ACCIONA cultura’s NEXT IN summit 2024 explores the cultural future of museums

acciona cultura brings next in summit 2024 in madrid

A leading cultural firm is behind one of the biggest events happening in Spain. Specializing in the creation of cultural experiences, museums and events, ACCIONA Cultura brings NEXT IN Summit. Taking place from April 24-25, 2024, the company’s platform is set in ACCIONA Campus in Madrid, coming with one aim: to connect leaders in the international cultural industry. Be it museum directors, renowned architects and designers, or cultural managers, programmers, collection and exhibition curators, the cultural summit is gathering over 40 speakers, including names Refik Anadol, Zaha Hadid Architects, Frida Escobedo from Taller Frida Escobedo, Tatiana Bilbao from Tatiana Bilbao ESTUDIO, as well as representatives from the Louvre Abu Dhabi and Victoria and Albert Museum, among others.

all images courtesy of ACCIONA Cultura

what exactly is NEXT IN Summit 2024?

So, what exactly is NEXT IN Summit 2024? It’s a platform meticulously curated by ACCIONA Cultura, designed to explore the cutting-edge trends and future possibilities in museums and cultural innovation. The two-day event aims to connect and inspire professionals across various sectors, providing a space for dialogue, collaboration, and forward-thinking. 

With a focus on sustainability, ACCIONA Cultura has established a strong presence not only in Spain but also in the Middle East, where it has delivered notable projects such as the National Museum of Oman, the Dubai Expo 2020 pavilions, as well as the National Museum of Qatar and Msheireb Museums. The cultural firm specializes in creating museums that serve as cultural landmarks, enriching the lives of visitors. To create these experiences, they use cutting-edge technology and storytelling, transcending the ordinary and exploring new perspectives, aiming to foster public welfare and societal prosperity.

From April 24-25, 2024, NEXT IN is held at the ACCIONA Campus, located in the heart of Madrid, and rising as a testament to the company’s commitment to excellence and environmental consciousness. The campus’ dynamic spaces, brimming with natural light and greenery, provide a stimulating environment for two days full of collaborative thinking. The Summit is no doubt a call to action for the museum community to embrace innovation, preserve cultural heritage, and work together to shape the future of culture.

With a lineup of over 40 speakers, including artists, architects, designers, and museum directors, the platform boasts an impressive roster of industry pioneers. Among the distinguished speakers are renowned figures such as artist Refik Anadol and Mario Klingeman; architects like Paola Cattarin from Zaha Hadid, Frida Escobedo from Taller Frida Escobedo, Tatiana Bilbao from Tatiana Bilbao ESTUDIO, Jens Ritcher from estudio Herreros, Prof. Carlo Ratti from MIT Senseable City Lab (MIT),  Borina Andrieu from Wilmotte & Associés Architectes, Sumayya Vally from Counterspace, the director of the Biennale of Islamic Art, and Enrique Sobejano from Nieto Sobejano Arquitectos.

Additionally, the platform is also hosting representatives from Qatar Museums like Sheika Reem Al-Thani, Acting Deputy CEO for Exhibitions, or from Louvre Abu Dhabi, Victoria and Albert Museum, Misk Art Institute, Musées d’Orsay et de l’Orangerie and the Grand Palais Immersif, among others.  

Amongst discussions, NEXT IN promises to deliver engaging presentations centered around three main themes, each addressing critical aspects of museum development and cultural engagement. The first segment, ‘Latest Trends,’ questions the enduring mission of museums and how they can adapt to changing societal needs. Topics include strategies for creating missions that resonate with communities and the essential qualities that define a meaningful museum. The second theme is ‘Museums as catalysts for community engagement and positive change,’ touching on the evolving role of museums as dynamic hubs for cultural exchange, social progress, and sustainable innovation. Discussions are going to explore how museums can actively address contemporary issues such as social justice and environmental sustainability, extending their leadership beyond cultural preservation. The third topic,  ‘Transformative power of storytelling: narratives and experiences,’ examines the role of storytelling in museums, particularly in engaging diverse audiences and enhancing visitor experiences. The Speakers are bound to discuss the use of immersive technologies such as virtual reality (VR), augmented reality (AR), and mixed reality (MR) to create compelling narratives while balancing preservation and interpretation of collections.

NEXT IN Summit 2024 promises to be a landmark event in the cultural calendar, bringing together thought leaders and innovators to shape the future of museums and cultural innovation. With its focus on collaboration, sustainability, and forward-thinking, the event represents a significant step forward in the evolution of the cultural sector, without compromising its mission to promote sustainability in all its endeavors.

project info:

summit name: NEXT IN | @nextinsummit

organization: ACCIONA Cultura | @accionacultura

location: ACCIONA Campus, Madrid, Spain

dates: 24-25 April, 2024