Visited by 1.4 million people in the country in 2016, the Museum of Tomorrow, with investments abroad, wants to bring its collection and content to an audience of over 100 million per year. Open for less than two years, the Museum of Tomorrow has just started its international expansion. With the brand MoTi (Museum of Tomorrow International), based in Rio, it arrived earlier this month in Amsterdam, the Dutch capital, as part of a commitment made with three local partners. The investment abroad is part of a strategy that aims to bring collections and museum content to an audience estimated at over 100 million people each year, via TV, Internet and traveling exhibitions.
The institution’s global ambitions are encouraged by last year’s results, when the Museum of Tomorrow was the most visited in all of Brazil. The audience (1.4 million persons) was almost three times what administrators expected, which was 500,000. The unconventional collection, based on interactive content which is easily replicable in other areas, is a point in favor of the internationalization strategy.
Even before settling in Holland, the institution’s area of influence already far surpassed the building’s futuristicly-lined walls erected next to Praça Maua, the design of Spanish architect Santiago Calatrava. “Today, via Facebook, Twitter and the official site, we reache 7 million people,” said Ricardo Piquet, CEO of the Museum of Tomorrow and Instituto de Desenvolvimento e Gestão (IDG), a social organization that manages the institution. In the Netherlands, the Museum of Tomorrow occupies a space within the THNK School of Creative Leadership, a laboratory for the discussion of ideas and a startup accelerator aimed to generate social impact. The intention behind internationalization is just developing a series of initiatives on a global scale that encompass both traveling exhibitions, online exhibitions and audiovisual products. “We want to produce films and series for TV and Netflix,” said Piquet. Within the strategy outlined by management, the transmission of audiovisual content via cable and broadcast television have potential – in the long run – to reach more than 20 million people per year.
At the moment, the Museum of Tomorrow is expanding its operations with temporary itinerant exhibitions. It also offers a consulting service for the implementation of methodologies and content tools, within a logic which will, in the future, include marketing “packages” including content, design and concept for exhibitions. The model reduces costs traditionally associated with artistic exhibitions, such as the transportation and insurance for art work. The next step is the global dissemination of such content via the Internet, reaching more than 100 million people in a period of over four years, according to the institution’s projections.
The Netherlands branch, according to Piquet, is an almost entirely self-sustaining investment from a financial point of view, the same line adopted at its Rio de Janeiro headquarters. Of the US$14.6 million budget for the Museum this year, $6.1 million would have come from the City of Rio de Janeiro, which informed the institution’s administrators of a reduction of their share to $3.6 million.
The cut was drastic in comparison with 2016, when Rio’s City Hall contributed $8.5 million. Even so, the museum’s activities were not affected, since most of the budget is made from private resources. “Our desire is to be entirely private,” says the CEO, without establishing a deadline. In the Netherlands, the first years of operation are guaranteed by resources allocated by a private investor.
In addition to the agreement signed with the THNK School of Creative Leadership, for an initial duration of one year, there are signed partnerships and technical cooperation agreements with 17 institutions, including the Google Cultural Institute and Columbia University. The choice of Amsterdam as first city to house a MoTi unit took into account technological and logistical factors, but also the ability of European capital to attract new businesses and talent (the city ranks third in the Global Power City Index ranking) and it has the best cost/benefit in comparison with London or Paris.
For next year, one of the major international bets for the Museum of Tomorrow is the Global Climate Room, an exhibition that will encourage the visitor to reflect on the effects of climate change and the consequences of human activity on the planet. It’s not by chance that the first cities planned to receive the exhibitions are located on the coast. “The idea of sustainability is tied to our project,” says Piquet. – Source (PT)