Phase IV: Museums on the frontline
Exploring how museums can stay relevant during periods of crisis and building the framework for meaningful digital transformation
Confronting the future
Museums today stand at a crossroads. Global political instability, economic hardship, social fragmentation, and environmental crises are challenging their very survival. Future Museum Phase IV confronts this reality head-on. Museums must prove their relevance more convincingly than ever, secure their financial sustainability in a declining economy, create new offerings that resonate with audiences unwilling or unable to pay more, and assert their role as influencers for societal change
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Key topics explored
Four core themes guided our collaborative learning and research throughout Phase III
O1
Relevance
Exploring how museums can remain relevant in times of economic crises, societal change, and technological disruption—by redefining their role, strengthening public value, and demonstrating impact to funders, policymakers, and communities.
O2
Audience development
Exploring how museums can build lifelong relationships with audiences by fostering emotional connection, wellbeing, and meaningful engagement through storytelling, cultural participation, and inclusive experiences.
O3
Digitalization & Management
Exploring how data, AI, and emerging technologies can support dynamic pricing, personalised experiences, and smarter organisational models—enabling museums to operate more strategically and sustainably.
O4
Cross-sector development
Exploring how museums can collaborate with other sectors—such as urban development, circular economy, retail, gastronomy, and public space planning—to create new forms of cultural value, partnerships, and hybrid cultural ecosystems.