In_Nova MusEUm “Peripheral Museums Audience Development Strategy”

The present text Peripheral museums audience development: practicing the art and food strategy documents the actual art and food European-wide strategy as practised by the In_Nova MusEUm partners and associated partners over a period of 18 months.

The first part reintroduces with more data the theoretical background framing the project, the project’s cultural strategy, offers a definition of peripheral museums, elaborates on the art and food concept, and characterises the 18-35 demographic and its relationship with museums. The second part focuses on audience research undertaken by partners and proposes a general audience development strategy. The third part focuses on the audience development initiatives practised by the In_Nova MusEUm partners and how the art and food concept was used in different and imaginative ways to attract audiences to the partner museums. The initiatives were fully integrated in the project’s strategy. The specific actions were designed to achieve concrete results, namely the participatory audience development actions and digital engagement pilots. describes some of the actual audience research activities developed by partners.

Report available online here: