Tues 17 June
The Night Watch - Rembrandt, 1642
Morning
Program subject to change
Registration in Rijksmuseum’s Garden
Achitecture tours of Rijksmuseum and Stedelijk hosted by ARUP
Visits to the permanent collection of Stedelijk
Afternoon
The Gathering Momentum: Day One of our Impact Journey
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The stage is set for an inspiring exploration of impact in the arts. This opening session launches the conference with a powerful conversation on the role of cultural institutions in shaping meaningful change. Through thought-provoking insights and shared aspirations, we begin our journey toward innovative strategies, deeper engagement, and a more impactful future.
Taco Dibbits
Welcome to Impact: Opening Remarks on Art's Transformative Power
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With his characteristic blend of scholarly insight and warm approachability, Dibbits will welcome international arts professionals to the cultural heart of the Netherlands. Having guided Rijksmuseum through a period of digital transformation and inclusive programming, Dibbits brings a unique perspective on bridging centuries of artistic heritage with contemporary audiences. His opening address will set the collaborative tone for the conference, drawing on the Rijksmuseum's innovative approaches to making art accessible to all.
Janneke van der Wijk
The Impact Blueprint: Translating Artistic Vision into Measurable Outcomes
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This session bridges the gap between creative ambition and demonstrable impact in the arts sector. We explore practical frameworks for arts organizations to articulate their intended social and cultural influence, then design meaningful metrics that honor artistic integrity while satisfying stakeholders' demand for evidence. Drawing from successful case studies, participants will learn to develop measurement approaches that capture both quantitative and qualitative dimensions of their work—creating an "impact blueprint" that aligns artistic vision with concrete outcomes without reducing creative expression to mere numbers. The presentation offers actionable strategies for cultural institutions to effectively communicate their value while strengthening their case for support and societal relevance.
Art as Social Accelerant: Cultural Institutions as Engines of Change
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This presentation explores how cultural institutions can catalyze social transformation beyond their traditional roles. Examining successful case studies, we reveal how arts organizations leverage their unique positions of trust and creativity to amplify marginalized voices, bridge societal divides, and convert artistic engagement into civic action. Participants will discover practical strategies for cultural institutions to function not merely as spaces for exhibition and performance, but as dynamic engines accelerating community change and social progress.
Chair: Corinne Estrada
From Past to Possibility: Celebrating 25 Years of Arts Communication Pioneers
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For 25 years, Communicating the Arts has brought cultural leaders together to shape the future of arts communication. This special anniversary panel honors the pioneers who have driven the field forward, reflecting on transformative moments, shifting audience expectations, and the bold ideas that reshaped cultural engagement. As we celebrate a quarter-century of dialogue and innovation, these trailblazers will share their visions for the future—offering insights and inspiration for the next era of impact.
Hugo Mintz & Sarah Cockburn
Making an Impact: The Power of Brand, Voice and Strategy
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Making an impact in the world's busiest arts marketplace is not only about bold ideas—it’s about consistency, clarity and building lasting brand equity. Join the Heads of Brand & Campaigns and Communications & Digital at the Edinburgh International Festival as they reveal how a two-speed approach is fundamental to driving real change. Learn how to balance short term sales goals with long-term brand awareness, harness data to shape strategy, and secure organisational buy-in to create lasting impact – drawing lessons from the world’s largest annual cultural celebration, second in attendance only to the Olympics.
Ottilie Thornhill & Ruth Pelopida
Building data: revealing intangible experiential insights
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As digital twin technology becomes both more sophisticated and more democratised, simple, affordable and tangible ways for arts and culture organisations to adopt the technology and feel the benefits are needed. A critical first step will be to unlock data created by cultural buildings and make it readable and meaningful to stakeholders. Arup will present results from a pilot with members of London’s cultural sector that will bring to light the secrets of our cultural buildings and future opportunities to enhance visitor experiences and operational efficiencies.
Chair: Cecilia Martin Abad
Thinking Together: Shaping Our Impact Journey
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In this closing Day 1 session, participants collectively formulate the essential questions about arts communication impact that will guide our remaining conference days. Through structured dialogue, we'll transform individual insights into a shared inquiry agenda, ensuring subsequent sessions directly address our community's most pressing concerns about how arts organizations can maximize their societal influence.
Evening
Rob Groot
Masterpieces & Masterful Impact
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To welcome delegates of Communicating the Arts Amsterdam 2025, Rob Groot invites attendees to a special reception at the Van Gogh Museum, a space where timeless masterpieces meet contemporary conversation. Groot will talk about the value of uniting varied perspectives in cultural institutions and the ongoing impact of the art and life story of Vincent van Gogh, inspiring diverse audiences around the world. Set among Van Gogh’s most celebrated works, this gathering is more than a welcome, it’s an opportunity to build connections, exchange ideas, and set the tone for three days of inspiration and impact.
Harma van Uffelen
Visual Alchemy: Exploring John Madu's Transformative Artistry
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In this talk, Harma van Uffelen explores how the Van Gogh Museum is expanding its artistic lens through the works of contemporary Nigerian artist John Madu. Known for blending African narratives with pop iconography, Madu’s visual language offers a compelling dialogue with Van Gogh’s legacy. Van Uffelen highlights how Madu’s work challenges traditional art historical frameworks, bringing new cultural perspectives into conversation with foundational collections. Through Madu’s case, this presentation offers a model for how traditional institutions can meaningfully engage with diverse artistic voices and make space for evolving interpretations. She will also elaborate on the valuable collaboration with the Van Gogh Museum's 'Reframers' in creating this exhibition. The Reframers are a group of young adults who advise the museum on making Van Gogh relevant to people today.
