The University of Navarra, the High School of Economics of St. Petersburg and the State Hermitage Museum are organizing an international congress on the reputation of museums on November 12. The meeting, which will be broadcast live from the Hermitage's committee Salon, will bring together academics and practitioners to share knowledge and experiences on the contribution of museums.

The opening session "The museum as a driver of social development and reputation of cities" will address how museums are assets for the local development of cities: how they can inspire creativity and cultural diversity, and how they help regenerate local economies, attract visitors and generate income.

Moderated by Magdalena Gaete, researcher at the Center for University Governance and Reputation and representative of the University of Navarra in Russia, the session is expected to be attended by Boris Piotrovsky, Deputy Governor of St. Petersburg; Mikhail Piotrovsky, director of the State Hermitage Museum; Francisco de la Torre, Mayor of Malaga, among others.

This lecture is the second edition of the congress Building Museum Reputation, organized by the Center for University Governance and Reputation, University of Navarra. The first edition was held in September 2019 at the University of Navarra Museum.

The case of the University of Navarra Museum

The meeting will also include other sessions on reputation in art and culture, good governance of museums, how to increase the international reputation of these institutions, or ethics as the basis of the Cultural Activities Office. Jaime García del Barrio, director of the Museo Universidad de Navarra, will deliver the lecture entitled "In search of a differential artistic project . The case of the Museo Universidad de Navarra (MUN)".

Academics from the Rotterdam School of Management such as Cees Van Riel, the High School of Economics of St. Petersburg and the IESE of the University of Navarra will participate. Also taking part will be cultural experts such as Emilie Gordenker, director of the Van Gogh Museum; Luis Monreal, director general director of the Aga Khan Trust for Culture; Elena Chernyshkova, director of the Russian Heritage Abroad Foundation; Oksana Oracheva, general director of the Vladimir Potanin Charitable Foundation; and Victor Shalay, director of the Museum of the History of the Far East.