This conference will create an opportunity for the global sector to reflect, re-evaluate and challenge the museums contemporary role. What are museums for today and what purpose are they going to serve in the future? Can public policy help museums move towards these possible new frontiers?
Panels will cover :
• Museums and social activism
• Public policies for museums
• Branding, innovation and digital media
• Audience engagement
• Financial sustainability
The International Conference "Museums, what for?" has been organised by the British Council, in cooperation with the Museum of Tomorrow (Museu do Amanhã).
Museums, what for?
Traditionally the primary purpose of museums has been to collect, preserve and protect objects. Increasingly this perception is shifting globally to expand this role to one that is proactive in responding to the wider and urgent needs of society.
Museums can now act as catalysts in transforming the world around them. Their economic, social and political influence can positively impact everything from citizen well-being through to urban regeneration. In order to accomplish these aspirations, museums need to first establish a deep and lasting connection with their audiences. It is also fundamental that they develop long-term sustainability.
Transform Museums Program
"Museums, what for?" celebrates four years (2012-2016) of the Transform Museum Programme: a unique platform about the best practices, knowledge exchange and partnerships between institutions from the museums sector. More than 200 institutions represented by museum directors and managers, public authorities and universities, in Brazil, UK and other parts of the world, participated in study visits, seminars, workshops, training courses, research and partnerships between museums.
1.30 p.m. - 5.30 p.m.
Registration Museum of Tomorrow (Side entrance - west)
Special sessions at the Museum Observatory. Prior registration required.
3:00 to 5:00 p.m. Visit to the Museum of Tomorrow
6:00 to 8:00 p.m. Conference Official Opening
What are Museums for today? What purpose are they going to serve in the future?
The Central theme of the Conference sets out to discuss the role museums can play in society and asks what significant commitment from museums is required in order for them to reach their fullest potential.
6:30 to 7:00 p.m. Richard Benjamin, Director - International Slavery Museum, Liverpool
7:00 - 7:30 p.m. Maria Ignez Mantovani, President - ICOM Brasil
8:00 - 10:00 p.m. – Welcome Reception
Reception goods made by local producers, as part of the museum´s Neighbourhood Programme which embraces local craft skilled people.
Venue: Museu de Arte do Rio – MAR
DAY 2 - Tuesday - November 22nd
8.30 a.m. - 9.00 a.m.
Registration and Welcome Coffee
9.30 a.m. to 6:30 p.m. – Panels Discussions
9.30 a.m. to 11:00 a.m
Panel 1 - What realities can we change?
Museums shape the future by interrogating the past and engaging in debate and dialogue with the present. How can museums influence urban regeneration, well being and social inclusion by engaging in activism, community outreach and increased accessibility?
Martin Bellamy, Reserach Director and Curatorship, Glasgow Museums
Laura Taves, Community Relations Manager, Museu do Amanhã
Rayén Gutiérrez, International relations , Museo de La Memoria Y Los Derechos Humanos
Marilia Bonas, Diretora, Museu da Imigração
11:00 to 11:15 a.m. – Break
11:20 to 11:30 a.m. - SPEAKERS CORNER
Workshop showcase by participants held on 21 November at the Observatório focusing on Accessibility in Museums and Museum Managers
11:30 a.m. to 1:00 p.m.
Panel 2 - Public Policies: what they can do for us?
How are public policies for Museums around the world structured? Examples from Scotland, Italy, Brazil and other parts of the world demonstrate how effective public policy can strengthen organisations, influence thought leadership, produce performance indicators and empower museums to enhance social impact.
Joanne Orr, Executive Director, Museums & Galleries Scotland
Luigi Di-Corato, Director, Fondazione de Brescia, Italy
Eneida Braga, Director of the Department of Museum Dissemination, Development and Economy – IBRAM
Renata Motta, UPPM Coordinator/Secretaria de Cultura do Estado de São Paulo
Mariana Varzea, Director, Inspirações Ilimitadas projetos Culturais
1:00 to 1:50 p.m. – Lunch break
Lunch at Museum of Tomorrow for all participants
(West side - outer west arch)
1:50 to 3:15 p.m.
Painel 3 - Who and how we connect?
Museums continually seek to attract, maintain and diversify their audiences. How can museums successfully engage with such a variety of visitors and communities that potentially have very different needs? How can museums integrate their actions with their audiences´ expectations towards contemporary social causes?
Victoria Pinnington, Communication and Income Generations Director, Horniman Museum & Garden
Janaina Melo, Manager, Escola do Olhar, Museu de Arte do Rio (MAR)
Eduardo Sarmento, Manager,Paço do Frevo
Luis Marcelo Mendes, Museums Consultant
3:20 to 4:00 p.m.
Palestra Keynote: Branding, Innovation and Digital Media
Rob Baker, Marketing Director - Tate
How the latest developments in Branding, Innovation and Engagement have shaped contemporary perceptions of the museums relevance within society.
4:00 to 4:15 p.m. – break
4:20 to 5:45 p.m.
Painel 4 - Diversifying Income: an urgent call for Future Finances
Can museums become sustainable by balancing revenue generated through enterprise with funding obtained from external sources? How can this model be developed strategically for long-term stability? Can increased revenue be generated through a deeper more meaningful relationship with audiences?
Jonathan Newby, Deputy Director, Science Museum
Paulo Vicelli, Institutional Relations Director, Pinacoteca
Raquel Novais, Deputy Executive Director, Inhotim
Lucimara Letelier, Deputy Director for the Arts, British Council Brasil and Transform Museums Programme Coordinator.
5:45 to 6:30 p.m.
Stand up! Museums in 2026!
In the future, museums what for? What is expected for museums in the future? What is the impact and challenges?
6:30 to 7:00 p.m.
Conference Closing - With One Voice Choir
A music project that aims to bring Rio's unseen peoples to popular landmarks such as museums, giving them a stage from which to be seen and heard through song
DAY 1 - Monday - November 21st
“Museums in Liverpool, and other parts of the world, hope they can play a role in global citizenship, encouraging visitors to leave with a different mind-set – about respect for human rights, social justice, diversity, equality, and sustainability.”
David Fleming, Director, National Museums Liverpool
Museum specialists and authorities from Brazil, UK and other countries will join the panels as speakers-panellists, moderators and keynote speakers in dynamic sessions, with the delegates participation!
Maria Ignez Mantovani Franco
Dr. Richard Benjamin
International Slavery Museum
Chief Marketing Officer
SPEAKERS AND MODERATORS
Paço do Frevo
Eneida Braga Rocha
Director of the Brazilian Institute of Museums’ Department for Diffusion, Promotion and Economics / Ministry of Culture IBRAM
Escola do Olhar /Museu de Arte do Rio
Museums Galleries Scotland
Deputy Director and COO
Science Museum Group
Community Relations Manager
Museu do Amanhã
British Council Brasil
Luigi di Corato
Brescia Museums Foundation
Luis Marcelo Mendes
Independent Museums Consultant on Communications
Museu da Imigração e Museu do Café
Dr. Martin Bellamy
Research and Curatorial Manager
Director of Institucional Relations
Director of Communications and Income Generator
Horniman Museum and Gardens
Museums Preservation and Heritage Unit Coordinator
Secretaria da Cultura do Estado de São Paulo
Juan Pablo Gaviria
Chief Innovation and Development Officer
Head of the Culture Economy Department
Rayén Gutiérrez Cortés
Muuseo de la Memória y Derechos Humanos
WHO CAN APPLY?
The Conference is aimed at professionals working in the Museum sector and in the cultural and creative sector. It also welcomes museums employees, cultural managers, consultants, producers, educators, researchers, Government professionals working in public policies for museums and culture in Brazil and the world. The event will feature simultaneous translation English-Portuguese and Portuguese-English.
We have places for university students in the areas of Museology, heritage, memory, Museums Management, Arts&Culture management and production. If you are a student within this description, you can participate in the selection process. Registration for the selection starts from 26 October until 10 November. APPLY FOR SELECTION PROCESS HERE.
On line registrations open from 26 October to 10 November.
There will be early bird registration for the Transform Museums Program partners..
Subject to availability due to capacity limit of the auditorium.
Registered participants will receive a confirmation through email.
Victoria Pinnington is the Director of Communications and Income Generation at the Horniman Museum and Gardens in London. She is a member of the Horniman’s executive staff and is responsible for the strategic leadership of the Communications and Income Generation Department – encompassing fundraising, membership, marketing, communications, digital media, event operations, visitor experience and commercial activities. She holds a degree in Latin American Studies, a CIM Professional Diploma in Marketing, is a Full Member of the Institute of Fundraising and lives in London with her husband and two children.
Dr. Benjamin is responsible for the museum’s strategic development, including its forthcoming education and resource centre, as well as partnerships, research and collection policies. He holds a BA (Hons) degree in Community and Race Relations from Edge Hill College and completed an MA and Ph.D in Archaeology at the University of Liverpool. He serves as the UK representative of the International Scientific Committee of the UNESCO Slave Route project. His current research interests include the depiction of violent acts and events in museums, and the archaeology of modern slavery and enslavement, and the ethical and moral dimensions of collecting and displaying sensitive and difficult histories.
Rob Baker has been Chief Marketing Officer at the Tate Britain museum since 2014. He is in charge of brand development, audience strategy and campaign planning. Before joining the Tate he was Head of Marketing for the Barbican, responsible for marketing strategy for their multi-arts program. Rob began his career in communications strategy at McCann Erickson and Naked Communications and holds an MA in Visual Arts and Cinema Culture from Kings College London, as well as a BA in Philosophy from Durham University.
With a Bachelor’s degree in International Relations from the Pontifical Catholic University of São Paulo (PUC-SP) and a specialisation in Art History from FAAP-SP, in addition to currently taking his Master’s in Marketing at ESPM (Advertising and Marketing Higher Education School), Paulo Vicelli has worked as an intern at the São Paulo Cultural Heritage Department, provided services to BBC Brazil and the British Council in Saõ Paulo, and served as the Coordinator of the Communication and Relations Centre of the Itaú Cultural Institute. He is currently Director of Institutional Relations at Pinacoteca art Museum.
Marilia holds a degree in History and specialised in Museology at the University of São Paulo, as well as a Master’s degree in Social Museology from Universidade Lusófona de Lisboa. She has worked in the fields of research, curatorship, museum documentation and cultural management for 15 years. Her many achievements include producing Tarsila do Amaral’s Catalogue Raisonné, working as the technical coordinator for Sao Paulo State Cultural Workshops and serving as the curator of several exhibitions as well as consulting on the development of museology projects. She is currently the Executive and Technical Director of Instituto de Preservação e Difusão da História do Café e da Imigração, a social organisation that manages the São Paulo State Museu do Café (Coffee Museum) and Museu da Imigração (Immigration Museum).
Maria Ignez Mantovani Franco holds a Bachelor’s degree in Social Communication and a Ph.D in Museology from Universidade Lusófona de Humanidades e Tecnologias, in Lisbon. She is the founder and director of EXPOMUS, created in 1981, and has worked on over 250 national and international exhibitions of Brazilian art and culture. She serves as the president of Brazil’s International Council of Museums (ICOM) and is a member of IBRAM’s (The Brazilian Institute of Museums) Consultant Board for Museological Heritage. Maria Ignez also served as the vice-president and South American representative of CAMOC/ICOM from 2010 to 2016. She has been a member of the Consultant Board of ABERJE (Brazilian Association of Business Communication) since 2013.
Dr. Martin Bellamy is the Research and Curatorial Manager at Glasgow Museums, the largest civil museum service in the UK. He has over 25 years’ experience working in the museum sector, specialising in research, interpretation and access. He was a key member of the design teams involved in the refurbishment of Kelvingrove Museum and Art Gallery in 2006 and the Riverside Museum in 2011. He is a professor of Museum Studies at the University of Glasgow and writes about maritime and cultural history.
An Arts Manager specialized in the Institutional Development of non-profit organisations and museums, she has worked as Deputy Director Arts at the British Council since 2012 and coordinates the ‘Transform’ Museums Programme. She holds a Master’s in Arts Administration (Boston University) and a degree in Communications and Marketing (ESPM-SP) and has worked with Caixa Cultural, the Guggenheim (NY), The Children's Museum (Boston), Arts Biennale, Immigration Museum, Projeto Guri, Botanical Garden, ActionAid and OSB. A teacher at the MBA in Museums Management programme at Candido Mendes, she is also a board member of ICOM Brazil and ICOM International MPR. Congresses: ICOM Milan, Museums Change Lives, Communicating the Museum, Museum Next.
Eduardo Sarmento has a Bachelor’s degree in History (UFRPE), specialising in History of Arts and Religions (UFRPE) and Cultural Management (UFRPE/FUNDAJ/MINC), as well as a Master’s degree in Anthropology from UFPE, where he is also a doctoral student. Eduardo served as the Manager of the Centro de Formação, Pesquisa e Memória Cultural – CASA DO CARNAVAL, Managing Assistant of Immaterial Cultural Heritage (Recife City Hall, 2002 to 2009), and Coordinator of Immaterial Heritage for FUNDARPE (2009 to 2013). He is currently the General Manager of the Paço do Frevo cultural centre.
Manager – specialist in Public Administration at the Getúlio Vargas Foundation. Eneida has participated in developing National Museum Policy since 2004, in addition to researching and compiling proposals for the Museums Charter and Brazilian Institute of Museums and contributing to the creation and implementation of the Brazilian Institute of Museums. She is involved in the development and implementation of programmes, projects and initiatives that promote and value the intersectoral and multidisciplinary potential of museum activities and the role of museums as vectors of socioeconomic development. Eneida is a member of the National Cultural Fund’s National Committee and of the National Committee for Cultural Promotion
Janaina Melo has a degree in History from UFMG and a graduate degree from Escola Guignard, UEMG. She works as an educator, professor and curator. She served as visual arts coordinator at Museu de Arte da Pampulha in Belo Horizonte (2004-2007) and the Art and Education Coordinator at Instituto Inhotim, Brumadinho (2007-2012). Since 2012, Janaina has worked as the Education Manager at Museu de Arte do Rio, responsible for running the institution’s “Escola do Olhar” programmes.
Joanne is the CEO of Museums Galleries Scotland, the national agency responsible for developing for over 450 museums and galleries throughout Scotland and an NGO accredited by UNESCO at the 2003 Convention for the Safeguarding Intangible Cultural Heritage. Joanne has over 25 years’ experience in the fields of heritage, culture and tourism, working in both the public and private sectors in an exciting range of change and development capacities. She attended the 2010 Museum Leadership Institute sponsored by the Getty Foundation, holds an MBA from Durham University Business School and degrees in history and industrial archaeology.
The SMG includes the Science Museum, the National Railway Museum, the National Media Museum and the Museum of Science and Industry. Jonathan has group-wide responsibility for the operation and management of Digital, Corporate Services and HR, as well as oversight of SMG’s international, strategic and commercial activities. At the Science Museum in London, Jonathan also has specific responsibility for the Operations, Exhibitions and Programmes and Curatorial and Collections teams.
Laura Taves is an artist, architect and urbanist who lives and works in Rio de Janeiro, where she develops projects that use art and education to promote discussion and involvement in the city through collective construction processes. She is also the founder of Azulejaria (2003), a collective that combines traditional tilemaking with current production forms, creating artistic panels and urban interventions. She has worked as the Community Relations Manager at Museu do Amanhã since 2015, in direct contact with residents of Rio’s port area, and is responsible for audience engagement.
Luigi Di Corato has a degree in Art History from Siena University (Italy) and an Executive Master’s in Business Administration from the Polytechnic University School of Management, Milan. He has worked as curator of art exhibitions both in Italy and abroad. In 2012 he was invited to join the Italian Studies Department at Brown University as a Visiting Professor. He is currently the Director of the Bard Fortress Museum Complex’s Fondazione Europea del Disegno. Between 2009 and 2014 he was the General Director of the Siena Museums Foundation and began a strategic relaunch plan. In 2014, he was appointed the Director of the Brescia Museums Foundation.
Luis Marcelo Mendes is a journalist and consultant for cultural institutions on communications projects, branding, design, digital media, publishing and exhibitions. Since 2010 he has focused on the museum sector as a curator, lecturer and book editor, including the “Reprograme” series, which publishes essays on communications and new technologies for museums. He has worked on projects for the Museu da Imagem e do Som, Museu do Amanhã, Casa da Cultura de Paraty and Paço do Frevo.
Mariana is a specialist in Museology with a Master’s degree in Social History of Culture and currently studying for her doctoral degree in Museology. She worked as Superintendent of Cultural Promotion at the State Department of Culture, in charge of reformulating and implementing the Culture Incentive law as well as public notices and other initiatives aimed at promoting culture in the state. Between 2011 and 2016 she served as the Superintendent of Museums at the State Department of Culture, responsible for policies to the museum sector. She currently runs “Inspirações Ilimitadas”, a company dedicated to the research, planning, elaboration, fundraising and management of cultural and educational projects involving museums, artistic languages and cultural heritage.
Doctorate at Faculdade de Arquitetura e Urbanismo/USP, specialized in Public Management at Centro de Liderança Pública – CLP. Developed education activities in history of art and cultural management at Escola da Cidade and at Pontifícia Universidade Católica - SP; and research in the area of museums and heritage focusing on public policy and management aspects. Former director of the State Museums Sistem (Sistema Estadual de Museus - SISEM-SP) and, since May 2013, coordinator of UPPM/SEC-SP. Renata is a member of ICOM Brazil Consultive Council, of SISEM-SP Council, and of the Association of Friends of Centro Cultural São Paulo's Deliberative Council. In 2014, participated in the Global Museum Leaders Colloquium programme at the Metropolitan Museum of Art, New York.
Head of the Culture Economy Department at BNDES, which was created in 2016 to develop financial tools for the sectors connected to the culture, especially the audiovisual, editorial and games ones. Gorgulho is also responsible for the programme of Brazilian cultural heritage support and for the design of new models of financial sustainability of Brazilian cultural institutions as well. An Economist, with a master's degree from UFRJ, she joined the BNDES in 1992. Luciane Gorgulho has also worked at FINEP in the implantation of the project Inovar.
Chief Innovation and development officer at Parque Explora, Industrial Designer by profession. He led the product and experience course for the UPB University in Medellin, and led the conceptualization, design, production, and setting up of multiple learning experiences in Colombia. Furthermore he has been Co-leader on exhibit renovation since 2007 for Parque Explora, Planetarium of Medellín, BioMa and Parque Explora’s Aquarium, among others. His work has been recognized through multiple national prizes and nominations, such as the Iberoamerican Biennale of design in 2012 and 2016, and 6 Lapiz de Acero national design prizes
Museologist, Bachelor in History with a major in Cultural Studies at the Universidad Academia de Humanismo Cristiano and Graduated Diploma in Conservation and Restoration of Cultural Heritage Objects. Recently obtained her Master of Arts in Museum Studies at the University College of London (UCL). Since 2010 has worked in Museum Education gaining experience in Chile and UK developing and implementing pedagogical resources in museums. Her research interests include: community engagement, co-creation of exhibitions and new curatorial practices. Currently she works as Director of International Relations at the Museum of Memory and Human Rights in Chile developing and coordinating collaborative projects with museums and cultural institutions.
Museu do Amanhã, Auditorium
Praça Mauá, 1 - Centro - Rio de Janeiro, RJ
Entrance from the External West Arch (standing in front of the museum's main entrance, please take the left path, past the reflecting pool.)
Recommended accommodation: Novotel Botafogo
British Council Brasil
Museu do Amanhã
Transform Museums Programme
Coordinator: Lucimara Letelier
Management: Effie Vourakis
British Council Team
Director: Martin Dowle
Deputy Diretor: Eric Klug
Director Arts: Luiz Coradazzi
Deputy Director Arts: Lucimara Letelier
Arts Project Managers: Effie Vourakis, Sabrina Cândido, Liliane Rebelo, Marcia Mansur
Digital Arts Manager: Silvia Lunazzi
Communications: Lucia Alves, Juliana Ferreira, Ana Signorini
Interns: Luciana Raele, Jessica Happatsch
Ei Viu! Design e Comunicação