How can a museum transform from a repository of artifacts into a vibrant, recognizable brand? Strategic collaborations hold the key. Partnerships with brands, designers, and community initiatives are more than just a trend — they reinforce a museum’s authority and social relevance. Today, the challenge lies not only in finding the right partners but also in seamlessly integrating commercial projects within the museum’s cultural mission while accurately measuring the impact of these joint initiatives.
How to build "anticipation" for collaborations without compromising the museum’s core mission?
How to balance a museum’s authenticity with the expectations of commercial partners?
Can visual branding serve as both a foundation and a driver of a museum’s social influence — or is it merely an aesthetic concern?
What is more important for regional museums: adapting global trends or cultivating local distinctiveness?
From design codes to participatory planning — what makes a museum brand resilient across diverse contexts?
Moderator: Gulya Baltaeva, Journalist, TV Host, Educator
Speakers: Boris Kislitsyn, Creative Director, Producer, Pitch Bureau Ekaterina Pronicheva, Director, Vladimir-Suzdal Museum-Reserve Yulia Petrova, Director, Museum of Russian Impressionism