The race for attention from cultural consumers is tough, and cultural institutions today are in fierce competition with an increasing range of experience-oriented attractions to win the public’s favour. A faithful crowd of visitors are reserved for the few, and for the many, it is no longer enough, e.g. to have quality art on the walls. Nowadays, visitors also demand delicious food and shopping – a total experience. Therefore, many cultural institutions today must balance art and business to justify their existence to owners, politicians, foundations, and citizens. 

At this morning session, we seek answers to questions like: How do  cultural institutions stand out and differentiate in a tough market? What role does the identity of a museum, gallery, concert hall, festival, etc. play? And what role does funding play these days? 

To answer these questions, we have invited Lisbeth Lund, Director at J.F. Willumsen’s Museum and Michael Bjørn Nellemann from Det Obelske Familiefond to join our CEO Anne-Mette Højland to share their insights and experiences about creating and working with cultural identities.

Time: Thursday the 23rd of May at 9-10.30 am.
Place: IDna Group, Store Kirkestræde 1, 1st floor, 1073 Copenhagen.

How to join this event?

Because this event is a smaller,  closed event, invites are sent out personally. However, if you are not invited yet and you think this event would benefit your work, please send us an email at


Lisbeth Lund – J.F. Willumsen’s Museum
J.F. Willumsens’s museum has  just carried out an extensive strategy and branding process, resulting in a new strategy and a new visual identity in the making. The owner of the museum, the municipality of Frederikssund, was greatly involved in the process, which has reinforced the importance and value of the museum for the municipality.

Michael Bjørn Nellemann – Det Obelske Familiefond
With experience as a cultural counsellor at the Danish embassy in Paris, as chief of HRH The Prince Consort’s Court, as director at Nivaagaard’s Malerinsamling and now from Det Obelske Familiefond, Michael Bjørn Nellemann has extensive experiences and insights in the interactions between cultural institutions, funding, and ownership

Anne-Mette Højland – IDna Group
IDna Group has a long history of both creating and working with cultural brands and identities. We have created strategy and visual identities for cultural institutions such as Teater Republique, Nørrebro Teater, Teaterbilletter, J.F. Willumsens Museum, Nikolaj Kunsthal, Cathrine Raben Davidsen and Nicoline Liv Andersen.


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