Day 1 - Tuesday, 17 June
Catalyst 2025: ideas that move the world
The Night Watch - Rembrandt, 1642
Morning - 9:30 to 12:30
Program subject to change
9:30 to 12:30
Registration in Rijksmuseum’s garden
Registration opens for attendees doing optional activities in the morning
10:00 to 11:00
Optional tours
Choose 1 of 3:
architecture tour of Rijksmuseum hosted by Arup - Led by renowned Antonio Cruz (Cruz y Ortiz), this tour explores the transformation of the Rijksmuseum from a 19th-century building into a contemporary museum, with insights into its operations and external communications.
or architecture tour of the Stedelijk Museum hosted by Arup - Led by renowned Joost Vos (Benthem Crouwel) presents the renovation of the Stedelijk Museum and its major 2013 extension, including the shift of the main entrance to Museumplein.
or visits to the permanent collection of the Stedelijk Museum - Led by Darija Kalkan, Manager Marketing and Communication.
Limited availabilities - CLICK HERE TO REGISTER
Stedelijk Museum
11:30 to 12:30
Optional tours
Choose 1 of 3: See above
Limited availabilities - CLICK HERE TO REGISTER
Lunch (not included) - choose your restaurant in the museum quarter
12:30 to 13:30
Registration in Rijksmuseum’s hall
Registration opens for all attendees. Tea and coffee will be served upon arrival.
Afternoon - 13:30 to 17:30
Introduction
The gathering momentum: day one of our impact journey
🇫🇷 Corinne Estrada, Communicating the Arts • 🇺🇸 Ryan Dodge, Smithsonian Institution • 🇸🇪 Björn Eriksson, Communicating the Arts
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The stage is set for an inspiring exploration of impact in the arts. This opening session launches the conference with a powerful conversation on the role of cultural institutions in shaping meaningful change. Through thought-provoking insights and shared aspirations, we begin our journey toward innovative strategies, deeper engagement, and a more impactful future.
Opening Remarks
Welcome to impact: the transformative power of art
🇳🇱 Taco Dibbits, Rijksmuseum
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With his characteristic blend of scholarly insight and warm approachability, Dibbits will welcome international arts professionals to the cultural heart of the Netherlands. Having guided Rijksmuseum through a period of digital transformation and inclusive programming, Dibbits brings a unique perspective on bridging centuries of artistic heritage with contemporary audiences. His opening address will set the collaborative tone for the conference, drawing on the Rijksmuseum's innovative approaches to making art accessible to all.
Keynote
To impact an audience: transforming arts engagement
🇳🇱 Janneke van der Wijk, Rijksmuseum
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In this presentation, van der Wijk reveals her pioneering approach to audience development at the Rijksmuseum Amsterdam, where she now leads audience strategy for one of Europe's premier cultural institutions. Drawing from her success transforming the ELJA Foundation into a catalyst for 150+ cultural programs and her 11-year leadership of the Conservatorium van Amsterdam, she offers practical frameworks for maximizing institutional relevance and reach. Van der Wijk demonstrates how museums can create meaningful connections with diverse audiences while maintaining artistic excellence, providing attendees with actionable strategies for amplifying their organizations' cultural and social impact.
Guided experience: a slow looking mission of the Rijksmuseum's collection
🇬🇧 🇳🇱 Claire Bown, Thinking Museum® Approach
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When was the last time you spent more than 30 seconds with a single artwork? In this guided session, Claire Bown will lead a refreshing slow looking experience at the Rijksmuseum, inviting delegates to observe carefully, think critically, and connect personally with selected artworks from the collection. Drawing on her Thinking Museum® Approach, this participatory workshop will guide delegates through structured looking techniques and thoughtful dialogue, transforming how they observe, connect with, and find meaning in art.
Break
Case Study
Building data: revealing intangible experiential insights
🇬🇧 Ruth Pelopida, Arup • 🇬🇧 Ottilie Thornhill, Arup
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As digital twin technology becomes both more sophisticated and more democratised, simple, affordable and tangible ways for arts and culture organisations to adopt the technology and feel the benefits are needed. A critical first step will be to unlock data created by cultural buildings and make it readable and meaningful to stakeholders. Arup will present results from a pilot with members of London’s cultural sector that will bring to light the secrets of our cultural buildings and future opportunities to enhance visitor experiences and operational efficiencies.
Panel
From past to possibility: celebrating 25 years of arts communication pioneers
Chaired by 🇺🇸 Ryan Dodge, Smithsonian Institution
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For 25 years, Communicating the Arts has brought cultural leaders together to shape the future of arts communication. This special anniversary panel honors the pioneers who have driven the field forward, reflecting on transformative moments, shifting audience expectations, and the bold ideas that reshaped cultural engagement. As we celebrate a quarter-century of dialogue and innovation, these trailblazers will share their visions for the future—offering insights and inspiration for the next era of impact.
Keynote
To prove or improve: measuring and communicating Rijksmuseum’s impact
🇳🇱 Yakunu van Santen, Rijksmuseum • 🇳🇱 Jonas Pijnenburg, Rijksmuseum
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How can a museum articulate its value to society — beyond visitor numbers and reach? How do you define and assess concepts like beauty, connection, or wonder?
In this session, Jonas Pijnenburg and Yakunu van Santen from the Rijksmuseum share insights from the evolution of their Social Impact Monitor. Initially developed as a reporting tool, the monitor is now being redefined as a strategic compass — helping to shape the museum’s ambitions for the future rather than simply reviewing its past.
The framework offers a way to understand and communicate the museum’s contribution to broader themes such as sustainability, education, and inclusion. It also encourages both internal reflection and external accountability. The session offers practical lessons for cultural institutions seeking to evaluate and articulate their social impact more meaningfully.
Evening - 19:00 to 21:00
Cocktail reception at the Van Gogh Museum
Welcoming Remarks
Masterpieces & masterful impact
🇳🇱 Rob Groot, Van Gogh Museum
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To welcome delegates of Communicating the Arts Amsterdam 2025, Rob Groot invites attendees to a special reception at the Van Gogh Museum, a space where timeless masterpieces meet contemporary conversation. Groot will talk about the value of uniting varied perspectives in cultural institutions and the ongoing impact of the art and life story of Vincent van Gogh, inspiring diverse audiences around the world. Set among Van Gogh’s most celebrated works, this gathering is more than a welcome, it’s an opportunity to build connections, exchange ideas, and set the tone for three days of inspiration and impact.
Case Study
Exploring John Madu's transformative artistry
🇳🇱 Harma van Uffelen, Van Gogh Museum
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In this talk, Harma van Uffelen explores how the Van Gogh Museum is expanding its artistic lens through the works of contemporary Nigerian artist John Madu. Known for blending African narratives with pop iconography, Madu’s visual language offers a compelling dialogue with Van Gogh’s legacy. Van Uffelen highlights how Madu’s work challenges traditional art historical frameworks, bringing new cultural perspectives into conversation with foundational collections. Through Madu’s case, this presentation offers a model for how traditional institutions can meaningfully engage with diverse artistic voices and make space for evolving interpretations. She will also elaborate on the valuable collaboration with the Van Gogh Museum's 'Reframers' in creating this exhibition. The Reframers are a group of young adults who advise the museum on making Van Gogh relevant to people today.
