Buenos Aires, September 2-4, 2015 WELCOME!

Fundación TyPA - Teoría y Práctica de las Artes in and the American Alliance of Museums (AAM) in the US, have joined forces to develop and present Reimagining the Museum – Conference of the Americas, which will explore successful museum transformations by discussing challenges, sharing examples of innovation and cross-cultural collaboration and learning how to initiate change. We are excited to facilitate the development of this network of professionals from the Americas, which will be an important tool for continuing to promote positive transformation in the museum field.

More than 400 museum professionals primarily from the Americas are gathered this week to share experiences and initiate an important dialogue for positive change in museums. Over the next few days, we will reimagine together Follow our museums. the conversation online Américo Castilla Laura Lott #elmuseoreimaginado Fundación TyPA - President AAM - President & CEO

All the information in www.elmuseoreimaginado.com

The “Reimagining the Museum” logo was created by Jorge Codicimo 2 3 ORGANIZED BY TEAM FOR FUNDACIÓN TyPA - FOR AAM - AMERICAN TEORÍA Y PRÁCTICA DE ALLIANCE OF MUSEUMS LAS ARTES Dean Phelus Director: Senior Director, Leadership Programs Américo Castilla Madeline Vadkerty FUNDACIÓN TyPA - TEORÍA AAM - AMERICAN ALLIANCE General Coordination: Senior Manager, International Programs Y PRÁCTICA DE LAS ARTES OF MUSEUMS Juana Torino ADVISORY COMMITTEE Fundación TyPA – Teoría y Práctica de las The world’s largest museum service Programming: Artes, based in , provides organization, the American Alliance Ana van Tuyll Leslie Bedford training and advocacy in the fields of of Museums strengthens museums Museum Consultant, USA literature, museums, film and the arts through leadership, advocacy and Networking: Kathy Dwyer Southern throughout Latin America. It organizes collaboration. AAM has been bringing Violeta Bronstein Faculty, George Washington University workshops and conferences, conducts museums together since 1906, helping USA, & ICOM-US Co-Chair and publishes research, offers advice to develop standards and best practices, Communication: Ticio Escobar and organizes collaborative networks to offering essential resources and career Tatiana Becco Director, Museo de Arte Indígena, Centro support cultural production and foster development, and providing advocacy de Artes Visuales, communication around the world. Over on issues of concern to the entire Communication Advisor: Claudio Gómez Papic the past 10 years, TyPA has brought museum community. AAM represents a Guadalupe Requena Director, Museo Nacional de Historia experts from leading institutions across membership of over 29,000 institutions Natural, Chile the world to Latin America to lead and individuals from all 50 US states and Production: María Mercedes González trainings, serving nearly 500 museum nearly 60 countries. Its Annual Meeting Maia Persico Director, Museo de Arte Moderno de professionals through its professional and MuseumExpo attracts over 5,000 Medellín, Colombia development initiatives. Recent programs museum professionals in the US and Expo: Elaine Heumann Gurian have focused on art and social integration, globally and features educational sessions Mónica Pérez Museum Consultant, USA creative management, the role of visitors, addressing issues and challenges common María Eugenia Salcedo Repolês communications and marketing, and to the museum field. AAM has provided Volunteers: Education Manager, Instituto Inhotim, designing innovative experiences. The professional development programs in Florencia González de Langarica Brazil TyPA Lab for Museum Management, other countries and administers Museums Agustina Lipovich Silvia Singer created to train a new generation of Connect, a US Department of State Director, MIDE, Mexico, & AAM Board museum leaders in Latin America, was grant program that partners museums Graphic Design: Member initiated in 2013 and is reputed to be one and communities in the US and abroad Pablo Sara Carlos Tortolero of the most original and effective training to address social issues and cultural President, National Museum of Mexican institutes in the field. diplomacy. Administration: Art, USA, & AAM Board Member María del Mar Espinosa James Volkert Principal Exhibition Associates, USA Deborah Ziska Director, Press & Public Information, National Gallery of Art, USA, & ICOM-US Board Member

4 5 BUENOS AIRES

In the milongas of Buenos Aires, dancing To the east, along the Spanish Avenida HOTEL AND TRANSPORTATION usually begins after 11 PM. This is a city de Mayo, you can see the National that never sleeps! It would be difficult to Legislature. To the north you will find The NH City Hotel (Bolívar 160) is the official conference hotel for speakers and absorb all the pleasures of Buenos Aires green spaces and parks, museums and attendees and the bus departure location for our transfer to the conference center, in one day: joining the lively tango scene, elegant neighborhoods. The south, also Usina del Arte. visiting bookstores, previewing the latest called “La Boca,” is the oldest part of the films or chatting leisurely with friends at a city and still home to an Italian community. Buses depart the NH City Hotel for Usina del Arte on September 2,3, & 4 at 8:30 AM and café. Visitors find that they quickly make It now houses the city’s famous soccer return from Usina del Arte to the hotel and host museums at 5:30 PM. an emotional connection to Buenos Aires. field and the conference center Usina de Arte, where you will share experiences For security reasons, we strongly recommend that you travel to Usina del Arte via the Buenos Aires was established twice, in with colleagues from all over the conference bus. To make transportation arrangements at other times, we recommend 1536 and 1580, by Spaniards Pedro de continent. calling a radio taxi (do not hail a taxi on the street) or request a car provided by the Mendoza and Juan de Garay, not far from hotel. Disembark at the exact location of your destination. what is now . This main Buenos Aires is a multifaceted city that city square is just steps from the NH City boasts many attractions. To make the Taxi Premium: (+5411) 5238-0000 / 4374-6666 Hotel, the conference headquarters hotel. most of your visit, we hope you will Taxi Pídalo: (+5411) 4956-1200 / 4932-2222 Nearby is the pathway to the Mothers of explore not only its museums but other CityTax: (+5411) 4585-5544 Plaza de Mayo, just in front of landmarks steeped in rich history. We also recommend the cellphone app: Easy Taxi. (Pink House)—the official headquarters of the national government—the Cathedral, the National Bank and the historic City Hall. The square is centrally located and connects major quadrants north, south, east and west of the city.

6 7 USINA DEL ARTE PROGRAM

Agustín Caffarena 1, Corner of Av. We invite you to participate in three days of workshops and sessions. La Boca, Buenos Aires, Argentina Translation will be provided in English, Spanish and Portuguese. CONFERENCE FEATURES

KEYNOTES WORKSHOPS Influential cultural thought leaders Nine workshops for small group will share insights on reimagining the interaction on specific topics, in order to museums of the 21st century. move from reflection to action. In addition, a plenary workshop, for all participants DIALOGUE PANELS to collectively imagine the future of One moderator and up to four subject museums, will be held on September 4.

floor matter experts from around the world will discuss timely issues in the museum field. 2nd floor2nd 1st NETWORKING AUD. 1 There will be more than 50 presenters Different professional exchange proposals

TyPA CAFÉ from Argentina, Chile, , Brazil, and informal activities, designed to get Colombia, Paraguay, Guatemala, Panama, to know each other better, to share Uruguay, Mexico, USA, the UK and more! experiences and plan future collaborations with those who seek to reimagine the ON TRIAL museums of the Americas. In a trial-like session format, hear opposing points of view on whether EXPO the use of mobile devices detracts from A showcase to learn about the products or enhances the visitor experience in and services of cultural organizations museums. Colleagues will assume the and museum suppliers. Visit the booths role of magistrate, prosecutor, attorney of exhibitors from Argentina, Canada, and witnesses to debate the issue. The Mexico, United Kingdom and Puerto Rico audience will decide the verdict. and return to your museum with new floor contacts and ideas. 1st EXPO ON STAGE Rapid-fire sessions delivered in six minutes featuring 16 innovative case studies selected by an open call. Case studies will include:frustrations that turned into the best possible learning ENTRANCE experience, the adventurous life of a AUD. 3 Lower level museum professional, a creative solution that makes you feel proud — and other

Lower level fascinating experiences! THE CROWNING EVENT

MUSEO DEL CINE A competition of five visionary projects 3rd floor 3rd

AUD. 2 presented before a jury who will deliberate and select the winner. The best plan will be crowned by Reimagining the Museum and will receive a grant to initiate the project.

8 9 10:30 - 11:15 AM f Aud. 1 Aud. 2 2:30 - 3:45 PM f Aud. 1 TUESDAY ATROCITY AND MUSEUMS / KEYNOTE EXPLORING EXAMPLES OF EXPERIENCES JOSÉ NUN (ARGENTINA) VIOLENCE AND MEMORY ON TRIAL / ELECTRONIC 3:00 - 5:00 PM President of Fundación de Altos Estudios Martha Nubia Bello (Museo Nacional de DEVICES ON TRIAL Sociales. Specialist in sociology and Does the use of mobile devices in NETWORKING la Memoria, Colombia) + Florencia Battiti political sciences, former secretary of museums enhance or detract from the FROM VILLAGE TO (Parque de la Memoria, Argentina) + culture of the presidency of the Nation visitor experience? The issues will be METROPOLIS: HISTORICAL Roberto Fuertes (Parque por la Paz Villa of Argentina and founder of the Instituto examined in a mock trial. The audience will CASCO / WALKING TOUR Grimaldi, Chile) + Alice M. Greenwald de Altos Estudios Sociales at the National decide the final verdict! Organized by Eternautas (National September 11 Memorial & University of San Martin Américo Castilla (Fundación TyPA, Advance registration required: Museum, US) + Denise Ledgard (Pontificia “There are two remarkable facts: the fact Argentina) + Seb Chan (Australian Centre [email protected] Universidad Católica del Perú, Perú) that an interpretation can be seen; and the for the Moving Image, Australia) + Rob Recent history in the Americas is tainted fact that without interpretations it would Stein (Dallas Museum of Art, USA) + Maria by dictatorship, armed conflict, racial 7:00 - 9:00 PM not be possible to live in society. There Soledad Villagrán Muñoz (Museo Nacional strife and violence. As wounds remain are probably few places such as museums de Historia Natural, Chile) + Carlos Ortiz NETWORKING open and history is being written, new where this is most evident.” (Department of Culture of the Municipality OPENING RECEPTION museums and documentation centers of Montevideo, Uruguay) + Ricardo Pinal Museo de Arte Moderno de Buenos Aires emerge everywhere. How do we support (Museo de la Ciudad de Buenos Aires, Join us for a toast as we kick off the 11:15 - 11:45 AM both victims and survivors with respect Argentina) + Nicolás Testoni (Ferrowhite Reimagining the Museum conference, meet and sensitivity? How can we contribute BREAK museo taller, Argentina) new colleagues and tour the museum. to building more democratic societies? + info on page 26 Should we aspire to reconciliation? 11:15 - 11:45 AM f TyPA Café 3:45 - 4:15 PM NETWORKING 1:00 - 2:30 PM BREAK MUSEUM POP-UP OPENING WEDNESDAY LUNCH BREAK Share your story about how museums feed 4:15 - 5:30 PM f Aud. 1 the imagination. Together we will build this 8:30 AM - 5:30 PM living and inspiring museum that will grow 1:15 - 2:15 PM f TyPA Café EXPERIENCES in unpredictable ways in the coming days. ON STAGE REGISTRATION NETWORKING + info on page 23 LUNCHTIME CONVERSATIONS Eight case studies will be presented in six- & EXPO OPENING minute rapid-fire sessions. Participants: Check the Menu of the Day and decide Pía Landro (Museo de Arte 11:45 AM - 1:00 PM the topic and with whom you would like to 9:00 - 9:50 AM f TyPA Café Contemporáneo de Buenos Aires, DIALOGUE PANELS continue the conversation. NETWORKING Argentina) + María Gabriela Doña (General OPENING COFFEE 1:40 - 2:10 PM Aud. 2 Office of Cultural Heritage of Salta, Aud. 1 f Argentina) + Juliane Serres (Museu das

MUSEUMS CAN CHANGE NETWORKING Coisas Banais, Brazil) + Alesha Mercado 10:00 - 10:30 AM f Aud. 1 LIVES / A NEW VISION FOR WHAT’S ON NÉSTOR GARCÍA (Museo Nacional de Arte, México) + OPENING SESSION AND COMMUNITY MUSEUMS CANCLINI’S MIND? María Laura Donati (Fundación Navarro ORIENTATION Carlos Tortolero (National Museum A journey to the core of his mind, an Viola, Argentina) + Juan Manuel Peña WELCOME! of Mexican Art, US) + Antônio Carlos intimate conversation to explore those (Fundación Chasquis, Colombia) + Ulla Américo Castilla (Fundación TyPA, Vieira Pinto (Museu da Maré, Brazil) + ideas that keep him awake at night and Holmquist (Museo Larco, Perú) + Kerry Argentina) + Kaywin Feldman (American Nicolás Testoni (Ferrowhite museo taller, future challenges. Doyle (Rubin Center for the Visual Arts, Alliance of Museums, US) Argentina) + Carlomagno Pedro Martínez García Canclini is one of the most US) + Host: Mariana del Val (Centro Welcome remarks and general orientation (Museo Estatal de Arte Popular Oaxaca, important theoreticians in Latin America, Cultural Córdoba, Argentina) for all attendees who have come from México) + David Anderson (National and author of essential books about + info on page 20 around the world and who are meeting Museum of Wales, United Kingdom) culture. today in Buenos Aires to reimagine Museums can and should improve museums together. the quality of life for individuals and communities. Communities can serve and nourish museums in the most unexpected ways. Find out how community museums can actively and thoughtfully build futures.

10 11 2:30 - 5:30 PM Museo del Cine Aud. 2 LAYERING – CUSTOMIZING THURSDAY THE BLACK AMERICAS / WORKSHOPS DESIGN FOR PREEXISTING VISIBILITY, REPRESENTATION Advance registration was required. + info on page 24 EXHIBITS 9:00 - 9:50 AM f Aud. 1 AND THE CULTURAL Elaine Heumann Gurian (The Museum DYNAMICS OF AFRICAN- KEYNOTE Aud. 2 Group, US) + Florencia González de DESCENDED COMMUNITIES Langarica (Museo de Arte Moderno de MARCELO MATTOS ARAUJO Deborah L. Mack (Smithsonian National DEVELOPING AUDIENCES Buenos Aires, Argentina) + Florencia (BRAZIL) AND MUSEUM ADVOCATES Museum of African American History Diment (Red MUS, Argentina) Current secretary of culture of the State and Culture, US) + Marcelo Nascimento Ana Rosas Mantecón (Universidad of São Paulo and former director at the Bernardo da Cunha (Universidade Federal Autónoma Metropolitana, México) + José 6:30 - 8:30 PM Pinacoteca do Estado de São Paulo de Bahía, Brazil) + Sonia Arteaga Muñoz Samuel Morales Escalante (Researcher and “For me, the ideal museum would be so (Museo Afroperuano Zaña, Perú) + Eveline museum consultant, México) NETWORKING vital that people would have an essential Pierre (Haitian Heritage Museum, US) MUSEUM VISITS and everyday relationship with it…a space Why are so many Latin American Aud. 3 Museo Nacional de Bellas Artes (MNBA) where experiences shape lives.” national, historical and art museums in THE ART OF TINKERING – A Museo de Arte Latinoamericano de the Caribbean and Latin America silent CONSTRUCTIONIST APPROACH Buenos Aires (MALBA) 10:00 - 11:15 AM about their African-descended histories, Mike Petrich (Exploratorium, US) + At the end of the day buses will depart communities and cultures? How do Karen Wilkinson (Exploratorium, US) for the Museo de Bellas Artes and Museo DIALOGUE PANELS museums with black communities develop de Arte Latinoamericano de Buenos Aires a professional practice that engages Museo del Cine (MALBA). Choose your first stop and time Aud. 1 both the historical past and their living PROTOTYPES AS A DESIGNING permitting, you can walk a few blocks to GOVERNANCE AND communities of today? Focusing on METHOD the second destination. SUSTAINABILITY IN MUSEUMS visibility, sustainability and networking James Volkert (Exhibition Associates, US) + info on page 26 / HYBRID PUBLIC-PRIVATE issues, the panel invites participation + Tam Muro (Exhibit Designer, Argentina) MODELS in this discussion and seeks to launch a Claudio Gómez Papic (Museo Nacional network among those addressing these de Historia Natural, Chile) + Sofía Weil issues throughout the Americas. de Speroni (World Federation of Friends of Museums, Argentina) + Ernesto Gore 11:15 - 11:45 AM (Universidad de San Andrés, Argentina) + Paulo Vicelli (Pinacoteca do Estado de São BREAK Paulo, Brazil) What are the most desirable forms of 11:15 - 11:45 AM f TyPA Café governance for Latin American museums? NETWORKING After many years of rigid, traditional TyPA LAB 2016 government models, some institutions are Fundación TyPA invites you to share experimenting with flexible hybrid models coffee with graduates of the TyPA Lab that maintain governmental commitment on Museum Management. Soon the 2016 to equal access to and protection of edition of this vocational training program collections. What are the implications for will begin. This is an excellent opportunity all museums? to assess whether you would like to be part of the 2016 group.

12 13 11:45 AM - 1:00 PM 1:00 - 2:30 PM 3:45 - 4:15 PM 2:30 - 5:30 PM DIALOGUE PANELS LUNCH BREAK BREAK WORKSHOPS Advance registration was required. Aud. 1 1:15 - 2:15 PM f TyPA Café 4:15 - 5:30 PM f Aud. 1 + info on page 24 MUSEUMS 2035 / NETWORKING EXPERIENCES Aud. 3 TRENDS, CHALLENGES AND LUNCHTIME CONVERSATIONS ON STAGE OPPORTUNITIES FOR THE THE ART OF TINKERING – A Check the Menu of the Day and decide Eight case studies will be presented in six- CONSTRUCTIONIST APPROACH FUTURE the topic and with whom you would like to minute rapid-fire sessions. Participants: Mike Petrich (Exploratorium, US) + Américo Castilla (Fundación TyPA, continue the conversation. Felicitas Asbert (Museo Superior de Karen Wilkinson (Exploratorium, US) Argentina) + Néstor García Canclini Bellas Artes Evita Palacio Ferreyra, (Universidad Autónoma Metropolitana 1:40 - 2:10 PM f Aud. 2 Argentina) + Agueda Caro Petersen Museo del Cine de México) + Seb Chan (Australian Centre (Museo de Ciencias Naturales de la for the Moving Image, Australia) + Silvia NETWORKING Municipalidad de Necochea, Argentina) PROTOTYPES AS A DESIGNING Singer (Museo Interactivo de Economía, WHAT’S ON ALICE + Arturo Charria (Museos Escolares de METHOD México) + David Fleming (Museum GREENWALD’S MIND? la Memoria, Colombia) + Clara Gabriela James Volkert (Exhibition Associates, US) Association, United Kingdom) A journey to the core of her mind, an Castillo Domínguez (Antiguo Colegio de + Tam Muro (Exhibit Designer, Argentina) Analyzing social and technological intimate conversation to explore those San Ildefonso, México) + Isabela Ribeiro de trends that will impact museums, this ideas that keep her awake at night and her Arruda (Museu Paulista da Universidade Museo del Cine conversation will propose a new vision future challenges. de Sao Paulo, Brazil) + Milene Chiovatto LAYERING for museums in the Americas and explore Alice Greenwald is director of the National (Pinacoteca do Estado de São Paulo, Elaine Heumann Gurian (The Museum why it is important to strive for these September 11 Memorial & Museum (US) Brazil) + Eva Carolina Gómez Mannheim Group, US) + Florencia González de ideals in the future. and played a central role in the design and (Museo para la Identidad Nacional, Langarica (Museo de Arte Moderno de implementation of this museum. Honduras) + Kathryn Potts (The Whitney Buenos Aires, Argentina) + Florencia TyPA Café Museum of American Art, US) + Host: Diment (Red MUS, Argentina) ANTICONFERENCE / YOU 2:30 - 3:45 PM f Aud. 1 Mariana del Val (Centro Cultural Córdoba, PROPOSE THE TOPIC Argentina) Aud. 2 Mar Dixon (Audience Development and EXPERIENCES + info on page 20 MINIMUM MUSEUM Social Media Specialist, United Kingdom) THE CROWNING EVENT STANDARDS In the spirit of spontaneity, attendees will A competition among five visionary Claudio Gómez Papic (Museo Nacional de propose provocative topics for rapid- projects. Participants: Historia Natural de Chile, Chile) + Américo paced debate and discussion. Arturo Martín Mac Kay Fulle (Universidad Castilla (Fundación TyPA, Argentina) + de Lima, Perú) + Paula Caballería Aguilera William Eiland (Georgia Museum of Art, (Museo de Artes Visuales, Chile) + US) + David Fleming (Museum Association, Marcela Giorla (Museo del Juguete de San United Kingdom) Isidro, Argentina) and Analía Bernardi (Ferrowhite museo taller, Argentina) TyPA Café + Paulina Guarnieri (Fundación Proa y REMCAA, Argentina) + Yazmín Guerrero HOW TO INITIATE CHANGE IN Reyes (researcher, México) SMALL AND MEDIUM MUSEUMS A panel of judges composed of María Barbara Henry (Barbara Henry & Eugenia Salcedo Repolês (Museum Associates, US) + Violeta Bronstein Education Specialist, Brazil), Deborah L. (Fundación TyPA, Argentina) Mack (Smithsonian National Museum of African American History, US) and Andrés 6:15 - 9:00 PM Roldán (Parque Explora, Colombia) will NETWORKING evaluate the proposals and select the VISIT + SHOW winner. The best plan will be crowned by Centro Cultural Kirchner Reimagining the Museum and receive a At the end of the day buses will depart grant to initiate the project. from Usina del Arte to the Centro Cultural + info on page 22 Kirchner. + info on page 26

14 15 Aud. 2 11:45 AM - 1:00 PM 1:00 - 2:30 PM FRIDAY SMALL IS BIG / VIRTUAL, TRAVELING AND SMALL DIALOGUE PANELS LUNCH BREAK MUSEUMS THAT HAVE A 9:00 - 9:50 AM f Aud. 1 Aud. 1 1:15 - 2:15 PM f TyPA Café SIGNIFICANT IMPACT ALL FOR ONE AND ONE FOR KEYNOTE Gustavo Buntinx (Micromuseo, Perú) + NETWORKING DEBORAH L. MACK (US) Irene Cabrera (Museo de las Migraciones, ALL / INTERDISCIPLINARY ENHANCEMENT OF THE LUNCHTIME CONVERSATIONS Associate director for constituent and Uruguay) + Vivian Salazar Monzón Check the Menu of the Day and decide community services, National Museum (Instituto Internacional de Aprendizaje MUSEUM EXPERIENCE the topic and with whom you would like to of African American History and Culture, para la Reconciliación Social, Guatemala) María Eugenia Salcedo Repolês continue the conversation. Smithsonian Institution. + Daniela Pelegrinelli (Museo del Juguete (Museum Education Specialist, Brazil) + Karen Bernedo Morales (Asociación “We must have the collective confidence de San Isidro, Argentina) 1:40 - 2:10 PM f Aud. 2 to grapple with issues that are messy, Many small museums in Latin America Cultural Museo itinerante Arte por la with the unknown, with that which is have significant impact and relevance Memoria, Perú) + Andrés Roldán (Parque NETWORKING unresolved. And it is equally important in their community, despite their limited Explora, Colombia) + Karen Wilkinson WHAT’S ON DAVID that we do this work while sharing our size and resources. What can we learn (Exploratorium, US) ANDERSON’S MIND? information and our authority with each from these examples? How can virtual An interdisciplinary approach to museum A journey to the core of his mind, an other and with the communities we serve.” technology extend the impact and reach interpretation combining art, science intimate conversation to explore those of small museums beyond their physical and history can enrich the narrative ideas that keep him awake at night and his 10:00 - 11:15 AM walls? This dialogue explores case studies and enhance the visitor experience. future challenges. that have employed creative solutions to Learn about recent successful museum David Anderson is director at National DIALOGUE PANELS common challenges, affirming that small collaborations and partnerships that have Museum Wales, United Kingdom, and as can still be powerful. employed an interdisciplinary approach in the president of the Museums Association Aud. 1 the interpretation of their collections, and in the UK led the “Museums Change Lives” MUSEUM COMMUNICATION / 11:15 - 11:45 AM the benefits of this approach. campaign focused on the support of TIPS FOR A COMPREHENSIVE disadvantaged communities. COMMUNICATION STRATEGY BREAK Aud. 2 IN MUSEUMS WE ARE ALIVE! / VOICES OF Mar Dixon (Audience Development and INDIGENOUS AND BLENDED Social Media Specialist, United Kingdom) CULTURES IN MUSEUMS + Margot López (Biomuseo, Panamá) Ticio Escobar (Centro de de Artes + Guadalupe Requena (Museo de Arte Visuales/Museo del Barro, Paraguay) + Latinoamericano de Buenos Aires, Lia Colombino (Museo de Arte Indígena, Argentina) + Robert Stein (Dallas Museum Paraguay) + Sven Haakanson, Jr. (Burke of Art, US) Museum, US) + J’net AyAy Qwa Yak Communication in museums involves Sheelth (Royal Ontario Museum, Canada) much more than announcing the latest Museums generally focus on objects and news. Today there are many ways in collections to better understand the past which museums communicate, including and different cultures. In some regions of exhibition and object labels, marketing, Latin America, indigenous and blended publications, websites and social media, cultures are majority populations that museum architecture and even through form active and vibrant communities. the uniforms of security staff. Learn how museums can encourage Is it possible to achieve comprehensive, dialogue with this audience to keep their strategic communication in both the past and present alive, and ensure an virtual and physical environment? How do authentic, inclusive interpretation of their we design it? sacred objects and history.

16 17 2:30 - 4:30 PM f Aud. 1 7:00 - 10:00 PM SATURDAY 11:00 AM - 7:00 PM PLENARY WORKSHOP NETWORKING NETWORKING REIMAGINING MUSEUMS / A CLOSING PARTY VISIT FUNDACIÓN PROA VISION OF THE FUTURE Museo de la Ciudad, Casa Altos de 10:00 AM - 2:00 PM + info on page 26 Mar Dixon (Audience Development and Elorriaga NETWORKING Social Media Specialist, United Kingdom) A moment to gather together to celebrate IMAGES OF BUENOS AIRES / 2:00 - 6:00 PM A plenary session at the end of the the convening and all that happened CITY BUS TOUR conference invites all attendees to reflect and toast to the future of museums with NETWORKING Organized by Eternautas. For reservations on the issues that were discussed during colleagues. IMAGES OF BUENOS AIRES / and payments, contact: the conference to help inform a position At the end of the conference buses will CITY BUS TOUR [email protected] paper on a shared vision for the future and depart for the NH City Hotel. The Museo Organized by Eternautas. For reservations + info at www.elmuseoreimaginado.com the action steps needed to achieve it. de la Ciudad is withing walking distance of and payments, contact: the hotel. [email protected] 4:30 - 4:45 PM Address: Defensa 185-187 10:30 AM - 3:30 PM + info at www.elmuseoreimaginado.com + info on page 26 BREAK NETWORKING VISIT TO MAT / 2:00 - 8:30 PM 4:45 - 5:30 PM f Aud. 1 MUSEO DE ARTE TIGRE NETWORKING Organized by Agencia de Cultura de Tigre VISIT ESPACIO FUNDACIÓN CLOSING REMARKS and MAT. Advance registration required. TELEFÓNICA ELAINE HEUMANN GURIAN (Attendance is limited). + info on page 26 (US) + info on page 26 While the most important conclusions of the conference will be personal, Elaine Heumann Gurian will provide observations and insight on some of the issues that emerged and offer suggestions for potential next steps for the museum community in Latin and North America.

18 19 ON STAGE Descriptions for the On Stage presentations. Case studies were selected through an open call to the museum field.

Wednesday María Laura Donati Thursday Isabela Ribeiro de Arruda 4.15 - 5:30 PM f Aud. 1 (Fundación Navarro Viola, Argentina) 4.15 - 5:30 PM f Aud. 1 (Museu Paulista da Universidade de São Some museums in the Province of Buenos Paulo, Brazil) Aires engage adults over the age of 65 to How does a museum remain active when Pía Landro serve as cultural facilitators. Gain insight Felicitas Asbert it is closed to the public for renovation? (Museo de Arte Contemporáneo de on the benefits and risks of engagement (Museo Superior de Bellas Artes Evita Gain insight on innovative ways to remain Buenos Aires, Argentina) with this audience in this role. Palacio Ferreyra, Argentina) active during museum renovation or Learn about the advantages and What does an art museum do with reconstruction by offering workshops, disadvantages of thinking under pressure Juan Manuel Peña its “beasts”? Gain insight on how this games and educational activities. and a new approach to successfully (Fundación Chasquis, Colombia) museum found a practical yet imaginative dealing with stressful workplace A museum multimedia program entitled solution to insect problems that has Milene Chiovatto situations. “I Am Going to Tell You the Story” become an accepted museum practice. (Pinacoteca do Estado de São Paulo, addresses the problem of land ownership Brazil) María Gabriela Doña in Colombia by focusing on the rural Agueda Caro Petersen Let’s play! This presentation will engage (Dirección General de Patrimonio community of Las Pavas. Find out about (Museo de Ciencias Naturales de la the audience in a game that enhances Cultural de Salta, Argentina) this interactive installation that tells a Municipalidad de Necochea, Argentina) learning about the museum’s art collection What does heritage mean in an ancient compelling story through the songs of Learn about a project in which teenage and fosters, through play, connections desert village? Learn how the towns of peasants. students interested in science built among visitors of all ages. Iruya and Tastil in Argentina engaged their an unprecedented atlas of wildlife in communities in defining their heritage Ulla Holmquist Necochea, a small town in the Province of Eva Carolina Gómez Mannheim and collective identity through the (Museo Larco, Peru) Buenos Aires. (Museo para la Identidad Nacional, preservation and interpretation of their How are professional networks created Honduras) day-to-day objects and traditions. and sustained despite physical and Arturo Charria As Einstein said, “In times of crisis, only conceptual distances? Gain insight on the (Director de los Museos Escolares de la imagination is more important than Juliane Serres formation of the Network of Pedagogical Memoria, Colombia) knowledge.” Find out what happened (Museu das Coisas Banais, Brazil) Latin American Museums, a group of Learn about a museum program in when The Museo para la Identidad Gain insight on a research project museum professionals that is diverse which students from high schools in Nacional used its own imagination developed with students at the Federal but unified in ideology, and lessons disadvantaged neighborhoods envisioned and creativity to install a roof made of University of Pelotas that created a learned that can be applied in creating a museum to reconstruct historical multicolored umbrellas across the street. virtual museum highlighting and inviting professional practice networks. memory through objects and stories. discussion on the significance of everyday Kathryn Potts objects that have sentimental value. Kerry Doyle Clara Gabriela Castillo Domínguez (The Whitney Museum of American Art, (Rubin Center for the Visual Arts, USA) (Antiguo Colegio de San Ildefonso, USA) Alesha Mercado The Rubin Center is located on the US- Mexico) Learn how the recently reopened Whitney (Museo Nacional de Arte, Mexico) Mexico border in the world’s largest Investigate the challenges of negotiating Museum is envisioning a new way of Who is teaching whom? This case study binational metropolitan area. Understand terms and conditions on contracts for integrating itself into New York City explores the relationship and exciting how this border context guides the temporary exhibitions between national by removing both physical and social synergy between two museums, one museum’s practice in visitor engagement and international institutions, which often barriers. located in an impoverished area near by eliminating physical divisions through include the interests and participation of Mexico City, and the other an iconic cross-border exhibitions, installations and stakeholders such as curators, donors, museum belonging to the National performances. artists and sponsors. University.

20 21 THE CROWNING A POP-UP MUSEUM MUSEUMS, PLACES FOR EVENT IMAGINATION Get to know details of each of the five visionary projects that will compete to be crowned by Reimagining the Museum. A jury composed of María To imagine is to see the world and oneself anew. And museums help us do Eugenia Salcedo Repolês (Museum Education Specialist, Brazil), Deborah that in millions of ways. (Leslie Bedford, The Museum Group, US) L. Mack (Smithsonian National Museum of African American History, USA) and Andrés Roldán (Parque Explora, Colombia) will deliberate, evaluate the What is a pop-up museum? proposals and select a winner that will receive a grant to initiate the project. A pop-up museum is a temporary participatory exhibit. Its goal is to generate conversation around a particular topic.

Thursday Buenos Aires and Bahia Blanca, where Why a pop-up museum about imagination? 2.30 - 3:45 PM f Aud. 1 the Museo del Juguete de San Isidro and “Reimagining the museum” means embracing the power of the imagination in our work. Ferrowhite museo taller are respectively We invite you to share a story about how a museum visit inspired your imagination and located. The exhibition would engage curiosity, opened you to other realities, or transported you to a different time or place. Arturo Martín Mac Kay Fulle visitors in play and impart knowledge on (Universidad de Lima, Peru) how rail transportation fueled Argentina’s How can I participate? This presentation envisions a new progress and development. Please write a short text, poem or song, make a drawing or bring an image to add interpretation center on immigration to to the pop-up museum. And then spend some time reading and commenting on the be called IDEM – Inga and Mandinga. Its Paulina Guarnieri contributions others have made. name refers to historiographer Ricardo (Fundación Proa y REMCAA, Argentina) Imagine the possibilities! Palma’s famous phrase about the origins This presentation proposes a Platform of the Peruvian population and social for Latin American Projects—an online Every day, at TyPA Cafe equality in Peru. The IDEM Center would tool used to visualize, contextualize champion the blended Peruvian culture and research museum practices in Latin as an example of advocating for a society America. The tool would offer information without prejudice. on past and current projects, proposed or visionary proposals and a resource library Paula Caballería Aguilera to foster continuous learning and museum (Museo de Artes Visuales, Chile) exchange. Often museums are competitors rather than allies in attracting audiences. Based Yazmín Guerrero Reyes on principles applied in games, scientific (Investigadora independiente, Mexico) thinking and social networking, this According to UNESCO, 50 percent of presentation advances a new approach the languages spoken in the world are among art museums that promotes in danger of disappearing. While Mexico sharing audiences as a means of offering is one of the eight nations that account interconnected, recreational, social and for half of the world’s languages, many memorable learning opportunities in a languages spoken there are vanishing due multimuseum experience. to ignorance and prejudice. A traveling exhibition on languages as a vital link to Marcela Giorla our understanding of cultural identities is (Museo del Juguete de San Isidro, proposed. Argentina) and Analía Bernardi (Ferrowhite museo taller, Argentina) This presentation proposes mounting a collaborative exhibition about toy trains on a real train that travels between

22 23 WORKSHOPS Learn more about workshops.

THE ART OF TINKERING – A LAYERING – CUSTOMIZING DEVELOPING AUDIENCES AND HOW TO INITIATE CHANGE IN CONSTRUCTIONIST APPROACH DESIGN FOR PREEXISTING MUSEUM ADVOCATES SMALL AND MEDIUM MUSEUMS Mike Petrich (Exploratorium, USA) + Karen EXHIBITS Ana Rosas Mantecón (Universidad Barbara Henry (Barbara Henry & Wilkinson (Exploratorium, USA) Elaine Heumann Gurian (The Museum Autónoma Metropolitana, Mexico) + José Associates, USA) + Violeta Bronstein This active workshop session invites you Group, USA) + Florencia González de Samuel Morales Escalante (Researcher and (Fundación TyPA, Argentina) to explore the intersection of science, art Langarica (Museo de Arte Moderno de museum consultant, Mexico) In this workshop attendees will work with and technology. We’ll make circuit-based Buenos Aires, Argentina) + Florencia This workshop will offer attendees colleagues on innovative approaches projects together exploring “The Art Diment (Red MUS, Argentina) theoretical and practical tools for to promote the institutional change you of Tinkering” for the first half, and then This hands-on workshop will explore many engaging audiences and cultural allies. are seeking for your museum. Different work as educators and designers of such different exhibition techniques that can be It will focus on the “why” and “what for” transformation processes for small and experiences for the second half, looking applied to an already existing exhibition. regarding audience development and medium museums will be discussed closely at the dimensions of learning for We will concentrate on maximizing engagement, going beyond marketing with participants, adapting them to this approach. The session leaders, from experiences for specific audiences and will and examining inclusion policies and their unique situations, challenges and the Exploratorium, have worked together explore how to help both one-time and encouraging creativity more broadly. resources. Attendees will create strategies to design, prototype and facilitate creative repeat visitors enjoy the same exhibition The workshop invites participants to that inspire a vision for change (why making and tinkering experiences for all simultaneously. The workshop will be explore the changing and varied roles change?), build internal and external ages in both formal and informal learning held onsite at the permanent exhibition of audiences, exclusion mechanisms as allies and teamwork (change for and environments. Prior experience with of Museo del Cine Pablo Ducrós Hicken. well as active agents in museums and in with whom?), explore the possibilities circuits or tinkering is welcomed but not The work will partially overlap with the the cultural field. Using specific museum (what is changed), and overcome barriers required. workshop Prototypes as a Designing examples, we will explore how building a (changing how we work). Also, there Wednesday, September 2 and Thursday, Method, and we will work together with relationship with the public is important will be a more personal approach to September 3, 2:30 - 5:30 PM / Aud. 3 participants of that workshop for some of for the strength and sustainability of an understanding your role as a change the time. institution. agent and how you and your team stay PROTOTYPES AS A DESIGNING Wednesday, September 2 and Thursday, Wednesday, September 2, 2:30 - 5:30 PM motivated and committed. METHOD September 3, 2:30 - 5:30 PM / Museo del / Aud. 2 Thursday, September 3, 2:30 - 5:30 PM / James Volkert (Exhibition Associates, cine TyPA Café USA) + Tam Muro (Exhibit Designer, MINIMUM MUSEUM Argentina) STANDARDS This hands-on workshop will present Claudio Gómez Papic (Museo Nacional de design methodology to promote visitor Historia Natural de Chile, Chile) + Américo engagement by updating preexisting Castilla (Fundación TyPA, Argentina) exhibitions and using prototypes as a + William Eiland (Georgia Museum of method to test ideas by installing them Art, USA) + David Fleming (Museum directly in the gallery. The Museo del Cine Association, UK). Pablo Ducrós Hicken will serve as the This workshop will offer a shared site of the workshop, and participants understanding of the standards will work with the current exhibition. considered most important for museums The work will partially overlap with the in Latin America, potential processes and workshop “Layering – Customizing Design procedures to achieve them and insight for Preexisting Exhibits,” and we will on international museum standards work together with participants of that programs. workshop for some of the time. Thursday, September 3, 2:30 - 5:30 PM / Wednesday, September 2 and Thursday, Aud. 2 September 3, 2:30 - 5:30 PM / Museo del Cine

24 25 Museo del Cine Pablo Ducrós Hicken Mitre 305, Tigre). You can get there by FRIENDS OF REIMAGINING Agustín R. Caffarena 51, La Boca train from Retiro Train Station (schedule: www.museodelcine.buenosaires.gob.ar www.trenmitre.com.ar) or hire a car recommended by the hotel. THE MUSEUM The museum was created in 1971 based Boat tour around Delta & visit to MAT. NETWORKING on the private collection of Ducros Saturday, September 5, 10:30 AM-3:30 PM Hicken, an Argentine researcher. In 2011 To join this activity, please write to Gain deeper insight of some outstanding cultural organizations in Buenos it reopened in its permanent location, a [email protected] (Attendance is Aires and its surroundings. Visit them before, during and after the historic building in the neighborhood of La limited). Boca. The museum –a pioneer of its type conference. in Argentina and Latin America– owns Fundación Proa the country’s largest archive of films, Av. Pedro de Mendoza 1929, La Boca MAMBA / Museo de Arte Moderno de MALBA / Museo de Arte Latinoamericano photographs and costumes. www.proa.org Buenos Aires de Buenos Aires Venue for some of Reimagining the Av. San Juan 350, San Telmo Av Pres. Figueroa Alcorta 3415, Palermo Museum workshops. Proa is a cultural institution located in La www.museodeartemoderno.buenosaires. www.malba.org.ar Boca neighborhood beneath the South gob.ar Museo de la Ciudad de Buenos Aires Art District, and a significant reference MALBA preserves and exhibits a collection Alsina 417, Downtown for contemporary visual arts in Buenos Mamba is a museum for modern and of modern and contemporary artists www.museodelaciudad.buenosaires.gob.ar Aires. Proa offers temporary exhibitions contemporary Argentine art that offers from Latin America from 20th century and organizes seminars, conferences, exhibitions, public programs and has a till nowadays. It combines a dynamic The museum was founded in 1968 with the concerts, film festivals and theater major publishing project. calendar of temporary exhibitions and mission of reflecting on the memory of performances. Its programs are based on Mamba welcomes all participants to display of the permanent collection, and the “porteños” (natives of Buenos Aires) the diffusion of main artistic movements the opening reception and a visit to the offers different public programs. through everyday life objects. It comprises from the 20th and 21st centuries, and museum and its temporary exhibitions, MALBA invites you to visit its permanent four buildings (two under restoration) the development of education projects, to include “Rhythms of Materiality in collection and the temporary exhibition that represent one of the few examples of with the permanent support of Techint Argentine Art of the Sixties. ”Reimagining “Young Polesello 1958-1974,” dedicated housing in Buenos Aires from the mid-18th company. You can visit the temporary the Museum Opening Reception. to this prestigious Argentine artist. A to the beginning of the 19th centuries. exhibition “Daros Latinoamérica,” and the Tuesday, September 1, 7:00 -9:00 PM reception will be held at the museum. Reimagining the Museum Closing bookstore, and enjoy an incredible view of Visit and reception. Wednesday, Party. Altos de Elorriaga House. Friday, La Boca from the Café Proa. MNBA / Museo Nacional de Bellas Artes September 2, 6:30 - 8:30 PM September 4, 7:00-10:00 PM Visits, Tuesday to Sunday, Av. del Libertador 1473, Recoleta 11:00 AM to 7:00 PM www.mnba.gob.ar CCK / Centro Cultural Kirchner MAT / Museo de Arte Tigre Sarmiento 151, Centro Paseo Victorica 972, Tigre, Pcia. de Espacio Fundación Telefónica The MNBA, founded in 1896, houses one www.culturalkirchner.gob.ar Buenos Aires. Arenales 1540, Recoleta of the most important art collections in www.mat.gov.ar www.fundaciontelefonica.com.ar Latin America. Its collections of 19th- The CCK is located in a historic and century European and Argentine art are iconic building –the National Post Office– Conceived as a house museum, it operates Espacio Fundación Telefónica offers notable. The MNBA invites you to visit restored by the State to become a major as a historic building on the Delta and different initiatives that accompany the temporary exhibition “Tekoporã, cultural center, opened in May 2015. is a magnificent example of Beaux Arts the Digital Culture movement to Indigenous and Popular Art from The CCK invites attendees to visit the architecture. MAT features an important include semipermanent and temporary Paraguay. Museo del Barro Collection,” building and its exhibitions, and the MICA/ collection of Argentinian art from the exhibitions, workshops for families and curated by Ticio Escobar, one of the Argentine Cultural Industries Market. At 19th and 20th centuries and also presents schools, and a series of conferences. conference speakers (who will attend 8:00 PM attendees will have the chance to temporary exhibitions. Visit the exhibitions “Communication the event) and the recently reopened view an interdisciplinary show at The Blue The Culture Agency from Tigre invites Ecosystem” and “Big Bang Data.” exhibition galleries of the permanent Whale, its impressive auditorium, about attendees to a boat tour through the Visits Monday to Saturday, collection. A reception will be held at the 200 years of Argentine history and culture Delta rivers, with stunning views of the 2:00 - 8:30 PM museum terraces. (300 tickets available). natural landscape and a short stop at the Visit and reception. Wednesday, Visit & show. Thursday, September 3, Sarmiento Museum. Afterwards the MAT September 2, 6:30 - 8:30 PM 6:30 - 9:00 PM will host a visit around the museum and an informal lunch. The event will begin at 10:30 AM at the Estación Fluvial Tigre (Gral. Bartolomé

26 27 MUSEO PROVINCIAL DE BELLAS ARTES TRIARSA FRANKLIN RAWSON Buenos Aires, Argentina EXPO San Juan, Argentina More than 15 years of experience providing The museum was inaugurated in 1936 and in services to software development and The Expo is a showcase to learn about the products and services of 2011, it opened the doors to its permanent technological solutions for cultural venues venue, an avant-garde building. Its and collections. Software for collection museum suppliers and cultural organizations. Come by during the three collection of Argentinean art is one of the management: The Museum System / days to visit EXPO and connect with exhibitors from Argentina, Canada, most important in the country. Its pillars are Multimedia Apps / Environmental controls Mexico, Puerto Rico and the UK. Learn about their products and services education, investigation and reintegration for heritage preservation. and return to your museum with new contacts and ideas. into the community. Contact: María Gabriela Serkin (Partner) Contact: Virginia Agote (Director) [email protected] [email protected] www.triarsa.com.ar CONSERVARTE FUNDACIONES GRUPO PETERSEN [email protected] Buenos Aires, Argentina Fundación Banco San Juan, Fundación WLG INNOVATIONS Company dedicated to artistic, Banco Santa Fe, Fundación Nuevo Banco PATAGONIATEC Caguas, Puerto Rico photographic and documentary de Entre Ríos y Fundación Banco Santa Buenos Aires, Argentina Development of innovative user experiences conservation and preservation. It offers Cruz. Patagoniatec imports and distributes for mobile platforms. uDiscover is a platform preventive and corrective services for the Petersen Group Foundations express technology hardware and software, that delivers direct mobile content with preservation and handling of historical, the spirit of a group of people with the specializing in electronic components valuable information and entertainment artistic, personal and patrimonial valuable mutual interest of constructing a better that can be used by anyone. In addition, it to people visiting recreational, tourist and goods. country through the development of offers training services for the use of the cultural venues. It is aimed at enhancing the Contact: Olga Arean (Executive Director) educational and cultural programs. Their components before and after acquiring visitor experience at low costs. [email protected] areas of interest are corporate volunteering, them. Contact: Jessica Oppenheimer (Content www.conservarteonline.com.ar education, culture and tax credit. Contact: Omar Iván Fardjoume (Founder) Creator) Contact: Dr. Cecilia Hancevic (General [email protected] [email protected] EMBAJADA BRITANICA Coordinator GP Foundations) www.patagoniatec.com Website/twitter/facebook: Buenos Aires, Argentina [email protected] www.udiscoverapp.com The UK is a world leader in the field of www.fundacionbsj.org.ar TAREA / Instituto de investigaciones sobre @WLGInnovations museums and attractions. It features a wide www.fundacionbsf.org.ar el patrimonio cultural www.facebook.com/udiscoverapp?fref=ts variety of companies that offer specialized www.fundacionbersa.org.ar Buenos Aires, Argentina and innovative products and services, as www.fundacionbsc.org.ar The institute brings together specialists in ZONE DISPLAY CASES well as traveling exhibitions of the most restoration, chemistry and art history to Quebec, Canadá renowned museums in the UK. EDITORIAL MARCO POLO address the greatest preservation needs Museum display cases built with high-end Contact: Fabiana Cabral (Trade and México D.F., México of cultural heritage in museums, public technology and innovative engineering Investment Advisory, UKTI-Experience Marco Polo offers solutions for specific institutions, libraries, archives, private for unsurpassed quality and performance. Economy) requirements for conservation, restoration, institutions and churches across the Product lines include modular assembly [email protected] book assembly, documents, and graphic country. Since 2007 it has offered a master’s display case systems, and standard- Website/twitter/facebook: and museum materials. The company degree program and career specialization sized and custom-built cases of all types, www.experienceuk.org designs, provides and distributes a wide on conservation of cultural heritage. delivered and installed worldwide. @ukinargentina variety of materials and accessories Contact: Damasia Gallegos (Director) Contact: Pierre Giguère (Business www.facebook.com/ukinargentina contributing to the preservation of graphic [email protected] Development) memory. Website/facebook: [email protected] ESTUDIO CAVALLERO Contact: Alejandra Ávila de Garay (Public www.unsam.edu.ar/institutos/tarea www.zonedisplaycases.com Buenos Aires, Argentina Relations Director) www.facebook.com/IIPCTallerTarea Design studio offering editorial, graphic and [email protected] The cardboard furniture from TyPA industrial design as well as photography. Website/twitter: Cafe and Pop-Up Museum are from: The studio specializes in editorial design, www.edmarcopolo.com GRINCRAFT artwork photographs, artist’s catalogues @edmarcopolo Buenos Aires, Argentina and art book collections. Contact: Mariano Sallorenzo (Founder) Contact: Juan Cavallero (Director) [email protected] [email protected] Website/twitter: www.estudiocavallero.com www.grincraft.com.ar @GrinCraft

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