Axel Rüger, director of the Royal Academic of Arts in London and former director of the Van Gogh Museum; Luis Grau, president of ICOM Spain and director of the Museo de León; and Francisco de la Torre, mayor of Malaga, are the latest speakers confirmed for the International Congress on Museum Reputation to be held in Pamplona Museo Universidad de Navarrain Pamplona, from September 18 to 20.

The conference is organized by the University of Navarra, the Prado Museum and Corporate Excellence and is supported by Fundación Telefónica and Fundación bancaria LaCaixa. The program is now complete and registration is open.

Rüger, who had already confirmed his participation in a round table that will address the reputation of museums from a 360º perspective, will also give a plenary lecture on innovation and distinctiveness. In his speech, he will share his experience at the head of the Van Gogh Museum over the past 13 years.

For their part, Luis Grau and Francisco de la Torre will take part in a round table together with Ricardo Martí Fluxa, president of the Board of Trustees of the Museo Reina Sofía, and Virginia Garde, general coordinator of Audience Development and Security of the Museo Nacional del Prado. At the meeting, which will be moderated by Elena Hernando, managing director of the Fundación Lázaro Galdiano, they will discuss the indicators that should influence the quality of a museum and will address the issue of quality parameters and rankings.

The congress is aimed at professionals from museums, theaters and art centers and arises in a context in which the management of reputation and intangible assets are key to the creation of value and the strategic direction of museums. In order to reflect on the current scenario and provide answers to questions that affect the reputation of museum institutions, different conferences, round tables and workshops have been organized to address practical cases, encompassed in four different blocks.

FOUR THEMATIC BLOCKS

In the first, entitled A 360º turn to the reputation of museums will feature various meetings, including a round table discussion on whether museums are ready to make the public fall in love with them.

The second block will emphasize the importance of differentiation and innovation in this sector, aspects also linked to reputation. In this block, in addition to the conferences, there will be parallel workshops on differentiation projects.

The third block will be dedicated to the keys to good governance, financing and institutional alliances and will analyze the impact of sponsorship on the transfer of reputation from museums to companies. Workshops will also be held on this topic.

The fourth and last block will reflect on the management of intangibles, through communication, audience management, social impact, etc., of those considered the best museums in the world. In addition, there will be a discussion on quality parameters and rankings and which indicators should influence the measurement of the quality of a museum. Workshops will also be organized. The congress will end with a concluding session.