museum to understand more about how visitors are engaging with the temporary events on offer at Lates, and to collect visitor information at a scale not previously possible through surveys.

The insights will help the Lates team to curate even better content in future and to drive repeat visits, said the museum. Other functionalities and benefits of the app include enabling visitors to recommend the museum and Lates to a friend, collecting visitor feedback on their visit, and allowing visitors to make donations digitally via the app.

Science Museum director of external affairs Roger Highfield said: “Our Lates crowd love to try out new things, so they are the perfect group to help us understand how this app can improve their experience and our understanding of how to make these hugely successful evenings even better.”

The app technology was first trialled in Liverpool last summer across ten of the city’s leading cultural venues, and was used by over 7,000 venue visitors. Users were able to find out more about what was on offer from participating venues, and were offered exclusive and relevant content, which was automatically delivered as they approached a venue.

The I’[email protected] app will be trialled at Science Museum Lates for six months until July.