Immersive concepts, games, participation, digitization ... many concepts that cultural institutions adopt to enlarge their audiences. Through these tools, reality, imagination and simulation, are mixing to give rise to a hyperreal offer. With the development of digital and multiple consumption behaviors, the analysis of the coherence between physical and digital channels is now a major challenge for museums. Based on 16 French museums case studies, this research proposes some solutions to the articulation of these channels in order to propose a coherent global experience.