The Museum of Altamira has launched an ambitious public engagement initiative that brings together museum professionals and local community members in a groundbreaking series of laboratories.
The AHEAD labs, which commenced on 16th January, have assembled a dynamic team of 17 participants, including 12 museum staff members and five local residents. Artist Majo García Polanco has joined the initiative, with the University of Deusto providing facilitation support for the sessions.
From Broad Vision to Focused Approach
The initial challenge seemed daunting: designing a prototype for community engagement. The first session focused on empathy-building, beginning with icebreaker activities before tackling the complex task of defining the geographical boundaries of the local community. Participants collaborated to create a detailed community map, categorising groups based on their emotional connection to the museum.
After extensive discussions, the group identified their target audience: women over 60 with free time and a desire to socialise. This led to the creation of “Juliana”, an archetypal character. Each participant was tasked with interviewing a real-life “Juliana” to better understand the needs of this demographic.
Refining the Challenge
Through sessions on 31st January and 7th February, the team refined their objective into a crucial question: “How might we help Juliana nurture her curiosity, feel part of a close-knit group, and enjoy meaningful, exciting experiences?”
The ideation session that followed was notably energetic, with participants moving between different stations to contribute creative ideas whilst music played in the background. The generated ideas were then evaluated based on impact and feasibility, with the most promising ones designated as “quick wins”.
A Promising Solution Emerges
On 14th February, after careful deliberation, the group selected their leading initiative: a “Knowledge Exchange” programme. This innovative concept aims to establish a stable group of “Julianas” who can develop a horizontal relationship with the museum, allowing both museum staff and group members to share their knowledge and skills.
The project is currently in its prototype development phase, with plans underway for an initial meeting of the group of “Julianas”. Watch this space for exciting updates on this groundbreaking initiative that could reshape how museums connect with their communities.
