CULTURELABEL RADAR
It is with hope in our hearts and a spring in our step that we bring you this month’s issue of CultureLabel Radar. Last week, Sir Nicholas Serota and Neil MacGregor presented their view of the museum of the future – and from where they’re sitting, the future is pixelated.

According to them, museums of the future will be “multi-media centres” and the relationship to their audiences will be completely transformed. Serota said: “The challenge is, to what extent do we remain authors, and in what sense do we become publishers providing a platform for international conversations? I am certain that in the next ten to 15 years, there will be a limited number of people working in galleries, and more effectively working as commissioning editors working on material online.”

A week to the day later, with almost uncanny timing, we launched our book Intelligent Naivety: The entrepreneurial Museum, which looks at these issues and more: how will new digital technologies impact on our relationships with our consumers? How do we talk to consumers whose first experience of anything now is often online? What are the opportunities for institutions like ours with assets of heritage and meaning in a world looking to de-brand?

We answer these questions and more in our book; better still you can download a free copy from our website www.intelligentnaivety.com from July 20th, but we thought we’d treat you to a few excerpts ahead of that:
Culture institutions know a thing or two about balance. Balancing curation and consumption, intellect and accessibility, heritage and modernity, today’s market and tomorrow’s study, preparation and performance, intrinsic and instrumental, public and private, commercial and creative, perfection and delivery.