Marloes Krijnen on the importance of cultural entrepreneurship

Last October 2013, published a very interesting interview with Marloes Krijnen, former director of the World Press Photo and Founding Director of Foam_Fotografiemuseum Amsterdam.



What caught my attention is her views on the importance of reaching out to a larger audience.

When asked about the secret of success of her museum, she says (I quote):

“I think ‘the secret’ is that Foam is more than our museum at the Keizersgracht in Amsterdam. We reach out to a wider audience online and offline – through our website, Foam Magazine and our (online) gallery Editions. So a lot of activities and projects take place outside the walls of the museum, through project locations, outdoor and traveling exhibitions. This versatility reflects the Foam mindset to always be flexible, open to new ideas and unexpected combinations.

To give an example, if we are offered a free empty space, we do not think twice and open a pop up store. &Foam now houses Foam Editions, rapidly changing exhibitions and a wide offer of (vintage) photography books. This makes us cultural entrepreneurs, an approach that I think distinguishes us from other museums.”

For the full interview, click here.


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