ACCIONA CULTURA PRESENTS NEXT IN SUMMIT 2024

ACCIONA Cultura, the leading cultural firm specializing in the creation of cultural experiences, museums, and events, is behind one of the biggest events happening in Spain this coming April: NEXT IN Summit.

NEXT IN Summit 2024, taking place at the ACCIONA Campus (Madrid, Spain) from April 24-25th, aims to serve as a unique gathering to explore what comes next in museums, architecture, design, technology, and sustainability. It’s a platform created by ACCIONA Cultura to connect leaders in the international cultural industry: museum directors, renowned architects and designers, cultural managers and programmers, along with collection and exhibition curators.

This cultural summit will gather over 40 speakers, including artists such as Refik Anadol and Mario Klingeman; architects like Paola Cattarin from Zaha Hadid, Jens Ritcher from Estudio Herreros, Sumayya Vally from Counterspace, the director of the Biennale of Islamic Art, and Enrique Sobejano; designers such as Gary Walker Kerr from Haley Sharpe Design, Shirin Brückner from Atelier Brückner, Femke Bijlsma from Kossmann Dejong, Patrick Gallagher from Gallagher & Associates and Nick Appelbaum from RAA. Additionally, we’ll have representatives from Qatar Museums, Louvre Abu Dhabi, Victoria and Albert Museum, Misk Art Institute, Musées d’Orsay et de l’Orangerie, and the Grand Palais Immersif, among others.

What will we talk about at NEXT IN?

NEXT IN will provide a space to showcase innovative projects that are transforming public spaces and creating meaningful visitor experiences. The attendees will have the chance to go deeply through three different topics during the two days of the event, developed by the more than 40 renowned speakers in different formats: keynotes, presentations, and round tables:

Latest Trends: crafting meaningful missions for museums.

Questions such as How can museums transcend fleeting trends and establish enduring missions that truly resonate with their communities? Or what are the essential qualities that define a meaningful mission for a museum? Will be answered at the Summit.

According to a global survey conducted by the International Museum Council in 2021, 82% of museums worldwide are actively engaged in redefining their missions

and purposes to the changing needs of society.

Museums as catalysts for community engagement and positive change.

How are museums becoming dynamic hubs of cultural exchanges social progress and sustainable innovation? How can we design for transformation? A study conducted by the American Alliance of Museums revealed that 73% of museums see their leadership role extending beyond cultural preservation to actively addressing contemporary issues such as social justice and environmental sustainability.

The transformative power of storytelling: narratives and experiences.

How can a museum effectively engage with different audiences and visitors using powerful storytelling? How to balance the use of storytelling with the preservation and interpretation of their collections? The 2022 MCN Annual Survey, which polled over 1,000 professional museums worldwide, found that 85% of respondents reported using immersive technologies such as virtual reality (VR), augmented reality (AR), and mixed reality (MR) in their museums.

Where?

The two-day summit will be held at the headquarters of ACCIONA, the new ACCIONA Campus, located in the heart of Madrid, Spain. A beacon of innovation and sustainability, ACCIONA’s new campus rises as a testament to the company’s commitment to excellence and environmental consciousness. The campus’s dynamic spaces, brimming with natural light and verdant greenery, provide a stimulating environment for two days of collaborative thinking at NEXT IN.

Overall, NEXT IN will be with 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.

Who is behind NEXT IN Summit

ACCIONA Cultura creates museums that become cultural landmarks. Spaces that serve as catalysts for growth, inspiring positive change and enriching the lives of those

who visit them. The company crafts unique experiences that transcend the ordinary, pushing the boundaries and exploring new perspectives. Through cutting-edge technology and storytelling, they take people on a journey that ignites curiosity and wonder. ACCIONA Cultura also develops events with a conscious approach, aspiring to leave a mark on people, not on the planet. From choosing the venue to incorporating the latest technology, they aim to ensure that every aspect aligns with our sustainable values.

ACCIONA Cultura is well established in the Middle East. Achievements in the UAE include the National Museum of Oman, Dubai Expo 2020 (Sustainability Pavilion, UAE Pavilion, Spanish Pavilion, Youth Pavilion, Expo Live Pavilion, Thematic Pavilions, and Micro-museums), as well as the Shindagha Museums in Dubai and the Qasr Al Watan Presidential Palace in Abu Dhabi.

They also have a strong presence in the Museums, Exhibitions, and Events sector in Qatar, with outstanding works such as the design, development, and execution of 150 media productions for the National Museum of Qatar; the museum development and implementation of Msheireb Museums, and the production of various temporary exhibitions for Doha’s Museum of Islamic Art and the Orientalist Museum.

ACCIONA Cultura has designed the Net Zero Exhibition as well for Ithra opened in Dhahran, Kingdom of Saudi Arabia. To convey the net-zero concept, all the elements designed and delivered by ACCIONA Cultura will have a second life when the exhibition finishes (October 2024), adhering to a zero-waste philosophy.

ACCIONA Cultura is part of the ACCIONA Group, a global company leading the transition towards a low-carbon economy by addressing some of the planet’s most pressing challenges through sustainable infrastructure solutions. With several projects here in the Middle East region carried out by their different sustainable solutions (especially Water and Transport solutions), through ACCIONA Cultura, ACCIONA aims to contribute to the foundations of a prosperous society and ensure public welfare.