PROGRAM 

Wednesday 18 September

The congress will be held at the Museo Universidad de Navarra (Pamplona).

18th: Theatre of the Museum of the University of Navarra.

19th and 20th: conference room Workshops for the conferences and round tables, and Classrooms 1 and 2 for the workshops.

THEMATIC BLOCK 1:
A 360º VIEW OF THE REPUTATION OF MUSEUMS

14.30h-15.10h. Registration, reception of visitors and welcome coffee

15.20h. Inauguration of congress at position by Mr. Enrique Maya, Mayor of Pamplona.

15:25h. Welcome to position by Jaime García del Barrio, director of the Museo Universidad de Navarra. presentation of the inaugural lecture .

15.30h. lecture opening

• lecture entitled "On museums and reputations" at position by Miguel Falomir, director of the Museo Nacional del Prado and chairman of the Building Museum Reputation Conference.

16.30h. roundtable 

Are museums ready to make the public fall in love?

Participants:

• Mikhail Piotrovsky, director of the State Hermitage Museum in St Petersburg.

• Penelope Curtis, Director of the Calouste Gulbenkian Museum in Lisbon.

• Miguel Falomir, director of the Museo Nacional del Prado and chairman of the Building Museum Reputation Conference.

moderatorValentín Vallhonrat, artistic co-director of the Museo Universidad de Navarra.

17.45h - 18.30h. A conversation with...

• "Art and aesthetic consumption in hypermodern societies" at position by Gilles Lipovetsky, philosopher and sociologist.

Presented by: Celia Guilarte, Head of Institutional Relations, Museo Nacional del Prado, area .

Thursday 19 September

THEMATIC BLOCK 2:
THE IMPORTANCE OF DIFFERENTIATION AND INNOVATION

09.00h. Reception and welcome

09.15h. lecture plenary

• lecture entitled "Innovation and Distinctiveness: a path towards museum reputation." at position by Axel Rüger, director of the Royal Academy of Arts in London.

It will be presented by Marina Chinchilla, Deputy Director of Administration at the Museo Nacional del Prado.

10.15h. roundtable

"Museums and institutions in search of a differential artistic project ".

Participants:

• Jaime García del Barrio, director general of the Museo Universidad de Navarra.

• María Bolaños, Director of the National Sculpture Museum of Valladolid.

• Mireia Gubern Badia, Head of Contents of department of Art Exhibitions of the "la Caixa" Banking Foundation.

• Pablo Gonzalo, manager of Espacio Fundación Telefónica.

Moderator: Linda Mol, curator, consultant and member of the Jury of the EMYA Awards of the European Commission.

11.30h - 12.00. Coffee and networking space

12.15h - 13.15. Simultaneous workshops on differentiation projects.

• "Change? It is in our nature" at position by Wendy Gallagher, manager from Education and Civic Engagement. Manchester Museum. (Workshop in English with translation to Spanish). classroom 1

• "Ideas that heal: the case of the Fundación Juan March (1955-2019)" at position by Manuel Fontán, director de Exposiciones de la Fundación Juan March. classroom 2

registration to workshops

13:30h. Lunch at the University of Navarra Museum

THEMATIC BLOCK 3:
GOVERNANCE, FINANCING AND INSTITUTIONAL PARTNERSHIPS

15.00h. lecture plenary

• lecture entitled "Reputation and Good Governance: The Case of the Guggenheim Museum Bilbao" at position by Juan Ignacio Vidarte, director of the Guggenheim Museum Bilbao.

It will be presented by Elisa Montserrat, Director of speech and Marketing of the Museo Universidad de Navarra.

16.00h. roundtable:

"Impact of sponsorship on the reputational transfer from museums to companies".

• Isabelle Le Galo, President for Spain of the Daniel and Nina Carasso Foundation.

• Ramón Castresana, director of Fundación Iberdrola España.

• Ignacio Lerga, director Corporate Responsibility, AXA Spain.

moderatorCarlos Chaguaceda, director of speech of the Museo Nacional del Prado.

17.00h - 17.30h Coffee and networking space

17.30h. Simultaneous workshops

• "The Cultivation of Reputation; past, present, future", at position by Penelope Curtis, Director of the Calouste Gulbenkian Museum, Lisbon. (Workshop in English with translation to Spanish) classroom 1

• "project big data for management of visitors - Telefónica for the Museo Nacional Centro de Arte Reina Sofía", at position de Paula Alamán, Industry Lead - Big Data & Analytics Business LUCA (Telefónica Data Unit) and Rosa Rodrigo, Director of development Strategic Business, Commercial and Audiences of the Museo Nacional Centro de Arte Reina Sofía. classroom 2

registration to workshops

18:45h. visit to the Museum of the University of Navarre

19:45h. Dinner at the University of Navarra Museum

Friday 20 September

THEMATIC BLOCK 4:
management OF INTANGIBLES

09.00h. Reception and welcome

09.15h. lecture plenary

• lecture entitled "How Do the World's Great Museums Manage Their Reputation?", at position by Cees Van Riel, Professor of Corporate speech at the Rotterdam School of Management and director of the Centre for Corporate speech at Erasmus University.

It will be presented by Juan Manuel Mora, Vice President of speech of the University of Navarra.

10.15h. roundtable:

• "Quality Parameters and Rankings - What indicators should influence the quality of a museum?"

Participants:

• Ricardo Martí Fluxa, President of the Real board of trustees del Centro de Arte Reina Sofía

• Luis Grau Lobo, President of ICOM Spain and director of the Museo de León

• Francisco de la Torre Prados, Mayor of Malaga

• Virginia Garde, General Coordinator of development Audiences and Security, Museo Nacional del Prado

Moderator: Elena Hernando, director General Manager of the Lázaro Galdiano Foundation

11:30h-12:00h. Coffee and networking space

12.15h. Simultaneous workshops on management of intangible assets

• "Estudio sobre el trasvase reputational de empresas que patrocinan museos en los Países Bajos", at position by Ana Casado and Pilar Alarcón, lecturers at the University of Málaga. classroom 1

• "Developing sustainability strategies for temporary exhibitions at the Guggenheim Museum Bilbao", at position by Daniel Vega, director exhibitions and conservation technician at the Guggenheim Museum Bilbao. classroom 2

registration to workshops

13.30h. Conclusions of the congress

• Session entitled"Final learnings: Building together the future of museum and corporate reputation" at position by Ángel Alloza, CEO of Corporate Excellence-Centre for Reputation Leadership.

13:55h. Closing of the congress of the congress to position by Ángel J. Gómez-Montoro, president of the board of trustees Museo Universidad de Navarra and President of the University of Navarra between 2005 and 2012.

14:00h. End of the congress