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COMMUNICATING THE 19 - 22 JUNE 2017 THE POWER OF PROGRAMME TABLE OF CONTENTS

Agenda Communications Agency 3

About Communicating the Museum 4

Welcome to Paris 5

Programme Monday 19 June 2017 6

Programme Tuesday 20 June 2017 12

Programme Wednesday 21 June 2017 16

Programme Thursday 22 June 2017 18

Workshops Abstracts 20

Map 26

Paris 28

Thank you 29

Culture Business Melbourne 30

Communicating the Museum 32

International & Communications Awards 34

2 #CTM17 AGENDA Communications Agency

The Agenda We produce

1995 Ticketing agency for Organisation of conferences around and theaters: Royal Academy, Tate, the world since 2000 V&A, , Opéra de Paris Organisation of awards competitions and ceremonies since 2007 1998 Agenda is launched in Paris and specialises in PR and communications We communicate 2000 International communications campaign for the opening of PR, communications and marketing 1st edition of Communicating campaigns since 1995 the Museum at the Digital campaigns since 2010 Media planning campaigns since 2012 2002 Agenda adds travel and cultural destinations to its client list We train

2005 Celebration of the Eurostar anniversary: Collaboration with since 2008 Agenda charters a full Eurostar to Teaching at CELSA Université Paris- bring 750 Amis du Louvre to make Sorbonne since 2013 the most of ’s museums Seminars on creativity for museum professionals since 2014 2007 1st edition of IDCA Awards in Brussels

2008 Business conference We are worldwide is launched in Paris PARIS – – SYDNEY 2009 Opening of the Berlin office and Agenda’s digital department in Paris

2010 Inauguration of Agenda’s non-profit organisation Commmunicating the to encourage children’s interest in the arts Follow us 2012 Agenda opens its media www.agendacom.com planning department @agendaparis

2013 Launch of Agenda Pacific in Sydney

2016 Agenda leads masterclasses for students from CELSA Université Paris-Sorbonne Contact us

[email protected] [email protected] +33 (0)1 49 95 08 06

Agenda 80 rue du Faubourg Poissonnière 75010 Paris

communicatingthemuseum.paris 3 ABOUT Communicating the Museum

CTM: Connecting the world

The Communicating the Museum (CTM) conference was founded in 2000 by Corinne Estrada, founder of communications agency AGENDA, alongside Damien Whitmore, at the time Director of Communications at Tate. CTM encourages a dialogue between museums, “CTM is a drives innovation, inspires new ideas, explores hugely trends in communication strategies and fosters lasting relationships among worldwide important institutions. platform” Will Gompertz, Arts Editor, BBC

“Every CTM participant is top in their field – they are all the best of the best.” John Giurini, Assistant Director for Public Affairs, J. Paul Getty Museum

4 #CTM17 conferences 18 around the world

prestigious 250 sites

international 650 speakers

museum 5’000 professionals

euros of 11’000’000 economic impact

Where do CTM participants come from? 45% North America 30% Asia Pacific 15% 6% America 4%

communicatingthemuseum.paris 5 WELCOME to Paris

Bienvenue SESC : ’s unique culture group

Following extensive conversations about branding in SESC is a Portuguese acronym for Social the 2000s and the visitor’s experience in 2010s, we of Commerce. It is the country’s most active are now focusing on Education. Artistic education arts organisation, operating in all 27 of Brazil’s and engagement are essential to a museum’s social states, financing not just arts programmes mission and one of the major challenges we now but also recreational activities, educational face. Education is a soft power, building a better courses and health clinics. Founded in 1946, word of collaboration, emotion, openness and this private, nonprofit entity whose role is happiness. Nelson Mandela said “Education is the enshrined in the national Constitution, derives most powerful which you can use to change its budget from a 1.5 percent payroll tax imposed the world”. So how should museums change the on and collected by Brazilian companies. world? Let’s address this urgent topic now at the Communicating the Museum Paris conference. “Our fundamental guiding principle is to use culture as a tool for education and transformation, to Among the prestigious speakers, I am delighted improve people’s lives, and we’re in a position to to welcome Mr Danilo Miranda, Director of fulfill that mission.” SESC Sao Paulo, and Manoel Quitério, the Mr. Miranda, Director of SESC Sao Paulo. amazing artist engaging his local community. Get ready for four days of inspiring and visionary We are very proud to welcome SESC ideas from around the world. We are very proud to as Knowledge Partner of CTM17 Paris. unite 12 iconic Parisian cultural institutions to host the conference and welcome you to the French capital. Make the most of this unique experience. Thank you to our partners Bienvenue à Paris,

Corinne Our best thanks go out to our long-term partner ICOM.

The Power of Education We are delighted to renew our partnership with CultureVeille.

Museums have changed. No longer is it enough We are very grateful to the Fundação to exist as a temple to knowledge, now each Roberto Marinho for its support. museum must serve the public with a dynamic forum for new ideas. Many thanks to LOQI, Promuseum, Parisettes Museums do not hold a monopoly on truth; now and Puzzle Michèle Wilson for their support they are places – both physical and virtual – where and fantastic CTM17 merchandising. people can come together to learn, debate, and discover creativity. At the same time, expectations Thank you to Art & Culture Translated for have changed too: people don’ t just want facts; they translating the first day of the conference. want a social, active, and entertaining experience. As the public mission of our institutions becomes more Welcoming participants from 25+ countries would important than ever, could it be that education is not have been possible without our partners where the true power of the museum now lies? Air France KLM, Thalys and the Hotel.

That is why the theme for the 2017 Communicating We are delighted to have worked with them the Museum conference is The Power of Education. for yet another edition of Communicating the Museum. Thank you for your support.

6 #CTM17 A word by Le Musée du Louvre A word by the RMN -

The Louvre’s traditional primary role is to preserve For thirty years, at the Grand Palais and artworks and make them accessible to the French museums have been increasingly successful. public. Today it has an additional role related to Public education is a key factor; art history lessons, the Parisian landscape and its visitors: to help workshops and tours for families, hosting classes explain the historical context of the and and , online resources and more allow us to offer keys to better understand the present to educate the audiences of today and tomorrow. in order to better prepare for the future. The Réunion des Musées Nationaux-Grand In these unsettling times, when traditional Palais is sharing its expertise with all national values are challenged, a museum’s role in museums through its team of tour guides cultural education has become all the more and its digital department, and developing an important. We are convinced that, whatever ambitious programme of educational activities our origins, age or passions, works of art are at the Grand Palais. The challenge is both to a formidable source of inspiration, a guiding broaden and diversify audiences: changing the force, a cultural compass, a refuge. image of museums, showing that they are open to all, giving everyone the tools to understand It is now more than ever necessary through our and appreciate artworks, etc. Education is a actions and our commitment to make the museum powerful means of achieving these goals. accessible to all. This commitment is the basis for new projects such as the Petite Galerie du Beyond the power of education, the key issue is Louvre and the origin of the renovation of the the power of art: how artists and educators can museum’s galleries as well the redesign of the participate jointly in transforming the world and artwork labels throughout the museum. It is building a future in which every person can best embodied in our desire to reach out to our visitors, utilise their talents and skills and find their place in wherever they might be: in the French provinces, a society that is open to everyone’s own creativity. hospitals, schools, shopping centres, prisons, etc. Sylvie Hubac, Présidente, Rmn – Grand Palais Since 1793, and now more than ever, the Musée du Louvre is committed to being open to all !

Anne-Laure BEATRIX, Directrice des Relations extérieures, Musée du Louvre

Merci

Nous remercions les 12 institutions culturelles parisiennes partenaires pour leur accueil dans ces lieux prestigieux.

Merci au musée du Louvre, à la Rmn Grand Palais, aux Arts Décoratifs, au Palais de la Découverte - un lieu universcience, à la Monnaie de Paris, au , au musée du quai Branly - Jacques Chirac, au Centre Pompidou, au Musée d’Orsay, à l’Aquarium de Paris, à l’Institut du monde arabe et au Musée de l’Homme.

communicatingthemuseum.paris 7 PROGRAMME MONDAY 19 JUNE 2017

MUSÉE DU LOUVRE PALAIS DU LOUVRE, COUR NAPOLÈON © MUSÈE DU LOUVRE, DIST. RMN - GRAND PALAIS / OLIVIER OUADAH

8 #CTM17 #CTM17

REGISTRATION & PETIT DEJÉUNER

Musée du Louvre, Auditorium 08:30 - 09:30

Come pick up your badge and delegate bag. Meet fellow delegates around a cup of coffee and a croissant. THE POWER OF EDUCATION

Musée du Louvre, Auditorium 09:30 - 11:00

WELCOME TO COMMUNICATING THE MUSEUM PARIS - RULES OF THE GAME

Corinne Estrada, Founder and President, Agenda, France @corinneestrada @agendaparis Mark Goggin, Executive Director, Sydney Living Museums, @sydlivmus Anne-Laure Beatrix, Director of External Affairs, Musée du Louvre, France @BeatrixLaure @MuseeLouvre

THE EMOTIONAL BRAIN AND LEARNING

David Sander, Professor in the Department of Psychology, of Geneva,

ALL SCHOOLS SHOULD BE ART SCHOOLS

Will Gompertz, Arts Editor, BBC, @WillGompertzBBC

11:00 - 11:30 PAUSE CAFÉ IN THE LOUVRE AUDITORIUM THE BENEFITS FOR YOUR INSTITUTION

5 workshops will take place simultaneously from 11:45 to 12:30. Participants are invited to select one.

1 - EDUCATION AND COMMUNICATION, AN IMPOSSIBLE COLLABORATION? Isabelle Vanhoonacker, Head of Public Affairs Department, Royal Museums of Fine Arts, Belgium @FineArtsBelgium Musée du Louvre, Salle sous pyramide

2 – COMMUNICATING THE VALUE OF MUSEUM EDUCATION PROGRAMS TO SPONSORS AND DONORS Richard Woodward, Business Development Strategist, Richard Woodward and Associates, Australia @YourNextSpeaker Musée du Louvre, Salle 80

communicatingthemuseum.paris Dates, times and programme may be subject to change 9 PROGRAMME MONDAY 19 JUNE 2017

3 – VISITORS DON’T BELONG TO ANY DEPARTMENT: WORK TOGETHER! Muriel Jaby, Head of Communication, Musée d’art contemporain de Lyon, France @mu_jaby @macLyon Louvre Offices, Room 438 - 8 rue Saint Anne

4 – GO BIG OR GO HOME! HOW BIG EDUCATION EVENTS ARE A BRILLIANT WAY TO COMMUNICATE YOUR BRAND AND ATTRACT LOTS OF VISITORS Susan McCormack, Director of Public Engagement, , United Kingdom @AshmoleanMuseum Eleanor Appleby, Brand Engagement , Jane Wentworth Associates, United Kingdom @eleanorappleby @JWALondon Musée des Arts Décoratifs, Auditorium - 111 rue de Rivoli

5 – BRAZIL’S UNIQUE CULTURAL MODEL Danilo Miranda, Director Regional, SESC Sao Paulo, Brazil Musée du Louvre, Auditorium

12:45 - 14:00 DÉJEUNER AUX ARTS DECORATIFS Musée des Arts Décoratifs, salon des Boiseries. Enter via n°111 rue de Rivoli

A NEW MODEL FOR EDUCATION

5 workshops will take place simultaneously from 14:15 to 15:00. Participants are invited to select one.

6 - INVOLVING ARTISTS IN YOUR EDUCATION PROGRAMS John Giurini, Assistant Director for Public Affairs, J. Paul Getty Museum, USA @GettyMuseum Musée des Arts Décoratifs, Auditorium - 111 rue de Rivoli

7 – TIME MANAGEMENT AND COMMUNITY PARTNERSHIPS: WHAT CAN MUSEUMS BRING TO THE TABLE? Corinne Flax, Manager of School and Community Partnerships, Bruce Museum, USA @CorinneFlax @thebrucemuseum Louvre Offices, Room 438 - 8 rue Saint Anne

8 – DOING IT FOR THE KIDS – DIGITAL CONTENT Sharna Jackson, Consultant, The , United Kingdom @sharnajackson Musée du Louvre, Salle sous pyramide

9 – KINDLING FIRES IN THE Karleen Gardner, Director of Learning Innovation, Minneapolis Institute of Art, USA @karleen_gardner @artsmia Musée du Louvre, Salle 80

10 – MUSEUMS AS SPACES FOR CONNECTION, SOCIAL MOBILIZATION & EDUCATION THE FRM EXPERIENCE IN BRAZIL Hugo Barreto, Secretary General, The Roberto Marinho Foundation, Brazil Musée du Louvre, Auditorium

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15:00 - 15:30 PAUSE CAFÉ IN THE LOUVRE AUDITORIUM Musée du Louvre - Auditorium 15:30 - 18:00

COLLECTIVE INTELLIGENCE EXERCISE

Corinne Estrada, Founder and President, Agenda, France @corinneestrada @agendaparis Mark Goggin, Executive Director, Sydney Living Museums, Australia @sydlivmus

THE POWER OF OPENING UP

Catherine Saurais, Director, nest, Switzerland Erik Bär, Founder and partner, Tinker Imagineers, @Tinkerimagineer

TAKING ART OUT OF THE FRAME, AND INTO OUR LIVES

Erlend Høyersten, Director, ARoS Aarhus Art Museum, Denmark @ErlendHoyersten @ARoSKunst Jake Barton, Principal and Founder, Local Projects, USA @Jake_Barton @localprojects

DEVELOPING EDUCATION AT THE LOUVRE

Jean-Luc Martinez, President-Director, Musée du Louvre, France @museelouvre

INTRODUCING THE NEWLY RE-OPENED FLEMISH AND DUTCH GALLERIES

Sébastien Allard, Conservateur général, Directeur, Département des Peintures, Musée du Louvre, France

18:00 - 19:30 GUIDED VISITS OF THE FLEMISH AND DUTCH PAINTINGS GALLERIES

20:00 - 22:00 OPENING OF DAVID HOCKNEY AT CENTRE POMPIDOU Centre Pompidou, place Georges Pompidou Paris, 75004 Paris

Walking from the Louvre to Centre Pompidou will take you 15-20min. Otherwise you can use public transportation: From Musée du Louvre, get on Metro Line 1 at “Palais Royal, Musée du Louvre” and exit at “Hotel de ville”.

communicatingthemuseum.paris Dates, times and programme may be subject to change 11 PROGRAMME TUESDAY 20 JUNE 2017

REGISTRATION & PETIT DEJÉUNER

Grand Palais - Enter via avenue du général Eisenhower, Champs-Elysées Jardins Entrance 09:00 - 09:30

Come pick up your badge and delegate bag. Meet fellow delegates around a cup of coffee and a croissant.

THE ROLE OF MUSEUMS IN SOCIETY: HUMANITY AND SOCIAL ACTION

Grand Palais, Auditorium 09:30 - 11:00

A HUMANIST MUSEUM

Thomas Bastien, Interim Director of Education and Community Programmes, The Montréal Museum of Fine Arts, @ThomasBastien @mbamtl

THE MONTREAL MUSEUM OF FINE ARTS MURALS BY MU (DETAIL), IN THE MICHEL DE LA CHENELIÈRE INTERNA- TIONAL ATELIER FOR EDUCATION AND ART-THERAPY. © MMFA, DENIS FARLEY

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THE IMPORTANCE OF MAKING LEARNING AND EDUCATION INSTITUTION-WIDE PRIORITIES

Javier Jiménez, Director, Lord Cultural Ressources, Spain @javijimenez83 @LordCultural

FROM ME TO WE: MUSEUM EDUCATION IN - AN ASIAN CONTEXT

Joy Hsin, Chief of Education and Extension Division, National Museum of History, Taiwan

GROUP EXERCISE

11:00 - 11:30 PAUSE CAFÉ

3 workshops will take place simultaneously from 11:30 to 12:30. Participants are invited to select one.

1 - TRANSFORMATIVE LEARNING Grand Palais, Auditorium

Part 1 - How a blueprint approach for 10 difficult to handle youth worked for 250 Peter Aerts, Head of Education and Communication, S.M.A.K., Belgium @itmightbecrap @SMAKGent Part 2 - Let me see through your Eyes Elisabeth Bodin, Head of Learning, Louisiana Museum of , Denmark @louisianamuseum

2 - WORKING WITH SCHOOLS Grand Palais, Studio 84

Part 1 - Transforming the school, rethinking the museum Esther Fuertes, Education Department, Museu Nacional d’Art de Catalunya, Spain @MuseuNac_Cat Part 2 - Museums, Interculturality and Cultural Citizenship Nana Bernhardt, Head of School Programs, National Gallery of Denmark, Denmark @smkmuseum

3 - COMMUNITIES ENGAGEMENT Palais de la Découverte, Auditorium

Part 1 - Diplomacy and Art Matter! Pascal Hufschmid, Head of External Affairs, Musée de l’Elysée, Switzerland @PascalHufschmid @ElyseeMusee Part 2 - Becoming more relevant in today’s society Jane Burrell, Senior Vice President of Education and Public Programs, and Miranda Carroll, Senior Director of Communications, Los Angeles County Museum of Art (LACMA), USA @MirandaCarroll @LACMA

12:45 - 14:00 DÉJEUNER AT THE GRAND PALAIS

communicatingthemuseum.paris Dates, times and programme may be subject to change 13 PROGRAMME TUESDAY 20 JUNE 2017

TRANSFORMING MUSEUM EDUCATION FOR THE 21ST CENTURY

2 sessions of keynotes will take place simultaneously from 14:00 to 15:00. Participants are invited to select one.

1 - AUDIENCES Palais de la Découverte, Auditorium Part 1 - Hands-On learning Experiences: Allowing Kids to Learn, Create, Fail, and Try Again Søren Thomsen, Director of Educational Content, Assessment and eLearning, LEGO Education, Denmark @LEGO_Education Part 2 - Museums, a place to nurture curious minds Michèle Antoine, Director of , Universcience, France @citedessciences

2 -NEW Grand Palais, Auditorium Part 1 - Mobile educational gaming Roei Amit, Head of digital and Sophie Radix, Responsable de la Cellule Médiation-Education, RMN-Grand Palais, France @RoeiAmit @GrandPalaisRmn Part 2 - Promoting Russian literature and reaching out to communities - A Live Reading Marathon Fekla Tolstoy, Head of Development, Leo Tolstoy State Museum, Russian Federation

GRAND PALAIS © DALBERA VIA VISUALHUNT / CC BY

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15:00 - 15:30 PAUSE CAFÉ

Grand Palais, Auditorium 15:30 - 17:30

ARTIST AND ACTIVIST - THE ROLE OF THE ARTIST IN TODAY’S SOCIETY

Manoel Quitério, Street Artist, Brazil @manoelquiterio

STRENGTHENING THE SOCIAL AND EDUCATIONAL ROLE OF YOUR MUSEUM

Jack Lang, President, Institut du monde arabe, France @jack_lang @imarabe Axel Rüger, Director, Van Gogh Museum Amsterdam, Netherlands @AxelRuger @vangoghmuseum Chair: Anna Somers Cocks OBE, Chairman, The Art Newspaper, United Kingdom

TATE EXCHANGE: THE BENEFITS AND CHALLENGES OF CREATING A PARTICIPATORY PLATFORM

Anna Cutler, Director of Learning, Tate Modern, United Kingdom @TateExchange

THE MUSEUM AS A GENERATOR

Wendy Woon, The Edward John Noble Foundation Deputy Director for Education, The , USA @wendywoon @MuseumModernArt

KEY LEARNINGS

Corinne Estrada, Founder and President, Agenda, France @corinneestrada @agendaparis Mark Goggin, Executive Director, Sydney Living Museums, Australia @sydlivmus

20:00 - 22:00 GALA RECEPTION AT LA MONNAIE DE PARIS Monnaie de Paris, 11 quai de Conti, 75006 Paris

La Monnaie de Paris, France’s longest standing institution and the oldest enterprise in the world, will host the CTM17 Paris Gala Evening.

WELCOME Aurélien Rousseau, Président Directeur, Monnaie de Paris, France

VISITS During the reception, discover ‘Floor-naments’ an exhibition marking the 40th anniversary of the Centre Pompidou.

communicatingthemuseum.paris Dates, times and programme may be subject to change 15 PROGRAMME WEDNESDAY 21 JUNE 2017

LEARNING SAFARI AT PALAIS DE TOKYO

Palais de Tokyo, 13 avenue du Président Wilson, 75116 Paris. Enter via the door located on the left of the main entrance. 10:15 - 13:00

PETIT DÉJEUNER

WELCOME TO LE PALAIS DE TOKYO Jean de Loisy, President, Palais de Tokyo, France @jeandeloisy @PalaisdeTokyo

A UNIQUE APPROACH OF ART AND VISITOR EXPERIENCE Annabelle Türkis, Director of Communications, and Marion Buchloh-Kollerbohm, Cultural mediation manager, Palais de Tokyo, France @PalaisdeTokyo

GUIDED VISITS OF “DIORAMAS” Discover “Dioramas”, an exhibition that explores the diorama as an unexpected source of inspiration for contemporary art.

DÉJEUNER AND VISIT AT L’AQUARIUM DE PARIS

L’Aquarium de Paris, 5 avenue Albert de Mun, 75016 Paris. 13:00 - 15:30

DÉJEUNER

VISIT “CORAL, CORE OF LIFE” Discover the Aquarium’s latest exhibition “Coral : Core of Life” on coral reefs. Its aim is to publicize the diversity and beauty of the underwater world, as well as initiatives intended to preserve this unique and important heritage for humanity.

OPTION 1 - VISIT “US AND THEM: FROM PREJUDICE TO RACISM”

Musée de l’Homme, 17 place du Trocadéro, 75116 Paris. Free entry on presentation of your CTM17 Badge. 16:00 - 18:00

The first major temporary exhibition of the Musée de l’Homme since its reopening, “Us and Them – From Prejudice to Racism”, offers an original immersive scenography which aims to shed a new light on racist behaviour and prejudices.

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OPTION 2 - VISIT “ISLAMIC TREASURES OF AFRICA - FROM TIMBUKTU TO ZANZIBAR”

Institut du monde arabe, 1 rue des Fossés Saint-Bernard, 75005 Paris. Free entry on presentation of your CTM17 Badge. 16:00 - 18:00

Focusing on , , immaterial heritage, and contemporary art, this unprecedented exhibition brings together around 300 multidisciplinary works in an exhibition space of 1,100m2 in order to highlight the cultural and artistic richness of the Islamic communities in sub-Saharan Africa.

COCKTAIL AT THE DRAWING HOTEL

Drawing Hotel, 17 rue de Richelieu, 75001 Paris. 19:00 - 21:00

Join us for a cocktail reception at the newly-opened Drawing Hotel and discover the hotel Drawing Lab. Founded by Christine Phal and the Endowment Fund for Contemporary Drawing, the objective of Drawing Lab Paris is to endow contemporary drawing with enduring means for sustainable practices.

ISLAMIC TREASURES OF AFRICA INSTITUT DU MONDE ARABE Victor Ekpuk, State of Beings (Totem), 2013. Installation avec vinyle, acrylique et métal sur panneau de bois et tapis de vinyle. Courte- sy de l’artiste et de la fondation Blachère, Apt © IMA/A.Sidoli

communicatingthemuseum.paris Dates, times and programme may be subject to change 17 PROGRAMME THURSDAY 22 JUNE 2017

LEARNING SAFARI AT MUSÉE DU QUAI BRANLY - JACQUES CHIRAC

Musée du quai Branly - Jacques Chirac, 37 quai Branly, 75007 Paris. 09:30 - 12:00

PETIT DEJEUNER

WELCOME TO LE MUSÉE DU QUAI BRANLY - JACQUES CHIRAC Nathalie Mercier, Head of Communications, musée du quai Branly - Jacques Chirac, France @nathalieMercier @quaibranly

AUDIENCE CULTIVATION Olivier Boasson, Director of Audience Services, musée du quai Branly - Jacques Chirac, France @quaibranly

VISIT “PICASSO PRIMITIF” What were Picasso’s links with non-Western arts? This exhibition presents Picasso’s relationship with the arts of Africa, , the Americas and Asia.

OPTION 1 - LEARNING SAFARI AT CENTRE POMPIDOU

Centre Pompidou, place Georges-Pompidou, 75004 Paris. 14:30 - 17:00

WELCOME TO LE CENTRE POMPIDOU Benoit Parayre, Director of Communications, Centre Pompidou, France @BenoitParayre @CentrePompidou

ENCOURAGING ART AND CREATION Discover the Centre Pompidou education programmes.

1977-2017. THE CENTRE POMPIDOU IS 40 YEARS OLD! Learn about the communication and fundraising campaigns of the 40th anniversary of the Centre Pompidou.

VISIT “WALKER EVANS” Conceived as a retrospective of Evans’s work as a whole, the exhibition presents 300 vintage prints in a novel and revelatory thematic organisation. It highlights the photographer’s recurrent concern with roadside buildings, window displays, signs, typography and faces, offering an opportunity to grasp what lies at the heart of Walker Evans’ work: the passionate quest to identify the fundamental features of American vernacular culture.

VISIT “MUTATIONS-CRÉATIONS / ROSS LOVEGROVE” Industrial designer Ross Lovegrove draws inspiration from nature and . This exhibition looks at this sustainability-centred convergence of creativity, design and nature.

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OPTION 2 - LEARNING SAFARI AT MUSÉE D’ORSAY

Musée d’Orsay, 1 rue de la Légion d’Honneur, 75007 Paris. 14:30 - 17:00

WELCOME TO MUSÉE D’ORSAY Luc Bouniol-Laffont, Chef du Service Culturel et de l’Auditorium, Musées d’Orsay et de l’Orangerie, France @MuseeOrsay

MARKETING IS NOT ALWAYS ABOUT EDUCATION BUT EDUCATION IS ALWAYS GOOD MARKETING Luc Bouniol-Laffont, Chef du Service Culturel et de l’Auditorium, Musées d’Orsay et de l’Orangerie, France @MuseeOrsay Lynn Russell, Head, Division of Education, , Washington DC, USA @ngadc

VISIT “PORTRAITS BY CÉZANNE” The exhibition explores the special pictorial and thematic characteristics of Cézanne’s portraiture, including his creation of complementary pairs and multiple versions of the same subject. The exhibition discusses the extent to which particular sitters inflected the characteristics and development of his practice.

NAME LOCATION ©MUSÉE LOREM IPSUM D’ORSAY

communicatingthemuseum.paris Dates, times and programme may be subject to change 19 WORKSHOPS ABSTRACTS

MONDAY 19 JUNE AM

THE BENEFITS FOR YOUR INSTITUTION

5 workshops will take place simultaneously from 11:45 to 12:30. Participants are invited to select one.

1 - EDUCATION AND COMMUNICATION, AN IMPOSSIBLE COLLABORATION? Isabelle Vanhoonacker, Head of Public Affairs Department, Royal Museums of Fine Arts, Belgium @FineArtsBelgium Musée du Louvre, Salle sous pyramide

Fifty years ago, thanks to personal initiatives many educational as well as friends associations were created functioning as independent organisations at the service of cultural institutions and museums. Progressively, they were integrated in museums, considered to be indispensable for their (audience) development. Nevertheless due to several reasons, many educational departments still have to ensure their own communication, which has become an impossible task because of the multiplication of today’s communication means. The Royal Museums of Fine Arts decided to end positively this gap between the two departments by several, successful means. This session will be chaired by Milene Chiovatto, Head of the Education Department at the Pinacoteca do Estado de São Paulo in Brazil since 2002 and Chair of the ICOM International Committee for Education and Cultural Action (CECA).

2 – COMMUNICATING THE VALUE OF MUSEUM EDUCATION PROGRAMS TO SPONSORS AND DONORS Richard Woodward, Business Development Strategist, Richard Woodward and Associates, Australia @YourNextSpeaker Musée du Louvre, Salle 80

Richard will discuss how collaboration between communication, education and development teams is crucial to developing and communicating the value of museum education programs to sponsors and donors. Drawing on his experience of working with Australia’s leading museums and galleries including the National Museum of Australia, Museum of Contemporary Art, National Gallery of Australia, National Portrait Gallery and Questacon, Richard will outline the processes that should be put in place and the information required to develop and communicate the value of museum education programs to sponsors and donors.

3 – VISITORS DON’T BELONG TO ANY DEPARTMENT: WORK TOGETHER! Muriel Jaby, Head of Communication, Musée d’art contemporain de Lyon, France @mu_jaby @macLyon Louvre Offices, Room 438 - 8 rue Saint Anne

Before the opening of the exhibition Wall Icones urbaines, the macLYON opened its doors for 10 exceptional days. From September 19th to 28th, more than 2500 people had the privilege to discover a preview of the exhibition, to see the works being created directly on the walls and to exchange with 11 street-artists from all over the world! Education, exhibition and communication teams worked closely together to organize these 10 days and address the widest possible audience. This invitation to step “behind the scene” was acclaimed and generously shared by the public. It gave a real boost to the opening of the exhibition.

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4 – GO BIG OR GO HOME! HOW BIG EDUCATION EVENTS ARE A BRILLIANT WAY TO COMMUNICATE YOUR BRAND AND ATTRACT LOTS OF VISITORS Susan McCormack, Director of Public Engagement, Ashmolean Museum, United Kingdom @AshmoleanMuseum Eleanor Appleby, Brand Engagement Consultant, Jane Wentworth Associates, United Kingdom @eleanorappleby @JWALondon Musée des Arts Décoratifs, Auditorium - 111 rue de Rivoli

It’s very easy for even the biggest museums to focus their education efforts on adult talks and drop‑in activities for families. But these can have limited capacity, only attract repeat visitors, and are too niche for press coverage. The real gains are made when education and marketing teams work together to develop large scale events that not only attract a broad audience but also project the museum’s core offer. In this lively session we will show how this has worked for both small and large museums, including the Ashmolean Museum in and the V&A. We’ll talk through techniques for programming and marketing and show how keeping it simple is the key approach when going big.

5 – BRAZIL’S UNIQUE CULTURAL MODEL Danilo Miranda, Diretor Regional, SESC Sao Paulo, Brazil Musée du Louvre, Auditorium

Danilo Miranda, director of the leading arts financing entity in Brazil, SESC, a Portuguese acronym for Social Service of Commerce, is investing over 700 millions euros per year in culture, sport and environment.

By reaching out to communities and engaging with artists, SESC uses culture as a tool for education and transformation, to improve people’s lives. Sesc’s actions are the result of a solid cultural and educational project which ever since the institution’s founding in 1946 in the commerce and service sector has led to innovation and social transformation. SESC has innovated over the years and is leading many activities in culture and its various manifestations, destined to all segments of the public, in various age ranges and socioeconomic levels. Not only does the SESC offer a wide range of events but also effectively contributes to more lasting and significant experiences. This session will be chaired by Catherine Scharf, Head of the Cultural Department, Embassy of Switzerland in France.

communicatingthemuseum.paris Dates, times and programme may be subject to change 21 WORKSHOPS ABSTRACTS

A NEW MODEL FOR EDUCATION

5 workshops will take place simultaneously from 14:15 to 15:00. Participants are invited to select one.

6 - INVOLVING ARTISTS IN YOUR EDUCATION PROGRAMS John Giurini, Assistant Director for Public Affairs, J. Paul Getty Museum, USA @GettyMuseum Musée des Arts Décoratifs, Auditorium - 111 rue de Rivoli

The Getty Artists Program, launched in 2010 with artist Mark Bradford, is part of the Education department’s existing artist-based programming and serves as an open forum for artists who have a strong interest in education and audience engagement. One artist is selected each year and given the freedom to select an audience to work with, and to develop the focus and format of their project. Over the years, the projects have provided various audiences new insights and perspectives on art, while serving as a platform to help them find their voice. Now in its sixth artist, the program is evolving into an active conversation between the chosen artist and the community with the Getty acting as the facilitator.

7 – TIME MANAGEMENT AND COMMUNITY PARTNERSHIPS: WHAT CAN MUSEUMS BRING TO THE TABLE? Corinne Flax, Manager of School and Community Partnerships, Bruce Museum, USA @CorinneFlax @thebrucemuseum Louvre Offices, Room 438 - 8 rue Saint Anne

As a museum educator it is easy to enumerate all of the things that there are never enough of; space, money and materials all make the list, yet time, the most valuable of all our assets, often doesn’t make the list. Using our time to connect with our community both inside and outside the museum walls is one of the most important things an educator can do. This session will highlight how time can be used effectively, powerfully and most importantly, thoughtfully. Case studies of interdepartmental collaborations and partnerships between the museum and community organizations such as schools and afterschool centers will be provided so that participants can think critically about the role of time in museum education.

8 – DOING IT FOR THE KIDS – DIGITAL CONTENT Sharna Jackson, Consultant, United Kingdom @sharnajackson Musée du Louvre, Salle sous pyramide

Join Sharna Jackson as she takes you through a tour of her five key learnings based on her 10-year experience working in digital content in the cultural sector. The session will conclude with a fast and fun digital content brainstorm.

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9 – KINDLING FIRES IN THE ART MUSEUM Karleen Gardner, Director of Learning Innovation, Minneapolis Institute of Art, USA @karleen_gardner @artsmia Musée du Louvre, Salle 80

“The mind is not a vessel to be filled but a fire to be kindled.” Plutarch offers inspiration for museums in the 21st century. Using this concept, the Minneapolis Institute of Art (Mia) is transforming our institution from a temple of authoritative knowledge to one that ignites questions and thinking. Working across departments, Mia communicates and demonstrates that we are not a quiet and unchanging, but an active, visitor‑centered laboratory of wonder. By integrating visitor research and learning theory into our practice, offering an accessible environment, working with cross‑functional teams on exhibitions, and creating interactive experiences, Mia fuels connections and meaning-making.

10 – MUSEUMS AS SPACES FOR CONNECTION, SOCIAL MOBILIZATION & EDUCATION: THE FRM EXPERIENCE IN BRAZIL Hugo Barreto, Secretary General, The Roberto Marinho Foundation, Brazil Musée du Louvre, Auditorium

In the field of culture, is it possible to communicate without educating? The Roberto Marinho Foundation introduced a new category of museum in Brazil, considered experiential in its approach. Through its vision, FRM launched the Museum of the Portuguese Language, the Football Museum, the Museum of Arts of Rio, the Museum of Tomorrow and the Museum of Frevo. Together, these museums have welcome more than 10 million visitors through their doors. They have been recognized for their inclusive educational programs and through their constant dialogue with audiences, specifically with teachers and students.

communicatingthemuseum.paris Dates, times and programme may be subject to change 23 WORKSHOPS ABSTRACTS

1. TRANSFORMATIVE LEARNING

Grand Palais, Auditorium

Part 1 - How a blueprint approach for 10 difficult to handle youth worked for 250 Peter Aerts, Head of Education and Communication, S.M.A.K., Belgium @itmightbecrap @SMAKGent

It is deeply rooted in S.M.A.K.’s beliefs that, as a museum, it should seek to create meaningful connections between artists and society as a whole. Through the development of made-to-measure programs S.M.A.K. aims to provoke the interest in art and culture of difficult-to-reach teenagers. They have often dropped out of school, come from poor families or faced an addiction problem. As a last resort they work three days a week and go to school for two days. Art is far alienated from their own world. By lowering the threshold and through encouragement S.M.A.K. made them feel at home. The focus of the workshop will be on the learnings of developing a program for difficult youths and the blueprint approach. What are the advantages of a blueprint instead of a scripted format? How did the approach move from 10 to 250 participants and what were the consequences of that evolution?

Part 2 - Let me see through your Eyes Elisabeth Bodin, Head of Learning, Louisiana Museum of Modern Art, Denmark @louisianamuseum

Learning through art enables us to learn in more profound and personal ways but also helps us to see the world through the eyes of others. For this reason art has a role to play when it comes to addressing today’s challenges : integration, marginalisation and a school system failing to give next generations a holistic understanding. With practical experiences as a point of departure, this workshop will present examples from various learning programmes at Louisiana Museum of Modern Art. Both those for large numbers of school children (15–19.000 a year) and more specialised ones. A collaboration with Red Cross schools for young refugees and schools for children with severe learning disabilities

2. WORKING WITH SCHOOLS

Grand Palais, Studio 84

Part 1 - Transforming the school, rethinking the museum Esther Fuertes, Education Department, Museu Nacional d’Art de Catalunya, Spain @MuseuNac_Cat

In 2013, Museu Nacional d’Art de Catalunya started working with the Miquel Bleach School, a state elementary school with 98% of its intake coming from disadvantaged immigrant families of 25 nationalities. The objective was to improve the quality of the education, to change the social perception of the school, and to make the museum available in order to provide a place with opportunities for participation, inclusion and social equality. The project was developed in the following areas: training, school organization, community action and communication. It is a joint creation based on the school’s desire to use this project as a tool of transformation towards a new school model.

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Part 2 - Museums, Interculturality and Cultural Citizenship Nana Bernhardt, Head of School Programs, National Gallery of Denmark, Denmark @smkmuseum

In recent years the National Gallery of Denmark has explored and developed new educational initiatives in collaboration with Danish language centers for foreign adults learning Danish as a second language. The projects and educational activities pose the following key questions: How can art museums help adult second-language learners acquire a language? How can such initiatives constitute a framework for cultural citizenship for new citizens in Danish society? How can the museum contribute in the creation of new cultural and historical frameworks for new Danish citizens as well as for the museum as part of a collective learning process? This presentation deals with: the development of new learning methods, educational activities and materials based on inclusive learning processes, dialogic pedagogy and multi-voiced perspectives through language training; and finally, what happens when new citizens become part of the museum, part of the museum staff.

3 - COMMUNITIES ENGAGEMENT

Palais de la Découverte, Auditorium

Part 1 - Diplomacy and Art Matter! Pascal Hufschmid, Head of External Affairs, Musée de l’Elysée, Switzerland @PascalHufschmid @ElyseeMusee

How an exhibition and its world tour brought together a country, a museum and an artist. Armed conflicts shatter the lives of millions of civilians every day around the world. Their issues are not only crucial to the international debate, they also have an echo in the work of artists, especially photographers. On the occasion of the 150th anniversary of the International Committee of the Red Cross, the Musée de l’Elysée in Lausanne and the Swiss Ministry of Foreign Affairs decided to join forces. Together, they produced an exhibition, from the Victims’ Perspective – Photographs by , which has travelled to no less than 60 venues in 35 countries since 2013. It has offered at each stage a unique opportunity to raise awareness about humanitarian issues. Pascal will present how this ambitious project was engineered in less than six months and managed in a simple way, turning the exhibition into an active platform that pushed both partners beyond their comfort zone to the benefit of a very large audience.

Part 2 - Becoming more relevant in today’s society Jane Burrell, Senior Vice President of Education and Public Programs, and Miranda Carroll, Senior Director of Communications, Los Angeles County Museum of Art (LACMA), USA @MirandaCarroll @LACMA

As cultural institutions see declining participation, how can we become more relevant in today’s society? And how can we reach underserved communities, learn from them and from our failures, and entice non-traditional audiences to embrace participation in the arts, ultimately visiting our, sometimes distant, museums? This presentation will provide examples of an Art and Film lab that traveled to nine throughout Los Angeles and two adjacent counties serving primarily low- income families with filmmaking workshops, opportunities to record their oral , and weekend evening screenings. A review of the successes and challenges of the project, as well as its transition into a current program successfully serving returning veterans in Los Angeles, will be highlighted. This project will be contrasted with a current endeavor that is using research into motivations for participating in the arts coupled with community input to bring works from the museum’s to new audiences and interpret them through an education –curatorial partnership.

communicatingthemuseum.paris Dates, times and programme may be subject to change 25

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DES SPOSPORRTS d r R i D R t L u C a S é O BIBLIOTHÈQUE de la P O e B y T r A DES ARTS FORAINS r d'Issy TROUVÉS s r D U - I i I e R. PARIS a e d ST-DOMINIQUE JA N B du a B BERCY n EVARD 1.3 n u e R C D NAT. DE FRANCE c OL t R u C A Q R e 1.2 e S R T o EXPO e g e U A R n c M n u o E n e a G R u V s n d o V ES u s F. MITTERRAND D u t e D u e a E e e s T e a M s u E R PLACE L FR r l v to E r i C i N d R oril on a r e n L i U l Chev O . F B s g rn p o O C P v e 1.1 O C o s e C N o l D'ITALIE B 5.1 x R e t s r A A d U i U v e u v aler e s P E U s R 2.2 ST-ANTOINE r d E i u t i N v Q r L o e L I B V s J u i o n n u O A 5.2 E e t R E e e c u o r a a U a et C r t v V e MULTIPLEX DE PADOUE u e é r . a N ia a e . e l LE r N n E r CHA 5.3 A R e g s M t . b i e d 2.1 R u n s P V R STE-MARIE n N.D. DE R l T d D u R i o A a o e e c L s RD e T P BERCY EXPO e R r e I LA GARE e L e QU e D PARIS

1 Musée du Louvre 10 Musée de l’homme Rue de Rivoli, 75001 Paris 17 place du Trocadero, 75016 Paris Enter via Passage Richelieu Metro Line 6 & 9 @ Trocadéro Metro Line 1 @ Palais Royal Musée du Louvre 11 Institut du monde arabe 2 Louvre Offices 1 rue des Fossés Saint-Bernard, 75005 Paris 8 rue Saint Anne, 75001 Paris Metro Line 7 @ Jussieu Metro Line 1 & 7 @ Palais Royal Musée du Louvre Metro Line 10 @ Cardinal Lemoine Metro Line 14 @ Pyramides 12 Drawing Hotel 3 Arts Décoratifs 17 rue de Richelieu, 75001 Paris Enter 111 rue de Rivoli, 75001 Paris Metro Line 1 & 7 @ Palais Royal Musée du Louvre Metro Line 1 @ Palais Royal Musée du Louvre Metro Line 14 @ Pyramides

4 Centre Pompidou 13 Musée du quai Branly Place Georges Pompidou Paris, 75004 Paris 37 quai Branly, 75007 Paris Metro Lines 1 & 11 @ Hotel de ville RER Line C @ Pont de l’Alma Metro Line 11 @ Rambuteau Metro Line 9 @ Alma / Marceau RER Line A, B & D @ Chatelet Les Halles Metro Line 8 @ Ecole Militaire Metro Line 6 @ Bir Hakeim 5 Grand Palais Avenue du général Eisenhower, 75008 Paris 14 Musée d’Orsay Champs - Elysées Jardins Entrance 62, rue de Lille, 75007 Paris Metro Lines 1 & 13 @ Champs Elysées Clémenceau Access via Door C Metro Lines 1 & 9 @ Franklin Roosevelt RER Line C @ Musée d’Orsay Metro Line 12 @ Solférino 6 Palais de la Découverte Avenue Franklin Delano Roosevelt, 75008 Paris Metro Lines 1 & 9 @ Franklin Roosevelt DISCOVER LA FONDATION LOUIS Metro Lines 1 & 13 @ Champs Elysées Clémenceau VUITTON 7 Monnaie de Paris 11 quai de Conti, 75006 Paris 8 Avenue du Mahatma Gandhi, 75116 Paris Metro Line 7 @ Pont neuf Metro Line 1 @ Les Sablons Metro Line 4 @ Saint Michel Metro Line 10 @ Odéon From 19 to 25 June (apart from 20 June) get RER Line B & C @ Saint Michel free entry to Art/Africa, le nouvel atelier on presentation of your CTM17 Badge. 8 Palais de Tokyo Art/Afrique, le nouvel 13 avenue du Président Wilson 75116 Paris atelier includes two Metro Line 9 @ Iéna exhibitions, along with a RER Line C @ Pont de l’Alma selection of works from the permanent collection. 9 Aquarium de Paris - The Insiders brings 5 avenue Albert de Mun together works by fifteen Metro Lines 9 & 6 @ Trocadéro iconic artists from the RER C @ Champs de Mars Jean Pigozzi collection of African art, displayed for the first time in Paris. - Being There, an exhibition of works by South African artists.

28 #CTM17 THANK YOU Mille mercis

OFFICIAL PARTNERS

KNOWLEDGE PARTNER

CONFERENCE PARTNERS

communicatingthemuseum.paris 29 Culture Business focuses on After a fantastic edition of Culture fundraising and development Business in Sydney in 2016, we are strategies from around the world. heading to Melbourne from 26 – 28 We showcase fresh and innovative July 2017 with the support of Creative ideas to help you thrive in uncertain Partnerships Australia. times.

Three days, 2 Venues: ‘The Art of Fundraising’

Best Practice Training, 26 July The conference programme will cover every Build a business development spirit in your aspect of fundraising in the arts: from philanthropy organisation and motivate your team during the to membership, online retail, communications, pre-conference workshops at the State Library corporate sponsorship, and government funding. Victoria. The conference will encourage you to take risks and to think beyond the usual limits. Culture Business conference, 27- 28 July Join us for two days of hands-on workshops, talks and panel discussions at the Arts Centre Melbourne. In between these intensive sessions there will be informal opportunities to network with your peers from around the world.

International speakers 250 participants

Meet and learn from 30 international speakers, Join 250 participants from international and experts in fundraising and development from the Australian arts organisations such as theatre worlds of culture and business. companies, opera companies, ballet companies, Speakers include: John Rodgers, National Theatre festivals, biennales, museums and galleries London, UK/ Yvonne Zammit, Sydney Symphony alongside sponsors from business and public Orchestra, AUSTRALIA / Laura Sears, V&A, UK / organisations and foundations. Sanjoy K Roy, Teamwork Arts, / Alice van der Slikke, Van Gogh Museum, THE NETHERLANDS / Alpa Bhattacharjee, HSBC, AUSTRALIA / Michelle Stein, , UK/ Tracy Cui, The Promise, CHINA / Caroline McCormick, Achates Philanthrophy, UK

30 #CTM17 MELBOURNE 26 - 28 JULY 2017

THE ART OF FUNDRAISING 7TH EDITION

communicatingthemuseum.paris 31

PRINCIPAL SPONSOR COMMUNICATING THE MUSEUM LOS ANGELES 6 - 8 NOV 2017

32 #CTM17 LOS ANGELES

3 days of keynotes, workshops, Exclusive hospitality in Los panels, masterclasses, visits and Angeles’ museums and cultural events together with a learning sites including The Getty, safari in downtown LA and LACMA and Hammer Museum. an evening in Beverly Hills.

300 CULTURE EXPERTS THEME: MUSEUMS BEYOND WALLS

CTM17 Los Angeles will welcome Participants will discuss the 300 international art profession- changing role of museums in our als, high profile experts including society. They will examine how museum and gallery directors, the social and political environ- head of communications, mar- ment and recent technological keting and development, digital breakthroughs have encouraged manager and audience engage- museums to reach out beyond ment strategists. their walls.

Register before and get a complimentary31 July ticket to the Learning

Safari Code: CTM17P

www.communicatingthemuseum.com/losangeles

communicatingthemuseum.paris 33 HAVE YOU ENTERED YET?

34 #CTM17 Celebrating excellence in design and communication initiatives across the art world.

1. Best Branding Campaign 2. Best Temporary Exhibition Communications 3. Best Scenography 4. Best App 5. Best Website 6. Best Merchandising

Open to museums, cultural organisations and agencies, the International Design and Communication Awards (IDCA) celebrate creativity and innovation in the art world.

Now in its 7th year, the 2017 contest recognises innovative best practices and reward excellence. Entries are open until 1 September 2017.

An international jury of museum and design experts will assess all applications. The awards ceremony will take place on 8 November 2017 in Los Angeles during the 19th edition of Communicating the Museum.

Since 2007 www.idca-awards.com [email protected] communicatingthemuseum.paris 35 Apply to become the host of the 2019’s editions of Communicating the Museum and Culture Business before 31 December 2017.

Contact [email protected]

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