The Picasso Museum Barcelona is a world-renowned cultural facility, with a history of almost 60 years. Inaugurated in 1963 and managed since 2014 by the Museu Picasso de Barcelona Foundation, the museum space, installed in a Gothic palace in Barcelona, reflects the vital link between the universal artist and the city. MagmaCultura has been providing its services to the museum since 2003 as a cultural management company.

CHALLENGE

The center is one of the places that arouses the most interest in Barcelona. It receives around 4,000 daily visitors in an emblematic space of historical-artistic heritage and is a huge focus of attraction for visitors and tourists from all over the world. The volume of attendees and participants in the activities requires effective coordination based on solid experience in the management and operation of cultural and heritage facilities. In addition, the variety of origins of tourists results in a continuous exercise of adapting the experience for reasons of language, interests and different cultural references, with a clear focus on generating tailor-made cultural experiences.

GOALS

At MagmaCultura we work guided by the following objectives:

• Offer a comprehensive and adapted experience to visitors and tourists of different origins.
• Maintain the connection between the museum and the local public of the city of Barcelona.
• Contribute to the development of versatile teams that ensure the ability to adapt
• Adapt the use of technology to new needs, with the mission of achieving a greater digital reach with target audiences.

TASK

Our extensive experience in the management and operation of cultural and heritage facilities, as well as our capabilities in digital strategy in cultural organizations, allow us to carry out the following tasks:

• Support for the transformation and updating of the service, adapting it to the current needs of museum spaces in relation to their audiences.
• Introduction of technology for digital management with the public in aspects such as ticket sales.
• Visitor attention including reception and reception, information service and locker tasks and room control.

RESULTS

The figures from recent years situate the importance and impact of the Picasso Museum in Barcelona:

• More than a million visitors a year.
• Nearly 33.000 students participating in educational activities.
• About 60 workshops every year.

KEY PROJECT FEATURES

• Effective coordination based on experience in the management and operation of cultural and heritage facilities.
• Knowledge of digital strategy in cultural organizations.
• Ability to adapt and generate tailored cultural experiences.