In coming years Centraal Museum wants raise it public profile, both locally and internationally, tie more visitors to the museum and engage a wider audience. According to daily management, Artistic Director Edwin Jacobs and Managing Director Marco Grob, these ambitious goals (as defined in the 2012-2015 long-term policy plan) are feasible, despite the decrease in budgets.
The museum’s audience-focused approach is primarily - and quite naturally – evident from its wide range of exciting and innovative exhibitions, which in their turn do justice to: 1) the diversity of the collection, 2) the Centraal Museum’s position and responsibility to explore and stimulate cultural activity in and outside the city, and 3) current developments in society, both near and far.
The role of the museum’s accessibility is at least as important here. It is crucial to create even further awareness for what the Centraal Museum has to offer and what it represents. Management and staff members also fully realize that, in terms of the accessibility of the actual building and collection, a great deal could still be gained. Plans for a major renovation, including relocation of the entrance to the street front (opposite the dick bruna huis), have already reached an advanced stage.
Centraal Museum strives to be a flexible organization, where professional knowledge, expertise and resourcefulness make it easy to adapt. Contributions by departments of Education, Marketing & Communication, and Internet & New Media will only grow increasingly relevant to everyday life. The museum is therefore convinced it must continue this transformation into a social network, and also operate as such, to achieve its goal of an audience engaging, modern-day cultural platform.
The social network that Centraal Museum wants to be will not only be shaped by social media sites such as Twitter and Facebook. This aspired network will also be realized by challenging visitors to play a more active role and contribute to the exchange of ideas in the museum itself. This was one reason for taking the initiative of The Studio, a temporary art studio based on an actual exhibition, where the Centraal Museum visitors themselves can get creative. As Joseph Beuys previously said: ‘Jeder Mensch ist ein Künstler’.