Masterclass #1: Curating for Future Audiences (and Challenging Established Conventions)

Presented by the NGV and RMIT University

Sorry you missed this one!

‘Curating for Future Audiences’ is the first in a series of workshops on ‘Designing Experiences’, presented by the National Gallery of Victoria and RMIT University exploring new curatorial approaches, experience design and collaborative practices that successfully engage, win and retain new audiences.

The program is developed for emerging curators, experience designers, marketers, brand managers, exhibition designers, events managers, publishing industry, and professionals with audience focused roles.

In this one-day Masterclass, participants will learn how human-centred, audience-focused thinking enlivens both commercial and curatorial practice. Drawing parallels across both of these sectors insight is offered into the strategies and tactics that help shape the evolving expectations and aspirations of audiences.

Participants will discover new methods and approaches, will hear successful case studies from industry leaders, and will participate in interactive sessions led by local and international experts.

Designed as a participatory and accessible program, participants will be able to network all day, including over lunch in the NGV Garden Restaurant and after class.


Adapting to evolving audiences

Join Moderator Helen Whitehead, Associate Director, Marketing Business Partners at RMIT University in a discussion with corporate experts across the arts, corporate and consumer sectors as they discuss the ways in which they have adapted their businesses and their leadership to appeal to their audiences.

Moderator: Helen Whitehead, Associate Director, Marketing Business Partners, RMIT University

Romina Calabro, Associate Director, Corporate Partnerships, NGV
Nick Garrett, CEO, Clemenger BBDO, Sydney and Melbourne
Katya Wachtel, Editorial Director, Broadsheet Media


Case study – MECCA Land

Hear from one of Australia’s must successful and innovative cosmetics brand reveal how MECCA constantly adapt, embracing creativity and design to enable audience growth and customer loyalty.

Moderator: Helen Whitehead, Associate Director, Marketing Business Partners, RMIT University


Marita Bourke, Head of Marketing and Brands, MECCA


Stories of substance – audience and narrative

In a world overloaded by data, information and content how do artists, designers and brands cut through the noise to deliver a message with impact? Hear from a group of curators, artists and designers who choose to bring a level of provocation to their work, creating content and immersive situations that engage audiences within a story or a debate.


Daan Rosengaarde, Dutch artist and founder of Studio Roosegaarde
Beatrice Leanza, Beijing based Cultural strategist and design critic
Refik Anadol, LA based media artist
Ikko Yokoyama, Acting Lead Curator, Design and Architecture, M+ museum for visual culture


Case study: MEISSEN | SO-IL: 18th-Century porcelain in contemporary architecture

Florian Idenberg of innovative New York based architecture practice SO–IL discuss the audience strategy behind their response to Kunsthal KAdE’s brief to design an ideal contemporary three-dimensional setting in which to present porcelain.


Robbert Roos, Chief curator Kunsthal KAdE
Florian Idenburg, Co-Founder of SO-IL

Case study: 2018 Architecture Commission – Doubleground by MUIR + OPENWORK

A presentation by the architects and curator reveal the thinking and strategy within this innovative work of temporary architecture.


Amy Muir, Melbourne Architect, Director, Muir Architects

Mark Jacques, Landscape Architect, Director, Openwork


Case study: Escher x nendo | Between Two Worlds

NGV’s lead Curator and Exhibition Design Manager presents an insight into the thinking behind nendo studio’s exhibition design to engage audiences.


Cathy Leahy, NGV Senior Curator, Prints and Drawings

Ingrid Rhule, NGV Manager, Exhibition Design

Case study: NGV Triennial

Hear from one of the lead curators of the ground-breaking NGV Triennial exhibition series, which immediately became among the most highly-attended in the world when launched in 2017. Gain an insight into the thinking driving the curation of the 2020 iteration, and the strategy behind the creation of the series.


Simon Maidment, Senior Curator, Contemporary Art