Unlocking The Stories Within The Stones

In the heritage sector, the terms castle, historic house and museum are often used interchangeably. However, for those charged with the stewardship of these sites, the distinctions are not just academic, they are vital. Understanding these differences is the first step in creating an interpretation strategy that resonates with modern audiences.

When is a Castle a Castle?

A museum is often a purpose-built ‘vessel’ for objects; a historic house is a residence preserved in time. A castle, however, is usually a structure as a fortification first, a home second and a landmark third.

Digital interpretation this distinction is huge. It isn't just a technical add-on, it is the essential key to unlocking stories that ancient stone walls alone cannot tell.

In a museum, you interpret the object in the case. In a castle, you must interpret the void. You are interpreting the empty courtyard where a garrison once drilled or the cold, echoing Great Hall that was once a hive of medieval feasting.

Digital tools allow us to fill these voids without cluttering the physical space.

The ATS Producer’s Perspective

At ATS, we believe that great digital guides aren't written in an office. Our production team insists on "walking the route" as the first phase of any project. As our Senior Producer, Sian DeWied, explains:

"Visiting the site and walking the exact path the visitor takes is the only way to design an effective guide. We have to ask: How do visitors move through these uneven spaces? Where are the natural 'pinch points' where crowds gather? Most importantly, what invisible elements of this site can we bring to life through audio and visuals?"

When designing for the unique architecture of a castle, we focus on several critical factors:

• Navigating the Space: Castles often cover sprawling grounds. We use Multimedia Guides (MMGs) to provide interactive maps and ‘time on feet’ indicators. This helps visitors manage their energy, find seating and locate rest options.
• Overcoming the Inaccessible: Many of the most interesting parts of a castle (the tops of keeps or narrow dungeons) are inaccessible to those with mobility issues. We use 360° virtual tours and high-definition video to bring these spaces to the visitor.
• Visualising the Invisible: Using 3D models and digital "rub-away" overlays, we can show a visitor exactly what a crumbling ruin looked like in the 14th century, bridging the gap between imagination and history.
• Preservation through Flow: High footfall can endanger historic fabrics. We design concise, engaging content that keeps visitors moving through sensitive areas while still providing a rich, satisfying experience.

The Challenge: Space vs. Story

Museums and galleries benefit from controlled environments: level floors, consistent lighting, and curated, linear paths. Castles offer the opposite, presenting three distinct challenges:

1. Physical Barriers: You are dealing with spiral staircases, steep inclines, and uneven flagstones. These make physical signage difficult to place and physical access a constant hurdle.
2. The "Empty Room" Syndrome: Unlike a gallery filled with paintings, many castle rooms are sparsely furnished or completely bare. Without digital guidance, a visitor might see only another cold stone room and lose interest.
3. Atmospheric Integrity: You cannot easily bolt a 50-inch touchscreen into a Grade I listed 12th-century wall. Digital interpretation provides an invisible infrastructure that respects the masonry.

Success Stories: The ATS Approach in Action

We have seen firsthand how digital tools bridge the gap between ancient architecture and modern expectations:

• Warwick Castle (Multimedia Guides): We brought history to life through filmed on-site performances of characters like the Kingmaker and Daisy Greville. To engage families, a cartoon bear was added to the narrative to challenge younger visitors. Crucially, we overcame the castle's physical barriers by developing a comprehensive suite of accessibility tools, including Audio Description, BSL videos, and 360° virtual tours for those unable to navigate the stairs.
• Ardgillan Castle (PWA): To offer a low-friction solution, we developed a Progressive Web App (PWA) that visitors access via QR codes in each room. This character-led tour includes a 40-minute audio guide, bespoke soundscapes, and translations in five languages, including Irish Gaelic, to ensure the castle’s deep heritage is accessible to all.
• Cawdor Castle (Audio Guide): Here, we transformed the late Lord Cawdor’s witty, personal room notes into a living audio experience. By blending a neutral narrator for historical facts with Lord Cawdor’s own voice for personality, we preserved the authentic, quirky soul of what remains a family home.

Click here to view our full Portfolio.

The Strategic Value of Going Digital

1. Driving Revenue and Value

Digital interpretation is a powerful commercial engine. It undeniably increases dwell time, and the longer a visitor stays engaged with the story, the more likely they are to visit the café or gift shop.

There are two primary models: a separate rental fee or an ‘included’ model. The latter allows for a slightly higher ticket price, which elevates the perceived value of the visit without the friction of a secondary transaction at the desk.

Furthermore, offering exclusive digital content or Director’s Tours can be a powerful incentive for visitors to upgrade to annual memberships.

2. Accessibility as the Gold Standard

Castles are notoriously difficult to modernise. When a wheelchair user cannot reach the battlements, a multimedia guide offering a 360° drone view ensures they aren't excluded from the narrative. Digital tools also provide instant translation for international visitors and BSL (British Sign Language) tours for the D/deaf community, making access for all a reality rather than a goal.

3. Protecting the Historic Fabric

Traditional signage requires physical fixings, which can cause irreparable damage to ancient lime mortar and masonry. Digital interpretation lives on a handheld device or the visitor’s own smartphone. It allows you to update your entire exhibition’s narrative without ever touching a drill or a piece of foam board.

Are you ready to unlock the stories hidden in your stones?

For non-museum heritage sites, digital interpretation is the bridge between a pile of old stones and a living, breathing experience. It respects the architecture by remaining unobtrusive while giving the visitor the x-ray vision they need to see the history beneath the surface.

Every heritage site has a unique story and there is no one-size-fits-all approach. Whether you’re looking to overcome accessibility hurdles or drive new revenue streams, our team is here to help you find the right fit.

Get in touch with ATS Heritage today for a chat about which digital options will best serve your site, your story, and your visitors.