On Thursday, July 10, 2025, the Museu d’Art Contemporani de Barcelona (MACBA) became the stage for a lively multiplier event of the AHEAD project. Under the title “With the Publics: Rethinking the Relationship Between Institutions, Artists, and Communities,” the gathering created a space for reflection and exchange among more than 30 cultural professionals from Barcelona and its surrounding region.
The morning opened with words of welcome from MACBA’s director, Elvira Dyangani Ose, who highlighted the importance of creating new frameworks for dialogue between institutions, artists, and the communities they serve. This was followed by an introduction to the Audience-Centered Experience Design (ACED) methodology, presented by Jaime and Macarena Cuenca from the University of Deusto, which set the tone for rethinking organizational practices through an audience-focused lens.
Concrete examples were then shared to illustrate how these ideas are being put into practice. Representatives from MACBA, Eduard Vicente (General Manager) and Carla Ventosa (Director of Communication), presented the museum’s prototype and audience plan, while artist Majo G. Polanco offered insights from the AHEAD project, showcasing how artistic interventions can strengthen ties with local communities.
After a short coffee break, participants moved into reflection groups to address two key questions: What organizational dynamics help place audiences at the center of cultural management? and How can artistic interventions enrich and deepen the relationship with the public? The conversations sparked a rich exchange of perspectives and underlined the potential of collaborative approaches to audience engagement.
The session closed with a strong sense of momentum. Participants not only expressed their satisfaction with the event but also voiced a shared commitment to continue meeting locally, building a community of practice that keeps audiences at the heart of cultural transformation.
