Day 2 - Wednesday, 18 June
From vision to impact: creating meaningful change
The Milkmaid - Johannes Vermeer, c. 1660
Morning - 09:00 to 12:15
Program subject to change
Introduction
Charting the course: today's roadmap to meaningful change
Introduced by the 30UNDER30 mentorship program
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In a rapidly evolving cultural landscape, how can institutions drive lasting impact? This session sets the stage for the day by exploring key strategies for meaningful change—aligning vision with action, measuring success beyond numbers, and embracing innovation. Through thought-provoking insights, speakers will outline a roadmap for cultural leaders to navigate challenges, foster engagement, and create transformative experiences that resonate with audiences and communities alike.
Keynote
AI sparking cultural magic: enhancing cultural expression
DIGITAL
🇺🇸 Robert Stein, National Gallery of Art Washington DC
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AI is transforming how cultural organizations connect with audiences. Robert Stein, CIO of the National Gallery of Art, explores AI's potential to create "cultural magic," from personalized experiences to innovative collections management. This keynote focuses on practical impact strategies, emphasizing how to leverage AI and social media for deeper social engagement and broader reach. Join us to discover how these tools can shape the future of cultural interaction.
CONCURRENT SESSIONS - 75 minute session with 2 consecutive presentations concluded with Q&A
Case Studies
Chair: 🇦🇺 Janine Collins
Theme: Ethical Arts Programming
STORYTELLING
Voices unsilenced: transforming museum narratives through personal memory
🇳🇱 Valika Smeulders, Rijksmuseum
-
The Rijksmuseum's groundbreaking slavery exhibition merged historical artifacts with personal narratives to create a new model of museum storytelling. Dr. Valika Smeulders reveals how centering individual stories within institutional spaces sparked nationwide dialogue and transformed visitor engagement. Her talk offers insights into creating exhibitions that challenge, connect, and drive social change.
Awakening change and nurturing connections: the McCord Stewart Museum’s work with First Peoples
🇨🇦 Anne Eschapasse, McCord Stewart Museum
-
In this presentation, Anne Eschapasse examines how three decades of political and social change have reshaped relationships between museums and Indigenous communities in Canada. Drawing from metrics and benchmarks, she reveals how institutional transformations in Montreal’s McCord Stewart Museum's practices are impacting both Indigenous and non-Indigenous audiences. Through the presentation of several decolonization initiatives, Eschapasse demonstrates how cultural institutions can move beyond performative changes to create meaningful encounters and lasting partnerships for the preservation, interpretation, and promotion of Indigenous cultural heritage.
Case Studies
Chair: 🇨🇦 Ryan Dodges
Theme: Impacting Spaces
BRANDING
Innovation under pressure: redesigning the Van Gogh Museum’s audioguide
🇳🇱 Lisa van den Bos, Van Gogh Museum • 🇩🇪 August Kampfer, Nous
-
How do you innovate when the stakes are high and failure could disrupt a world-class visitor experience? At the Van Gogh Museum, we faced this challenge while redesigning our widely used and highly rated audio guide. Instead of choosing between risky innovation or playing it safe, we tested bold ideas through prototypes with real visitors— starting almost a year before launch. By inviting feedback on unfinished work, we reduced risk while preserving creativity. This talk shares how creative risk mitigation enabled confident decisions, helped us prioritize what mattered, and sparked new ways to co-create meaningful experiences with our audience.
The Whale: creating a sustainable attraction with global impact
🇩🇪 Tim Ventimiglia, Ralph Appelbaum Associates • 🇳🇴 Hanne Strager, The Whale
-
As a new non-profit organization “The Whale” seeks to become a new educational destination attraction on the remote arctic peninsula of Andenes Norway with a global impact. A stunning building designed by Dorte Mandrup Architects of Copenhagen is conceived in harmony with the site perched on the edge of the arctic continental shelf - a fertile ocean feeding ground where countless whales have congregated for millennia. The design team of Ralph Appelbaum Associates and Hanne Strager (founder and exhibition project manager) will discuss how we are working with the local community, scientists, historians, multimedia designers (Tamschick Media+Space) and artists to design this unique attraction with the global ambition of inspiring empathy and to promote ocean awareness and conservation.
Case Studies
Chair: 🇦🇺🇫🇷 Corinne Estrada
Theme: Calling Diverse Audiences
DIGITAL
Defying preconceptions: Dutch National Ballet & Opera's approach to audience building
🇳🇱 Loiuse Meijer, Dutch National Opera and Ballet
-
This presentation explores Dutch National Opera & Ballet's strategic approach to audience development, focusing on the practical methods implemented to build a more diverse and engaged audience ecosystem. Not shying away from talking money, Louise will share how moving beyond traditional marketing tactics to build audience initiatives that complement programming choices, can create meaningful connections with new communities while respecting artistic heritage, and motivate ticket sales. Her experience demonstrates that building an audience that reflects society's diversity strengthens both institutional sustainability and ability to serve as cultural connectors in an evolving landscape.
Matthew Wong: how to transform an exhibition about an unknown artist into an impactful blockbuster
🇳🇱 Harma van Uffelen, Van Gogh Museum • 🇳🇱 Corinne Jongh, Van Gogh Museum
-
One of the Van Gogh Museum's most triumphant blockbuster exhibitions united two visionary artists across time, Vincent van Gogh and the previously unknown, to the Dutch, Chinese-Canadian artist Matthew Wong (1984-2019). Despite Wong's obscurity in the Netherlands, his emotionally charged, vibrant canvases captivated Dutch audiences, echoing van Gogh's expressive power. This talk reveals the journey Harma van Uffelen and Corinne Jongh undertook to introduce Wong's extraordinary talent, crafting immersive experiences that explored profound themes of belonging and mental wellbeing. Through innovative educational programming and strategic marketing, they transformed an introduction to an unfamiliar artist into an exhibition that resonated deeply with visitors and became one of Van Gogh Museum’s great successes.
Case Studies
Chair: 🇫🇷 Alexia Jacques-Casanova
Theme: Reaching Missed Communities
COMMUNICATION
Pride & paintings: how queer events changed the way we look at ourselves
🇧🇪 Bart Ooghe, Museum of Fine Arts Ghent
-
In recent years, the Museum of Fine Arts Ghent has been experimenting with different kinds of take-over events. In this talk we’ll focus on the lessons learned from the most successful of these: the now annual queer nights curated by local drag collective House of Lux. These have positively influenced the museum’s reach, inner workings and image. However, they also give rise to new questions, such as on the boundaries between ‘museum’ and ‘event-space’, how to balance enthusiasm with a small team and limited funds, and how to convince colleagues that no, we aren’t being ‘too woke’.
Beyond boundaries: the Waterdrop young curators initiative
🇮🇸 Soffía Karlsdottir, Kópavogur Municipality • 🇮🇸 Ingibjörg Gréta Gísladóttir, The Waterdrop Project • 🇮🇸 Vigdís Másdóttir, The Waterdrop Project
-
The Waterdrop is a collaborative project initiated by Kópavogur Municipality, bringing together four cultural institutions from the Nordic and Baltic regions. At its heart, the project empowers children to become curators – designing exhibitions and leading creative workshops that blend the timeless themes of Nordic children’s literature with the United Nations Sustainable Development Goals.
This participatory model encourages young people to explore global challenges – such as gender equality, climate action, and social responsibility – through artistic expression and cultural heritage. Over its 3.5-year lifespan, The Waterdrop engaged nearly 5,000 children and received €450,000 in European cultural grants.
It stands as a testament to how creative agency, when placed in the hands of children, can bridge education, activism, and the arts.
12:30 to 13:00
Optional Activities
Concert at Utrecht Conservatory hosted by Concertgebouw
or Visit of the Rijksmuseum permanent collection with Claire Bown
Limited availabilities - CLICK HERE TO REGISTER
13:15 to 14:00
Lunch
Networking lunch at Rijksmuseum
Early Afternoon - 14:00 to 15:30
CONCURRENT SESSIONS - 75 minute session with 2 consecutive presentations concluded with Q&A
STORYTELLING
Case Studies
Chair: 🇦🇺 Janine Collins
Theme: Ethical Arts Programming
Voices unsilenced: transforming museum narratives through personal memory
🇳🇱 Valika Smeulders, Rijksmuseum
-
The Rijksmuseum's groundbreaking slavery exhibition merged historical artifacts with personal narratives to create a new model of museum storytelling. Dr. Valika Smeulders reveals how centering individual stories within institutional spaces sparked nationwide dialogue and transformed visitor engagement. Her talk offers insights into creating exhibitions that challenge, connect, and drive social change.
Awakening change and nurturing connections: the McCord Stewart Museum’s work with First Peoples
🇨🇦 Anne Eschapasse, McCord Stewart Museum
-
In this presentation, Anne Eschapasse examines how three decades of political and social change have reshaped relationships between museums and Indigenous communities in Canada. Drawing from metrics and benchmarks, she reveals how institutional transformations in Montreal’s McCord Stewart Museum's practices are impacting both Indigenous and non-Indigenous audiences. Through the presentation of several decolonization initiatives, Eschapasse demonstrates how cultural institutions can move beyond performative changes to create meaningful encounters and lasting partnerships for the preservation, interpretation, and promotion of Indigenous cultural heritage.
Case Studies
Chair: 🇨🇦 Ryan Dodges
Theme: Impacting Spaces
BRANDING
Innovation under pressure: redesigning the Van Gogh Museum’s audioguide
🇳🇱 Lisa van den Bos, Van Gogh Museum • 🇩🇪 August Kampfer, Nous
-
How do you innovate when the stakes are high and failure could disrupt a world-class visitor experience? At the Van Gogh Museum, we faced this challenge while redesigning our widely used and highly rated audio guide. Instead of choosing between risky innovation or playing it safe, we tested bold ideas through prototypes with real visitors— starting almost a year before launch. By inviting feedback on unfinished work, we reduced risk while preserving creativity. This talk shares how creative risk mitigation enabled confident decisions, helped us prioritize what mattered, and sparked new ways to co-create meaningful experiences with our audience.
The Whale: creating a sustainable attraction with global impact
🇩🇪 Tim Ventimiglia, Ralph Appelbaum Associates • 🇳🇴 Hanne Strager, The Whale
-
As a new non-profit organization “The Whale” seeks to become a new educational destination attraction on the remote arctic peninsula of Andenes Norway with a global impact. A stunning building designed by Dorte Mandrup Architects of Copenhagen is conceived in harmony with the site perched on the edge of the arctic continental shelf - a fertile ocean feeding ground where countless whales have congregated for millennia. The design team of Ralph Appelbaum Associates and Hanne Strager (founder and exhibition project manager) will discuss how we are working with the local community, scientists, historians, multimedia designers (Tamschick Media+Space) and artists to design this unique attraction with the global ambition of inspiring empathy and to promote ocean awareness and conservation.
Case Studies
Chair: 🇦🇺🇫🇷 Corinne Estrada
Theme: Calling Diverse Audiences
DIGITAL
Defying preconceptions: Dutch National Ballet & Opera's approach to audience building
🇳🇱 Loiuse Meijer, Dutch National Opera and Ballet
-
This presentation explores Dutch National Opera & Ballet's strategic approach to audience development, focusing on the practical methods implemented to build a more diverse and engaged audience ecosystem. Not shying away from talking money, Louise will share how moving beyond traditional marketing tactics to build audience initiatives that complement programming choices, can create meaningful connections with new communities while respecting artistic heritage, and motivate ticket sales. Her experience demonstrates that building an audience that reflects society's diversity strengthens both institutional sustainability and ability to serve as cultural connectors in an evolving landscape.
Matthew Wong: how to transform an exhibition about an unknown artist into an impactful blockbuster
🇳🇱 Harma van Uffelen, Van Gogh Museum • 🇳🇱 Corinne Jongh, Van Gogh Museum
-
One of the Van Gogh Museum's most triumphant blockbuster exhibitions united two visionary artists across time, Vincent van Gogh and the previously unknown, to the Dutch, Chinese-Canadian artist Matthew Wong (1984-2019). Despite Wong's obscurity in the Netherlands, his emotionally charged, vibrant canvases captivated Dutch audiences, echoing van Gogh's expressive power. This talk reveals the journey Harma van Uffelen and Corinne Jongh undertook to introduce Wong's extraordinary talent, crafting immersive experiences that explored profound themes of belonging and mental wellbeing. Through innovative educational programming and strategic marketing, they transformed an introduction to an unfamiliar artist into an exhibition that resonated deeply with visitors and became one of Van Gogh Museum’s great successes.
Case Studies
Chair: 🇫🇷 Alexia Jacques-Casanova
Theme: Reaching Missed Communities
COMMUNICATION
Pride & paintings: how queer events changed the way we look at ourselves
🇧🇪 Bart Ooghe, Museum of Fine Arts Ghent
-
In recent years, the Museum of Fine Arts Ghent has been experimenting with different kinds of take-over events. In this talk we’ll focus on the lessons learned from the most successful of these: the now annual queer nights curated by local drag collective House of Lux. These have positively influenced the museum’s reach, inner workings and image. However, they also give rise to new questions, such as on the boundaries between ‘museum’ and ‘event-space’, how to balance enthusiasm with a small team and limited funds, and how to convince colleagues that no, we aren’t being ‘too woke’.
Beyond boundaries: the Waterdrop young curators initiative
🇮🇸 Soffía Karlsdottir, Kópavogur Municipality • 🇮🇸 Ingibjörg Gréta Gísladóttir, The Waterdrop Project • 🇮🇸 Vigdís Másdóttir, The Waterdrop Project
-
The Waterdrop is a collaborative project initiated by Kópavogur Municipality, bringing together four cultural institutions from the Nordic and Baltic regions. At its heart, the project empowers children to become curators – designing exhibitions and leading creative workshops that blend the timeless themes of Nordic children’s literature with the United Nations Sustainable Development Goals.
This participatory model encourages young people to explore global challenges – such as gender equality, climate action, and social responsibility – through artistic expression and cultural heritage. Over its 3.5-year lifespan, The Waterdrop engaged nearly 5,000 children and received €450,000 in European cultural grants.
It stands as a testament to how creative agency, when placed in the hands of children, can bridge education, activism, and the arts.
Late Afternoon - 16:00 to 17:00
Keynote
The cultural pulse: hands-on with Rijksmuseum's impact monitor
DIGITAL
🇳🇱 Yakunu van Santen, Rijksmuseum • 🇳🇱 Jonas Pijnenburg, Rijksmuseum
-
How can cultural institutions effectively measure their impact? This interactive session delves into the Rijksmuseum’s Impact Monitor, a pioneering tool for assessing audience engagement, social value, and institutional influence. Participants will gain hands-on experience with data-driven evaluation methods, exploring how insights can shape strategies for deeper and more meaningful connections with visitors and communities.
Keynote
Art meets science: reimagining Getty's PST ART
DIGITAL
🇺🇸 John Giurini, J. Paul Getty Museum • 🇺🇸 Yasmine Vatere, J. Paul Getty Foundation
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Getty's ambitious third PST ART iteration ventured into the uncharted territory where art and science collide, revealing the complexity of bridging these disparate worlds. Spanning over 60 venues across Southern California, this quinquennial event empowered Getty to challenge conventional branding approaches and compelled the team to dismantle institutional silos to enable true collaboration.
