Patrimoniul cultural și mediile phygital: noi forme de interacțiune între utilizatori, bunuri culturale și procese de valorificare

This paper examines the ongoing transformations in cultural heritage enhancement practices, with particular reference to the unconventional heritage reinterpreted through phygital environments. From this perspective, heritage can no longer be read through an exclusively traditional, static, and canonica! lens, based on linear modes of transmission and use; rather, it emerges as a complex, dynamic, and relational ecosystem. The integration of physical and digita! dimensions, immersive tools, accessibility, personalization, and interaction reshapes the relationship between users and heritage, turning visitors into active participants in processes of meaning­making. Within this framework, the paper focuses on the need to rethink the enhancement of unconventional cultural heritage, understood as a set of assets, places, documents, and cultural environments that are often marginai in ordinary valorisation processes, despite their historical, documentary, symbolic, and identity value. The project D _ AEVUM 4.0 - The Phygital Ecosystem far the Enhancement of Unconventional Cultura! Heritage shows how phygital approaches can open up new possibilities far knowledge, mediation, and participation. Particular attention is devoted to the role ofhybrid models in connecting materiai heritage with digitai contents, interpretive paths, and user-oriented interaction. The article argues that cultural enhancement should move toward more inclusive, experiential, and scientifically grounded models, which can no longer be reduced to the consolidated paradigms of traditional museum use.