SmARTplaces (SP) is a visionary, long-term European Audience Development Project, aiming to revolutionize the way culture and art can be perceived and consumed, using digital technology and new forms of cultural mediation. SmARTplaces will be delivered by a partnership of 8 museums from 6 different countries in Europe (supported by 2 research partners) in order to achieve a new approach to audience development, audience engagement, co-creation, capacity building within the institutions, international exposure of art exhibitions and new creative works. With a coherent and multi-layered use of digital technology, social web tools, adaptive storytelling concepts as well as joint exhibitions and on- and offline activities, the partnering institutions will be turned into smARTplaces which will enable them to communicate with and engage audiences across Europe. The project will move away from the passive visitor experience and instead will connect audiences by creating a new digital cultural space which will grow to become an innovative European Cultural Site Network, that is: dialogic, linked, interactive, educational, integrated, accessible, audience engaging and involving. With its great scope of varying activities until 2020 and due to its strong digital link, it addresses diverse segments within the existing and prospective audiences of each institution. Certain activities specifically aim to encourage audience development amongst underrepresented audience groups. Outreach and accessibility will be the key elements of this approach. To succeed with the overall ambitions the project also focuses on change management and emphasizes the inclusion of cultural mediation, staff training and knowledge exchange. A set of internal training activities will augment internal perception as well as increase the capabilities for digital media usage within a cultural, content-management and creative context.