The initial idea was to develop a mobile application for exhibition visitors, but in the course of the project implementation we redirected our efforts to the site as a more accessible tool with a greater potential for a wider public access and advancement.

2.0 catalogue is built on three main ideas.

First, it is an object file combining information about the object itself and the object-driven associations, meanings and stories around travelling.

Second, maximum degree of interactivity and dialogueness, possibility to:

• Add comments,
• Put questions to museum curators,
• Make a traveler collection (printed out and placed on display),
• Pack a suitcase stuffed with favorite exhibits and share this "luggage" in the form of a postcard from the exhibition.

Third, users' authorization and creation of micro-social network around the exhibition content. Users can find their friends in applications, see their postcards and collections.

Several surveys in the context of travel thematic and object-induced questions support interactive mode. The site user can post his opinion; learn other users' reactions to issues associated with significant travel practices. In addition, he can find a user who favors the same attitude to travel – a system produces top 10 co-thinkers in the context of all series of online voting.

Since the exhibition is still under way touring museum venues of the Ural we worked out a system to attract visitors' attention to the site potential.

The site also became a platform for the virtual travel museum of the Sverdlovsk region. By 2015 exhibits from over 40 regional museums will have found their place in the exposition igniting online visitors' interest in museums – members of the project.