Museum Conference: The Future is Now
Museum Conference: The Future is Now
Thursday 04 December 2014 to Friday 05 December 2014
Athens & Thessaloniki

Evolving Museum Strategy, Programming and Communication

In an era when cultural information, imagery and content are readily available, going beyond geographical borders and physical structures, while at the same time resources are shrinking or being redirected, many museums are rethinking their identity and mission in order to address shifts in their environment and adapt to the new reality. Local museums are becoming increasingly international through the use of new technology, historic museums are beginning to feature contemporary art exhibits and performing arts events, and traditional museums are expanding their presence into public spaces.

These and many other changes are leading museums to change their internal structure, adding new cross-disciplinary positions and experts to their staff roster. They are also leading museums to a process of rebranding and repositioning in terms of who their members and audiences are, who they are not and who they should be, with the ultimate goal of remaining relevant.

This year's conference, which we are co-organising for the fourth consecutive year with the Benaki Museum and the U.S. Embassy in Athens, and with the Museum of Byzantine Culture, the State Museum of Contemporary Art, the Five Museums’ Movement and the U.S. Consulate General in Thessaloniki, will examine the shifts – both internal and external – that museums and cultural institutions are experiencing. Museum managers, curators and artists from Greece, the UK and U.S. will meet to discuss the future of the museum and the museum of the future.

Admission is free on a first come, first served basis and simultaneous interpretation will be provided.


Sam Thorne (Athens only), Artistic Director of Tate St Ives, will talk about the development of the museum’s strategy and its efforts to attract young generations of visitors and supporters. He has co-founded Open School East, an independent study programme for artists in East London. He has organised a number of international symposia, lectures and music programmes, including Frieze Talks in New York (2013), and has chaired and convened talks at the Tate Modern and the Serpentine. He has lectured widely, is a visiting tutor at the Royal College of Art, London, and a contributing editor at frieze magazine.

Cynthia Round, Senior Vice President of Marketing and External Relations for The Metropolitan Museum of Art, will talk about the new global brand of the museum and its strategy in programming and communication.

Susan Sellers, Head of Design at The Metropolitan Museum of Art, will present the ways in which design may redefine the brand identity of a museum, exhibition programming and visitor experience, both physical or digital. Sellers has worked extensively in design both in respect to the production of graphic material and in exhibitions and the enrichment of public space.

Representatives from Greek museums and cultural institutions will also contribute to the discussion.


When Thursday 4 December 2014, 10.00–16.30
Registration from 09.00
Where Benaki Museum
38 Pireos Street & Andronikou Street
118 54 Athens

If you were unable to attend the conference, you can now watch all the presentations online.


When Friday 5 December 2014, 11.00–17.00
Registration from 10.00
Where Museum of Byzantine Culture (Stefanos Dragoumis Amphitheatre)
2 Stratou Avenue
546 40 Thessaloniki
Reservations Please call +30 2310 376 300 (ext. 3113) by 3 December 2014 (Monday to Friday, 10.00–16.00).